Day 3: Attribution, Analytics & AdWords

Transcription

1 Day 3: Attribution, Analytics & AdWords

2 LEGAL AND CONFIDENTIALITY INFORMATION WELCOME Every effort was made to ensure that the information in this presentation is complete and accurate at the time of instruction. However, information is subject to change and CallTrackingMetrics cannot assume responsibility for any errors or omissions. Changes or corrections to the information contained in this presentation may be incorporated in future issues. Materials for this course may not be reproduced, duplicated, reverse engineered, or adapted unless copyright, duplication, and use rights have been separately licensed from CallTrackingMetrics. Materials are confidential and proprietary information which must be retained in confidence by the recipient. CallTrackingMetrics and the CallTrackingMetrics logo are either registered trademarks or trademarks of CallTrackingMetrics CallTrackingMetrics, LLC. All rights reserved. CallTrackingMetrics 2

3 COURSE REQUIREMENTS COMPUTER RECOMMENDATION GETTING STARTED Log into your CallTrackingMetrics account If you have two monitors, you can show our screen on one and your CTM account on another Supported browsers: The latest version of Google Chrome or Firefox Have pop-ups enabled GOTOWEBINAR SETUP For audio issues, call in via phone line Attendees are in listen-only mode Enter questions in the Questions Box Questions will be addressed throughout the course Missed questions will receive a follow-up response Course handouts are available now and can be downloaded from the GTW toolbar All attendees will receive Certificates of Completion via CallTrackingMetrics 3

4 ACCOUNT ASSUMPTIONS Create an account or subaccount to work in. New to CTM? Visit: now and sign up if you are not yet a customer. Current Customer? Log into your CTM account. If you are an agency administrator, visit and create a new sub-account Academy for this training class to work in. Have Agency or Administration access with the ability to purchase tracking numbers. CallTrackingMetrics 4

5 DAY 3: ATTRIBUTION, ANALYTICS & ADWORDS SEARCH CONCEPTS AGENDA Search Tracking Attribution Call Scoring Text Messages Working Session GOOGLE ANALYTICS & ADWORDS Google Analytics Integration Call Events, Goals, & Conversions Google AdWords Integration Call-only Ads & Call Extensions Message Extensions Working Session CallTrackingMetrics 5

6 HELLO! I am Jessica Michaels Google Guru & Product Coach Lets connect Linkedin: CallTrackingMetrics 6

7 SECTION 1 Search Concepts CallTrackingMetrics 7

8 BASIC CONCEPTS CallTrackingMetrics 8

9 CTM TRACKING - DEFINING THE SOURCE SOURCE TRACKING CTM Tracking Code - <script async src="// tctm.co/t.js"></script> Tracking Numbers (Facebook) (Google AdWords) (Direct) Tracking Sources - Direct, Facebook, and Google AdWords Target Numbers Dynamic Number Insertion - The tracking numbers on your website will dynamically change to a tracking number based on how the visitor came to your page CallTrackingMetrics 9

10 TRAFFIC SOURCE DIMENSIONS TRAFFIC SOURCE Source: Every referral to a web site has an origin, or source. Possible sources include: google (the name of a search engine), facebook.com (the name of a referring site), spring_newsletter (the name of one of your newsletters), and direct (users that typed your URL directly into their browser, or who had bookmarked your site). Medium: Every referral to a website also has a medium. Possible medium include: organic (unpaid search), cpc (cost per click, i.e. paid search), referral (referral), (the name of a custom medium you have created), none (direct traffic has a medium of none ). Direct: When a user either types in the full URL or has it bookmarked. Not referred from another place on the web. Referral: Any website that links to you can be a referral. CallTrackingMetrics 10

11 TRAFFIC SOURCE (CONT) Search Term/ Search Query: The real-world terms that people use to find those pages through paid and organic search. Keyword: Paid search term for the keyword you are bidding on. Place your screenshot here CallTrackingMetrics 11

12 TRAFFIC SOURCE DIMENSIONS (CONTINUED) TERMS VS QUERIES Keywords: Search Queries/ Search Terms: Airline approved dog kennels Small pet carriers Pet Carrier Carrier for my pet Beanie hats for men Mens Baseball Hats Blue Hats for men Mens snowboarding hat Pet Carrier Mens Hats CallTrackingMetrics 13

13 INTRO TO SEARCH Womens Shirts in Severna Park, Maryland Place your screenshot here CallTrackingMetrics 13

14 INTRO TO SEARCH Kids baseball hats near me CallTrackingMetrics 14

15 INTRO TO SEARCH Top rated men s weatherproof hat CallTrackingMetrics 15

16 INTRO TO SEARCH Top rated men s weatherproof hat Top rated men s weatherproof hat CallTrackingMetrics 16

17 INTRO TO SEARCH Top rated men s weatherproof hat CallTrackingMetrics 17

18 INTRO TO GOOGLE SEARCH Search Query Paid Search Organic Search CallTrackingMetrics 18

19 INTRO TO BING SEARCH Search Query Paid Search Paid Search Organic Search Paid Search CallTrackingMetrics 19

20 LANDING PAGE vs WEBSITE CallTrackingMetrics 20

21 GOOGLE ANALYTICS HIERARCHY Account: CallTrackingMetrics Property: UA XXXXXXX-1 View: 20 views per property CallTrackingMetrics 21

22 ANALYTICS HIERARCHY View: GOOGLE ANALYTICS Annapolis Maryland All Website Traffic (RAW) CallTrackingMetrics 22

23 ANALYTICS HIERARCHY View: GOOGLE ANALYTICS Visitors From Annapolis Visitors From Maryland All Website Traffic (RAW) CallTrackingMetrics 23

24 ANALYTICS TERMINOLOGY Event - An action that takes place on the page More about events: Event Example: Inbound phone call Goal - Represents a benchmark of requirements for an activity. You define the activity requirements. Goal Example: Requirement of call length being over 60 seconds in length Conversion - Completed goal in Analytics is known as a conversion or goal completion. Conversion Example: Calls >60 seconds in length CallTrackingMetrics 24

25 COMMUNICATION FLOW Understanding the basics of how CTM communicates with Google BIG CONCEPT Google Analytics Google AdWords CTM CallTrackingMetrics 25

26 TRACKING SCRIPTS CTM: <script async src="//xxxxx.tctm.co/t.js"></script> Google Analytics: TRACKING SCRIPTS <script> (function(i,s,o,g,r,a,m){i['googleanalyticsobject']=r;i[r]=i[r] function(){ (i[r].q=i[r].q []).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagNa me(o)[0];a.async=1;a.src=g;m.parentnode.insertbefore(a,m)})(window,document,'script',' nalytics.com/analytics.js','ga'); ga('create', 'UA-xxxxxxxx-1', 'auto'); ga('send', 'pageview'); </script> CallTrackingMetrics 26

27 TROUBLESHOOTING Old analytics tracking codes: pre 2005: urchin.js _uacct = "UA-XXXXXX-Y"; : ga.js =_gat._gettracker("ua-xxxxxx-y"); : ga.js Asynchronous _gaq.push(['_setaccount', 'UA-XXXXX-X']); CallTrackingMetrics 27

28 ATTRIBUTION - COOKIES Standard CTM cookies last for 30 days Cookie durations can be modified Place your screenshot here Numbers >Tracking Script > Cookie Settings CallTrackingMetrics 28

29 ATTRIBUTION MODELS CallTrackingMetrics 29

30 ATTRIBUTION MODELS CallTrackingMetrics 30

31 ATTRIBUTION MODELS CallTrackingMetrics 31

32 ATTRIBUTION MODELS CallTrackingMetrics 32

33 ATTRIBUTION MODELS Last Click - First Click - Linear - Position Based - Time Decay CallTrackingMetrics 33

34 ATTRIBUTION MODELS Last Interaction Linear Last Non-Direct Click Time Decay Last AdWords Click Position Based First Interaction More information on Google Analytics Attributions Models CallTrackingMetrics 34

35 GOOGLE ADWORDS - AUTO TAGGING AUTO TAGGING CallTrackingMetrics 35

36 TWO TYPES OF PAID CALLS CallTrackingMetrics 36

37 2-TYPES OF PAID CALLS CLICK-TO-LANDING PAGE CallTrackingMetrics 37

38 2-TYPES OF PAID CALLS CLICK-TO-CALL Place your screenshot here CallTrackingMetrics 38

39 2-TYPES OF PAID CALLS CLICK-TO-LANDING PAGE Tracking scripts will be applied when the user selects a Paid Click to go to a Landing Page. Tracking scripts will not be applied if the user selects Click-to-Call option CallTrackingMetrics 39

40 2-TYPES OF PAID CALLS CLICK-TO-CALL Tracking scripts will be applied when the user selects a Paid Click to go to a Landing Page. Place your screenshot here Tracking scripts will not be applied if the user selects Click-to-Call option CallTrackingMetrics 40

41 CallTrackingMetrics 41

42 There s a big difference between data and wisdom. CallTrackingMetrics 42

43 10 MINUTE BREAK CallTrackingMetrics 43

44 SECTION 2 Google Analytics & AdWords CallTrackingMetrics 44

45 45Thi s CallTrackingMetrics 45

46 CallTrackingMetrics 46

47 47Thi s CallTrackingMetrics 47

48 ERRORS Common mistakes with Google Analytics Integration Hard coding the tracking number Not installing the CTM tracking script No Google Analytics tracking Filters in Analytics CTM & Analytics not fully integrated Analytics & AdWords aren t connected Goals in Analytics CallTrackingMetrics 48

49 POP QUIZ Why don t my goals in Analytics match my call count in CTM for the same time frame? A. B. Calls do not equal goals or conversions. Calls = events. Goals are a set of requirements for the event to qualify as conversion. Even if the goal s only requirement is to be a call event, Google doesn t report in real-time, meaning there can be a delay for the event to appear in Analytics. CallTrackingMetrics 49

50 POP QUIZ I see paid campaign data in the call log and in Analytics, but I don t see the conversion in AdWords. Why would this happen? Is the goal imported into AdWords? Is the conversion in AdWords turned on? Is the goal in Analytics turned on? CallTrackingMetrics 50

51 51Thi s CallTrackingMetrics 51

52 WORKING SESSION Advanced Troubleshooting Scenarios 1-8 CallTrackingMetrics 52

53 WORKING SESSION Advanced Troubleshooting Scenarios 1 Why would an Organic Tracking source not have any visitor website information? CallTrackingMetrics 53

54 WORKING SESSION Advanced Troubleshooting Scenarios 2 Why doesn t AdWords call have any paid campaign information? CallTrackingMetrics 54

55 WORKING SESSION Advanced Troubleshooting Scenarios 3 Why doesn t AdWords call have any paid campaign information? CallTrackingMetrics 55

56 WORKING SESSION Advanced Troubleshooting Scenarios 4 Why doesn t AdWords call have any paid campaign information? CallTrackingMetrics 56

57 WORKING SESSION Advanced Troubleshooting Scenarios 5 Why isn t there any paid campaign information this call? CallTrackingMetrics 57

58 WORKING SESSION Advanced Troubleshooting Scenarios 5 Why isn t there any paid campaign information this call? CallTrackingMetrics 58

59 WORKING SESSION Advanced Troubleshooting Scenarios 5 Why isn t there any paid campaign information this call? CallTrackingMetrics 59

60 WORKING SESSION Advanced Troubleshooting Scenarios 6 Why isn t the source Google AdWords when I can see CPC data in the url? CallTrackingMetrics 60

61 WORKING SESSION Advanced Troubleshooting Scenarios 7 Why isn t there campaign information? CallTrackingMetrics 61

62 WORKING SESSION Advanced Troubleshooting Scenarios 8 What's wrong with this picture? CallTrackingMetrics 62

63 Advanced Troubleshooting Scenarios # CTM tracking script isn t on the page Google Analytics tracking script isn t on the page The wrong Analytics tracking script is on the page CTM and Analytics aren t connected Google Analytics and Google AdWords aren t connected Auto-tagging isn t turned on Ad Extensions: Several possible errors - The tracking source could have been left blank or wrong on the google integration page, The tracking script could not be installed in Google AdWords, the script could have been installed but not scheduled to run, it was a wrong number, Google didn t track the call. Old Analytics tracking code CallTrackingMetrics 63

64 SECTION 3 Text messages - Advanced Tracking Sources - Advanced Analytics Features CallTrackingMetrics 64

65 TEXT MESSAGING Text Triggers SMS Text triggers can be used to automatically take actions in your account based on inbound texts. Bulk Text Messages Bulk Messages are used to send a text message to multiple recipients, either immediately or at a scheduled date and time. CallTrackingMetrics 65

66 TEXT TRIGGERS SMS CallTrackingMetrics 66

67 BULK MESSAGES Bulk Text Messages SMS Bulk Messages are used to send a text message to multiple recipients, either immediately or at a scheduled date and time. CallTrackingMetrics 67

68 ADVANCED TRACKING SOURCES CONFIGURATIONS SOURCE UTM Parameters / Tracking Tags Regular Expression Landing page vs Referring page Negative Landing Pages Position Google Analytics CallTrackingMetrics 68

69 DEFINING THE SOURCE Google s URL Builder: SOURCE Website: e-pets/ Source: Medium: newsletter Campaign: springsavings18 CallTrackingMetrics 69

70 REGULAR EXPRESSION bing\.com\/search REGEX google.([^./]{2,3}) google.com?.([^./]{2})) search.yahoo.com Campaign A - utm_campaign=a&gclid=.+ or (?=.*utm_campaign=a)(?=.*gclid=).* Campaign B- utm_campaign=b&gclid=.+ or (?=.*utm_campaign=b)(?=.*gclid=).* Campaign C- utm_campaign=c&gclid=.+ or ((?=.*utm_campaign=c)(?=.*gclid=).* CallTrackingMetrics 70

71 DEFINING THE SOURCE POSITION Campaign A - (?=.*utm_campaign=a)(?=.*gclid=\.\+).* - Position 2 Campaign B- (?=.*utm_campaign=b)(?=.*gclid=\.\+).* - Position 2 Campaign C- ((?=.*utm_campaign=c)(?=.*gclid=\.\+).* - Position 2 SOURCE Capture all Google AdWords - gclid-.+ - Position 3 CallTrackingMetrics 71

72 POP QUIZ CallTrackingMetrics 72

73 ADVANCED CATEGORY RULES Category rules allow you to customize the Events category in Analytics. RULES Example: the default Categories are Calls and CallSale Using the Advanced Categorization rules you can have Sales Calls, Support Calls, and Jessica's Voic s. CallTrackingMetrics 73

74 GOOGLE ANALYTICS INTEGRATION FILTERS Available filters when an event is sent, based on properties of the call: FILTERS Tracking number(s) Tracking source(s) Receiving number(s) Menu keypress(es) CallTrackingMetrics 74

75 WORKING SESSION Now put it all together and create a marketing campaign. WORKING SESSION Let s say we wanted to do a customer rewards program and give out a free gift to our previous customer. Create a tracking source for a direct mailer that is going to be promoting a free gift when you use a promo code that you get text or call with the promo code of Free17 to the tracking number or visit a short link to a landing page. CallTrackingMetrics 75

76 WORKING SESSION Use the Google URL builder to create the link WORKING SESSION Source=mailer Campaign=rewards18 Medium=text-message Set default source, medium and campaign value in the tracking source. Create the text message trigger - Responding to the text with a short link to landing page where they can active the promo code. Create a keyword spotting rule for FREE 18, Tag the call with Rewards Campaign 18 Score the call with 4 stars Convert the call with a conversion amount of $25 Create a custom categorization rule for the promotion by the tracking source. Test the campaign! CallTrackingMetrics 76

77 THANKS! Any questions? CallTrackingMetrics 77