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The Profit Center

Google Analytics is easy.                  Except for one thing.

Posted by Phil Wiseman on Oct 31, 2016 2:18:12 PM

Google Analytics is free and easy to install. It provides a wealth of information about what is hot and what is not on your website pages. But here is one thing that proves to be a stumbling block for most clients I work with:

Adding a  dollar value to Goals & Conversions in Google Analytics.

Goal Setting in Google Analytics Analytics That Profit.png

To set a goal in Google Analytics is pretty easy. Choose events that lead to revenue generation. It can be as simple as Quotes Submitted, particular Downloads or number of Downloads, Specific Time On Page or Watching a Video.

[Click here to see what Google says about setting goals.]

Goals In Google Analytics Tied to revenue Generation Analytics That Profit.png

Here are some examples of goals that lead to revenue generation.

It takes an understanding of your business processes to select the correct goals. When selecting goals it is best practice to involve all those involved in the sales process so proper attribution can be assigned.

 

 

Google Analytics is easy, except for One Thing.

 




This is what's tricky: adding a dollar value to the goals.

Your gut reaction might be to assign Total Sale Value as the monetary value of the goal. The problem is you have not accounted for all costs.  We recommend that you download our ebook Marketing Metrics Your Boss Really Cares About for the methodology of calculating ROI on marketing.

Consider using some percentage of the profit after accounting for all costs. You must reach a consensus agreement with everyone involved in the process. Once you have agreement on the profit piece, the really hard part is next.

You must identify the sales that were generated by your website. This could include visitor downloads before they called for a quote or Simple Form Submission. This requires meticulous attention to detail in record keeping and the patience to gather historical data. Segregate existing customers from new customers to present a solid case so you don't hear "They were already a customer so we would have gotten that business anyway."

We like to use HubSpot with our clients as it makes tracking and attribution simple.Form Submission in HubSpot Analytics That Profit.jpg

You are almost there. Here are the next steps:

1. Collect Data over a Specified Time Range - 30 days is OK, but 90 days is better.

2. Reevaluate your goals to make sure you did not miss any "key" revenue generating activity.

3. Determine the monetary value from website generated revenue based on goal completions.

4. Assign Monetary value in Google Analytics.

Goal Value in Google Analytics Analytics That Profit.png

Now you will see the results of your efforts in Google Analytics reports.

Conversions and Goals in Google Analytics Analytics That Profit.pngGoal Completion Dollar Value in Google Analytics Analytics That Profit.png

 



I told you this isn't easy but it's worth the time and effort to show the return on investment and prove your worth.

This was a simple attribution setup. As you gather more data and refine the buyer journey your model will become more complex. Have more questions?

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Topics: Conversions in Google Analytics, Goals in Google Analytics, Google Analytics