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

1. #SMX #23C2 @Garberson
Google Analytics Power Reporting

2. #SMX #23C2 @Garberson
Andrew
Garberson
Manager
of
Search
LunaMetrics
@LunaMetrics

3. #SMX #23C2 @Garberson
Imagine:
Scenario with
Your Neighbor

4. #SMX #23C2 @Garberson
I
want
an
electric
car

5. #SMX #23C2 @Garberson
I’m
getting
too
old
for
that
10-­‐speed

6. #SMX #23C2 @Garberson
A
car
like
me?
Safer
than
bike
Efficient
MPG
Battery
life
Commuter
Warranty
Fun

7. #SMX #23C2 @Garberson
Well,
maybe
not
Safer
than
bike
Efficient
MPG
Battery
life
Commuter
Warranty
Fun

8. #SMX #23C2 @Garberson
I
found
just
what
I
need

9. #SMX #23C2 @Garberson
It’s
got
every-­‐
thing
I
need!
Safe
Efficient
Battery
Commute
Warranty
Fun

10. #SMX #23C2 @Garberson
To
put
that
in
context…

11. #SMX #23C2 @Garberson
Faster
than
me
Faster
than
me
Faster
than
me
Faster
than
me

12. #SMX #23C2 @Garberson
In
that
scenario…

13. #SMX #23C2 @Garberson
You’re
me!

14. #SMX #23C2 @Garberson
Remember
that
conversion?

15. #SMX #23C2 @Garberson
I
need
an
easy
reporting
tool…

16. #SMX #23C2 @Garberson
Traffic
sources
Demographics
Conversions
Dashboards
Keywords
Cost
data
Reports
Free
I’ve
got
what
you
need!

17. #SMX #23C2 @Garberson
So,
I
went
with
Google
Analytics.

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. #SMX #23C2 @Garberson
Oops

20. #SMX #23C2 @Garberson
Time
to
unleash
the
beast.

21. #SMX #23C2 @Garberson
10.9
seconds

22. #SMX #23C2 @Garberson
Basic:
Daily Reporting

23. #SMX #23C2 @Garberson
I’m
here
for
you
24/7.

24. #SMX #23C2 @Garberson
Not
Ideal:
Monitoring

25. #SMX #23C2 @Garberson
I’m
checking
ROAS.
Tell
them
to
wait.
Not
Ideal:
Worrying

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. #SMX #23C2 @Garberson
Google
Analytics
Alerts

28. #SMX #23C2 @Garberson
Google
Analytics
Alerts

29. #SMX #23C2 @Garberson
Google
Analytics
Alerts
bit.ly/smx-­‐pwrsem-­‐alerts

30. #SMX #23C2 @Garberson
Intermediate:
Weekly Reporting

31. #SMX #23C2 @Garberson
It
was
supposed
to
be
a
slow
week…
Spotting
Trends
Be
quick
See
all

32. #SMX #23C2 @Garberson
Reacting
to
Trends
Minimize
negative
Maximize
positive
You
did
what?!

33. #SMX #23C2 @Garberson
Google
Analytics
Dashboards

34. #SMX #23C2 @Garberson
Dashboards
Standard
or
custom
Click
“Add
to”

35. #SMX #23C2 @Garberson
Dashboards
Don’t
reinvent
Build
off
existing

36. #SMX #23C2 @Garberson
Dashboards
Don’t
reinvent
Build
off
existing

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. #SMX #23C2 @Garberson
Dashboards
Click
“Email”
PDF
>
CSV

39. #SMX #23C2 @Garberson
Advanced:
Monthly Reporting

40. #SMX #23C2 @Garberson
Right
Tool
for
the
Job
Generalist
(dashboard)
Specialist
(PPC
platform)
Or
something
in
between?

41. #SMX #23C2 @Garberson
Need
All
(Marketing)
Tools
All
channels
Ease
of
dashboards

42. #SMX #23C2 @Garberson
Need
to
Dig
Deep
SEM
campaign
segmentation
SEO
traffic
by
product
category

43. #SMX #23C2 @Garberson
API
with
Google
Sheets

44. #SMX #23C2 @Garberson
bit.ly/smx-­‐pwrsem-­‐drive
Getting
Started
Elevate
feet
Follow
steps

45. #SMX #23C2 @Garberson
Multichannel
Reporting
Conversions
from
organic
v.
paid
Conversions
from
search
v.
other

46. #SMX #23C2 @Garberson
Segmented
Reporting
in
GA
Standard
Custom
bit.ly/smx-­‐pwrsem-­‐drive-­‐2

47. #SMX #23C2 @Garberson
Specific
Reporting
SEO
landing
page
traffic
SEO
conversions
by
group

48. #SMX #23C2 @Garberson
Budget
Tracking
Current
spend
v.
budget
Conversions
from
search
v.
other

49. #SMX #23C2 @Garberson
bit.ly/smx-­‐pwrsem-­‐import
Add-­‐Ons
AdWords
Bing
Ads
Search
Console
Facebook
Ads
Facebook
Insights
MailChimp
Moz
SEMrush

50. #SMX #23C2 @Garberson
GA
can
be
me.
My
head
is
full!

51. #SMX #23C2 @Garberson
GA
can
be
me.

52. #SMX #23C2 @Garberson
Or
whatever
you
need.

53. #SMX #23C2 @Garberson
Just
don’t
forget
this.

54. #SMX #23C2 @Garberson
SEE YOU AT #SMX ADVANCED
THANK YOU!