Call Tracking? There’s an App for That at the Google Analytics Application Gallery. 

Today we announced our inclusion in the Google Analytics App Store as one of only 39 applications which include resources from campaign and content management to e-commerce, email marketing, mobile solutions and search optimization.  From Google  Analytics’ blog: “The App Gallery makes it easy for Google Analytics customers to find third party solutions which extend Google Analytics in new and useful ways.”

The GA App Gallery launched on May 5, 2010 and despite our recent inclusion, Mongoose Metrics was the first call tracking solutions provider to integrate our customers’ call tracking data into Google Analytics in 2007, allowing them to view phone call conversions right next to clicks for a full picture of the entire marketing funnel. 

From our CEO, Bradley Reynolds, “When you’re able to quantify the offline conversions resulting from your online marketing initiatives you have powerful data to take immediate action.  Our clients generally find a 20 to 30 percent improvement in their ROI when they implement call tracking.  We also appreciate our long partnership with Google and feel that both parties have provided combined-value to customers trying to understand and quantify conversions.”

More from the GA blog: “The gallery contains applications that extend Google Analytics in new and exciting ways.  They are solutions that help analysts, marketers, IT teams and executives get more out of Google Analytics. 

Savvy web analytics practitioners now have another option to accurately and powerfully analyze a complete picture of their online advertising campaigns.  Mongoose Metrics today announced a partnership with Unilytics, a world-leader in web analytics consulting.  Unilytics is known for their prowess in helping clients leverage Google Analytics(tm) and Webtrends(tm) platforms for maximum efficiency and return-on-investment.  The partnership is a win-win for clients of both companies. 

“Our partnership creates an even more powerful tool for marketers who want a full analysis – online and offline – for every form of advertising they buy.  At the most basic, yet perhaps most illustrative level, we can tell you which keywords are driving phone calls,” says Bradley Reynolds, chief executive officer for Mongoose Metrics.  He adds, “Whether you’re spending $600 or six figures each month on advertising, it’s imperative to know everything possible about your return-on-investment.  With Mongoose Metrics’ call tracking technology, advertisers can finally understand who’s clicking, who’s calling, how and why. “

“We believe our customers will see tremendous advantages by integrating Mongoose Metrics into their web analytics products,” says Peder Enhorning, president of Unilytics.  “Measuring campaign conversions is critical and web analytics products do this well, except when visitors instead decide to pick up the phone and call in. Mongoose Metrics neatly fills this void and offers our customers an attractive way to better understand which campaigns are working and which are not.”

Mongoose Metrics and Unilytics have a number of clients in common and the collaboration takes advantage of both companies’ assets to provide more value to customers. 

Today I want to explain a frequent question within Google Analytics and how to track Yahoo Search Marketing and Microsoft Adcenter pay per click campaigns.

Tracking Yahoo and Adcenter campaign is not the as easy as one may think, but the process is fairly straight froward.

You can easily use Google Analytics to track paid search for Adwords campaigns because Adwords automatically tags keywords. However, if you think Google Analytics is not tracking your Adwords data please see the my previous post “Linking Google Adwords data with Google Analytics.”

Unfortunately, Yahoo and Mircosoft do not automatically tag paid keywords. The only way to track keywords is to tag them yourself. I know it sounds like this will take up the rest of your day, but I assure you it is not as bad as it sounds.

The first step is to go to the Google URL tool builder and make a tag for your keywords. If you would like some general information on how to tag links with the URL builder visit this blog post at Anayltics Talk.

Once you understand how to tag URLs, the next step is to put in the correct variable for the term string. This helps you avoid manually changing all of your keywords destination URL’s.

• For Yahoo use: utm_term={OVKEY}
• For Adcenter use: utm_term={keyword}

These terms are extremely important as they will tell Google Analytics information about the paid keywords. More information about correctly tagging your links is available here.

The next step is to upload the data into both Yahoo! and Adcenter.

For Adcenter keywords, first download the Adcenter desktop software and then download the campaign. Next, highlight all the keywords and in the destination URL field and plug in the URL generated for the Google URL builder.  Finally, upload the changes and Google Analytics will start tracking paid search keywords from Adcenter.

For Yahoo! keywords, first download the campaign into an Excel file at the campaign summary page. Next, put in the URL that was generated into the destination URL field for all of the keywords.  Save this file. Upload the file with Yahoo’s upload feature or send the file to Yahoo! by filling out a support ticket. They will take care of the rest.

I understand that the process of correctly tagging keywords in  Yahoo and Microsoft Adcenter can be a pain. However, tracking your keywords in Google Analytics is a critical part of any paid search campaign.

Summary: This post explains how Google Analytics users can leverage the Google Audio Ads integration to not support both online ROI and offline phone call ROI via Mongoose Metrics phone call tracking technology.

Google Analytic announced integration with Google Audio Ads this week. The integration allows Google Analytics users who run Google Audio Ads campaigns to see a special overlay report that shows both the radio ad broadcast schedule and website visitors. The report allows the Google Analytics user to clearly see the correlation between spot broadcasts and site visits and conversions. As rich as the overlay report is, a simple solution exists that allows Google Audio Ads advertisers to track phone calls driven from their radio spot campaigns.

Using Mongoose Metrics With Google Audio Ads

As a brief walk through, a Mongoose Metrics trackable phone number can be used in radio spots as the call to action phone number and also in the web campaign’s landing page.  When the number is dialed, the phone call event will be logged back to Google Analytics within the campaign section.

In this way, Google Audio Ads advertisers can create radio campaigns that can target both web based conversions and offline phone call conversions.