Conversion Tracking and Advanced Analytics

01Analytics available in Aimtell

Hello, hi. My name's Zack from the client success team here at Aimtell. Thank you for joining us today for this Aimtell webinar. Today we're going to be going over analytics and tracking: how to track conversions, how to track item purchases, how to compare conversions, and also how to look at some basic analytics over the site as well.

There are a few different types of analytics that you can take advantage of through Aimtell, all with different uses and potential, and every single one will be different for different verticals. The first one I want to go over is the dashboard, or site-wide analytics. Very, very useful. This is an example site here, and I'm using the first quarter of March. There's a lot of different things that you can cover in the dashboard. If you're ever stuck or ever need to cover them again, just click on this little button here and it'll take you to our documentation center. Shout-out to the documentation center, there are a lot of answers there, and this one has a quick run-through of that.

Here there's a lot of different things: new subscribers, notifications sent, notifications clicked, pretty self-explanatory. You can see there were a lot of new subscribers on this day, actually. Then there's the opt-in rate percentage. This is very, very useful, and you can see how many subscribers are declining and blocking. Here you can see that the average for this one is about 25%, and the average for a site is about 20%, so these guys did pretty well. This is the opt-in rate, so it shows how many of the people who come to the site actually opt in.

Then you've got the unsubscription rates here. Manual unsubscriptions are people who have already clicked allow, but then decided "no, I want to stop", so they click on block. That's this number here. The inactive unsubscriptions are automatic purges, so people who are deemed inactive by our built-in logic. We're going to cover that another day, but if you have any questions, send me an email and I'll be more than happy to explain it. Again, with custom events and attributes, if you're tracking these things you can see how many are being tracked. Very simple, but very useful to see a general overview.

The next thing I want to cover is subscribers. You can go into all subscribers here and see a specific subscriber ID, their analytics, the pages they click on, and the attributes that are actually sent to them, whatever that may be. Actually, let's go to a different website here, another example, and I'll show you another one. You can view your specific subscriber ID. I've subscribed to this site, and I'm based near Hershey, Pennsylvania, so we tracked that. You can see the pages that I've been on, whether there are any attributes, and the notifications I've been sent. Everything of that sort. Super useful.

02Google Analytics integration

The next analytics I want to talk about is our integration with Google Analytics. Let's say you don't want to do any of these notifications reports and you just want to send it all to Google Analytics. We have a built-in option for that, and it's this button right here. Most websites nowadays have Google Analytics, so all you do is click on this little button and it will automatically send all of the details to Google Analytics. The Aimtell traffic that you're pushing will automatically be attributed to the campaign ID. If you didn't know that, now you do. Always click that if you've got Google Analytics. It is very, very useful.

03Segmentation analytics

Okay, next analytics that you can do is segmentation analytics. These are very, very useful, and they're probably one of my favorite features at Aimtell. Segments aren't just used for targeting, although that's their main purpose. They can also be used for insights and analytics. For example, if you're an e-commerce site and you want to know how many people visit your sales pages, you can do that through segments. If you want to see how many people have purchased an item, you can do that. If you want to see how many of your users are on mobile and you want to cater more to mobile users, you can do that. Location queries, date queries, page view queries, we do a lot of different stuff and we automatically track a lot for you. Actually, the reason this is so cutting-edge and competitive is that we let you define a lot of different segments, so you can even add more through custom events and attributes.

I want to go over segments in a completely different webinar, but the basics I want to go over are that they're so simple to create and so beneficial. For this website, we've got a domain for status, so I want to view how many people have viewed that page. "Visited" is the default, but that's more useful for specific sites. We're actually going to go for "contains", so this is any URL that has the word "status" in it. We update this here, give it a second to update, and we'll just name this "status". Always name your segments, you'll thank me later when you've got a lot of them. We'll create that there, and there we go. 24 subscribers. That's an instant insight. I can now see that out of our 76 subscribers, 24 of them visited this page.

You can also go even more granular. You can begin to add conditions on top of each other, so you can do things like clicked on a specific campaign, and if you wanted to know whether they were on mobile, a mobile user who clicked on this campaign, and so on and so forth. Like I said, I could spend an entire 25 minutes just on segments, but I think you get the picture. There are a lot of different options, a lot of different things that you can use. Let's say we want to do California specific. All of a sudden you can see the analytics and the insights are endless. There are a lot of different possibilities, and I would highly recommend jumping into those.

04Campaign analytics and revenue

The last analytics that I want to jump over quickly is our campaign-specific analytics. There are two types: an overview analytics and a campaign-specific analytics. I'm talking quickly, but we've got a lot that I want to get through. For the campaign overview, the first thing to note is custom ranges. This is very useful. Let's say I want to see what was sent out in December. Okay, I can do that, and you can see here what we sent in November. Or let's say I want to do just the previous week in March. Here we go, I can see this amount of notifications and these clicks. It's all dynamic on the custom ranges, so again, super useful.

You can filter your drafts and actives, if you just want to see actives. If you just want to see what the click-through ratio was, you can do that too. If you want to see your conversions, and so on and so forth. We've also got some batch stuff here. Not sure if you are aware of it, but that is useful too. So this is sort of the overview. Now we'll go into this specific campaign here. I click on View results, and it shows you a good overview of how many clicks or conversions there are and the values ascribed to those conversions. You can see that from these almost 2,000 notifications, 167 were clicked. Of those clicks, 15 converted, and it generated $1,474 for the user.

Now, if you're paying $99 a month, this has already paid for a whole year just off one notification. So you can begin to see the value and how useful it is to track your conversions, which we'll jump into in a second. If you go down, the campaign details are very simple. It shows you if there are any errors. If there are any errors, let me know and we'll get them fixed for you. But the two that you want to look for are the daily breakdown on your conversions. In the daily breakdown here, again, there's a very useful date range if you want to analyze dates. We also have two defaults, line and bar. You can use bar, but I personally prefer line, so we'll stick with that. I'm not sure many people know that, but line is very useful. Again, if you've got any questions about anything, or I'm going over something too quickly, please use the questions and I'll be more than happy to help you out.

Here as well, if you want to see all of them, whatever it may be, you can begin to see the flow of these notifications and how the click pace affects things. This is useful if, for example, you're running a campaign over six months. You can begin to see if there are months or seasons that are better than others, and you can use that to your advantage. It's a very good way to get basic insights, I should say.

05Setting up conversion tracking

Okay, conversions, the big topic. This conversions tab is how you view conversions, so we'll come back to this one in a little while. So what is a conversion? Well, a conversion is whatever you want it to be. They work off tracked events, so you define the conversion and we automatically track it, and it shows up here. To track a conversion, you need to track events and define the conversion, and then we do the rest. There you go, it'll show up in the campaigns and then in the conversions tab. All of that being said, once you've begun to track custom events, you can begin to use them in specific campaigns.

Okay, Jamie, I just got your question. I'll cover that at the end. Amazing. Okay, like I said, tracking conversions. Where were we? Once you've begun to track events, you can begin to verify them right here. These are event logs. I'm assuming that you're going to be tracking events, and if you need any assistance with that, let me know and I will be more than happy to help you. You can do it through JavaScript code or through our built-in API. If you have a dev team, show this to your dev team and they will be more than happy to help you set up dynamic variables and things like that, so you can verify that things have begun to track in here. If you're an e-commerce site, for instance, item purchased is obviously a very useful one.

Now, once you've done that and you want to set it as a conversion for a specific campaign, let's go to the abandoned cart. We're assuming you're going to be setting up a notification, you've set up a trigger, and now in conversions, I'm going to do this as if you guys are seeing it for the first time. This is how it looks. Nine times out of ten, where people have problems with conversions, they have not clicked the on button. Click the on button. This is the screen that will show you that you need to set up an event category and an event action. This is based off the events that you have tracked. This could be anything. It could be downloaded a PDF, it could be watched a video, it could be entered an email. Item purchased we've gone over, whatever it may be, you can define the conversion for. For an abandoned cart, obviously the one that we want is item purchased. If you can't see it, you can scroll here, so item, and then we make sure to select purchased.

There are two things to note here. The first is the valid settings message in the top right. This means that the event is currently being tracked and we can convert it into a conversion. Notice if I change that to item watched, you may be tracking that, but we're not tracking it here, and notice it says invalid settings. Again, when it comes to errors with conversion tracking, nine times out of ten it's because they've not set valid settings, so be sure to triple check this.

The second thing to notice, so we'll go back to item purchased, is that the event label is intentionally left blank. This would work right now, so we're going to update this campaign. I'm going to go back into results and show you what the event label is. The event label here is "yellow ducky", so this is actually the name of the item that is being purchased. Item purchased: yellow ducky, and a very overpriced yellow ducky at $82.00. What does that mean? Well, the event label and the event value are still getting tracked, but under the catch-all of item purchased. What does that mean? When you track conversions, you want them to be as broad as possible. For e-commerce, you don't want to be selecting labels. If anyone's purchasing anything off that push notification, you want that to be tracked. Technically, if I put in "yellow ducky" as the event label, that would only track yellow duckies and ignore red duckies, green duckies, blue duckies, everything, and it would potentially miss all of the other value that is actually being tracked through these conversions.

I hope that makes sense. I don't want to spend too much time on that, but the important thing to know is to make sure it's valid info and make sure that it's as broad as you want. The reason we have the event label is if you're doing a very specific conversion. If you're doing, say, they click on this particular page, then you can do that and things like that as an example.

06Answering attendee questions

Okay, we've got some more things that we can go over, but I want to answer the question that someone sent in, which is a very, very good question: how to exclude the last 45-day converters. To do that, you would create a simple segment in here. The event category would be item, and the condition would be action is purchased. Very simply, you do item purchased, and then you do date since last click. That's what we're looking for here. Let's say less than 14, but you want it greater than 45. Boom, all of a sudden you've now created a segment. So we do this purchased, and then we'll go in here, and something you can do is, let's say you only want to exclude those people. There's a new thing you can do, segment targeting. It's only been set up here, so the segment targeting is actually targeting people who do not exist in the segment "purchased". If they purchased an item, they're automatically excluded, or if you want them excluded for 45 days, we can find it. I did say "we", but that's the way you do it there.

I hope that answered your question, and just let me know if it did. Of course, they will do all subscribers, but that's how you do it. You create a specific segment, then you do the segment targeting and make sure it excludes that.

07Cross-domain tracking and Shopify

Okay, there are two more things I want to cover quickly before we close out today, and that's cross-domain tracking and e-commerce tracking, probably our two biggest. Let's say you have a domain, example-site.com, and often you're converting on a site that is different from that domain. For instance, it could be store.example-site.com or leads.example-site.com, whatever that may be. You want to create a cross-domain tracking pixel. It's very easy to do, and it automatically tracks events. You click on add pixel. Okay, let's say we want to do video watched. Actually, we'll do a different one: email given. We'll create this pixel, where the category is email and the action is given. This automatically generates a piece of code that you can then place on a different domain, and it will automatically track events back to the domain that you want. Very easy, very simple. You just update the pixel, copy and paste it, and place it on whichever domain or URL you want, and it will automatically create events in here.

The second thing I want to touch on is Shopify and e-commerce. We actually have a built-in partnership with Shopify and automatically collect a lot of different data. We automatically collect items purchased, items shipped, item added to cart, cart abandons, and also first attributes. These are custom attributes: email, first name, last name, and total spent. Very useful. Jamie, you asked about total spent. I'm not sure if you are using Shopify, and I don't think you are, but if you are, you can set this up yourself. You can create a custom attribute for how much people are spending and create segments based on that. So, okay, this person has spent $50 in the past month. Maybe you want to target them with notifications, or exclude them from notifications. That would be how you do that. It's very useful for analytics. So yes, with Shopify we collect a lot of different data.

That's about it, that's all I want to cover. I don't want to go much longer. I know it's been about 20 minutes now, so I want to honor your time. The simplest way to understand event conversions is: you track an event, you then verify it's in the log, you define the conversion in the notification, and then we automatically do the rest. You can then create segments, as we did down here, based on the events that you've tracked. And boom, you can begin to see the value and see the conversions roll in from your push notifications.

Hopefully that was helpful for you guys. I know we sort of glossed over a lot of stuff, but I hope that it was informative for you all. If you've got any more questions, ask them now. If you've got any more topics that you want covered, please let me know and we can see if we can cover them in a future webinar. Thank you very much for tuning in. I'm just going to give it a second to see if anyone has any more questions.

You're very welcome, Jamie. I'm glad that it was helpful. Fantastic. Well, it looks like there are no more questions, so I'm going to be closing this out. Shoot me any emails if you think of anything else, and have a great day.