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Google Analytics Power Reporting By Andrew Garberson

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Google Analytics Power-Reporting For SEO & SEM. PRESENTATION: Google Analytics Power Reporting - Given by Andrew Garberson, @garberson - LunaMetrics, Manager of Search. #SMX #23C2

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Google Analytics Power Reporting By Andrew Garberson

  1. 1. #SMX #23C2 @Garberson Google Analytics Power Reporting
  2. 2. #SMX #23C2 @Garberson Andrew  Garberson   Manager  of  Search   LunaMetrics         @LunaMetrics      
  3. 3. #SMX #23C2 @Garberson Imagine: Scenario with Your Neighbor
  4. 4. #SMX #23C2 @Garberson I  want  an     electric  car  
  5. 5. #SMX #23C2 @Garberson I’m  getting  too  old     for  that  10-­‐speed  
  6. 6. #SMX #23C2 @Garberson A  car  like  me?   Safer  than  bike   Efficient  MPG   Battery  life   Commuter   Warranty   Fun        
  7. 7. #SMX #23C2 @Garberson Well,  maybe  not   Safer  than  bike   Efficient  MPG   Battery  life   Commuter   Warranty   Fun        
  8. 8. #SMX #23C2 @Garberson I  found  just     what  I  need  
  9. 9. #SMX #23C2 @Garberson It’s  got  every-­‐   thing  I  need!   Safe   Efficient   Battery   Commute   Warranty   Fun        
  10. 10. #SMX #23C2 @Garberson To  put  that   in  context…  
  11. 11. #SMX #23C2 @Garberson Faster  than  me   Faster  than  me  Faster  than  me   Faster  than  me  
  12. 12. #SMX #23C2 @Garberson In  that  scenario…  
  13. 13. #SMX #23C2 @Garberson You’re  me!  
  14. 14. #SMX #23C2 @Garberson Remember  that   conversion?  
  15. 15. #SMX #23C2 @Garberson I  need  an  easy     reporting  tool…  
  16. 16. #SMX #23C2 @Garberson Traffic  sources   Demographics   Conversions   Dashboards   Keywords   Cost  data   Reports   Free           I’ve  got  what   you  need!  
  17. 17. #SMX #23C2 @Garberson So,  I  went  with   Google  Analytics.  
  18. 18. #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    
  19. 19. #SMX #23C2 @Garberson Oops  
  20. 20. #SMX #23C2 @Garberson Time  to  unleash   the  beast.  
  21. 21. #SMX #23C2 @Garberson 10.9  seconds  
  22. 22. #SMX #23C2 @Garberson Basic: Daily Reporting
  23. 23. #SMX #23C2 @Garberson I’m  here  for   you  24/7.  
  24. 24. #SMX #23C2 @Garberson Not  Ideal:  Monitoring              
  25. 25. #SMX #23C2 @Garberson I’m  checking  ROAS.   Tell  them  to  wait.   Not  Ideal:  Worrying              
  26. 26. #SMX #23C2 @Garberson It’s  time  to  get   to  work.   Ideal:  Push  Notifications   “Hey,  something  is  great.”   “Hey,  something  is  not  so  great.”      
  27. 27. #SMX #23C2 @Garberson Google  Analytics   Alerts  
  28. 28. #SMX #23C2 @Garberson Google  Analytics  Alerts        
  29. 29. #SMX #23C2 @Garberson Google  Analytics  Alerts         bit.ly/smx-­‐pwrsem-­‐alerts  
  30. 30. #SMX #23C2 @Garberson Intermediate: Weekly Reporting
  31. 31. #SMX #23C2 @Garberson It  was  supposed  to     be  a  slow  week…   Spotting  Trends   Be  quick   See  all      
  32. 32. #SMX #23C2 @Garberson Reacting  to  Trends   Minimize  negative   Maximize  positive       You  did  what?!  
  33. 33. #SMX #23C2 @Garberson Google  Analytics   Dashboards  
  34. 34. #SMX #23C2 @Garberson Dashboards   Standard  or  custom   Click  “Add  to”    
  35. 35. #SMX #23C2 @Garberson Dashboards   Don’t  reinvent   Build  off  existing      
  36. 36. #SMX #23C2 @Garberson Dashboards   Don’t  reinvent   Build  off  existing      
  37. 37. #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    
  38. 38. #SMX #23C2 @Garberson Dashboards   Click  “Email”   PDF  >  CSV      
  39. 39. #SMX #23C2 @Garberson Advanced: Monthly Reporting
  40. 40. #SMX #23C2 @Garberson Right  Tool  for  the  Job   Generalist  (dashboard)   Specialist  (PPC  platform)       Or  something   in  between?  
  41. 41. #SMX #23C2 @Garberson Need  All  (Marketing)  Tools   All  channels   Ease  of  dashboards      
  42. 42. #SMX #23C2 @Garberson Need  to  Dig  Deep   SEM  campaign  segmentation   SEO  traffic  by  product  category      
  43. 43. #SMX #23C2 @Garberson API  with   Google  Sheets  
  44. 44. #SMX #23C2 @Garberson bit.ly/smx-­‐pwrsem-­‐drive   Getting  Started   Elevate  feet   Follow  steps    
  45. 45. #SMX #23C2 @Garberson Multichannel  Reporting   Conversions  from  organic  v.  paid   Conversions  from  search  v.  other    
  46. 46. #SMX #23C2 @Garberson Segmented  Reporting  in  GA   Standard   Custom   bit.ly/smx-­‐pwrsem-­‐drive-­‐2  
  47. 47. #SMX #23C2 @Garberson Specific  Reporting   SEO  landing  page  traffic   SEO  conversions  by  group  
  48. 48. #SMX #23C2 @Garberson Budget  Tracking   Current  spend  v.  budget   Conversions  from  search  v.  other    
  49. 49. #SMX #23C2 @Garberson bit.ly/smx-­‐pwrsem-­‐import   Add-­‐Ons   AdWords   Bing  Ads   Search  Console   Facebook  Ads   Facebook  Insights   MailChimp   Moz   SEMrush    
  50. 50. #SMX #23C2 @Garberson GA  can  be  me.  My  head  is  full!  
  51. 51. #SMX #23C2 @Garberson GA  can  be  me.  
  52. 52. #SMX #23C2 @Garberson Or  whatever   you  need.  
  53. 53. #SMX #23C2 @Garberson Just  don’t     forget  this.  
  54. 54. #SMX #23C2 @Garberson SEE YOU AT #SMX ADVANCED THANK YOU!

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