google analytics power reporting for seo & sem

#SMX #PWRSEM @Garberson

Google Analytics Power Reporting


Andrew GarbersonManager 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 thatin context…


Faster than me

Faster than meFaster than me

Faster than me


In that scenario…


You’re me!


Remember thatconversion?


I need an easy reporting tool…


Traffic sources

Demographics

Conversions

Dashboards

Keywords

Cost data

Reports

Free

I’ve got whatyou need!


So, I went withGoogle 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 unleashthe beast.


Basic:Daily Reporting


I’m here foryou 24/7.


Not Ideal: Monitoring


I’m checking ROAS.Tell them to wait.

Not Ideal: Worrying


It’s time to getto work.

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

“Hey, something is not so great.”


Google AnalyticsAlerts


Google Analytics Alerts


Google Analytics Alerts

bit.ly/smx-pwrsem-alerts


Intermediate:Weekly Reporting


It was supposed to be a slow week…

Spotting TrendsBe quick

See all


Reacting to TrendsMinimize negative

Maximize positive

You did what?!


Google AnalyticsDashboards


DashboardsStandard or custom

Click “Add to”


DashboardsDon’t reinvent

Build off existing


DashboardsLink 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


DashboardsClick “Email”

PDF > CSV


Advanced:Monthly Reporting


Right Tool for the JobGeneralist (dashboard)

Specialist (PPC platform)

Or somethingin between?


Need All (Marketing) ToolsAll channels

Ease of dashboards


Need to Dig DeepSEM campaign segmentation

SEO traffic by product category


API withGoogle Sheets


bit.ly/smx-pwrsem-drive

Getting StartedElevate feet

Follow steps


Multichannel ReportingConversions from organic v. paid

Conversions from search v. other


Segmented Reporting in GAStandard

Custom

bit.ly/smx-pwrsem-drive-2


Specific ReportingSEO landing page traffic

SEO conversions by group


Budget TrackingCurrent spend v. budget

Conversions from search v. other


bit.ly/smx-pwrsem-import

Add-OnsAdWords

Bing Ads

Search Console

Facebook Ads

Facebook Insights

MailChimp

Moz

SEMrush


GA can be me.Is your head full!


Remember:GA can be me.


Or whateveryou need.


Just don’t forget this.


SEE YOU AT #SMX ADVANCED

THANK YOU!