chris-mercer-contentjam - measurement magic · from wordpress… to conversion rate ... seo •...
TRANSCRIPT
Measurement Magic:
Using ONE Google Analytics “Super Report” to Guide
Your Growth
From WordPress…
To Conversion Rate Optimization…
To Measurement!
+
Chris “Mercer” Mercer
1. Measurement Marketing Basics
2. Google Analytics Walkthrough
3. The Google Analytics “Super Report”
4. Tagging Traffic & Using Goals
+What’s Covered Today:
Your Turn!
One Thing!
+
How to Be a Measurement Marketer
Measurement Marketing Is…
Measurement Marketing Is…
Measurement Marketing Is…
Measurement Marketing Is…
+Measurement Marketing Is…1. Planning2. Building3. Reporting4. Forecasting5. Optimizing
Measurement Marketing Is…
NumbersDon’t Matter
What Matters?
People Do!
What Matters?
Just Kidding!
What Matters?
Only Behaviors Matter
What REALLY Matters?
+
The Google Analytics Walk Through…
“Is This Working?”
“Who Are My Users?”
“Where Are My Users Coming From?”
“What Actions Are My Users Taking?”
“What Are The Results of My Users Actions?”
Yeah Reports!
ONE “Super Report”Rules Them All…
One Report To Answer:• Which traffic sources are
bringing users?• What are those users
doing?• What are the results?
For Example…
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?
Facebook• Do “groups” bring in leads?• Is my retargeting working?• Should I scale this?• How can I get more from
my Facebook spend?
Email• Which email is closing
sales?• Does my nurture sequence
work?• How can I get more?
The “Super Report”
“Source / Medium”
Identity Quantity Actions Results
“Source / Medium”
Source / Medium
Identity
Source / Medium
Quantity
Source / Medium
Actions
Source / Medium
Results
Identity
“Source / Medium”
How “Traffic” Works
How “Traffic” Works
How “Traffic” Works
How “Traffic” Works
How “Traffic” Works
Google HelpsWhere It Can…
OrganicReferral
Direct / None
Organic- Search Engines- Google, Yahoo, Ask, Bing
In Google Analytics…
How “Traffic” Works
Referral- From Another Known Site- Facebook, YouTube, Blogs
In Google Analytics…
How “Traffic” Works
Direct- No Clue- They just “show up”- UNTAGGED TRAFFIC
In Google Analytics…
How “Traffic” Works
Notice anything
else?
In Google Analytics…
How “Traffic” Works
You Can Help Out Google (and Yourself!)
Your Traffic Plan
Your Traffic Plan
Your Traffic Plan
Your Traffic Plan
Your Traffic Plan
Your Traffic Plan• What are the main
categories (channels) of traffic you’re using?
(Social, Search, Email, etc.)
Your Traffic Plan• What brands are you using
to drive traffic?
(Facebook, Google, Pinterest, Infusionsoft, etc.)
Your Traffic Plan• What are the different ways
you are using those brands?
(Paid, Unpaid, Email, etc.)
What You Can Tag…
What You Can Tag…
What You Can Tag…Measurement Marketing Academy
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
Facebook BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
CPC
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Measurement Marketing Academy
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
BRAND
TYPE
HEADLINE DETAILS
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
Measurement Marketing Academy
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
Measurement Marketing Academy
What You Can Tag…Facebook
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
What You Can Tag…
CPC
Know Your Numbers
Retargeting Blog Readers
Laptop Image
Source
HEADLINE DETAILS
TYPE
utm_campaign=academy
utm_source=facebook
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
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
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
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
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”
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
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
“The Before…”
“The After…”
The Traffic Toolkit
https://measure.tips/traffictracker
The Traffic Toolkit
https://measurementmarketing.io/contentjam
Practice & Questions
Identity
“Source / Medium”
Quantity Actions
“Source / Medium”
Defining “Quantity”
Source / MediumIdentity Quantity Actions Results
#protip!
vs
#protip!
vs
#protip!
Defining “Quantity”
• Users• New Users• Sessions
Defining “Actions”• Bounce Rate• Pages/Session• Avg. Session
Duration
How GA Measures…
“Hit” “Hit” “Hit”
How GA Measures…
“Hit #1” “Hit #2” “Hit #3”
How GA Measures…Time Time
“Hit #1” “Hit #2” “Hit #3”
How GA Measures…
?
How GA Measures…
“100% Bounce & ZERO Time On Page”
?
Analyzing “Quantity”The Truth Is In The Trend…
The Power Is In The Pattern!
Analyzing “Actions”The Truth Is In The Trend…
The Power Is In The Pattern!
Analyzing Quality
Analyzing Quality
Analyzing Quality
Analyzing Quality
Analyzing Quality
Analyzing Quality
Practice & Questions
Results
“Source / Medium”Identity
Results
“Source / Medium”Identity
• Awareness
• Completion
• Engagement
A.C.E. Goals
Awareness Goals
• Familiar with brand
• Exposed to the offer
• “Saw the door”
Completion Goals
• Became a lead
• Purchased a product/service
• “Walked through the door”
Engagement Goals
• Clicked on button
• Viewed order form
• “Grabbed the door knob”
• Awareness
• Completion
• Engagement
A.C.E. Goals
• Awareness (View Post)
• Completion (Opt-in)
• Engagement (View Offer)
A.C.E. Goals
A.C.E. Goals
Tool Time!
https://measure.tips/acegoals
Practice & Questions
Results
“Source / Medium”Identity
Results
“Source / Medium”Identity
Results
“Source / Medium”Identity
Results
“Source / Medium”Identity
Results
“Source / Medium”Identity
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Google Analytics Goals
• Destination• Duration• Pages• Event
Google Analytics Goals
Standard EnhancedEcommerce in Google Analytics
Does it matter here?
Identity Quantity Actions Results
Easier Than Ecommerce
Identity Quantity Actions Results
An Ecommerce Alternative• Goal Values
• Easiest setup (by far)• Not as accurate… but
• STILL VERY USEFUL!• Doesn’t interfere with
Ecommerce reporting
Goal Value
Practice & Questions
What’s Been Covered:1. Measurement Marketing Basics
2. Google Analytics Walkthrough
3. The Google Analytics “Super Report”
4. Tagging Traffic & Using Goals
+
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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