How To Set Up Your Sales Tracking for a Stress-Free 2017

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How To Set Up Your Sales Tracking for a Stress-Free 2017

Some statistics

  • E-commerce generates over $1.2 million every 30 seconds. (Source: Social Times)
  • One-third of all online shopping is done on mobile devices. (Source: Internet Retailer)
  • The average open rate for email marketing is 23% for B2C and 20% for B2B. (Source: Constant Contact)
  • The average conversion rate for Facebook is just over 1%. (Source: Smart Insights)

What do these statistics mean for YOU and your business?

Think of your latest sale...

  • How did it go?
  • Which channels did you use?
  • Which ones performed best/worst?
  • What do you need to replicate next time?
  • What should you not do again?

Your Sales Tracking Checklist

  • Your Website
  • Free Google Analytics Account
  • Free UTM Builder tracking sheet from HostGator

What are UTM Codes?

UTM codes are variables recognized by Google Analytics that you can use to track your marketing campaigns. They’re appended to the end of your URLs and look something like this:

UTM Variables Overview

Variable

What Is it

Required?

Examples

The URL itself

URL

YES

https://www.hostgator.com/

Campaign Name

utm_campaign

YES

utm_campaign=anniversary-sale

Campaign Source

utm_source

YES

utm_source=newsletter

Campaign Medium

utm_medium

YES

utm_medium=cpc

Campaign Term

utm_term

no

utm_term=beachside+resort

Campaign Content

utm_content

no

utm_content=textlink

Assemble Your UTM Codes for Tracking

The URL* itself

Required? YES.

What is it? Technically not a UTM variable, but a key piece of the puzzle.

Examples: http://www.yourwebsite.com/

Assemble Your UTM Codes for Tracking

The Campaign Name (utm_campaign)

Required? YES.

What is it? Your unique identifier for the campaign. You’ll use a variety of variables in your campaign, but this one stays the same, allowing you to see which channels performed best.

Examples: utm_campaign=anniversary-sale utm_campaign=Jan17-newsletter

Assemble Your UTM Codes for Tracking

The Campaign Source (utm_source)

Required? YES.

What is it? Refers to the specific source where the user clicked the URL, be it from your email newsletter, a search engine like Google, or a social network like Facebook.

Examples: utm_source=google utm_source=facebook

Assemble Your UTM Codes for Tracking

The Campaign Medium (utm_medium)

Required? YES.

What is it? This matches the medium you see in Google Analytics, such as email, social, or cpc.

Examples: utm_medium=cpc utm_medium=social

Assemble Your UTM Codes for Tracking

The Campaign Term (utm_term)

Required? Nope. Totally optional.

What is it? Used to identify the term or keyword you’re running ads on. Most useful for paid search purposes.

Examples: utm_term=blogging+tips utm_term=downtown+austin+hotel

Assemble Your UTM Codes for Tracking

The Campaign Content (utm_content)

Required? Nope. Totally optional.

What is it? Used to differentiate different versions of content or placement. Most useful for A/B testing.

Examples: utm_content=button-link utm_content=text-link

Where To Use UTMs

  • Banners
  • Newsletters
  • Social media profiles & posts
  • E-books
  • A/B testing
  • Promotions and contests
  • Email signatures
  • QR codes
  • Printed advertisements
  • Mobile apps

From Traffic to Conversions

By default, using the UTM parameters we talked through will help you see which channels and content types are driving you the most traffic.

But how do you know which channels and content types drive the most qualified traffic?

From Traffic to Conversions

To find out, look at your conversions in Google Analytics.

Traffic

Conversions

Goal Tracking in Google Analytics

Step 1. Sign into Google Analytics dashboard for your site > Admin > Goals.

Goal Tracking in Google Analytics

Step 2. Click on the red +NEW GOAL button.

Goal Tracking in Google Analytics

Step 3. Walk through the wizard to set up your goal.

Putting the Pieces Together

How do you add all of these UTM codes to your URLs, and better yet, keep track of them in one place? You have a few options:

  • Manually do it yourself by appending ampersands between each one
  • Use Google’s official UTM builder tool and refresh for each URL
  • Use HostGator’s free personal UTM builder in Google Sheets so it automatically generates for you, and you can save your favorites for future use!

Putting the Pieces Together

How do you add all of these UTM codes to your URLs, and better yet, keep track of them in one place? You have a few options:

  • Manually do it yourself by appending ampersands between each one
  • Use Google’s official URL builder tool and refresh for each URL
  • Use HostGator’s free personal URL builder in Google Sheets so it automatically generates for you, and you can save your favorites for future use! ← the clear winner!

HostGator’s Free UTM Builder

UTM Codes in Action: Email Newsletter

http://www.yoursite.com/blog-about-puppies/?utm_source=newsletter&utm_medium=email&utm_campaign=monthly-newsletter-092016&utm_content=headlinelink

http://www.yoursite.com/blog-about-puppies/?utm_source=newsletter&utm_medium=email&utm_campaign=monthly-newsletter-092016&utm_content=buttonlink

http://www.yoursite.com/blog-about-puppies/?utm_source=newsletter&utm_medium=email&utm_campaign=monthly-newsletter-092016&utm_content=imagelink

UTM Codes in Action: Social Media

http://www.yoursite.com/?utm_source=twitter&utm_medium=social&utm_campaign=branded-social&utm_content=postlink

http://www.yoursite.com/?utm_source=twitter&utm_medium=social&utm_campaign=branded-social&utm_content=profilelink

UTM Codes in Action: Promotions/Sales

http://www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=Free-iPad-Contest

http://www.yoursite.com/?utm_source=facebook&utm_medium=social&utm_campaign=Free-iPad-Contest

http://www.yoursite.com/?utm_source=blog&utm_medium=blog&utm_campaign=Free-iPad-Contest

A Real World Example

At HostGator, we used UTM codes to manage all of our Black Friday/Cyber Monday sales.

Let’s take a look...

HostGator’s Black Friday Sale

HostGator’s Black Friday Sale

HostGator’s Black Friday Sale

Q&A

www.hostgator.com

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Set Up Your Sales Tracking for a Stress-Free 2017 - Google Slides