Many search marketers use Google Analytics, but how many fully take advantage of its tools for SEO and SEM reporting? Not many. This session from SMX West 2016 is a step in the right direction.

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Google Analytics Power Reporting

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Andrew Garberson
Manager of Search
LunaMetrics
@LunaMetrics

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Imagine:
Scenario with
Your Neighbor

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I want an
electric car

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I’m getting too old
for that 10-speed

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A car like me?
Safer than bike
Efficient MPG
Battery life
Commuter
Warranty
Fun

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Well, maybe not
Safer than bike
Efficient MPG
Battery life
Commuter
Warranty
Fun

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I found just
what I need

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It’s got every-
thing I need!
Safe
Efficient
Battery
Commute
Warranty
Fun

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To put that
in context…

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Faster than me
Faster than meFaster than me
Faster than me

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In that scenario…

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You’re me!

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Remember that
conversion?

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I need an easy
reporting tool…

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Traffic sources
Demographics
Conversions
Dashboards
Keywords
Cost data
Reports
Free
I’ve got what
you need!

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So, I went with
Google Analytics.

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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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Oops

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Time to unleash
the beast.

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Basic:
Daily Reporting

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I’m here for
you 24/7.

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Not Ideal: Monitoring

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I’m checking ROAS.
Tell them to wait.
Not Ideal: Worrying

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It’s time to get
to work.
Ideal: Push Notifications
“Hey, something is great.”
“Hey, something is not so great.”

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Google Analytics
Alerts

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Google Analytics Alerts

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Google Analytics Alerts
bit.ly/smx-pwrsem-alerts

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Intermediate:
Weekly Reporting

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It was supposed to
be a slow week…
Spotting Trends
Be quick
See all

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Reacting to Trends
Minimize negative
Maximize positive
You did what?!

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Google Analytics
Dashboards

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Dashboards
Standard or custom
Click “Add to”

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Dashboards
Don’t reinvent
Build off existing

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Dashboards
Don’t reinvent
Build off existing

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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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Dashboards
Click “Email”
PDF > CSV

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Advanced:
Monthly Reporting

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Right Tool for the Job
Generalist (dashboard)
Specialist (PPC platform)
Or something
in between?

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Need All (Marketing) Tools
All channels
Ease of dashboards

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Need to Dig Deep
SEM campaign segmentation
SEO traffic by product category

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API with
Google Sheets

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bit.ly/smx-pwrsem-drive
Getting Started
Elevate feet
Follow steps

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Multichannel Reporting
Conversions from organic v. paid
Conversions from search v. other

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Segmented Reporting in GA
Standard
Custom
bit.ly/smx-pwrsem-drive-2

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Specific Reporting
SEO landing page traffic
SEO conversions by group

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Budget Tracking
Current spend v. budget
Conversions from search v. other

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bit.ly/smx-pwrsem-import
Add-Ons
AdWords
Bing Ads
Search Console
Facebook Ads
Facebook Insights
MailChimp
Moz
SEMrush

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GA can be me.Is your head full!

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Remember:
GA can be me.

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Or whatever
you need.

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Just don’t
forget this.

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SEE YOU AT #SMX ADVANCED
THANK YOU!