• 3. We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A • 4. Our goal: connect data back to revenue • 5. WHEN TO USEEcommerce • 6. Use ecommerce tracking if you take credit cards • 7. Google Analytics doesn’t do this by default • 8. Step 1: Enable Ecommerce Tracking • 9. DEMOTime • 10. Step 2: Add ecommerce tracking code to your site • 11. Every order will have slightly different code vs • 12. This isn’t a copy & paste job • 13. Your website produces the code each time • 14. Add the code to you payment confirmation page • 15. How GA ecommerce tracking works 1 Shopping cart captures order info 2 Your site builds the tracking code 3 GA tracking code executes 4 Sends data to GA servers • 16. Add it within your regular GA tracking code • 17. DEMOTime • 18. What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process. • 19. You’re going to want help from a developer • 20. WHAT IS AGoal? • 21. A goal is a critical event for your business • 22. Use ecommerce first, goals second • 23. Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads • 24. The data you’ll have • 25. We tell GA what our goals are • 26. THE 4 GOALTypes • 27. 1. URL Destination Every time someone views a page, the goal triggers. • 28. DEMOTime • 29. Funnels aren’t that flexible They only work when your site has a series of consecutive steps. • 30. What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews • 31. What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t. • 32. This is what the virtual pageview code looks like: • 33. Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work. • 34. DEMOTime • 35. GOALValues • 36. Only use goal values when they lead to revenue We don’t want to assign random values to our goals. If you can’t connect a goal to revenue, leave it blank. • 37. Let’s work through an example • 38. Recalculate goal values every 3-6 months • 39. WHO GETS THECredit? • 40. All traffic report from Google Analytics • 41. How does Google Analytics assign credit? • 42. Let’s say Susan comes to your site • 43. She discovers you via a Facebook post and buys • 44. Next time, she uses an organic search and buys • 45. Who gets the credit for each purchase? • 46. This creates distortions in your attribution • 47. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources. • 48. To get a complete picture of your customers... You’ll need to use customer analytics. • 49. A revenue report that includes repeat purchases • 50. Use KISSmetrics for long term tracking

1. The Two Required Features of Google Analytics that
Tell You Where Your Revenue Comes From
Lars Lofgren
Marketing Analyst - October 2012 info@kissmetrics.com - Confidential - Do not distribute

2. @larslofgren #KISSwebinar

3. We’ll cover...
1 How to get ecommerce working
2 How to set up goals
3 Q&A

4. Our goal: connect data back to revenue

5. WHEN TO USE
Ecommerce

6. Use ecommerce tracking if you take credit cards

7. Google Analytics doesn’t do this by default

8. Step 1: Enable Ecommerce Tracking

9. DEMO
Time

10. Step 2: Add ecommerce tracking code to your site

11. Every order will have slightly different code
vs

12. This isn’t a copy & paste job

13. Your website produces the code each time

14. Add the code to you payment confirmation page

15. How GA ecommerce tracking works
1 Shopping cart captures order info
2 Your site builds the tracking code
3 GA tracking code executes
4 Sends data to GA servers

16. Add it within your regular GA tracking code

17. DEMO
Time

18. What if we can’t modify the shopping cart?
Many payment platforms severely
restrict what you can do with the
checkout process.

19. You’re going to want help from a developer

20. WHAT IS A
Goal?

21. A goal is a critical event for your business

22. Use ecommerce first, goals second

23. Google Analytics goal examples
1 Account sign ups
2 Newsletter sign ups
3 Lead gen forms
4 Downloads

24. The data you’ll have

25. We tell GA what our goals are

26. THE 4 GOAL
Types

27. 1. URL Destination
Every time someone views a page, the
goal triggers.

28. DEMO
Time

29. Funnels aren’t that flexible
They only work when your site has a
series of consecutive steps.

30. What if we don’t have a unique URL?
1 Use event goals
2 For funnels, use virtual pageviews

31. What’s a virtual pageview?
We tell Google Analytics by hand that
a pageview occurred when it didn’t.

32. This is what the virtual pageview code looks like:

33. Be careful with virtual pageviews
Only use them when you need to add
a step to your funnel and URLs won’t
work.

34. DEMO
Time

35. GOAL
Values

36. Only use goal values when they lead to revenue
We don’t want to assign random
values to our goals. If you can’t
connect a goal to revenue, leave it
blank.

37. Let’s work through an example
1 Each sale gets you $100
2 You need 10 lead to get a sale
3 Each lead is worth $10
4 Your lead gen form should have a goal
value of $10

38. Recalculate goal values every 3-6 months

39. WHO GETS THE
Credit?

40. All traffic report from Google Analytics

41. How does Google Analytics assign credit?
Credit goes to the most recent traffic
source (except for direct).

42. Let’s say Susan comes to your site

43. She discovers you via a Facebook post and buys

44. Next time, she uses an organic search and buys

45. Who gets the credit for each purchase?
1 Purchase #1: Facebook.com
2 Purchase #2: Organic keyword

46. This creates distortions in your attribution
1 Marketing to new customers is undervalued
2 Marketing to repeat customers is overvalued

47. Web analytics can’t track people over time
Customer data gets split up between
multiple traffic sources.

48. To get a complete picture of your customers...
You’ll need to use customer analytics.

49. A revenue report that includes repeat purchases

50. Use KISSmetrics for long term tracking

51. Q&A Time!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren