google analytics power reporting for seo & sem

#SMX #PWRSEM @Garberson

Google Analytics Power Reporting

#SMX #PWRSEM @Garberson

Andrew GarbersonManager of Search

LunaMetrics

@LunaMetrics

#SMX #PWRSEM @Garberson

Imagine: Scenario with Your Neighbor

#SMX #PWRSEM @Garberson

I want an electric car

#SMX #PWRSEM @Garberson

I’m getting too old for that 10-speed

#SMX #PWRSEM @Garberson

A car like me?

Safer than bike

Efficient MPG

Battery life

Commuter

Warranty

Fun

#SMX #PWRSEM @Garberson

Well, maybe not

Safer than bike

Efficient MPG

Battery life

Commuter

Warranty

Fun

#SMX #PWRSEM @Garberson

I found just what I need

#SMX #PWRSEM @Garberson

It’s got every-thing I need!

Safe

Efficient

Battery

Commute

Warranty

Fun

#SMX #PWRSEM @Garberson

To put thatin context…

#SMX #PWRSEM @Garberson

Faster than me

Faster than meFaster than me

Faster than me

#SMX #PWRSEM @Garberson

In that scenario…

#SMX #PWRSEM @Garberson

You’re me!

#SMX #PWRSEM @Garberson

Remember thatconversion?

#SMX #PWRSEM @Garberson

I need an easy reporting tool…

#SMX #PWRSEM @Garberson

Traffic sources

Demographics

Conversions

Dashboards

Keywords

Cost data

Reports

Free

I’ve got whatyou need!

#SMX #PWRSEM @Garberson

So, I went withGoogle Analytics.

#SMX #PWRSEM @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

#SMX #PWRSEM @Garberson

Oops

#SMX #PWRSEM @Garberson

Time to unleashthe beast.

#SMX #PWRSEM @Garberson

Basic:Daily Reporting

#SMX #PWRSEM @Garberson

I’m here foryou 24/7.

#SMX #PWRSEM @Garberson

Not Ideal: Monitoring

#SMX #PWRSEM @Garberson

I’m checking ROAS.Tell them to wait.

Not Ideal: Worrying

#SMX #PWRSEM @Garberson

It’s time to getto work.

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

“Hey, something is not so great.”

#SMX #PWRSEM @Garberson

Google AnalyticsAlerts

#SMX #PWRSEM @Garberson

Google Analytics Alerts

#SMX #PWRSEM @Garberson

Google Analytics Alerts

bit.ly/smx-pwrsem-alerts

#SMX #PWRSEM @Garberson

Intermediate:Weekly Reporting

#SMX #PWRSEM @Garberson

It was supposed to be a slow week…

Spotting TrendsBe quick

See all

#SMX #PWRSEM @Garberson

Reacting to TrendsMinimize negative

Maximize positive

You did what?!

#SMX #PWRSEM @Garberson

Google AnalyticsDashboards

#SMX #PWRSEM @Garberson

DashboardsStandard or custom

Click “Add to”

#SMX #PWRSEM @Garberson

DashboardsDon’t reinvent

Build off existing

#SMX #PWRSEM @Garberson

DashboardsDon’t reinvent

Build off existing

#SMX #PWRSEM @Garberson

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

#SMX #PWRSEM @Garberson

DashboardsClick “Email”

PDF > CSV

#SMX #PWRSEM @Garberson

Advanced:Monthly Reporting

#SMX #PWRSEM @Garberson

Right Tool for the JobGeneralist (dashboard)

Specialist (PPC platform)

Or somethingin between?

#SMX #PWRSEM @Garberson

Need All (Marketing) ToolsAll channels

Ease of dashboards

#SMX #PWRSEM @Garberson

Need to Dig DeepSEM campaign segmentation

SEO traffic by product category

#SMX #PWRSEM @Garberson

API withGoogle Sheets

#SMX #PWRSEM @Garberson

bit.ly/smx-pwrsem-drive

Getting StartedElevate feet

Follow steps

#SMX #PWRSEM @Garberson

Multichannel ReportingConversions from organic v. paid

Conversions from search v. other

#SMX #PWRSEM @Garberson

Segmented Reporting in GAStandard

Custom

bit.ly/smx-pwrsem-drive-2

#SMX #PWRSEM @Garberson

Specific ReportingSEO landing page traffic

SEO conversions by group

#SMX #PWRSEM @Garberson

Budget TrackingCurrent spend v. budget

Conversions from search v. other

#SMX #PWRSEM @Garberson

bit.ly/smx-pwrsem-import

Add-OnsAdWords

Bing Ads

Search Console

Facebook Ads

Facebook Insights

MailChimp

Moz

SEMrush

#SMX #PWRSEM @Garberson

GA can be me.Is your head full!

#SMX #PWRSEM @Garberson

Remember:GA can be me.

#SMX #PWRSEM @Garberson

Or whateveryou need.

#SMX #PWRSEM @Garberson

Just don’t forget this.

#SMX #PWRSEM @Garberson

SEE YOU AT #SMX ADVANCED

THANK YOU!