Overwhelmed with Google Analytics? It's easier than you think when you have a proper framework! Learn how to track your traffic and tie it into results by using only ONE report...

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…

19. “Is This Working?”

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…

31. “Source / Medium”

32. “Source / Medium”
Identity Quantity Actions Results

33. “Source / Medium”
Identity Results

34. “Source / Medium”
Identity

35. Google Helps
Where It Can…

36. Organic
Referral
Direct / None

37. “Tagging”
Your Traffic

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

56. The Traffic Toolkit
https://measure.tips/travelcon

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