Tag: events

Secondary Goals: Track These GA Events If You’re Doing A/B Testing

A/B testing is brilliant. It lets you compare two or more versions of the same page element, paid ad, or another variable to see which one performs the best. In other words, it’s a key way to improve your content, increase user engagement, and boost conversion rates across your site. What’s not to like?

Additionally, with A/B testing, the results are clear and speak for themselves. For example, if you test two versions of a newsletter, it’ll be obvious from the results which version “worked” best based on the numbers.

How do you know why either version A or B performed best, though, and how do you gain deeper insight into your campaign performance?

This is where secondary goals can help you out. Let me show you why secondary goals matter in A/B testing, and how you can use them in your own marketing development.

Primary Vs. Secondary Goals in A/B Testing

Before we get started, let’s be clear on what’s meant by “primary” and “secondary” goals in A/B testing.

A primary goal is, quite simply, your main objective. It’s the priority goal of your campaign or the goal you’re hoping to achieve when you run an A/B test.

For example, say you’re a personal trainer. You have a notice on your landing page, encouraging people to sign up for a free sample week or taster session. Maybe it looks something like this from My Soul Sanctuary:

Secondary Goals in A/B Testing - Personal trainer example

Your primary goal might be identifying how many people click through to complete this form because you’re trying to increase your sign-up numbers.

Secondary goals, on the other hand, give you more insight into user behavior and how people interact with your website. They help you reach your primary goal by providing a detailed insight into your A/B test results.

For example, the personal trainer might also want to know how many people share their content on social media, or sign up for their newsletter while on their website:

Secondary Goals in A/B Testing - Personal trainer newsletter example

Knowing the answers to these questions offers additional insight into how well the content is performing—rather than tracking submission form sign-ups alone.

If you want to increase conversions, grow your business, and improve your ROI, you need to track primary and secondary goals. Otherwise, you only have half the data you need to market your business effectively.

7 Secondary Goals to Track in GA for A/B Testing

Ready to track some secondary goals? To help you get started, here are seven metrics I suggest you measure as part of your A/B testing.

1. Add-to-Cart Actions

Tracking the “add-to-cart” metric allows you to identify how often customers add items to their cart and which pages get the most traction. Knowing how many times the “add-to-cart” action is triggered lets you split your audience into two categories:

  • people who add items to their cart but remove them, i.e., shopping cart abandonment
  • those who view a product page but don’t add the item to their cart

You can use Google Tag Manager (GTM) to track cart actions. GA has detailed instructions for how to do this. Once you’re set up, you can run some different A/B tests. For example, you might test if more people proceed to checkout if there is a discount advertised for the product, and so on.

2. Interaction With Site Features

It sounds obvious, but it’s useful to track how often people interact with certain website features. Otherwise, it’s hard to tell whether your website offers visitors the great user experience they’re looking for.

From an A/B testing perspective, you might track features such as how many times users click CTA buttons, how many users engage with your live chat, and how many people click on your email address to contact you.

The exact features you track vary depending on your business goals. For example, Betterment, an investing website, has multiple different features, such as quizzes and investment calculators worth tracking:

Secondary Goals to Track in GA for A/B Testing - Interaction With Site Features

In the above example, you might be inclined to track if the calculator performs better if it’s placed higher on the page, or if different colors mean more clicks.

3. Rage Clicking on Page Features

If you’re unfamiliar with rage clicking, it’s basically when someone repeatedly clicks on a page element, but nothing happens. This typically occurs because a page element looks clickable even if when it’s not, or because a link on your page isn’t working.

With Google Analytics, you can track, for example, if there’s a single page generating a high amount of rage clicks. Or, you can see if there’s a certain type of page element which generates a lot of rage clicks e.g., a button, line of text, or image.

Rage clicking can frustrate your audience to the point where they lose trust in your business and leave your website, so it’s crucial to track the cause of these events. Again, you can track rage clicks in GA through Google Tag Manager by inserting the appropriate tags into the HTML where you want to start tracking.

4. Highlighting Page Text

Why does it matter if people highlight a portion of text on your page? Well, there are two reasons.

First, they might be highlighting the text so they can take action on it. For example, if lots of people highlight and copy your phone number, then maybe it needs a hyperlink.

On the other hand, people may highlight text to copy it into Google and search for related content. In which case, there’s a chance your website isn’t providing the answers they’re looking for. This last scenario is bad from a marketing perspective, obviously.

How do you track a secondary goal like this? Well, in the first scenario, you might run an A/B test to see if more people call you if you hyperlink your phone number. Compare the results in GA to check if it’s worth keeping the hyperlink or not.

5. Newsletter Sign-ups

Newsletters are a great way to expand your audience reach and deliver high-quality, informative content straight to your subscribers’ inboxes. First, though, you need people to sign up for your newsletter (which isn’t always easy.)

If you’re low on newsletter subscribers, there are a few variables you can play with during A/B testing. For example, you might track if people are more likely to subscribe to your newsletter during the checkout process or if a brighter, more colorful banner on your landing page results in more subscribers.

Newsletters and similar content like free guides and e-books can really help you build brand trust, so this definitely isn’t a secondary goal you should ignore. In fact, every marketer should have it near the top of their priority list.

6. Category and Subcategory Pageviews

Category and subcategory pageviews are equally important.

Your category page contains a list of related pages on your site, so it’s easier for visitors to find what they’re looking for.

Subcategory pages branch off from category pages and allow you to provide more structure to a customer’s web experience.

What should you be tracking on these pages? Well, you might track how many people click on certain subcategory pages, your bounce rate for various pages, and whether there’s a subcategory with very low engagement levels.

Then, you can play with optimizing the names of each page, changing the order of the categories, or making the subcategories clearer and more condensed. GA allows you to track both category and subcategory events, so make full use of the available features.

7. Social Media Sharing Buttons

It’s awesome when people share your content. Not only does it mean you’re resonating with your target audience, but it means they’re introducing other people to your brand. In other words, social media shares count as free marketing, which is always a bonus.

From an A/B testing perspective, you might want to track how many people are sharing your page content, and if there’s any platform outperforming the others. Perhaps no one shares your blogs, but you discover your videos are shared frequently, or maybe more people share your content on Instagram than elsewhere.

GA can help here to an extent, but it’d be worth checking out the analytics tools on your social media platforms, too.

How to Measure Your Secondary Goals for A/B Testing

OK, so you have some goals in mind. Now, you need a means of measuring these goals to see if you’re actually reaching your objectives.

First, you need to establish your baseline measurements. You need to know how your website and all its features are performing right now so you can set an appropriate end goal.

If you don’t already have your baseline measurements, go back and collate some data, and then you’ll be ready to track your progress.

Do you have a baseline? Great. Now let’s consider how Google Optimize can help you measure those all-important secondary goals.

Google Optimize is a GA extension. It allows you to run experiments and track different outcomes, and you can measure the results via Google Analytics. If you don’t already have a Google Optimize account, head to optimize.google.com and click the “Get Started” button.

After creating your profile, link it to your GA account. Google has some comprehensive instructions for this, so check them out if you get stuck.

Once you’re all set up, create an experiment within Google Optimize by heading to the “Experiments” page and clicking the “Create Experiment” option:

How to Measure Your Secondary Goals for A/B Testing - Create an Expirement with Google Optimize

Add your variables, configure your specific objectives, and let your experiment run. Once the experiment concludes, track your results by clicking the “Reporting” tab from the experiment’s page. Repeat the process if you want to try new variants.

To be clear, you’re not restricted to Google Optimize, though. You can also use data from sources like GA and even Facebook Analytics to build a comprehensive understanding of how your secondary goals are performing.

Frequently Asked Questions About Secondary Goals for A/B Testing

A/B testing can seem a little daunting, so here’s a quick recap of the main points I’ve covered to highlight the role of secondary goals in your A/B testing strategy.

What is A/B testing?

A/B testing, or split testing, allows marketers to test two versions of the same variable, such as paid ads or page elements, to identify which version performs better. The idea is to run both versions simultaneously to see which one has the highest impact.

What’s the difference between primary and secondary goals in A/B testing?

In A/B testing, the primary goals relate to the performance of each variable. In other words, primary goals allow you to track how tweaking a variable impacts visitors’ behavior.

Secondary goals, or metrics, give you further insight into how your visitors behave while they are on your website. Secondary goals matter because they help you improve the overall user experience on your site which, in turn, increases your conversions in the long run.

Which secondary goals should you track for A/B testing?

The secondary goals you should track vary depending on your unique goals. However, metrics you should focus on include newsletter signups, add-to-cart actions, and interactions with other site or page features. You might also track conversion rates, depending on your primary goal.

How do you measure secondary goals for A/B testing?

First, measure current performance so you have a benchmark to test against. Then, use analytics tools such as Google Optimize to measure each goal. Compile your results and devise a strategy based on your findings.

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Secondary Goals: Conclusion

When you perform A/B testing, don’t limit yourself to tracking primary goals and metrics. Instead, make sure you’re measuring those all-important secondary goals to gain crucial insight into how your website’s performing and whether the user experience is optimal.

The best part? You don’t need a host of complicated tools to measure secondary metrics. Simply track your analytics data in GA, or check out one or two other measuring tools to build a more comprehensive picture of your performance.

Are you tracking your A/B secondary goals? Which measuring tool do you find most effective?

How to Use Events to Optimize Your Facebook And Google Ads

Your website is bustling with activity. Visitors are constantly interacting with it.

But are you taking full advantage of everything that’s happening on your website for your paid marketing? 

Every interaction a visitor has with your website… a pageview, a click… can be used to better understand your audience. 

And when you understand your audience you can target them in a smarter way, and get more bang for your buck from your paid campaigns on Facebook and Google.

Both Facebook and Google refer to these user interactions as Events. They allow you to track them using a tracking code installed on your website.

What Are Events?

Events are user interactions that don’t involve loading another page on your website.

In e-commerce, the prime example of an event is Add to Cart.

Another event can be filling out a field in a form, as opposed to a form completion that usually triggers loading a “thank you” page. Filling out one or more fields without submission (also known form abandonment) can also be recorded as an event.

In essence, you can record any action a user makes as an event, such as watching a video, clicking on a link, or even downloading a PDF.

Why Events Are Important

Events are important because they indicate the intent of your website visitors and which ones are more likely to become a customer or a lead.

If a visitor watched a video on your website, it demonstrates an interest in your offering. 

In e-commerce, even if a visitor did not complete a purchase, an abandoned cart shows a high purchase intent. Sure, something has prevented the visitor from completing the purchase, but any visitor who got that far is worth your attention. 

By tracking events you’ll be able to make a more focused offer to these users in your paid campaigns.

How you may ask?

By injecting the events tracking data into your paid campaigns and using this data for more precise targeting and an optimized offering.

Think about it, if you can group together all the visitors who watched a certain video and set up a customized campaign for them that referenced what they saw in the video, wouldn’t that make for a far more effective campaign than a generic awareness message?

It sure will.

Let’s discuss how you can use event tracking to get more out of your ad campaigns on Facebook and Google.

How to Set Up Events on Your Website

With both Facebook and Google, you’ll need to use code for setting up events on your website.

So lets go over how you do that…

Setting Up Events Using Facebook’s Pixel

Standard events on Facebook include:

  • View content
  • Search
  • Add to cart
  • Add to wishlist
  • Initiate checkout
  • Add payment info
  • Make purchase
  • Lead
  • Complete registration

Here is the official Facebook guide for setting up events.

First, you need to verify that you already have the Facebook Pixel code embedded in the header code of every page of your website, between the <head> and </head> tags. If you don’t, first go ahead and insert the base Pixel code.

Next, select the event that you wish to track for a specific page from Facebook’s list of events. Let’s say Add to Cart event, which looks like this:

fbq(‘track’, ‘AddToCart’);

Paste the Add to Cart event code above the </script> tag.

Here’s how it should look:

Here’s what each number in the image stands for:

  1. Your header code
  2. Your base Facebook Pixel code (the ID number is unique to every website)
  3. The specific event code

You’ll need to repeat this on every page you want to track one or multiple events. Each page needs its relevant event code.

Event Tracking Setup Using Google Analytics

You can also track events in Google Analytics for even more insight. For event tracking in Google Analytics, you’ll need to create custom code snippets for every event.

Here is the official Google Analytics guide for setting up events.

The code is then added to the link code of the item or action you want to track so when the item is clicked, it will be displayed as an event in Google Analytics.

The event code is made of four elements – two required elements and two optional elements:

  • Category (required) – defines a group of actions you want to track
  • Action (required) – the type of action you want to track
  • Label (optional) – for your monitoring convenience, stating what’s the event is about
  • Value (optional) – assigning a numeric value to the event; can be monetary value, or just a scale

The basic structure of an event code looks like this:

onclick=”ga(‘send’, ‘event’, ‘Category’, ‘Action’, ‘Label’, ‘Value’);”

The code should be added within the href link code, before the link text:

<a href=”www.examplewebsite.co.uk/pdf/company_brochure.pdf” onclick=”ga(‘send’, ‘event’, ‘PDF’, ‘Download’, ‘Company Brochure – PDF Download’);“>Download Our Brochure</a>

In the example above, no Value was assigned to this event.

There Must Be a Better Way

All this event data needs to be injected into your paid campaigns in order to optimize them but before we get into that, let’s talk about the elephant in the room.

Code!

Dealing with code isn’t ideal for marketers. It’s just not our forte. 

It holds us back since constant optimization is one of the core principles of online marketing. 

And when you need your development team for every act of optimization, well, it’s not ideal.

Is there a better way to track events on your website? Yes. There’s a tool called Oribi that offers exactly that – no code event tracking. 

Oribi tracks every interaction on your website, page views, and button clicks, automatically. It collects all this data and makes it all available to you. Even when you make changes to your website, like adding a page or changing buttons, events are updated dynamically. As said, all of this is done without any code business on your behalf. 

Here’s how event tracking looks in Oribi:

The value here is apparent. You don’t need to decide which events to track, and you don’t need your development team to track it for you. Everything is tracked for you. You just need to follow the data.

Using Event Data to Optimize Your Paid Campaigns

Now you can use all this event data that you collected so diligently to better segment and optimize your paid campaigns and get more return on your ad spend.

There are two main objectives for tracking event data:

  1. Internal – being able to analyze how visitors are interacting with your website and from that optimizing the UX (user experience)
  2. External – exporting the data to your paid campaigns to better segment them – group together audiences according to their place in the funnel and specific interests in order to deliver more relevant messages

Let’s look again at the Add to Cart event. As mentioned, adding an item to a cart shows a high purchase intent. These visitors, even if didn’t complete the purchase, declared their interest in your product.

They are ‘worth your efforts’ to continue and court them in the hope they will complete a purchase in the future.

But they are all different, and you can better understand them based on the item, or items, they chose. 

If you could, for example, group together all those visitors who added a shirt and then group together those who added a pair of shoes – wouldn’t your customized paid campaigns for these two distinct groups be so much more valuable? 

You’ll be able to deliver a highly relevant message, or offering, in your ads.

This is just the tip of the iceberg as far as segmentation and optimization of your paid campaigns that can be achieved with event tracking.

Two Main Use Cases for Ad Campaign Optimization Based on Event Tracking

Both Facebook and Google offer very strong optimization capabilities for their ad campaigns.

There are two objectives for this:

  1. Ability to segment your audience in order to deliver a highly relevant message (the more segmented the audience is, the more relevant your message can be)
  2. Ability to reach new audiences that are also relevant to your offering

Let’s look at how these objectives are achieved through specific features in Facebook and Google ad campaigns.

Facebook’s Retargeting and Google’s Remarketing

The simplest way to explain the Remarketing feature is this:

When you visit a website, a tracking cookie is installed on your browser (yes, that’s the famous cookies message you now see everywhere). After you leave the website, you begin to see display ads from that website.

This is the remarketing feature: it allows advertisers to show you ads of the website you visited on other websites.

The ads can be general, just a reminder of the brand, but they also can be more personalized. The more directly related the ad is to the content you viewed, the impact it will make, thus increasing the likelihood of a purchase or return visit.

Let’s say you browsed a vacation apartments website. You looked at apartments in Lisbon, but didn’t make a reservation. A couple of days later, while scrolling down your Facebook feed, you all of a sudden see an ad that says “Still thinking about Lisbon?” 

Now that’s powerful. It will stop your scrolling. It will make you think about Lisbon again. If you clicked the ad, it would take you back straight to the Lisbon section of that vacation apartments’ website.

So by tracking events – in this case browsing a specific page – you are able to deliver highly targeted, super relevant, and hopefully mighty engaging ads to audience that already demonstrated interest in your offering.

Facebook’s Lookalike Audience and Google’s Similar Audience

The simplest way to explain the Lookalike (Similar Audience) feature is this:

Based on your audience attributes, Facebook and Google are able to target similar people and show them your ads.

Behind this simple explanation, there is a highly complex algorithm able to locate people with similar interests, demographics, location, and professional background.

Facebook and Google are able to do this thanks to the vast amounts of data they have on their users.

Let’s say you track a video as an event. The video is a top-of-the-funnel content that explains the benefits of using the app you are offering. Website visitors who watched the video are “recorded.”

You can define the visitors who watched the video as a specific “audience” in Facebook or Google Analytics. 

Then, the algorithm finds similarities between the visitors who watched the video and based on this data, can show your ads to other people who never watched the video but share the same similarities with your audience.

This is an incredible tool to expand your potential audience and reach people that are likely to be interested in your offering. This gets you more value on your ad spend.

Connecting the Dots: Events, Audience, and Targeting

So, now you know how Facebook and Google can help you refine and optimize ad campaigns, but what is the process to set it all up?

The first part of the chain is identifying the events and inserting the proper codes for all pages and types of events. We’ve already covered how to set them up, both on Facebook and Google Analytics. 

How you define an event is crucial for the success of the campaign and determines which strategy you’ll use either remarketing or a lookalike (similar) audience.

Once you have the events set up, it’s time to connect them to your ad campaign. In this context, “connect” means enabling Facebook and Google to use the data collected from the event tracking to optimize the ad campaign.

Facebook Event Tracking Ad Optimization

Let’s start with the easier of the two. 

Once you inserted the event tracking code to the various pages of your website, the events data is available for you on your Ads Manager. 

As opposed to Google, where you need to first import the event data from Google Analytics to Google Ads (we’ll get to how to do it in a sec), on Facebook this action is taken care of for you.

Still, you’ll need to locate this data. Here’s how:

First, log in to Ads Manager and click the Pixels tab…

Then, on the left, choose “data sources”, it will take you to your pixel…

Now you’ll see a general breakdown of your events…

And to give you an overview of this report, a few things you should know:

  • Events received is the total number of events recorded by the pixel
  • Top events list the highest-performing events
  • Activity shows the number of events recorded per day for the past week

Now, I want you to click on the “details button”.

Here you can see the actual breakdown of events, by volume and date. You can segment the visitors based on their actions, as we discussed before, or use the different segmentation for Lookalike audience creation.

Since you are already in Facebook Ads Manager, all the information is available for campaign targeting and optimization.

Google Analytics and AdSense Event Tracking Optimization

It’s a two-step process. First, you need to define the events in Google Analytics, and then import them into Google Ads.

Step #1: Define the event in Google Analytics

In your Analytics account, click the “Admin” tab in the bottom left corner. Then click the “Goals” tab.

Select “+New Goal”…

Choose the “Custom” option…

Name your goal…

Select “Event” option…

Now you’ll need to refer to the four elements you defined in the event code you had inserted for the specific event. This:

onclick=”ga(‘send’, ‘event’, ‘Category’, ‘Action’, ‘Label’, ‘Value’);”

The Goal you’re creating will have a specific box for each value. It looks like this:

The text you are entering here must be identical to the text in the code. If it won’t, the event won’t be recorded.

You’ll need to repeat the process above with every event you’re tracking.

Step #2: Import the event into Google Ads

In your Google Ads account, click the “Tools” tab at the top navigation bar. Select “Conversions” from the dropdown menu.

On the left side of the page, click “Google Analytics”…

You’ll see a list of all the goals you defined in Analytics…

Select the ones you want to import. Then click “Import”.

And you’re done. The events you track on your website are finally available for segmenting your remarketing campaigns and creating similar audiences.

If you don’t want to this yourself, Oribi can also do it for you.

Conclusion

Event tracking provides you with valuable data on your website visitors, such as level of intent, specific interests, and place in the funnel.

This provides better optimization of your paid ad campaigns on Facebook and Google.

You should use event data to deliver highly relevant and effective remarketing ads to segmented audiences who have already visited your website.

You should also use event data as the base for creating lookalike or similar audiences for ad campaigns targeting potential audiences who have not yet visited your website. 

By optimizing your paid ad campaigns with event data you’ll be able to better engage users, increase your conversion rate, and get more of your ad spend which results in less money for more clicks.

Have you tried event tracking to help optimize your Facebook of Google ad campaigns?

The post How to Use Events to Optimize Your Facebook And Google Ads appeared first on Neil Patel.

How to Use Events to Optimize Your Facebook And Google Ads

Your website is bustling with activity. Visitors are constantly interacting with it. But are you taking full advantage of everything that’s happening on your website for your paid marketing?  Every interaction a visitor has with your website… a pageview, a click… can be used to better understand your audience.  And when you understand your audience … Continue reading How to Use Events to Optimize Your Facebook And Google Ads

Crucial Events Of The Stock Market Timeline

Crucial Events Of The Stock Market Timeline

A thorough securities market timeline would possibly require to be performed in quantities. In the following numerous hundred words I will certainly try to describe essential occasions of the stock exchange timeline you may desire to called a basic inquisitiveness.

Our securities market timeline starts in 1790, with the federal government issuance of $80 million in U.S. bonds.

In 1792, there are 2 federal government bonds and also 3 financial institution supplies traded for a total amount of 5 protections.

Our securities market timeline relocates right into the 1800s with federal government bonds, financial institution supplies, as well as insurance coverage supplies trading after the War of 1812.

In 1817, a constitution as well as guidelines are created for doing supply profession. Right now, the New York Stock as well as Exchange Board is officially arranged.

Our securities market timeline currently relocates us to the opening of the Erie Canal in 1825, when New York State bonds are released to money the building.

In 1850 the shares quantity gets to 8500, which stands for a fifty-fold boost in just 7 years.

In 1836, the NYS&EB forbids it subscription from trading supplies in the road.

Throughout the panic of 1857, the Ohio Life Insurance as well as count on Company collapses as well as the marketplace recognizes a 45% given that the beginning of the year.

In 1863, the New York Stock and also Exchange Board comes to be the New York Stock Exchange.

In 1903, the New York Stock Exchange and also our securities market timeline step right into the twentieth century. The stock exchange commemorates this by transferring to its present home at 18 Broad Street.

Among one of the most notable events of our stock exchange timeline is the panic of 1907, throughout which troubles at Knickerbocker Trust trigger a work on all the city financial institutions. J. P. Morgan enters as well as bolster funds as well as finishes the work on the financial institutions.

The Federal Reserve is developed in 1913.

The stock exchange timeline sees Wall Street end up being the financial investment funding of the globe, replacing London at the end of World War I.

A 23-storey workplace tower with extra trading area is constructed beside the initial framework.

In 1923, a historical advancing market run starts that will certainly extend our securities market timeline for a lot of the following 6 years.

Black Thursday begins the securities market timeline on Thursday, October 24, 1919 when supply rates drop greatly on a document quantity of 13 million shares.

The securities market timeline has its most critical day on Tuesday, October 29, 1929, when the stock exchange accidents and also notes the begin of The Great Depression.

In 1990, 10 years prior to our stock exchange timeline brings us right into the 21st century, greater than 50 million Americans very own supply.

On May 17, 1992, our securities market timeline notes both a century wedding anniversary of the NYSE.

On October 27, 1997, the Dow Jones collisions 554 factors and also sets off the very first breaker security that shuts the NYSE at 3:30 PM.

Our securities market timeline relocates us right into the 21st century in which we experience several of the most awful economic times because our securities market timeline left the Great Depression. We have actually currently been presented to federal government financial institution bailouts as well as taxpayer-owned firms. Just time will certainly inform where out stock exchange timeline takes us next off.

The post Crucial Events Of The Stock Market Timeline appeared first on ROI Credit Builders.