chris-mercer-contentjam - measurement magic · from wordpress… to conversion rate ... seo •...
TRANSCRIPT
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Measurement Magic:
Using ONE Google Analytics “Super Report” to Guide
Your Growth
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From WordPress…
To Conversion Rate Optimization…
To Measurement!
+
Chris “Mercer” Mercer
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1. Measurement Marketing Basics
2. Google Analytics Walkthrough
3. The Google Analytics “Super Report”
4. Tagging Traffic & Using Goals
+What’s Covered Today:
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Your Turn!
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One Thing!
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+
How to Be a Measurement Marketer
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Measurement Marketing Is…
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Measurement Marketing Is…
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Measurement Marketing Is…
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Measurement Marketing Is…
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+Measurement Marketing Is…1. Planning2. Building3. Reporting4. Forecasting5. Optimizing
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Measurement Marketing Is…
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NumbersDon’t Matter
What Matters?
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People Do!
What Matters?
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Just Kidding!
What Matters?
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Only Behaviors Matter
What REALLY Matters?
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+
The Google Analytics Walk Through…
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“Is This Working?”
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“Who Are My Users?”
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“Where Are My Users Coming From?”
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“What Actions Are My Users Taking?”
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“What Are The Results of My Users Actions?”
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Yeah Reports!
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ONE “Super Report”Rules Them All…
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One Report To Answer:• Which traffic sources are
bringing users?• What are those users
doing?• What are the results?
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For Example…
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SEO• Does SEO bring in users?• Can SEO be used to build
revenue or should I use it for leads?
• How can I take advantage?
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Facebook• Do “groups” bring in leads?• Is my retargeting working?• Should I scale this?• How can I get more from
my Facebook spend?
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Email• Which email is closing
sales?• Does my nurture sequence
work?• How can I get more?
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The “Super Report”
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“Source / Medium”
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Identity Quantity Actions Results
“Source / Medium”
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Source / Medium
Identity
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Source / Medium
Quantity
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Source / Medium
Actions
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Source / Medium
Results
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Identity
“Source / Medium”
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How “Traffic” Works
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How “Traffic” Works
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How “Traffic” Works
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How “Traffic” Works
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How “Traffic” Works
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Google HelpsWhere It Can…
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OrganicReferral
Direct / None
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Organic- Search Engines- Google, Yahoo, Ask, Bing
In Google Analytics…
How “Traffic” Works
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Referral- From Another Known Site- Facebook, YouTube, Blogs
In Google Analytics…
How “Traffic” Works
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Direct- No Clue- They just “show up”- UNTAGGED TRAFFIC
In Google Analytics…
How “Traffic” Works
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Notice anything
else?
In Google Analytics…
How “Traffic” Works
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You Can Help Out Google (and Yourself!)
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Your Traffic Plan
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Your Traffic Plan
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Your Traffic Plan
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Your Traffic Plan
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Your Traffic Plan
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Your Traffic Plan• What are the main
categories (channels) of traffic you’re using?
(Social, Search, Email, etc.)
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Your Traffic Plan• What brands are you using
to drive traffic?
(Facebook, Google, Pinterest, Infusionsoft, etc.)
![Page 79: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/79.jpg)
Your Traffic Plan• What are the different ways
you are using those brands?
(Paid, Unpaid, Email, etc.)
![Page 80: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/80.jpg)
What You Can Tag…
![Page 81: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/81.jpg)
What You Can Tag…
![Page 82: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/82.jpg)
What You Can Tag…Measurement Marketing Academy
BRAND
TYPE
HEADLINE DETAILS
![Page 83: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/83.jpg)
What You Can Tag…Measurement Marketing Academy
Facebook BRAND
TYPE
HEADLINE DETAILS
![Page 84: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/84.jpg)
What You Can Tag…Measurement Marketing Academy
CPC
BRAND
TYPE
HEADLINE DETAILS
![Page 85: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/85.jpg)
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
BRAND
TYPE
HEADLINE DETAILS
![Page 86: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/86.jpg)
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
![Page 87: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/87.jpg)
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
![Page 88: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/88.jpg)
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
![Page 89: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/89.jpg)
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
Measurement Marketing Academy
![Page 90: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/90.jpg)
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
Measurement Marketing Academy
![Page 91: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/91.jpg)
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
![Page 92: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/92.jpg)
What You Can Tag…
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
utm_source=facebook
![Page 93: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/93.jpg)
What You Can Tag…
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
utm_source=facebook
utm_medium=cpc
![Page 94: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/94.jpg)
What You Can Tag…
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
utm_source=facebook
utm_medium=cpc
utm_term= know-your-
numbers
![Page 95: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/95.jpg)
What You Can Tag…utm_campaign=academy
Source
HEADLINE DETAILS
TYPE
utm_source=facebook
utm_medium=cpc
utm_term= know-your-
numbers
utm_content= aud-retargeting-
blog---img-laptop
![Page 96: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/96.jpg)
What You Can Tag…utm_campaign=academy
Source
HEADLINE DETAILS
TYPE
utm_source=facebook
utm_medium=cpc
utm_term= know-your-
numbers
utm_content= aud-retargeting-
blog---img-laptop
![Page 97: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/97.jpg)
Using UTMs• Example Facebook Tags
• Source (Brand) • “utm_source=facebook”
• Medium (Type) • “utm_medium=cpc”
• Campaign (Product/Service)• “utm_campaign=academy”
• Term (Headline/Subject)• “utm_term=know-your-numbers”
• Content (Details)• “utm_content=aud-retargeting-blog---img-laptop”
![Page 98: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/98.jpg)
Using UTMs• Example Facebook Tags
• https://measurementmarketing.io/• ?utm_source=facebook• &utm_medium=cpc• &utm_campaign=academy• &utm_term=know-your-numbers• &utm_content=aud-retargeting-blog---img-laptop
![Page 99: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/99.jpg)
Using UTMs• Example Facebook Tags
• https://measurementmarketing.io/?utm_source=facebook&utm_medium=cpc&utm_campaign=academy&utm_term=know-your-numbers&utm_content=aud-retargeting-blog---img-laptop
![Page 100: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/100.jpg)
“The Before…”
![Page 101: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/101.jpg)
![Page 102: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/102.jpg)
“The After…”
![Page 103: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/103.jpg)
![Page 104: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/104.jpg)
The Traffic Toolkit
https://measure.tips/traffictracker
![Page 105: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/105.jpg)
The Traffic Toolkit
https://measurementmarketing.io/contentjam
![Page 106: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/106.jpg)
Practice & Questions
![Page 107: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/107.jpg)
Identity
“Source / Medium”
![Page 108: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/108.jpg)
Quantity Actions
“Source / Medium”
![Page 109: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/109.jpg)
Defining “Quantity”
![Page 110: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/110.jpg)
Source / MediumIdentity Quantity Actions Results
![Page 111: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/111.jpg)
#protip!
vs
![Page 112: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/112.jpg)
#protip!
vs
![Page 113: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/113.jpg)
#protip!
![Page 114: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/114.jpg)
Defining “Quantity”
• Users• New Users• Sessions
![Page 115: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/115.jpg)
Defining “Actions”• Bounce Rate• Pages/Session• Avg. Session
Duration
![Page 116: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/116.jpg)
How GA Measures…
“Hit” “Hit” “Hit”
![Page 117: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/117.jpg)
How GA Measures…
“Hit #1” “Hit #2” “Hit #3”
![Page 118: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/118.jpg)
How GA Measures…Time Time
“Hit #1” “Hit #2” “Hit #3”
![Page 119: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/119.jpg)
How GA Measures…
?
![Page 120: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/120.jpg)
How GA Measures…
“100% Bounce & ZERO Time On Page”
?
![Page 121: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/121.jpg)
Analyzing “Quantity”The Truth Is In The Trend…
The Power Is In The Pattern!
![Page 122: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/122.jpg)
Analyzing “Actions”The Truth Is In The Trend…
The Power Is In The Pattern!
![Page 123: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/123.jpg)
Analyzing Quality
![Page 124: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/124.jpg)
Analyzing Quality
![Page 125: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/125.jpg)
Analyzing Quality
![Page 126: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/126.jpg)
Analyzing Quality
![Page 127: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/127.jpg)
Analyzing Quality
![Page 128: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/128.jpg)
Analyzing Quality
![Page 129: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/129.jpg)
Practice & Questions
![Page 130: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/130.jpg)
![Page 131: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/131.jpg)
Results
“Source / Medium”Identity
![Page 132: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/132.jpg)
Results
“Source / Medium”Identity
![Page 133: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/133.jpg)
• Awareness
• Completion
• Engagement
A.C.E. Goals
![Page 134: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/134.jpg)
Awareness Goals
• Familiar with brand
• Exposed to the offer
• “Saw the door”
![Page 135: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/135.jpg)
Completion Goals
• Became a lead
• Purchased a product/service
• “Walked through the door”
![Page 136: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/136.jpg)
Engagement Goals
• Clicked on button
• Viewed order form
• “Grabbed the door knob”
![Page 137: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/137.jpg)
• Awareness
• Completion
• Engagement
A.C.E. Goals
![Page 138: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/138.jpg)
• Awareness (View Post)
• Completion (Opt-in)
• Engagement (View Offer)
A.C.E. Goals
![Page 139: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/139.jpg)
A.C.E. Goals
![Page 140: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/140.jpg)
Tool Time!
https://measure.tips/acegoals
![Page 141: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/141.jpg)
Practice & Questions
![Page 142: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/142.jpg)
Results
“Source / Medium”Identity
![Page 143: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/143.jpg)
Results
“Source / Medium”Identity
![Page 144: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/144.jpg)
Results
“Source / Medium”Identity
![Page 145: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/145.jpg)
Results
“Source / Medium”Identity
![Page 146: Chris-Mercer-ContentJam - Measurement Magic · From WordPress… To Conversion Rate ... SEO • Does SEO bring in users? • Can SEO be used to build revenue or should I use it](https://reader034.vdocuments.net/reader034/viewer/2022042402/5f1236b107e262139d54ceb3/html5/thumbnails/146.jpg)
Results
“Source / Medium”Identity
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
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Google Analytics Goals
• Destination• Duration• Pages• Event
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Google Analytics Goals
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Standard EnhancedEcommerce in Google Analytics
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Does it matter here?
Identity Quantity Actions Results
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Easier Than Ecommerce
Identity Quantity Actions Results
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An Ecommerce Alternative• Goal Values
• Easiest setup (by far)• Not as accurate… but
• STILL VERY USEFUL!• Doesn’t interfere with
Ecommerce reporting
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Goal Value
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Practice & Questions
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What’s Been Covered:1. Measurement Marketing Basics
2. Google Analytics Walkthrough
3. The Google Analytics “Super Report”
4. Tagging Traffic & Using Goals
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Your Next Steps…1. Plan, Build, Report, Forecast, Optimize
2. Get Familiar With Google Analytics
3. Master the “Source / Medium” Report
4. Use UTMs & A.C.E. Goals to Connect the Dots
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