Getting the Most Out of Google Analytics
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The document outlines a presentation by Chris Mercer on effectively utilizing Google Analytics for measurement marketing. Key topics include measurement marketing basics, a walkthrough of Google Analytics, the importance of the 'source/medium' report, and the use of UTM tags for traffic tracking. Attendees are encouraged to plan, build, report, forecast, and optimize their analytics strategy while mastering the tools discussed.
Getting the Most Out of Google Analytics
- 1. Getting The Most Out Of Google Analytics Chris “Mercer” Mercer SEPTEMBER 20–22, 2018 | AUSTIN, TEXAS | JW MARRIOTT
- 2. TRAVELCON From WordPress… To Conversion Rate Optimization… To Measurement. Chris “Mercer” Mercer
- 3. Your Turn!
- 4. What’s Covered Today: 1. Measurement Marketing Basics 2. Google Analytics Walkthrough 3. The Google Analytics “Master” Report 4. Tagging Traffic & Using Goals
- 5. One Thing!
- 6. How to Be a Measurement Marketer
- 7. Measurement Marketing Is… 1. Planning 2. Building 3. Reporting 4. Forecasting 5. Optimizing
- 8. The Google Analytics Group Tour…
- 21. “Who Are My Users?”
- 23. “Where Are My Users Coming From?”
- 25. “What Actions Are My Users Taking?”
- 27. “What Are The Results of My Users Actions?”
- 29. Yeah Reports!
- 30. ONE Report Rules Them All…
- 32. “Source / Medium” Identity Quantity Actions Results
- 33. “Source / Medium” Identity Results
- 35. Google Helps Where It Can…
- 38. What You Can Tag…
- 39. What You Can Tag…
- 40. What You Can Tag… Product/Service BRAND TYPE HEADLINE DETAILS
- 41. What You Can Tag… Measurement Marketing Academy BRAND TYPE HEADLINE DETAILS
- 42. What You Can Tag… Measurement Marketing Academy Facebook BRAND TYPE HEADLINE DETAILS
- 43. What You Can Tag… Measurement Marketing Academy Facebook CPC BRAND TYPE HEADLINE DETAILS
- 44. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers BRAND TYPE HEADLINE DETAILS
- 45. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image BRAND TYPE HEADLINE DETAILS
- 46. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image BRAND TYPE HEADLINE DETAILS
- 47. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image Source HEADLINE DETAILS TYPE
- 48. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image Source Medium HEADLINE DETAILS
- 49. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image Source Medium Campaign HEADLINE DETAILS
- 50. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image Source Medium Term Campaign DETAILS
- 51. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image Source Medium Term Content Campaign
- 52. What You Can Tag… Measurement Marketing Academy Facebook CPC Know Your Numbers Retargeting Blog Readers Laptop Image utm_source utm_medium utm_term utm_content utm_campaign
- 53. 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”
- 54. 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
- 55. 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
- 57. “Source / Medium” Identity Results
- 58. Using Goals • A.C.E. Goals • Awareness • Completion • Engagement
- 59. Using Goals • A.C.E. Goals • Awareness (View Post) • Completion (Opt-in) • Engagement (View Offer)
- 60. “Source / Medium” Identity Results
- 61. “Source / Medium” Identity Results
- 62. “Source / Medium” Identity Results
- 63. “Source / Medium” Identity Results
- 64. “Source / Medium” Identity Results ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
- 65. What’s Been Covered: 1. Measurement Marketing Basics 2. Google Analytics Walkthrough 3. The Google Analytics “Master” Report 4. Tagging Traffic & Using Goals
- 66. 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
- 67. Thank you for joining: “Getting the Most Out of Your Google Analytics” QUESTIONS?#TravelCon18 Chris “Mercer” Mercer Co-Founder, MeasurementMarketing.io e: mercer@measurementmarketing.io Traffic Toolkit: https://measure.tips/travelcon