Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress...
Transcript of Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress...
![Page 1: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/1.jpg)
Advanced Analysis with
Google Analytics
(things I messed up the 1st time)
Slide 1 of 247
![Page 2: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/2.jpg)
Search/Analytics Experience
Google Premier Partner
20+ years, 17 years running AdWords
PubCon speaker on Keyphrase Research
![Page 3: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/3.jpg)
1999 2019
![Page 4: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/4.jpg)
1999 2019
![Page 5: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/5.jpg)
1999 2019
![Page 6: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/6.jpg)
Analytics Acronyms
GA – Google Analytics
GTM – Google Tag Manager
GDS – Google Data Studio
CPC – Cost per click
CVR – conversion rate
RPC – revenue per click
ROAS – Return on ad spend
ROI – Return on investment (based on profit, not revenue)
YOY/MOM – Year over year, Month over month
![Page 7: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/7.jpg)
Analytics Misinterpretation:
Tracking 100% accurate?
Attribution - Incremental?
Sample size
Lifetime value vs short term ROI
![Page 8: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/8.jpg)
GA CVR ≠ CVR
![Page 9: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/9.jpg)
User ≠ User
User = Cookie
1 user on mobile and desktop = 2 users
1 user on two different browsers = 2 users
![Page 10: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/10.jpg)
WordPress – Google Analytics Implementation
![Page 11: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/11.jpg)
WordPress – Google Analytics Implementation
![Page 12: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/12.jpg)
WordPress – Google Analytics Implementation
![Page 13: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/13.jpg)
WordPress – Google Analytics Implementation
![Page 14: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/14.jpg)
WordPress – Google Analytics Implementation
![Page 15: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/15.jpg)
WordPress – Google Analytics Implementation
![Page 16: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/16.jpg)
WordPress – Google Analytics Implementation
• 50+ built in integrations
• Custom HTML
• If migrating to GTM, remove old GA code!
![Page 17: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/17.jpg)
WordPress – Google Analytics Implementation
![Page 18: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/18.jpg)
WordPress – Google Analytics Implementation
Default conversions to track:
•Transactions (with Revenue)
•Form Submissions
•Click to Call
•Click to Email
![Page 19: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/19.jpg)
Google Analytics TroubleshootingGoogle Tag Assistant
![Page 20: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/20.jpg)
Google Analytics TroubleshootingRealtime Report in Google Analytics
![Page 21: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/21.jpg)
Google Analytics Troubleshooting
Sessions Drop Off:
Top Causes:
•Tracking code removed
•GA/GTM plugin deleted
![Page 22: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/22.jpg)
Configure GA alerts so problems
are known immediately!
![Page 23: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/23.jpg)
Google Analytics Troubleshooting
Bounce Rate to 0%:
Top Causes:
•Duplicate tracking code
•Extra plugins with GA code
•Extra GA Events firing (interactive vs non
interactive)
![Page 24: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/24.jpg)
Google Analytics Troubleshooting
![Page 25: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/25.jpg)
Google Analytics Troubleshooting
Change in Conversion Rate:
Top Causes:
•Goals improperly configured
•Extra GA Events firing
•“Smart” Goals
•Compare to CRM data! (Within 5-10%)
![Page 26: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/26.jpg)
Google Analytics Troubleshooting
Google Ads Click & Session Discrepancy:
Top Causes:
•Tracking code removed
•Broken pages
•Redirects
•Re-used tracking parameters
![Page 27: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/27.jpg)
Google Analytics Troubleshooting
Consistency is important for data aggregation:
![Page 28: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/28.jpg)
Troubleshooting - Campaign vs Referral
![Page 29: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/29.jpg)
Troubleshooting - Campaign vs Referral
If placement is paid - add UTMs
Differentiate between a paid and organic/non-paid listing
Differentiate different creative
![Page 30: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/30.jpg)
Real ROI vs Analytics ROI
Segment brand keyphrase from generic keyphrases
Lost cookie = Direct / Additional Phone Value
Monitor “assisted” value – 2:1 vs Last Click attribution
Lifetime Value Analysis – Break even on first sale
![Page 31: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/31.jpg)
Paid Search Opportunity:
Bids should match performance!
![Page 32: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/32.jpg)
Paid Search Opportunity:
![Page 33: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/33.jpg)
Don’t take bid or budget advice from Google!
![Page 34: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/34.jpg)
Exclude brand terms from analysis:
![Page 35: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/35.jpg)
Exclude brand terms from analysis:
![Page 36: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/36.jpg)
Exclude brand terms from analysis:
![Page 37: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/37.jpg)
“Incremental” Revenue:
Branded paid search queries = “navigational queries”
Brand ad above organic listing isn’t 100% incremental
Segment brand and remarketing from acquisition in analysis
Non-brand paid search campaign should be positive without aid of brand revenue
![Page 38: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/38.jpg)
“Incremental” Revenue
![Page 39: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/39.jpg)
“Incremental” Revenue
![Page 40: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/40.jpg)
“Incremental” Revenue
![Page 41: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/41.jpg)
>10:1 ROAS is usually bogus
![Page 42: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/42.jpg)
“Incremental” Revenue
![Page 43: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/43.jpg)
Retention vs Acquisition (Is it Incremental?)
Don’t unfairly compare acquisition channels against retention
![Page 44: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/44.jpg)
Device Level Adjustments?
Lower conversion rates AND lower average order value
![Page 45: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/45.jpg)
Microsoft Ads
![Page 46: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/46.jpg)
Include Engagement Metrics:
![Page 47: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/47.jpg)
Keyphrase Intent:
![Page 48: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/48.jpg)
Keyphrase Intent:
![Page 49: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/49.jpg)
Keyphrase Intent:
![Page 50: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/50.jpg)
Poor ROAS/No Revenue?
Do not automatically pause or reduce bids from low CVR
Strong engagement metrics?Is revenue the goal? Different intent?Small sample size?Early buying cycle source/term? Assisted Value?
No such thing are a bad keyphrase, just a bad bid
![Page 51: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/51.jpg)
Attribution Modeling:
![Page 52: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/52.jpg)
Assisted revenue vs last click attribution:
![Page 53: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/53.jpg)
Attribution – numbers will never match
-Facebook will 100% credit (28 day click – 1 day view)
-Google Ads tracking will take 100% credit
-Google Analytics will credit last non-direct source (organic)
>Touch points: > = Conversion
![Page 54: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/54.jpg)
“View-Thru” Conversions
![Page 55: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/55.jpg)
CVR vs ROAS bidding
![Page 56: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/56.jpg)
CVR vs ROAS bidding
![Page 57: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/57.jpg)
RPC > CVR
Revenue per click takes into account average order value
Conversion rate does not
![Page 58: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/58.jpg)
YOY Comparison can be misleading
If previous year didn’t have normal activity, not a fair comparison
Client had 20 year anniversary to YOY email appeared to be down
![Page 59: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/59.jpg)
Campaign Performance by Conversions:
(Equal budgets and equal impressions)
![Page 60: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/60.jpg)
20 flips
![Page 61: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/61.jpg)
Result of 20 coin flips:
![Page 62: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/62.jpg)
Result of 400 coin flips:
![Page 63: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/63.jpg)
Keyphrase with best CVR?
![Page 64: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/64.jpg)
Sample Size
![Page 65: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/65.jpg)
Keyphrase with best CVR (or RPC)
![Page 66: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/66.jpg)
Organic Traffic Down???
![Page 67: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/67.jpg)
Google Ad Extensions
![Page 68: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/68.jpg)
CTR – organic vs paid
![Page 69: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/69.jpg)
8
2
4
25
1 2 9 2 1
732
7
28
1
2
91
3
8 6 7 8 9
334
8
97
7
9
53
3 9 6 1 4
546
4
96
1
3
829
5
4 66
![Page 70: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/70.jpg)
How many 7s did you see?
![Page 71: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/71.jpg)
8
2
4
25
1 2 9 2 1
732
7
28
1
2
91
3
8 6 7 8 9
334
8
97
7
9
53
3 9 6 1 4
546
4
96
1
3
829
5
4 66
![Page 72: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/72.jpg)
Highlighting w Supermetrics
![Page 73: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/73.jpg)
Before you panic…
![Page 74: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/74.jpg)
When performance changes drastically, it’s usually a tracking issue!
![Page 75: Advanced Analysis with Google Analytics · 20+ years, 17 years running AdWords ... WordPress –Google Analytics Implementation • 50+ built in integrations • Custom HTML ... -Google](https://reader033.fdocuments.in/reader033/viewer/2022060901/609e3582a482b54fae4d32a9/html5/thumbnails/75.jpg)
Questions??????