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The Google Analytics Mixed Tape of Content Reporting Happiness

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Think of Google Analytics as a bunch of instruments. Sometimes you try and orchestrate something and it sounds, well, awful. Get it right on the other hand, and it will help you play a song that gets everyone moving, and gets you a record deal - ‘oh, hi marketing budget!’

So, how do you use Google Analytics to pump out the best tracks and avoid the one-hit wonders?

This talk is a mixed tape of Google Analytics songs, that shows you how to report on content across the customer journey, as well as making sure your content impact, and you, get the credit that’s deserved.

Delivered for Learn Inbound Conference, Dublin, Friday 16th August 2019

Published in: Marketing
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The Google Analytics Mixed Tape of Content Reporting Happiness

  1. 1. © THE COLORING IN DEPARTMENT 2019 @ColoringIn PRESENTS
  2. 2. @ColoringIn© THE COLORING IN DEPARTMENT 2019 linkedin.com/in/jillquick01 @jillquick jill@thecoloringindepartment.com thecoloringindepartment.com WHO IS JILL QUICK @ColoringIn© THE COLORING IN DEPARTMENT 2019
  3. 3. © THE COLORING IN DEPARTMENT 2019 @ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
  4. 4. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Think About The Customer Journey PAIN OR PROBLEM AWARE 1 SOLUTION AWARE 2 PRODUCT AWARE 3 MOST AWARE 4
  5. 5. @ColoringIn© THE COLORING IN DEPARTMENT 2019 PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE NON BRAND FOCUSED KEYWORDS Apply Some Keyword Thinking BRAND & NON BRAND FOCUSED KEYWORDS BRAND FOCUSED KEYWORDS 1 2 3 4
  6. 6. @ColoringIn© THE COLORING IN DEPARTMENT 2019 INFOGRAPHICS, QUIZES, BLOGS Now Turn That To Content Formats EBOOKS, VIDEO, WEBINARS CASE STUDIES, REPORTS, TECH DOCS PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4
  7. 7. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Map Out Your Content INFOGRAPHICS, QUIZES, BLOGS EBOOKS, VIDEO, WEBINARS CASE STUDIES, REPORTS, TECH DOCS WHAT GA TAGGING DO YOU NEED? • UTM CODES • EVENT TRACKING • CUSTOM DIMENSIONS/ METRICS? PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4 WHERE DOES THE CONTENT LIVE? • YOUR WEBSITE • SOCIAL MEDIA SITE • 3RD PARTY
  8. 8. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Think about tracking content through the customer journeyTip: Audit What You Have And How To Track It
  9. 9. © THE COLORING IN DEPARTMENT 2019 @ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
  10. 10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Winning
  11. 11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MACRO GOALS MICRO GOALS
  12. 12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Content = Micro / Macro Goals in GA • Read Case Study • Watched Video • Registered for Webinar • Listened to Podcast • Downloaded White Paper • Read Blog • Shared Content
  13. 13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Tip: Data Studio Heat Map Micro and Macro Goals
  14. 14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
  15. 15. © THE COLORING IN DEPARTMENT 2019 @ColoringIn It Is Not Enough…..
  16. 16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MCF Reports To Show Customer Journey DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
  17. 17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Conversions> Assisted Conversions
  18. 18. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Click Primary Dimension ‘Other’
  19. 19. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Type in Dimension ‘Landing Page URL’
  20. 20. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Bingo!
  21. 21. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Then Drill Down By Micro and Macro Goals
  22. 22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Also……Conversions> Top Conversion Path
  23. 23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Conversion Path for Landing Pages
  24. 24. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Still Not Enough?
  25. 25. © THE COLORING IN DEPARTMENT 2019 @ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
  26. 26. @ColoringIn© THE COLORING IN DEPARTMENT 2019 That Feeling When…
  27. 27. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Behavior>Site Content> All Pages
  28. 28. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Content Grouping 5 Per View
  29. 29. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Content Grouping
  30. 30. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Content Grouping RULE SET CONTENT VIA EXTRACTION TRACKING CODE
  31. 31. @ColoringIn© THE COLORING IN DEPARTMENT 2019 How To Set Up Content Grouping: Rules
  32. 32. @ColoringIn© THE COLORING IN DEPARTMENT 2019 What Should You Group? 1. Website Navigation 2. Products 3. Brands 4. Content by Stage of Awareness 5. Content by Type
  33. 33. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Use As Secondary Dimensions
  34. 34. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Use To Create Segments
  35. 35. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Tip: Use in Data Studio to Apply To Historical Data!
  36. 36. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Case Statements in Data Studio CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”
  37. 37. @ColoringIn© THE COLORING IN DEPARTMENT 2019 Explore and Integrate: DeepCrawl + GA in Data Studio
  38. 38. © THE COLORING IN DEPARTMENT 2019 @ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
  39. 39. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Resources at: thecoloringindepartment.com @ColoringIn 1: Look at your content across the customer journey 2: What content should be a goal in GA? 3: Use Content Groupings in GA 4: Apply to Data Studio 5: Look at the role your content plays in assisting conversions 6: Explore Custom Attribution Models for content 7: Have a play in the Google Analytics Demo Account 8: Practice makes perfect

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