From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Google Analytics Power Reporting for SEM: Pro Edition. PRESENTATION: Google Analytics Power Reporting - Given by Andrew Garberson, @garberson - LunaMetrics, Manager of Search. #SMX #12B2

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Google Analytics Power Reporting

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Andrew Garberson
Manager of Search
@LunaMetrics

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Imagine:
Scenario with
Your Neighbor

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I want a new car

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A car like me?
Safety Features
Efficient MPG
Warranty
Fun

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Well, maybe not
Safety Features
Efficient MPG
Warranty
Fun

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I found just
what I need

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It’s got every-
thing I need!
Safe
Efficient
Warranty
Fun

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To put that
in context…

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Faster than me
Faster than me Faster than me
Faster than me

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In that scenario…

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You’re me!

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Remember that
conversion?

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I need an easy
reporting tool…

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Traffic sources
Demographics
Conversions
Dashboards
Keywords
Cost data
Reports
Free
A tool like me?

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So, I went with
Google Analytics.

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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

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Oops

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Time to unleash
the beast.

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Yeah, this is me

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Basic:
Daily Reporting

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I’m here for
you 24/7.

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Not Ideal: Monitoring

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I’m checking ROAS.
Tell them to wait.
Not Ideal: Worrying

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It’s time to get
to work.
Ideal: Push Notifications
“Hey, something is great.”
“Hey, something is not so great.”

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Google Analytics
Alerts

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Google Analytics Alerts

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Google Analytics Alerts

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Google Analytics Alerts

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Google Analytics Alerts
bit.ly/smx-pwrsem-alerts

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Intermediate:
Weekly Reporting

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It was supposed to
be a slow week…
Spotting Trends
Be quick
See all

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Reacting to Trends
Minimize negative
Maximize positive
You did what?!

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Google Analytics
Dashboards

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Dashboards
Standard or custom
Click “Add to”

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Dashboards
Don’t reinvent
Build off existing

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Dashboards
Don’t reinvent
Use existing templates

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Dashboards
Link goes to GA
Prepare your cameras
bit.ly/smx-pwrsem-live
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

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Dashboards
Click “Email”
PDF > CSV

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Advanced:
Monthly Reporting

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Right Tool for the Job
Generalist (dashboard)
Specialist (PPC platform)
Or something
in between?

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Need All (Marketing) Tools
All channels
Ease of dashboards

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Need to Dig Deep
SEM campaign segmentation
SEO traffic by product category

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API with
Google Sheets

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GA Plugin
Free plugin
2 minutes to import

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bit.ly/smx-pwrsem-drive
Getting Started
How-to post
Follow steps, elevate feet

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Multichannel Reporting
Conversions from organic v. paid
Conversions from search v. other

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Segmented Reporting in GA
Standard
Custom
bit.ly/smx-pwrsem-drive-2

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Segmented Reporting in GA
Standard
Custom
bit.ly/smx-pwrsem-drive-2

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Segmented Reporting in GA
Standard
Custom
bit.ly/smx-pwrsem-drive-2

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Specific Reporting
SEO landing page traffic
SEO conversions by group

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Budget Tracking
Current spend v. budget
Conversions from search v. other

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More data!

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bit.ly/smx-pwrsem-import
Add-Ons
AdWords
Bing Ads
Search Console
Facebook Ads
Facebook Insights
Twitter Ads
MailChimp
Moz
SEMrush

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GA can be me. Give mercy!

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GA can be me.

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Or whatever
you need.

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Just don’t
forget this.

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SEE YOU AT #SMX EAST
Do you have reporting tips/tricks?
Please share with #12B2 on Twitter!