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One ROI Tracking Trick to Rule Them All
@Kissmetrics
#KissWebinar
@ThueLMadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up
as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him
hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Dan, one of the original growth-hackers, has lead the teams at Code School and KISSmetrics to create massive growth.
He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's
currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy.
DAN MCGAW Founder and CEO, Effin Amazing
@DanielMcgaw
@EffinAmazing
#KissWebinar
@DanielMcgaw
1 Why tracking ROI on the internet sucks
What is the secret tracking rule
How do I break it down into tracking I can understand
Where can I make these tricks
2 The one tracking trick to rule them all
3 Examples to get you started
TABLE OF CONTENTS
How to track the ROI of content marketing and the promotion of it
How to track the ROI of email
Understanding your Lifetime Value and its impact on ROI
Why tracking on the internet sucks
1
ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED
GETTING TO THIS NUMBER USED BE SIMPLE
NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS
WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM
HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS
START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT!
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
The one tracking trick that rules all!
2
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .
UTMs
WHAT IS A UTM?
DEFINITION A UTM (Urchin Tracking Module) is a group of tags appended to the end of a URL. When these tags are appended, it allows you track the specifics of your source.
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
WHAT IS A UTM?
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation
WHAT IS A UTM?
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation
WHAT IS A UTM?
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation
WHAT IS A UTM?
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation
WHAT IS A UTM?
EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc
Campaign Name: productCampaign Content: Campaign Term: segmentation
WHAT IS A UTM?
CAMPAIGN SOURCE
?utm_source=google
This is the referrer of the traffic to your page. This is normally the website, platform or tool you posted your link on.
EXAMPLESGoogleFacebookTwitter
MailchimpOutbrainReddit
CAMPAIGN MEDIUM
?utm_medium=cpc
This is the marketing medium that referred the traffic. Unlike the source, it tracks the type of traffic.
EXAMPLEScpcbanner-ademail
posttweetarticle-link
CAMPAIGN NAME
?utm_campaign=product
This acts as the identifier for a specific campaign, product or offering that you’re driving traffic to.
EXAMPLESspring-salesocial10152015product
your promo code (25off)
CAMPAIGN CONTENT
?utm_content=kissmetrics
This is an optional part of a UTM, but allows you to easily differentiate between ads on the same channel. Good for A/B testing ad copy.
EXAMPLEScontent-acontent-b
Opt
iona
l
CAMPAIGN TERM
?utm_term=segmentation
This is also an optional part of a UTM, but allows you to easily differentiate between different ad keywords.
EXAMPLESYour Key Word
TWEET OF THE DAY
If you are not measuring it, what is the point in even doing it?
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar
MAKE YOUR UTM WITH GOOGLE
Just Google “UTM Builder” to find Google’s UTM Builder
Keep a log of all your UTMs
MAKE YOUR UTM WITH GSHEETS
SHORTEN LINKS
Becomesbit.ly/1ZPFwbh
Thishttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation
Examples to get you started
2
CONTENT MARKETING EXAMPLE
RESEARCH + WRITING + PROMOTION = TIME
I TRACKED MY TIME TO MAKE THIS WEBINAR
I TRACKED MY TIME TO MAKE THIS WEBINAR
IT ALL COMES BACK TO USING UTMS ON ALL OF IT!
http://effinamazing.com/?utm_source=kissmetrics&utm_medium=webinar&utm_campaign=utm-tool&utm_content=roi-and-utm
FIND CAMPAIGN INFO IN GOOGLE ANALYTICS
CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE
TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT
EMAIL MARKETING EXAMPLE
WHAT UTMS WOULD I USE FOR EMAIL?
UTM Examplehttp://taskrabbit.com/? utm_source=campaignmonitor&utm_medium=email&utm_campaign=summer-savings&utm_content=find-help
WHAT UTMS WOULD I USE FOR EMAIL?
LOG INTO YOUR KISSMETRICS ACCOUNT
Track your UTMs in the funnel for deeper analysis
UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS
They appear exactly the same and are case sensitive
PAY PER CLICK EXAMPLE
USE THE ADWORDS DYNAMIC UTM VARIABLES
UTM Examplehttp://gnc.com/?utm_source=adwords&utm_medium=ppc&utm_campaign=summer-savings&utm_term={keyword}
TRACK ROI OF YOUR PAID ACQUISITION
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .
UTMs
DAN MCGAW Founder and CEO, Effin Amazing
@DanielMcgaw dan@effinamazing.com
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen tmadsen@kissmetrics.com
Questions?
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