The ROI tracking rule to rule them all
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Being a marketer is a fun and rewarding job, but it can also stink when you have to prove your ROI. With so many channels and different tactics, there is not always a simple way to prove something drove revenue in the right direction. In this webinar with Dan McGaw, CEO of Effin Amazing, we will take a look at how this one trick has helped him prove ROI from every campaign he works on. In this webinar you'll learn: How to set yourself up for success in tracking ROI What tools will enable you to track everything What this one trick can do for you and how to implement it quickly How to show ROI for the campaign you just ran, and back it up with data
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The ROI tracking rule to rule them all
- 1. One ROI Tracking Trick to Rule Them All
- 2. PREVIOUSLY VP of Growth at CodeSchool. Increased revenue 400% and users by 1000% in 18 months. WHO AM I? DanielMcGaw CMO at Effin Amazing
- 3. PREVIOUSLY Head of Marketing at KissMetrics. Helped increase leads 330% in 90 days and traffic by 50% in 5 months. WHO AM I? DanielMcGaw CMO at Effin Amazing
- 4. NOW As a consultant I have helped over 12,000 animals get adopted into a new home in one year. WHO AM I? DanielMcGaw CMO at Effin Amazing
- 5. NOW As CMO of Effin Amazing, I have helped dozens of brands learn how to measure, optimize and grow their business. WHO AM I? DanielMcGaw CMO at Effin Amazing
- 6. WE PRIDE OURSELVES ON AMAZING WORK
- 7. WHETHER YOU WANT PUPPIES ADOPTED..
- 8. OR PROFITS IN YOUR POCKETS
- 9. WE GOT YOUR BACK
- 10. 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 ONE ROI TRACKING TRICK TO RULE THEM ALL 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
- 11. Why tracking on the internet sucks 1
- 12. ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED
- 13. GETTING TO THIS NUMBER USED BE SIMPLE
- 14. NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS
- 15. WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM
- 16. HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS
- 17. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
- 18. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
- 19. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
- 20. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
- 21. The one tracking trick that rules all! 2
- 22. ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs
- 23. 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. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation
- 24. WHAT IS A UTM? EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation
- 25. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
- 26. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
- 27. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
- 28. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
- 29. EXAMPLE http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: Campaign Term: segmentation WHAT IS A UTM?
- 30. 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. EXAMPLES Google Facebook Twitter Mailchimp Outbrain Reddit
- 31. CAMPAIGN MEDIUM ?utm_medium=cpc This is the marketing medium that referred the traffic. Unlike the source, it tracks the type of traffic. EXAMPLES cpc banner-ad email post tweet article-link
- 32. CAMPAIGN NAME ?utm_campaign=product This acts as the identifier for a specific campaign, product or offering that you’re driving traffic to. EXAMPLES spring-sale social10152015 product your promo code (25off)
- 33. 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. EXAMPLES content-a content-b Optional
- 34. CAMPAIGN TERM ?utm_term=segmentation This is also an optional part of a UTM, but allows you to easily differentiate between different ad keywords. EXAMPLES Your Key Word
- 35. TWEET OF THE DAY If you are not measuring it, what is the point in even doing it? @NEILPATEL @EffinAmazing #EffinWebinar
- 36. USE OUR FREE CHROME EXTENSION effinamazing.com/utm
- 37. DON’T USE CHROME? USE OUR ONLINE BUILDER bit.ly/buildutm
- 38. Keep a log of all your UTMs MAKE YOUR UTM WITH GSHEETS
- 40. Examples to get you started 2
- 42. RESEARCH + WRITING + PROMOTION = TIME
- 43. I TRACKED MY TIME TO MAKE THIS WEBINAR
- 44. I TRACKED MY TIME TO MAKE THIS WEBINAR
- 45. 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
- 46. FIND CAMPAIGN INFO IN GOOGLE ANALYTICS
- 47. CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE
- 48. TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT
- 50. WHAT UTMS WOULD I USE FOR EMAIL?
- 51. UTM Example http://taskrabbit.com/? utm_source=campaignmonitor& utm_medium=email& utm_campaign=summer-savings& utm_content=find-help WHAT UTMS WOULD I USE FOR EMAIL?
- 52. LOG INTO YOUR KISSMETRICS ACCOUNT Track your UTMs in the funnel for deeper analysis
- 53. UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS They appear exactly the same and are case sensitive
- 54. PAY PER CLICK EXAMPLE
- 55. USE THE ADWORDS DYNAMIC UTM VARIABLES UTM Example http://gnc.com/? utm_source=adwords& utm_medium=ppc& utm_campaign=summer-savings& utm_term={keyword}
- 56. TRACK ROI OF YOUR PAID ACQUISITION
- 57. ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs
- 58. Wouldn’t it be great to get our personalized opinion of exactly what to do to help your unique situation? ?
- 59. GOOGLE ANALYTICS AUDIT Don’t trust your data? Neither did Wistia before they started working with us. Start believing the numbers are true by getting started today. WORK WITH US
- 60. SaaS ANALYTICS AUDIT & STRATEGY You need to be able to believe in your data to make good decisions. Your product, marketing and sales team depend on it. WORK WITH US
- 61. CONVERSION OPTIMIZATION AUDIT Don't waste your time sending traffic to your site if it is not going to convert. Make sure your efforts aren’t going to waste! WORK WITH US
- 62. MARKETING AUTOMATION AUDIT Automation is the secret killer that you are missing out on. Let our team write you an automation strategy to crush your competition. WORK WITH US
- 63. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw dan@effinamazing.com Questions?