Measurement Magic:

Using ONE Google Analytics “Super Report” to Guide

Your Growth

From WordPress…

To Conversion Rate Optimization…

To Measurement!

+

Chris “Mercer” Mercer

1. Measurement Marketing Basics

2. Google Analytics Walkthrough

3. The Google Analytics “Super Report”

4. Tagging Traffic & Using Goals

+What’s Covered Today:

Your Turn!

One Thing!

+

How to Be a Measurement Marketer

Measurement Marketing Is…

Measurement Marketing Is…

Measurement Marketing Is…

Measurement Marketing Is…

+Measurement Marketing Is…1. Planning2. Building3. Reporting4. Forecasting5. Optimizing

Measurement Marketing Is…

NumbersDon’t Matter

What Matters?

People Do!

What Matters?

Just Kidding!

What Matters?

Only Behaviors Matter

What REALLY Matters?

+

The Google Analytics Walk Through…

“Is This Working?”

“Who Are My Users?”

“Where Are My Users Coming From?”

“What Actions Are My Users Taking?”

“What Are The Results of My Users Actions?”

Yeah Reports!

ONE “Super Report”Rules Them All…

One Report To Answer:• Which traffic sources are

bringing users?• What are those users

doing?• What are the results?

For Example…

SEO• Does SEO bring in users?• Can SEO be used to build

revenue or should I use it for leads?

• How can I take advantage?

Facebook• Do “groups” bring in leads?• Is my retargeting working?• Should I scale this?• How can I get more from

my Facebook spend?

Email• Which email is closing

sales?• Does my nurture sequence

work?• How can I get more?

The “Super Report”

“Source / Medium”

Identity Quantity Actions Results

“Source / Medium”

Source / Medium

Identity

Source / Medium

Quantity

Source / Medium

Actions

Source / Medium

Results

Identity

“Source / Medium”

How “Traffic” Works

How “Traffic” Works

How “Traffic” Works

How “Traffic” Works

How “Traffic” Works

Google HelpsWhere It Can…

OrganicReferral

Direct / None

Organic- Search Engines- Google, Yahoo, Ask, Bing

In Google Analytics…

How “Traffic” Works

Referral- From Another Known Site- Facebook, YouTube, Blogs

In Google Analytics…

How “Traffic” Works

Direct- No Clue- They just “show up”- UNTAGGED TRAFFIC

In Google Analytics…

How “Traffic” Works

Notice anything

else?

In Google Analytics…

How “Traffic” Works

You Can Help Out Google (and Yourself!)

Your Traffic Plan

Your Traffic Plan

Your Traffic Plan

Your Traffic Plan

Your Traffic Plan

Your Traffic Plan• What are the main

categories (channels) of traffic you’re using?

(Social, Search, Email, etc.)

Your Traffic Plan• What brands are you using

to drive traffic?

(Facebook, Google, Pinterest, Infusionsoft, etc.)

Your Traffic Plan• What are the different ways

you are using those brands?

(Paid, Unpaid, Email, etc.)

What You Can Tag…

What You Can Tag…

What You Can Tag…Measurement Marketing Academy

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook

CPC

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook

CPC

Know Your Numbers

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Measurement Marketing Academy

Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

BRAND

TYPE

HEADLINE DETAILS

What You Can Tag…Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

Measurement Marketing Academy

What You Can Tag…Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

Measurement Marketing Academy

What You Can Tag…Facebook

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

utm_campaign=academy

What You Can Tag…

CPC

Know Your Numbers

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

utm_campaign=academy

utm_source=facebook

What You Can Tag…

Know Your Numbers

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

utm_campaign=academy

utm_source=facebook

utm_medium=cpc

What You Can Tag…

Retargeting Blog Readers

Laptop Image

Source

HEADLINE DETAILS

TYPE

utm_campaign=academy

utm_source=facebook

utm_medium=cpc

utm_term= know-your-

numbers

What You Can Tag…utm_campaign=academy

Source

HEADLINE DETAILS

TYPE

utm_source=facebook

utm_medium=cpc

utm_term= know-your-

numbers

utm_content= aud-retargeting-

blog---img-laptop

What You Can Tag…utm_campaign=academy

Source

HEADLINE DETAILS

TYPE

utm_source=facebook

utm_medium=cpc

utm_term= know-your-

numbers

utm_content= aud-retargeting-

blog---img-laptop

Using UTMs• Example Facebook Tags

• Source (Brand) • “utm_source=facebook”

• Medium (Type) • “utm_medium=cpc”

• Campaign (Product/Service)• “utm_campaign=academy”

• Term (Headline/Subject)• “utm_term=know-your-numbers”

• Content (Details)• “utm_content=aud-retargeting-blog---img-laptop”

Using UTMs• Example Facebook Tags

• https://measurementmarketing.io/• ?utm_source=facebook• &utm_medium=cpc• &utm_campaign=academy• &utm_term=know-your-numbers• &utm_content=aud-retargeting-blog---img-laptop

Using UTMs• Example Facebook Tags

• https://measurementmarketing.io/?utm_source=facebook&utm_medium=cpc&utm_campaign=academy&utm_term=know-your-numbers&utm_content=aud-retargeting-blog---img-laptop

“The Before…”

“The After…”

The Traffic Toolkit

https://measure.tips/traffictracker

The Traffic Toolkit

https://measurementmarketing.io/contentjam

Practice & Questions

Identity

“Source / Medium”

Quantity Actions

“Source / Medium”

Defining “Quantity”

Source / MediumIdentity Quantity Actions Results

#protip!

vs

#protip!

vs

#protip!

Defining “Quantity”

• Users• New Users• Sessions

Defining “Actions”• Bounce Rate• Pages/Session• Avg. Session

Duration

How GA Measures…

“Hit” “Hit” “Hit”

How GA Measures…

“Hit #1” “Hit #2” “Hit #3”

How GA Measures…Time Time

“Hit #1” “Hit #2” “Hit #3”

How GA Measures…

?

How GA Measures…

“100% Bounce & ZERO Time On Page”

?

Analyzing “Quantity”The Truth Is In The Trend…

The Power Is In The Pattern!

Analyzing “Actions”The Truth Is In The Trend…

The Power Is In The Pattern!

Analyzing Quality

Analyzing Quality

Analyzing Quality

Analyzing Quality

Analyzing Quality

Analyzing Quality

Practice & Questions

Results

“Source / Medium”Identity

Results

“Source / Medium”Identity

• Awareness

• Completion

• Engagement

A.C.E. Goals

Awareness Goals

• Familiar with brand

• Exposed to the offer

• “Saw the door”

Completion Goals

• Became a lead

• Purchased a product/service

• “Walked through the door”

Engagement Goals

• Clicked on button

• Viewed order form

• “Grabbed the door knob”

• Awareness

• Completion

• Engagement

A.C.E. Goals

• Awareness (View Post)

• Completion (Opt-in)

• Engagement (View Offer)

A.C.E. Goals

A.C.E. Goals

Tool Time!

https://measure.tips/acegoals

Practice & Questions

Results

“Source / Medium”Identity

Results

“Source / Medium”Identity

Results

“Source / Medium”Identity

Results

“Source / Medium”Identity

Results

“Source / Medium”Identity

? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

Google Analytics Goals

• Destination• Duration• Pages• Event

Google Analytics Goals

Standard EnhancedEcommerce in Google Analytics

Does it matter here?

Identity Quantity Actions Results

Easier Than Ecommerce

Identity Quantity Actions Results

An Ecommerce Alternative• Goal Values

• Easiest setup (by far)• Not as accurate… but

• STILL VERY USEFUL!• Doesn’t interfere with

Ecommerce reporting

Goal Value

Practice & Questions

What’s Been Covered:1. Measurement Marketing Basics

2. Google Analytics Walkthrough

3. The Google Analytics “Super Report”

4. Tagging Traffic & Using Goals

+

Your Next Steps…1. Plan, Build, Report, Forecast, Optimize

2. Get Familiar With Google Analytics

3. Master the “Source / Medium” Report

4. Use UTMs & A.C.E. Goals to Connect the Dots

+

Questions?e: mercer@measurementmarketing.io

Or Visit…

https://MeasurementMarketing.io

+

Chris “Mercer” Mercer

+

Chris “Mercer” Mercer

Thank You!e: mercer@measurementmarketing.io

Or Visit…

https://MeasurementMarketing.io