This document summarizes a presentation on measuring marketing ROI with Google Analytics. The presentation covers: 1. Using the Behavior and Acquisition reports to identify which pages are delivering value/leads and which channels send quality traffic. 2. Analyzing bounce rates to determine which pages need improvement and flow reports to identify pages with high drop-off. 3. Ensuring message alignment between ads and landing pages and that conversion goals match each channel's purpose. 4. Explaining advanced channel reporting with the Channel, Source and Medium breakdown to properly tag campaigns. 5. Offering a complimentary session to review a website's marketing data.

2. Ferdie Bester
● 15 years digital experience
● GA certified
● Founder ClickMaven (now Jellyfish)
● Founder NightJarr

3. How to measure marketing
ROI with Google Analytics

4. ● Which pages are delivering value and leads
● Which channels send quality traffic
● Which channels produce leads / sales
● Advanced channel reporting
Agenda

5. Technical agenda
● Behaviour report & bounce rates
● Acquisition report & conversions
● Channel reporting, tagging and UTMs
● Q&A:

6. Which pages are valuable?

8. Bounce rate
Which pages suck?

9. When a user opens a single page on your site and then
exits without doing anything else

10. Bounce rate Rating
> 70% Very poor
50 - 70 % Average
30 - 50% Goal
< 30% Tracking is broken

13. How to use/fix?
1. Make the page about the visitor (and not you)
2. Easy to read and use
3. Quick loading times

14. Behaviour flow
How visitors move through the website

16. How to use/fix?
Identify pages with high drop-off
Encourage the natural next step

17. Which channels send
quality traffic?

19. Traffic quality

20. How to use/fix?
● What is the goal of each channel?
● Which page used for each channel
● Message alignment between the ad & page

21. Which channels send
leads?

22. Source of leads

23. Micro conversions (soft leads)

24. How to use/fix?
● Some channels are not meant to generate leads
● The conversion rate is important
● Message alignment between the ad & page

25. Advanced
channel reporting

27. Channel

28. Channel > Source > Medium

29. Source = Google, Mailchimp, Facebook etc
Medium = email, cpc, cpm

31. www.yourwebsite.co.za

32. https://www.yourwebsite.com
?utm_source=Facebook&utm_medium=cpc

36. Bonus tips

37. 1. Play with Google Data Studio

38. 2. Pass campaign data to CRM
www.yourwebsite.co.za

40. End

41. Complimentary 30 min session
Review your marketing data
Click here to book