Custom Reports – The ABC’s

Drill Down

Custom Reports – The ABC’s

Micro Conversions

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Micro Conversions

Cost Analysis

Cost Analysis

Bing Matched Search Query ReportSample Campaign Tags Bing – Suggested Values

• bing

• cpc

• Manually Entered– i.e. via spreadsheet

– EXACT same as Adwords

• {keyword}

• {QueryString}

• utm_source

• utm_medium

• utm_campaign

• utm_keyword

• utm_content

Keyword Positions & Bidding

Keyword Positions & BiddingExample when to boost bids

Keyword Positions & Bidding

Propensity for Purchase

Propensity for Purchase

Propensity for Purchase

Profit Metrics

Profit Metrics

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UGH! I hope your conversions don’t look like this!

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However…

Check to see if they look like this

Display Network Assists

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Display Network Assists

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Attribution Models in GA

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Attribution Models in GA

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From @avinash

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Gender

Affinity Categories

Affinity Categories

In-market Segments

In-market Segments

How to: Demographic Targeting

Demographic Targeting

Remarketing with GAProduct Cross-sells

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Remarketing with GAWatched Promo Video

Remarketing with GAFreemium Retargeting

RLSAs with a Tag Management System

RLSAs with a Tag Management System

RLSAs with a Tag Management System

RLSAs with a Tag Management System

Measure SEO Return

SEO == Landing Pages

SEO == Landing Pages

SEO == Landing Pages

www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings/

Page Value

Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .

Page Value

Page Value

Page Value

Product Category Product Promotion

“Real” Page Valueprofit per unique pageview

Summary Points

• Using {keyword} and {QueryString} urlparameters for Bings Ads yields a powerful search report.

• Bid more aggressively on products and product categories with a high propensity for purchase (good “look to book” ratios).

• Integrating profit metrics into your analytics tool will make sure you’re not misled by revenue or conversion rate.

Summary Points

• Don’t forget to measure the value of upper funnel keywords using attribution modeling or multichannel analysis reports.

• The business logic that powers data collection in your TMS should also be used to power building remarketing lists.

Summary Points

• Now that keywords are dead, SEO is all about landing pages. Proper grouping of content in your reports will provide focus for SEO efforts based upon conversion metrics.

• Use VLOOKUPs to merge GWT with WA Tool so that Landing Pages with conversion potential are married with volume potential

Summary Points

• Google Trends is a good tool to explore volume potential, though strong performance metrics still reign supreme

• Integrated content related dimensions such as Post Length, Author, Title Tag length etc will allow you to determine what is working best with your content / SEO strategy.

Contact Info

Yehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninja

www.analytics-ninja.com

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