Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Improved Reporting & Analytics Within Google Tools


Published on

Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.

Presented at MozCon, July 15 2019

Published in: Marketing

Improved Reporting & Analytics Within Google Tools

  1. 1. #MozCon @danaditomaso
  2. 2. #MozCon @danaditomaso Read all about Goal Charters:
  3. 3. #MozCon @danaditomaso What comes after the Goal Charter?
  4. 4. #MozCon @danaditomaso
  5. 5. #MozCon @danaditomaso
  6. 6. Planning ahead is crucial. #MozCon @danaditomaso
  7. 7. #MozCon @danaditomaso Create your Analytics Plan before you build.
  8. 8. #MozCon @danaditomaso Your Goal Charter and your Analytics Plan work together.
  9. 9. #MozCon @danaditomaso What should your Analytics Plan include?
  10. 10. #MozCon @danaditomaso
  11. 11. #MozCon @danaditomaso By documenting, you know you can trust your data.
  12. 12. #MozCon @danaditomaso You’re explaining the why behind the setup.
  13. 13. #MozCon @danaditomaso Think of this document as Analytics succession planning.
  14. 14. #MozCon @danaditomaso Make sure to cover Analytics and Tag Manager.
  15. 15. #MozCon @danaditomaso You’re showing how the tools tie together.
  16. 16. #MozCon @danaditomaso Don’t forget to address what you’re going to do with that data!
  17. 17. #MozCon @danaditomaso
  18. 18. #MozCon @danaditomaso Enter Google Analytics’ Client ID.
  19. 19. Save the CID as a session-scoped custom dimension in Google Analytics. #MozCon @danaditomaso
  20. 20. #MozCon @danaditomaso
  21. 21. #MozCon @danaditomaso
  22. 22. Now we need to move that CID into other applications. #MozCon @danaditomaso
  23. 23. But how do we tie that data back into Analytics again? #MozCon @danaditomaso
  24. 24. #MozCon @danaditomaso Did you know that you can make your own Google Analytics hits?
  25. 25. #MozCon @danaditomaso Let’s walk through an example.
  26. 26. Save the Google Analytics CID in a hidden field in your form. #MozCon @danaditomaso
  27. 27. #MozCon @danaditomaso
  28. 28. #MozCon @danaditomaso When the opportunity is closed, push the result back over to Google Analytics.
  29. 29. You don’t need to be a developer to make this happen. #MozCon @danaditomaso
  30. 30. All you need is Zapier. #MozCon @danaditomaso
  31. 31. Make a test Google Analytics property just for yourself! #MozCon @danaditomaso
  32. 32. #MozCon @danaditomaso Tie survey responses to purchases.
  33. 33. #MozCon @danaditomaso Combine reviews with in-store visits.
  34. 34. #MozCon @danaditomaso Bring online and offline purchases together.
  35. 35. Now your systems are talking to each other. #MozCon @danaditomaso
  36. 36. #MozCon @danaditomaso Let’s make your reporting process suck less.
  37. 37. Perhaps you have a UTM tagging problem. #MozCon @danaditomaso
  38. 38. #MozCon @danaditomaso
  39. 39. #MozCon @danaditomaso
  40. 40. Thinking back to your Analytics Plan, what do you need to include in the report? #MozCon @danaditomaso
  41. 41. #MozCon @danaditomaso
  42. 42. #MozCon @danaditomaso
  43. 43. #MozCon @danaditomaso You know you have the right graph element when…
  44. 44. #MozCon @danaditomaso You can tell at a glance if you’re on the right path.
  45. 45. #MozCon @danaditomaso You don’t have to be there to explain the report.
  46. 46. #MozCon @danaditomaso The report can be used for years to come.
  47. 47. #MozCon @danaditomaso Good reports answer a question.
  48. 48. #MozCon @danaditomaso Are you comparing values?
  49. 49. #MozCon @danaditomaso What is the distribution of your data? Are there outliers?
  50. 50. #MozCon @danaditomaso Do you need to show how different parts come together to show a whole?
  51. 51. #MozCon @danaditomaso What is the relationship between different influences?
  52. 52. #MozCon @danaditomaso Are we there yet?
  53. 53. #MozCon @danaditomaso Keep these design guidelines in mind.
  54. 54. #MozCon @danaditomaso Only answer one or a few questions per page.
  55. 55. #MozCon @danaditomaso Choose a report color and orientation based on user needs.
  56. 56. #MozCon @danaditomaso Give the data room to breathe.
  57. 57. #MozCon @danaditomaso Explain everything.
  58. 58. #MozCon @danaditomaso Use the user’s own words.
  59. 59. But where is sessions by channel??? #MozCon @danaditomaso
  60. 60. #MozCon @danaditomaso
  61. 61. Ignoring what doesn’t help you is just as important as watching what does help you. #MozCon @danaditomaso
  62. 62. #MozCon @danaditomaso You can also
  63. 63. Let’s run through some more examples.
  64. 64. Google Analytics annotations suck.
  65. 65. #MozCon @danaditomaso
  66. 66. #MozCon @danaditomaso What is your “true” search visibility?
  67. 67. #MozCon @danaditomaso
  68. 68. #MozCon @danaditomaso Visual brand change tracking.
  69. 69. #MozCon @danaditomaso
  70. 70. Get these charts and more:
  71. 71. #MozCon @danaditomaso One last Google Data Studio protip.
  72. 72. File > Report Settings #MozCon @danaditomaso
  73. 73. Now you can spend your time on what matters. #MozCon @danaditomaso