How to Track Value from findcourses.co.uk

HOW TO TRACK VALUE FROM FINDCOURSES.CO.UK

Table of Contents Campaign Results

Customer Login

Viewing your information requests Viewing your statistics Which companies viewed your courses?

5 7 9

Google Analytics

Viewing findcourses.co.uk campaign traffic Initial assessment

13 16

Learning more about your visitors

Choosing the right goals Do you have the right goals set up?

21 22

Setting up goals

Campaign Results If you want to understand the value of your campaign with us, it’s important to take an in-depth look at the exposure findcourses.co.uk is giving your business. This allows you to evaluate whether the campaign is delivering the value you need. There are two interfaces which will help you understand the value of your campaign with findcourses.co.uk: the Customer Login and Google Analytics.

CUSTOMER LOGIN

GOOGLE ANALYTICS

• The only place to see your information requests

• Critical if you want a referral (clickthrough) button on findcourses.co.uk

• Easiest way to extract company IP data

• Easy to compare your findcourses.co.uk campaign with your other campaigns

• Simple to use and requires no set-up from your end

• Get a clear picture of what the traffic we send to you does on your website

Campaign Results CUSTOMER LOGIN The Customer Login is included in your account with us. It’s a dashboard where you can see all information requests sent to your sales team. We’ve also made an easy-to-use interface where you can see the IP addresses of training buyers who view your profile and courses.

GOOGLE ANALYTICS When you view our traffic on your own well-structured Google Analytics account, you’ll be able to compare our results with other campaigns you’re running and get an overview or in-depth look of who the training buyers are and what actions they take once on your site.

Customer Login The findcourses.co.uk customer login has two sections to help you track the results of your campaign: the Information Requests and Statistics tabs.

VIEWING YOUR INFORMATION REQUESTS In the Information Requests tab of the customer login, you can set the date range and quickly see the names, email addresses, dates, and course names that have received information requests. You can also easily export all of the information collected through information requests, such as company name and the comment field, to an Excel file. When reviewing your campaign, we suggest you download all of your information requests and work with your sales team to determine how many of these leads have converted into deals, as well as the value of these deals.

Customer Login Information Requests

Information Requests

Start

General Company Profile

Courses

Filter

Statistics

Insert Date

Course Title

Views

Referrals Participant Name #1

Name

name@gmail.com

16/05/2018

Example Course #1

3 Participant Name #2

name@gmail.com

16/05/2018

Example Course #2

4 Participant Name #3

name@gmail.com

16/05/2018

Example Course #3

1 Participant Name #4

name@gmail.com

16/05/2018

Example Course #4

0 Participant Name #5

name@gmail.com

16/05/2018

Example Course #5

2 Participant Name #6

name@gmail.com

16/05/2018

Example Course #6

0 Participant Name #7

name@gmail.com

16/05/2018

Example Course #7

Information Requests Downloaded Files Invoices Follow-Up Link to Your Profile Reviews

Export to Excel

Customer Login VIEWING YOUR STATISTICS The Statistics tab of the customer login gives you a bigger picture of your campaign’s performance on findcourses.co.uk. You can see how many page views in total your profile page and course pages have received, as well as the number of referrals and information requests. You can also take a look at which companies are looking at your profile and course pages on findcourses.co.uk by clicking “Which companies viewed your courses?” or “Which companies viewed your profile?”. Use our “Export to Excel” function to quickly determine what your most popular courses are, as well as the conversion rate of page views vs. information requests and referrals.

Customer Login Statistics

Start General Company Profile Courses Statistics Information Requests

Report Settings

From:

To:

TrainingExport Providerto Excel

Active Courses

Paused Courses

Show Location

Case Study

Video Presentations

Which companies viewed your courses? Which companies viewed your profile?

Downloaded Files Update Report

Generate PDF

Export to Excel

Invoices Follow-Up Link to Your Profile Reviews

Total Views 536

Account Administration Logout

Referrals

Information Requests

No. of People

176

Training Provider Training Provider Name

Views

Referrals

Information Requests

No. of People

Training Company X

116

Customer Login WHICH COMPANIES VIEWED YOUR COURSES? Let’s talk a little bit more about evaluating which companies viewed your courses. After clicking the link, you’ll see an alphabetical list of companies and the courses that they looked at. It’s important to understand people might also view your profile from outside of the office, or their company might not be large enough to have its own registered IP address. You’ll want to disregard cable companies and other internet providers and focus in on the organisations. This can be a great way to better understand the connection between sales made at your company and your findcourses.co.uk profile. You can narrow the date range to identify when training buyers from certain companies viewed your profile or courses and compare that to when the companies first reached out to you.

Customer Login Organisation statistics

Start General Company Profile

Search Start Date

End Date

Courses Statistics Information Requests Downloaded Files Invoices Follow-Up Link to Your Profile

Organisation statistics Training Course

Organisation

Views

Referrals

Course #1

European Space Agency (ESA)

Course #2

Everywhere Wireless LLC

Course #3

Expedia Inc.

Course #4

FBI Criminal Justice Information Systems

Course #5

Fastmetrics

Course #6

Johnson & Johnson

Reviews

Google Analytics If you currently have, or would like to have, referral links on your findcourses.co.uk course pages, you should be able to confidently answer ‘yes’ to the following questions: 1. Do you know how to view findcourses.co.uk traffic landing on your website? This is a critical first step to tracking the value of referral traffic on your website.

2. Do you have any experience in assessing the value of digital marketing campaigns on Google Analytics? If you’re new to digital marketing, then tracking the value of referral traffic on your site is more complicated than viewing statistics provided by your marketing agency. Are you willing to take the time to learn how marketers evaluate campaign performance on their own websites?

3. Do you know how to learn more about visitors of your website? If you value quality over quantity, you’ll need to know what people do on your website once they convert from a campaign.

Google Analytics 4. Do you have goals set up in Google Analytics for your site visitors? If you don’t have a goal set up to measure at least the purchasing of a course, you’re not ready to receive referral traffic from findcourses.co.uk.

5. Do you have the right goals set up in Google Analytics? In addition to tracking when visitors purchase a course, it’s a good idea to track other conversions that signal a purchase or a step on the way to purchase. For example, if someone fills out a form on your site or clicks to call your phone number, that’s an indicator they may be making a purchase very soon afterwards. Or, if someone subscribes to your newsletter, they’re signalling that they’re engaging with your company and might make a purchase in the future.

Google Analytics VIEWING FINDCOURSES.CO.UK CAMPAIGN TRAFFIC Looking at your findcourses.co.uk traffic through the Campaigns tab rather than your referral traffic is the first step to understanding the value of our traffic. When you simply look under referral traffic, youâ&#x20AC;&#x2122;ll be missing out on all of the traffic from our partner sites like the Independent. Many of our clients make this mistake and start their evaluation miscalculating their campaign with us. Typically, Google Analytics will show a slightly lower number than reported on your findcourses.co.uk statistics. That is because we are only able to track the number of clicks on the link to your site but cannot determine whether that user exits your page before it fully loads. If someone accidentally clicks on the link to your site, we unfortunately canâ&#x20AC;&#x2122;t tell the difference between that visitor and a visitor who goes onto your website and purchases training. 13

Google Analytics To view your findcourses.co.uk campaign traffic in your Google Analytics account, simply follow this click-path: Acquisitions

Campaigns

All Campaigns

Google Analytics If you’ve requested custom UTM tracking on your course pages, you’ll need to instead search for the UTM code you requested. You’ll see a list of campaigns that are sending you visitors. These websites are listed in descending order of how many visitor sessions on your site they are generating. If you don’t see findcourses.co.uk on your initial view, type ‘findcourses’ in your search bar to quickly find the campaign.

Google Analytics INITIAL ASSESSMENT This campaign view is a great place to make a quick assessment of your campaign with findcourses.co.uk. • ACQUISITION: How many users, new users, and sessions are generated by your campaign with findcourses.co.uk compared to other sites? • BEHAVIOUR: Is the bounce rate higher or lower than your site average and your other campaigns? How many pages are findcourses.co.uk visitors checking out on your site and how long are they spending on your site? • CONVERSIONS: Are findcourses.co.uk visitors taking actions that indicate they’re interested in purchasing and how does this compare to your site in general and other campaigns?

Google Analytics If you would like to see a more detailed look at how your courses are performing on findcourses.co.uk, click on findcourses.co.uk in your campaign view. You will then be led through the next dimension, “Medium”, on Google Analytics, and should see the medium called “Click from findcourses.co.uk”.

Google Analytics Click on this link (“click from findcourses.co.uk”). You’ll now be in the “Source” layer of your campaign, which we use to distinguish course names. You will see a list of your course pages on findcourses.co.uk sending you visitors. This filtered view can help you see individual course names to track which of your courses are generating the most views and converting best on your site.

Google Analytics LEARNING MORE ABOUT YOUR VISITORS Understanding who is clicking from findcourses.co.uk to your website can be critical to understanding whether you’re reaching the right audience. It can also help you match information requests and bookings on your site to training buyers who first found you on findcourses.co.uk. Once you’ve selected the findcourses.co.uk campaign in Google Analytics, you can use the “Secondary Dimension” filter to learn important information about your visitors. Some filters that might be of interest to you are country/city, IP address (called Network Domain, which can include company name), and date. These can help you match up users with specific leads filled out on your site, or bookings.

Google Analytics

Google Analytics CHOOSING THE RIGHT GOALS Setting up strategic goals in Google Analytics is crucial to understanding your website overall, but it is also excellent for understanding the value of your campaigns including your findcourses.co.uk profile. If you set up your goals the right way, youâ&#x20AC;&#x2122;ll get a solid understanding of whether findcourses.co.uk traffic to your site is converting into enrolment. We recommend you track every behaviour that signals buying behaviour separately. This way, you can ultimately understand the customer journey and use this to make improvements to your website down the line.

Google Analytics DO YOU HAVE THE RIGHT GOALS SET UP? For your findcourses.co.uk campaign, we recommend including the following goals which indicate a website user is coming closer to buying training with you: • • • • • •

Fill out a form on your website Book a spot on one of your courses Purchase a course View your “Contact Us” page Sign up for an account Subscribe to your newsletter

You should ideally be tracking all of these interactions as goals so that you can see which actions training buyers are taking on your website.

Google Analytics SETTING UP GOALS To set up a goal in Google Analytics, you’ll need to click on “Admin”. You can find this near the bottom of the far-left menu in Google Analytics.

Google Analytics Then, in the “View” column, click “Goals”.

Google Analytics Then click “+ New Goal” to create your first goal.

Google Analytics Now it’s time for the Goal Set-Up. Google Analytics has some templates set up to help you make your first goals: • MAKE A PAYMENT: Must-include for sites with e-commerce for their courses. • REGISTER ONLINE: Crucial for sites that accept online bookings. • CREATE AN ACCOUNT: Nice-to-have if you keep in contact with your database and often convert them to enrolment. • SUBMISSION: Very important if you have an individual or team following-up leads to enrolment. You can also use the submission field to track brochure downloads or clicking to your contact page, or apply now. • NEWSLETTER SIGN UP: Similar to create an account, this is a good goal to set up if your newsletter converts into enrolment.

Google Analytics

Google Analytics Give a clear name to your goal, such as “Apply Now” or “Make a Payment”. Depending on how your website URLs are organised, you’ll want to choose either Destination or Event. Destination is ideal for websites that have a consistent URL structure for confirmation pages and it is the easiest to set up. For example, if your form confirmation page link is consistent across your site: “(your domain)/thankyou.aspx” then choosing “Destination” would be a very accurate way of tracking submissions.

Google Analytics In the example below, we’ve selected “Destination”. We then selected “Begins with” from the drop-down menu. In the free-text field on the right side, you’ll enter your confirmation page URL beginning with the first slash after your domain.

Google Analytics Once this is completed, make sure you click “Verify this Goal”. It’s crucial you verify the goal in Google Analytics as this will give you the percentage of your traffic that has completed this goal in the last week.

Google Analytics The number should feel right, if you know you had approximately 100 purchases in the last week and you get 1,000 visitors a week, this number should be approximately 10%. Be wary for too high or low of a percentage here and use your knowledge of your business to confirm you’re setting up the goal properly. Then save your goal. You’ll want to do this for all of the goals that you want to track and then you’ll be well on your way to assessing the value across all of the campaigns that you run – everything from your own newsletter to Google AdWords to campaigns with industry websites.

Want to know how findcourses.co.uk can connect you with professionals searching for training? findcourses.co.uk is the UK arm of EMG â&#x20AC;&#x201C; Educations Media Group, the market leader in education search engines. Together with our partner, The Independent, we connect the L&D community with the training world. Increase your course enrolments with our online marketing solutions, delivering high-quality leads and website traffic to your training organisation.