If you run a SaaS company, or a subscription site, you'll know that it's nearly impossible to track your paid subscribers back to the referring keyword or ad campaign. With standard Google Analytics tracking you can only track the sign up -- the form submit that starts your customers into their free trial.
Google Analytics is incapable of identifying when your free trial customer converts to a paying subscriber at the end of their 30 day free trial. While you can use the Google Adwords Offline Converison Tracking tool to import your paid subscriber data into Adwords this data will not be pulled into Analytics. This makes it impossible to identify the referring keyword / campaigns and view your "free-to-paid" conversion funnel in Google Analytics for customers that complete their free trial and upgrade to paying subscribers.
Usually we don’t republish other companies work, but in the case of Google’s first ever Analytics Benchmark Report we didn’t have much choice. The report came to us directly from Google via newsletter and we couldn't find a static URL, or blog post, to link to. Therefore, we decided to embed the document here on the One Blog for all to see.
Here’s a look at the 3 most important elements of any sign-up form: the actual design, the user’s perspective, and conversion testing. I’ve also included examples of some very successful sign-up forms, common conversion killers, and other useful principles that will help you maximize your conversions.
During the Web 2.0 Summit last week Twitter rolled out their much anticipated Analytics product to a select beta accounts. From the presentations we’ve seen, Twitter Analytics will be heavily focused on measuring the activity stream rather than developing derivative engagement and reach metrics as seen in tools such as Twitalyzer and Klout.
Twitter Analytics will leverage algorithms to show users which tweets are spreading, who is influential in their network, and more. The emphasis will be on real-time in order to help users adjust their social tactics on the fly.