Google Analytics Power Reporting By Andrew Garberson

#SMX #23C2 @Garberson

Google Analytics Power Reporting


Andrew Garberson Manager of Search

LunaMetrics

@LunaMetrics


Imagine: Scenario with Your Neighbor


I want an electric car


I’m getting too old for that 10-‐speed


A car like me?

Safer than bike Efficient MPG

Battery life

Commuter

Warranty

Fun


Well, maybe not

Safer than bike Efficient MPG

Battery life

Commuter

Warranty

Fun


I found just what I need


It’s got every-‐ thing I need!

Safe Efficient

Battery

Commute

Warranty

Fun


To put that in context…


Faster than me

Faster than me Faster than me

Faster than me


In that scenario…


You’re me!


Remember that conversion?


I need an easy reporting tool…


Traffic sources Demographics

Conversions

Dashboards

Keywords

Cost data Reports

Free

I’ve got what you need!


So, I went with Google Analytics.


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


Oops


Time to unleash the beast.


10.9 seconds


Basic: Daily Reporting


I’m here for you 24/7.


Not Ideal: Monitoring


I’m checking ROAS. Tell them to wait.

Not Ideal: Worrying


It’s time to get to work.

Ideal: Push Notifications “Hey, something is great.”

“Hey, something is not so great.”


Google Analytics Alerts





bit.ly/smx-‐pwrsem-‐alerts


Intermediate: Weekly Reporting


It was supposed to be a slow week…

Spotting Trends Be quick

See all


Reacting to Trends Minimize negative

Maximize positive

You did what?!


Google Analytics Dashboards


Dashboards Standard or custom

Click “Add to”


Dashboards Don’t reinvent

Build off existing


Dashboards Don’t reinvent

Build off existing


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


Dashboards Click “Email”

PDF > CSV


Advanced: Monthly Reporting


Right Tool for the Job Generalist (dashboard)

Specialist (PPC platform)

Or something in between?


Need All (Marketing) Tools All channels

Ease of dashboards


Need to Dig Deep SEM campaign segmentation

SEO traffic by product category


API with Google Sheets


bit.ly/smx-‐pwrsem-‐drive

Getting Started Elevate feet

Follow steps


Multichannel Reporting Conversions from organic v. paid

Conversions from search v. other


Segmented Reporting in GA Standard

Custom

bit.ly/smx-‐pwrsem-‐drive-‐2


Specific Reporting SEO landing page traffic

SEO conversions by group


Budget Tracking Current spend v. budget

Conversions from search v. other


bit.ly/smx-‐pwrsem-‐import

Add-‐Ons AdWords

Bing Ads Search Console

Facebook Ads

Facebook Insights

MailChimp

Moz SEMrush


GA can be me. My head is full!


GA can be me.


Or whatever you need.


Just don’t forget this.


SEE YOU AT #SMX ADVANCED

THANK YOU!