As many of you know, I am currently working on a Non-Profit Model Medical Clinic (www.MedSherpa.com). One of the biggest limitations, as with any business is getting the word out. Although I am not a Web Developer, I figured it was time for me to learn something about the back end of Google so I can direct my internet marketing folks more appropriately. After all, no one knows the mission and objectives better than me.
#GA Webinar by Justin Cutroni @JustinCutroni
Here were the Objectives
- Defining your Business Objectives
- Measuring your Success through Goals
- Adwords and Analytics Integration
- Analyzing Marketing Campaigns
- Improving Your Results
The first part of the Webinar was very informative. Mr. Cutroni identified that the first steps belongs with Identifying your Business Objectives.
From the GA perspective possible Business Objectives and their corresponding Goals are:
Business Objective Goal
- Ecommerce Sell Products/Services
- Lead Generation Obtain Contact Information
- Content Publisher Show Advertising
- Support Help customers solve problems
- Branding Drive awareness and engagement
Pearl of Wisdom: Only 3% of Traffic will Convert
Macroconverstions vs. Microconversions - Macroconversions is where the customer fulfills your end goal i.e. buying a product. However, microconversions may be just as important for the purpose of tracking. Microconversions are the various areas of your website that a consumer with which a consumer may engage.
- Share Content – customer tweets it, likes it or share it
- Newsletter subscription
- Watches video
- Adds product to cart
Setting Goals – This section of the seminar is just too difficult to paraphrase. The good news is that apparently #GA has a Webinar on setting goals within the Analytics interface. The one thing I leared here was: You get 20 goals that you can set for each profile.
Integrating Google Adwords and Analytics: Apparently this happens fairly automatically. However, to insure that it works seamlessly, either both accounts should be under the same Google account or in both accounts, the privleges have to be at the ADMIN level for the integration to work.
Pearl of Wisdom: In Adwords, under the Admin setting set up the auto-tagging feature. This will insure that data is captured for Analytics evaluation.
Measure your Marketing Campaigns – I didn’t realize this feature exists and it was the area where I learned the most. Apparently, one can track the various marketing sources one uses. For example, I will use both email marketing and a newsletter. By including specific links with analytics code embedded in those links, I can track if visitors came to the website through these marketing channels. For our Non-Profit Medical Clinic (www.MedSherpa.com), I am already setting up a MailChimp email marketing campaign so I am excited to develop links within each section of the email/newsletter to see how that converts.
OK. so how is this Link Tagging done. Well one can apparently create a few different tags within the link. These tags are:
- Campaign - Name of the campaign i.e. Membership Drive
- Medium – The channel i.e. Email
- Source – More info about the Medium
- Keyword – Keyword from the Search i.e. Membership
Pearl of Wisdom: The Link Tagging Tool is found at goo.gl/TAOj