BrightonSEO Sept 2021 From measurement plans to monthly reports: how to build a robust reporting framework
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If you don’t know what success looks like then how are you supposed to prove the effectiveness of your work? In this talk Anna will show you how to set goals, benchmarks and targets in a measurement plan and how to report on those throughout the campaign lifecycle. Let’s make meaningless monthly reports a thing of the past.
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BrightonSEO Sept 2021 From measurement plans to monthly reports: how to build a robust reporting framework
- 1. Name of talk to go here, name of talk Name Surname Company @Twitterhandle How to build a robust reporting framework Base Creative @AnnaAppenzeller Anna Corbett
- 7. #BrightonSEO AnnaAppenzeller Campaign Goals ● Growing awareness of cats
- 8. #BrightonSEO AnnaAppenzeller Campaign Goals ● Growing awareness of cats ● Increasing visitors to shun
- 9. #BrightonSEO AnnaAppenzeller Campaign Goals ● Growing awareness of cats ● Increasing visitors to shun ● Driving conversions of cat treats
- 10. #BrightonSEO AnnaAppenzeller What does success look like?
- 11. #BrightonSEO AnnaAppenzeller Step 1: Create a measurement plan
- 13. #BrightonSEO AnnaAppenzeller Macro conversions?!? Indicator of success Often impact bottom line, like purchases
- 14. #BrightonSEO AnnaAppenzeller Micro conversions?!? User is on the right track Often steps in the funnel or KPIs like CTR
- 17. #BrightonSEO AnnaAppenzeller Awareness: Macro ● Impressions ● Branded search impressions
- 18. #BrightonSEO AnnaAppenzeller Awareness: Macro ● Impressions ● Branded search impressions ● Share of voice
- 20. #BrightonSEO AnnaAppenzeller Awareness: Micro ● Search volume ● Search interest
- 21. #BrightonSEO AnnaAppenzeller Awareness: Micro ● Search volume ● Search interest ● Mentions
- 22. #BrightonSEO AnnaAppenzeller Awareness: Micro ● Search volume ● Search interest ● Mentions ● Impression share
- 23. #BrightonSEO AnnaAppenzeller How to measure traffic?
- 25. #BrightonSEO AnnaAppenzeller Traffic: Macro ● Clicks ● Website sessions ● Users
- 26. #BrightonSEO AnnaAppenzeller Traffic: Micro ● Scroll depth ● Pages/session
- 27. #BrightonSEO AnnaAppenzeller Traffic: Micro ● Scroll depth ● Pages/session ● Video views ● Downloads
- 29. #BrightonSEO AnnaAppenzeller Traffic: Macro ● Form submissions
- 30. #BrightonSEO AnnaAppenzeller Traffic: Macro ● Form submissions ● Sign ups
- 31. #BrightonSEO AnnaAppenzeller Traffic: Macro ● Form submissions ● Sign ups ● Purchases
- 32. #BrightonSEO AnnaAppenzeller Traffic: Micro ● Email clicks ● Phone clicks
- 33. #BrightonSEO AnnaAppenzeller Traffic: Micro ● Email clicks ● Phone clicks ● Cost per conversion ● Customer lifetime value
- 35. #BrightonSEO AnnaAppenzeller Micro ● Branded search interest ● Branded searches ● Branded CTR Macro ● Branded search impressions
- 36. #BrightonSEO AnnaAppenzeller Micro ● Mentions ● Non social mentions ● Interactions - both positive and negative ● Influence Macro ● Impressions/Reach ● Share of voice
- 37. #BrightonSEO AnnaAppenzeller Micro ● Likes ● Comments ● Shares Macro ● Clicks
- 38. #BrightonSEO AnnaAppenzeller Micro ● Impression share ● CTR ● CPC ● CPA ● Conversion rate ● Quality score ● Lost impressions Macro ● Impressions ● Clicks ● Conversions
- 39. #BrightonSEO AnnaAppenzeller Micro ● Unsubscribe rate ● Bounce rate ● Emails delivered ● Open rate Macro ● Link click rate
- 40. #BrightonSEO AnnaAppenzeller Micro ● Scroll depth ● Session duration ● Pages/session ● Video views ● Downloads Macro ● Sessions
- 41. #BrightonSEO AnnaAppenzeller Micro ● Search volume ● Ranking stats ● No of featured snippets ● Search impressions ● Organic CTR Macro ● Organic sessions
- 42. #BrightonSEO AnnaAppenzeller Micro ● Cost per lead /conversion /acquisition ● Conversion rate ● Assisted conversions ● Customer lifetime value Macro ● Conversions
- 43. #BrightonSEO AnnaAppenzeller What constitutes a conversion? Email and phone clicks, Downloads, Form submissions, Sign ups, Purchases
- 44. #BrightonSEO AnnaAppenzeller Step 2: Set your benchmarks and targets
- 46. #BrightonSEO AnnaAppenzeller Setting benchmarks from current performance
- 48. #BrightonSEO AnnaAppenzeller Step 2: Set your benchmarks and targets
- 49. #BrightonSEO AnnaAppenzeller Get your targets from platform forecasts
- 50. #BrightonSEO AnnaAppenzeller Get your targets from industry averages calculations
- 51. #BrightonSEO AnnaAppenzeller Get your targets from search volume / organic non-branded CTR
- 53. #BrightonSEO AnnaAppenzeller Targets: Conversions ● Industry average conv. rate
- 54. #BrightonSEO AnnaAppenzeller Targets: Conversions ● Industry average conv. rate ● Current client conv. rate (but better)
- 55. #BrightonSEO AnnaAppenzeller Monthly averages or staged targets?
- 56. #BrightonSEO AnnaAppenzeller Monthly averages Avg. monthly conversions: 1,000 Stages targets Conversions month 1-3: 500 per month Conversions month 4: 1,000 Conversions month 5: 1,500 Conversions month 6: 2,000
- 57. #BrightonSEO AnnaAppenzeller Targets: Overall campaign target Current Target: 6,000
- 60. #BrightonSEO AnnaAppenzeller Step 3: Track your defined metrics
- 61. #BrightonSEO AnnaAppenzeller Tracking: Custom ● Scroll depth ● Downloads ● Custom dimensions and metrics
- 62. #BrightonSEO AnnaAppenzeller Set up your tracking in GTM or ask a friendly developer
- 63. AnnaAppenzeller
- 66. #BrightonSEO AnnaAppenzeller Step 4: Create your reports
- 67. AnnaAppenzeller
- 68. #BrightonSEO AnnaAppenzeller Data sources in reports
- 69. @AnnaAppenzeller
- 70. @AnnaAppenzeller
- 71. #BrightonSEO AnnaAppenzeller Create one page per goal
- 72. #BrightonSEO AnnaAppenzeller Add your data controls
- 73. @AnnaAppenzeller
- 74. @AnnaAppenzeller
- 75. @AnnaAppenzeller
- 76. @AnnaAppenzeller
- 77. @AnnaAppenzeller
- 82. AnnaAppenzeller Resources: Templates: Measurement plan sheets template Data Studio dashboard template Links to awesomeness: Miracle’s forecasting article Simo Ahava’s GTM Blog Analytics Mania And if you want to look at adorable kitties: Photo by Tom Wheatley on Unsplash Photo by Sina Saadatmand on Unsplash Photo by The Lucky Neko on Unsplash Photo by Erik-Jan Leusink on Unsplash