Using google analytics to measure social media andrew bruce smith - measure13
Google Analytics Power Reporting By Andrew Garberson
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Transcript of Google Analytics Power Reporting By Andrew Garberson
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#SMX #23C2 @Garberson
Google Analytics Power Reporting
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#SMX #23C2 @Garberson
Andrew Garberson Manager of Search
LunaMetrics
@LunaMetrics
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#SMX #23C2 @Garberson
Imagine: Scenario with Your Neighbor
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#SMX #23C2 @Garberson
I want an electric car
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#SMX #23C2 @Garberson
I’m getting too old for that 10-‐speed
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#SMX #23C2 @Garberson
A car like me?
Safer than bike Efficient MPG
Battery life
Commuter
Warranty
Fun
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#SMX #23C2 @Garberson
Well, maybe not
Safer than bike Efficient MPG
Battery life
Commuter
Warranty
Fun
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#SMX #23C2 @Garberson
I found just what I need
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#SMX #23C2 @Garberson
It’s got every-‐ thing I need!
Safe Efficient
Battery
Commute
Warranty
Fun
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#SMX #23C2 @Garberson
To put that in context…
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#SMX #23C2 @Garberson
Faster than me
Faster than me Faster than me
Faster than me
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#SMX #23C2 @Garberson
In that scenario…
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#SMX #23C2 @Garberson
You’re me!
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#SMX #23C2 @Garberson
Remember that conversion?
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#SMX #23C2 @Garberson
I need an easy reporting tool…
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#SMX #23C2 @Garberson
Traffic sources Demographics
Conversions
Dashboards
Keywords
Cost data Reports
Free
I’ve got what you need!
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#SMX #23C2 @Garberson
So, I went with Google Analytics.
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#SMX #23C2 @Garberson
2.8 seconds
Traffic sources Demographics
Conversions
Dashboards
Keywords
Cost data Reports
Free
Users
Cohorts Events
Funnels
Mobile
Behavior flow Frequency
Real-‐time
Interests
Bounce rate Network
Attribution
E-‐commerce Content groupings
Site speed analysis
Attribution models
Content experiments
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#SMX #23C2 @Garberson
Oops
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#SMX #23C2 @Garberson
Time to unleash the beast.
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#SMX #23C2 @Garberson
10.9 seconds
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#SMX #23C2 @Garberson
Basic: Daily Reporting
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#SMX #23C2 @Garberson
I’m here for you 24/7.
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#SMX #23C2 @Garberson
Not Ideal: Monitoring
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#SMX #23C2 @Garberson
I’m checking ROAS. Tell them to wait.
Not Ideal: Worrying
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#SMX #23C2 @Garberson
It’s time to get to work.
Ideal: Push Notifications “Hey, something is great.”
“Hey, something is not so great.”
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#SMX #23C2 @Garberson
Google Analytics Alerts
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#SMX #23C2 @Garberson
Google Analytics Alerts
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#SMX #23C2 @Garberson
Google Analytics Alerts
bit.ly/smx-‐pwrsem-‐alerts
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#SMX #23C2 @Garberson
Intermediate: Weekly Reporting
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#SMX #23C2 @Garberson
It was supposed to be a slow week…
Spotting Trends Be quick
See all
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#SMX #23C2 @Garberson
Reacting to Trends Minimize negative
Maximize positive
You did what?!
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#SMX #23C2 @Garberson
Google Analytics Dashboards
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#SMX #23C2 @Garberson
Dashboards Standard or custom
Click “Add to”
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#SMX #23C2 @Garberson
Dashboards Don’t reinvent
Build off existing
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#SMX #23C2 @Garberson
Dashboards Don’t reinvent
Build off existing
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#SMX #23C2 @Garberson
Dashboards Link goes to GA
Prepare your cameras
bit.ly/smx-‐pwrsem-‐seo bit.ly/smx-‐pwrsem-‐cpc bit.ly/smx-‐pwrsem-‐basic-‐adwords bit.ly/smx-‐pwrsem-‐content bit.ly/smx-‐pwrsem-‐pr bit.ly/smx-‐pwrsem-‐social
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#SMX #23C2 @Garberson
Dashboards Click “Email”
PDF > CSV
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#SMX #23C2 @Garberson
Advanced: Monthly Reporting
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#SMX #23C2 @Garberson
Right Tool for the Job Generalist (dashboard)
Specialist (PPC platform)
Or something in between?
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#SMX #23C2 @Garberson
Need All (Marketing) Tools All channels
Ease of dashboards
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#SMX #23C2 @Garberson
Need to Dig Deep SEM campaign segmentation
SEO traffic by product category
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#SMX #23C2 @Garberson
API with Google Sheets
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#SMX #23C2 @Garberson
bit.ly/smx-‐pwrsem-‐drive
Getting Started Elevate feet
Follow steps
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#SMX #23C2 @Garberson
Multichannel Reporting Conversions from organic v. paid
Conversions from search v. other
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#SMX #23C2 @Garberson
Segmented Reporting in GA Standard
Custom
bit.ly/smx-‐pwrsem-‐drive-‐2
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#SMX #23C2 @Garberson
Specific Reporting SEO landing page traffic
SEO conversions by group
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#SMX #23C2 @Garberson
Budget Tracking Current spend v. budget
Conversions from search v. other
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#SMX #23C2 @Garberson
bit.ly/smx-‐pwrsem-‐import
Add-‐Ons AdWords
Bing Ads Search Console
Facebook Ads
Facebook Insights
MailChimp
Moz SEMrush
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#SMX #23C2 @Garberson
GA can be me. My head is full!
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#SMX #23C2 @Garberson
GA can be me.
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#SMX #23C2 @Garberson
Or whatever you need.
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#SMX #23C2 @Garberson
Just don’t forget this.
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#SMX #23C2 @Garberson
SEE YOU AT #SMX ADVANCED
THANK YOU!