Using Google Analytics to Track Social Media ROI Justin Cofield Digital Strategist CUTCO/Vector Marketing Corp Brett Duncan Vice President, Global Marketing Mannatech, Inc. Dan Murphy Managing Principal Luce Murphy Fong & Associates Jennifer Fong Managing Principal Luce Murphy Fong & Associates
27
Embed
Using Google Analytics to Track Social Media ROI · • Average party size, or order size ... form, so you can track ... Using Google Analytics to Track Social Media ROI Author:
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Using Google Analytics to Track Social Media ROI
Justin Cofield Digital Strategist
CUTCO/Vector Marketing Corp
Brett Duncan Vice President,
Global Marketing Mannatech, Inc.
Dan Murphy Managing Principal
Luce Murphy Fong & Associates
Jennifer Fong Managing Principal
Luce Murphy Fong & Associates
Today’s Topics
• Metrics that are important to the executive team - Dan
• How to set up Google Analytics and create Tracking Links – Jen
• Tracking sales goals using Google Analytics – Brett
• Tracking leads using Google Analytics – Justin
• Reporting on your online efforts - Jen
Metrics Our Executives Care About
• New Recruits
• Activity of each new recruit
• Average purchase occasion of each customer
• Number of attending guests
• Average party size, or order size
• Fast start success
• Time to advance to leadership
• Retention of new recruits
• Retention of new leaders
• Average number of paid as leaders each month
Preceding all of these metrics are leads
• Leads can be converted to all of the previous metrics when that person is engaged
• The most important thing you do online is generate and track leads
Offline Leads: • Someone you meet at the
store • Your child’s friend’s parent • Etc.
Online Leads: • Social networking
contacts • Newsletter
subscribers • Website visitors
What We Haven’t Measured Well
• Lead generation – How many leads come in and from where, to the
individual distributor or to the Company – Ads, Social networks, traditional PR campaigns
• Lead conversion – We usually know who got the lead (if the company
distributes it) – But what did they do with it? – Did that lead become a customer, hostess, or
consultant? – Measurement of the total life value of a lead
Important Lead Generation Metrics
• Where did the lead come from?
• Who got the lead?
• How fast did they act on the lead?
• Reporting back on the outcome of the interaction related to the lead
• Classification of the outcome – Enrollment
– Purchase
– Host
• Ongoing follow-up with the value of the lead and from what source is what leads to the ROI of the lead generation program
Lead Management Model
Lead Hostess
Customer
Consultant Leader 23%
8%
20%
7%
10% 10%
Identifying Online Goals
Macro Goal: A primary business goal for your website, such as a sale or a recruit.
Micro Goal: A secondary goal for your website that may lead to a primary goal, such as a video view or newsletter sign-up.
Setting Up a Goal
Tracking a Campaign – Start with Goals
Campaign: Winter Sale Macro Goal: Sales Micro Goal: Newsletter Subscription
• What value does my company’s website (and replicated sites) add throughout the recruiting process?
• How good is my company’s website (and replicated sites) at converting visitors into leads?
Landing Page Conversions
VectorMarketing.com Stats
• Entered Recruiting Funnel: 11,785
• Leads Generated: 6,256
• 7.2% of site unique visitors entered the recruiting funnel
• 53% of those converted into leads to recruit
• 3.8% of site unique visitors converted into leads recruit
2 Top of Mind Questions for Marketing Leaders
• What value does my company’s website (and replicated sites) add throughout the recruiting process?
• How good is my company’s website (and replicated sites) at converting visitors into leads?
• Google Analytics can help you find the answers to these questions, and then empowers you to measure the effectiveness of changes you make to your site and how those changes effect your lead conversion.