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Tracking Offline Sales from Online Advertising Web Analytics and Call Analytics. Jamie Smith CEO Engine Ready Software 1111 6 th Ave, 5 th Floor San Diego, CA 92101. Assessment of Audience . Local businesses? National? International?

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tracking offline sales from online advertising web analytics and call analytics
Tracking Offline Sales from Online AdvertisingWeb Analytics and Call Analytics

Jamie Smith

CEO

Engine Ready Software

1111 6th Ave, 5th Floor San Diego, CA 92101

assessment of audience
Assessment of Audience
  • Local businesses? National? International?
  • How many people use Google AdWords? Google Analytics? 3rd Party Analytics?
  • What is the main action on your web site?
    • Lead generation / Ecommerce / Both
agenda
Agenda
  • Web Analytics Overview
  • Different Users of Web Analytics
  • AdWords Tracking vs. Web Analytics
  • 3rd Party Web Analytics & Campaign Set up
  • The X-Factor…. Call Analytics
  • Strategic Marketing Strategy using the 3 C’s
web analytics overview
Web Analytics Overview

© 2007 Engine Ready, Inc. All Rights Reserved

how web analytics work
How Web Analytics Work

© 2007 Engine Ready, Inc. All Rights Reserved

which user are you
Which User Are You?

© 2007 Engine Ready, Inc. All Rights Reserved

adwords conversion tracking vs web analytics
AdWords Conversion Tracking vs. Web Analytics

© 2007 Engine Ready, Inc. All Rights Reserved

setting up adwords conversion tracking
Setting Up AdWords Conversion Tracking

© 2007 Engine Ready, Inc. All Rights Reserved

setting up adwords conversion tracking11
Setting Up AdWords Conversion Tracking

© 2007 Engine Ready, Inc. All Rights Reserved

google adwords campaign summary
Google AdWords Campaign Summary

© 2007 Engine Ready, Inc. All Rights Reserved

google adwords campaign summary what s missing
Google AdWords Campaign Summary What’s Missing?

Landing Page Performance

Bounce Rate, Time on Site

Path Analysis, Exit Pages

Finding Negative Keywords

Exact Match vs. Broad Match

© 2008 Engine Ready, Inc. All Rights Reserved

google analytics
Google Analytics

© 2007 Engine Ready, Inc. All Rights Reserved

google analytics cost data bid management
Google Analytics Cost Data & Bid Management

© 2007 Engine Ready, Inc. All Rights Reserved

3 rd party analytics setting up campaign tracking
3rd Party Analytics Setting up Campaign Tracking

© 2007 Engine Ready, Inc. All Rights Reserved

campaign summary19
Campaign Summary

© 2008 Engine Ready, Inc. All Rights Reserved

roas vs cpa
ROAS vs. CPA
  • Return on Advertising Spend is the best metric to use when measuring success
  • Cost Per Acquisition is good for making quick changes using averages
  • EXAMPLE: CPA Goal versus ROAS
  • $50 CPA or 200% ROAS

© 2008 Engine Ready, Inc. All Rights Reserved

conversion rate drives roi
Conversion Rate Drives ROI
  • How do you increase your web site conversion rate?
  • Accurately track all marketing initiatives
  • Landing Page Optimization, A/B Testing
  • Multi-Variant Testing (Advanced Only)

© 2008 Engine Ready, Inc. All Rights Reserved

start with a b testing
Start with A/B Testing

© 2008 Engine Ready, Inc. All Rights Reserved

multi variant testing
Multi-Variant Testing

© 2008 Engine Ready, Inc. All Rights Reserved

the x factor call tracking what your web analytics won t tell you
The X-Factor…Call Tracking?What your web analytics won’t tell you.
  • Web Analytics vs. Call Analytics
  • Web Site Conversion Rate vs. Calls
  • Which Campaigns are making my phone ring?
  • Keyword CPA?
  • Which keywords are driving calls?

© 2008 Engine Ready, Inc. All Rights Reserved

call analytics
Call Analytics

© 2007 Engine Ready, Inc. All Rights Reserved

call analytics call log
Call Analytics Call Log

© 2007 Engine Ready, Inc. All Rights Reserved

slide28
Strategic Online Marketing
  • Visibility
  • Creative
  • Continuity
  • Conversion

© 2008 Engine Ready, Inc. All Rights Reserved

your ad is a window to your site
Your Ad is a window to your site

© 2007 Engine Ready, Inc. All Rights Reserved

slide30
Conclusion
  • It takes work
  • Start with the end in mind (KPI’s)
  • Implementation and set up is key to collecting accurate data
  • Test, track and Optimize
  • Web Analytics & Call Analytics

© 2007 Engine Ready, Inc. All Rights Reserved

questions
QUESTIONS?

By Jamie Smith, CEO

Engine Ready Software

[email protected]

888 283-0882

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