Tracking your campaigns and inbound traffic is not just a nice to have, it’s a need to survive! You need to know what’s working, what’s bombing, and use data from your analytics to justify your budget and resources, so that you can keep doing super smashing marketing wizardry. What if I were to tell you that you may be doing your tracking all wrong? That the data you have in Google Analytics might not be quite as good as you think. That there’s more you can do to understand your marketing acquisition? The big question – do you want turn that acquisition resource and budget line into profitable customer interactions for your business? Google Analytics is a blessing (it’s super powerful and FREE!) but there are also gaping holes in here (because you don’t know what you don’t know). This talk will help you get clarity on acquisition efforts.

1. @jillquick© THE COLORING IN DEPARTMENT 2018
Jill Quick
@jillquick
The Problem With Acquisition
Turning Cost Into Cash
© THE COLORING IN DEPARTMENT 2018

2. @jillquick© THE COLORING IN DEPARTMENT 2018 @jillquick© THE COLORING IN DEPARTMENT 2018
WHO IS
JILL QUICK
@jillquick
linkedin.com/in/jillquick01
jill@thecoloringindepartment.com
thecoloringindepartment.com

3. @jillquick© THE COLORING IN DEPARTMENT 2018
Just to Make
One Thing
CLEAR

4. @jillquick© THE COLORING IN DEPARTMENT 2018
Remember…
“WITHOUT DATA, YOU’RE
JUST ANOTHER PERSON
WITH AN OPINION”
-W.Edwards Deming
Data Scientist

5. @jillquick© THE COLORING IN DEPARTMENT 2018
TrackingTracking…

6. @jillquick© THE COLORING IN DEPARTMENT 2018
Acquisition AKA how
people find
you

7. @jillquick© THE COLORING IN DEPARTMENT 2018
Core Reporting API…….It’s A Nightclub Bouncer
EMAIL SOCIAL
ORGANIC

8. @jillquick© THE COLORING IN DEPARTMENT 2018
What Are Campaign Tags?
Campaign tags are
additional information that
you apply to links.
Once a link is clicked, the
tag information is passed to
Google Analytics.

9. @jillquick© THE COLORING IN DEPARTMENT 2018
Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Medium
This is your large
broad buckets
for your
marketing
channels
Campaign
name
What is the
name of the
campaign
Source
This tells you
where the link
lives
URL
The URL you
want the visitor
to go to
Content
More info to help
you slice and dice
your data, eg
banner, mpu, text
links etc.

10. @jillquick© THE COLORING IN DEPARTMENT 2018
Tracking Triangle
Let’s break it down,
because
let’s face it, it gets
kinda confusing.
URL - The Where
I am going to New York
NewYork.com
Campaign Name - The Why
Because I have an off peak, frequent traveller discount
Medium - The How
I am getting an Amtrak express train
More detail, specific breakdowns of the channel
Source - The What
From Boston in coach B, seat 22
Where does the link live within the medium (and therefore channel)
Use to tie together marketing campaigns that sit across multiple sources and mediums.
The destination that we
are sending traffic to
FYI!
Google
Analytics likes to
report Source, the
medium rather than the
logical order. I know right!
FYI!
Google
Analytics likes to
report Source, then
Medium - rather than the logical order.
I know right!

11. @jillquick© THE COLORING IN DEPARTMENT 2018
Tracking Triangle Example
Email COMPANY
.COM
NEWSLETTER
-DATABASE
EMAIL
BLACK FRIDAY>NEW
YORK>2018
Paid Search
COMPANY
.COM
GOOGLE OR BING
CPC OR PPC OR
PAID SEARCH
NY>BRAND>BFSALE-18

12. @jillquick© THE COLORING IN DEPARTMENT 2018
Got any UTM
ID luv’?
What Happens If You
Don’t Tag

13. @jillquick© THE COLORING IN DEPARTMENT 2018
If You Don’t Tag Your Email
No UTM, so I’m
going to put
you in…

14. @jillquick© THE COLORING IN DEPARTMENT 2018
If You Don’t Tag Your Social
Media (Paid/Organic)
No UTM, so I’m
going to put
you in…

15. @jillquick© THE COLORING IN DEPARTMENT 2018
HTTP- HTTPS PDF DOCS
STAFF
SIGNATURES
Other Culprits

16. @jillquick© THE COLORING IN DEPARTMENT 2018
How To Spot ?
1
2
3

17. @jillquick© THE COLORING IN DEPARTMENT 2018
System Defined Default
Channel Grouping
Channels Medium System Defined Tick Box
Defined by
Google's Default
Channel Grouping.
Case Sensitive,
exactly match
these or your
the wrong pot
Organic Search organic Medium exactly matches organic
Social referral Social Source Referral exactly matches Yes
Social social
Medium matches regex ^(social|social-
network|social-media|sm|social network|social
media)$
Email email Medium exactly matches email
Referral referral Medium exactly matches referral
Direct
(none)
(not set)
Source exactly matches direct AND
Medium exactly matches (not set)
OR
Medium exactly matches (none)
Paid Search
cpc
Medium matches regex ^(cpc|ppc|paidsearch)$
AND
Ad Distribution Network does not exactly match
Content
Display display
Medium matches regex ^(display|cpm|banner)$
OR
Ad Distribution Network exactly matches Content
Other (other)
Medium matches regex ^(cpv|cpa|cpp|content-
text)$

18. @jillquick© THE COLORING IN DEPARTMENT 2018
WHAT?!…there
are no groupings
for paid social…
…or retargeting…
my reporting is
ruined!

19. @jillquick© THE COLORING IN DEPARTMENT 2018
Tinker with
your
settings… Don’t
worry

20. @jillquick© THE COLORING IN DEPARTMENT 2018
Here’s What You Need To Do

21. @jillquick© THE COLORING IN DEPARTMENT 2018
Here’s What You Need To Do

22. @jillquick© THE COLORING IN DEPARTMENT 2018
Specific at the
top, generic at
bottom
Here’s What You Need To Do

23. @jillquick© THE COLORING IN DEPARTMENT 2018
Agree On Your Source Names
(Don’t Fragment The Data!)
If only we got
our shit
together

24. @jillquick© THE COLORING IN DEPARTMENT 2018
Keep A Record
• Keep a log of your tracked
links (you will forget
whatcha did otherwise)
• Get everyone in the
company up to speed on
why you are doing it (aka
we don’t want to trash
our data!)
• Bake it into an SLA
with agencies
• Link it to the core
competencies of
staff

25. @jillquick© THE COLORING IN DEPARTMENT 2018
Attribution Acquisition> Channels
runs on 1/7 attribution
models. 100 % of the
credit goes to last non
direct channel.
WALK WITH ME
A typical customer journey
DirectInstagram
Post
Medium:Social
Retargeting
Display Ad
Visited
Website
Newsletter
Source:
Instagram
(typed url
into browser)
Visited
Website
Visited
Website
Medium: Display Medium: Email
Source: Name of
website with
display advert
Source:
Newsletter-
database

26. @jillquick© THE COLORING IN DEPARTMENT 2018
Multi-Channel Funnels

27. @jillquick© THE COLORING IN DEPARTMENT 2018
Multi-Channel Funnels

28. @jillquick© THE COLORING IN DEPARTMENT 2018
Multi-Channel Funnels
Rinse and repeat
what you did in the
Default Channel
Groupings

29. @jillquick© THE COLORING IN DEPARTMENT 2018
Recap
The Process Order & Checklist
1. Agree, and work out, your mediums, sources, and campaign
tagging structure
2. Create channel groupings in test view, then when you are
happy with it, create in the reporting views
3. Create a Multi-channel Funnel (MCF) grouping so you can see
the assisted conversions
4. Agree on naming sources
5. Agree on name structure to your campaign channels
6. Give use cases on how you can use the content options
7. Keep a record e.g spead-sheet
Agree, and work out, your mediums, sources, and campaign
tagging structure
Create channel groupings in test view, then when you are
happy with it, create in the reporting views
Create a Multi-channel Funnel (MCF) grouping so you can see
the assisted conversions
Agree on naming sources
Agree on name structure to your campaign channels
Give use cases on how you can use the content options
Keep a record e.g spead-sheet
The Process Order & Checklist

30. @jillquick© THE COLORING IN DEPARTMENT 2018

31. @jillquick© THE COLORING IN DEPARTMENT 2018
Micro
These are small
interactions of people
actually moving towards
what you want them to do.
There is value here; don’t
throw this data away!
Macro
The main key performance
indicator for your business,
aka if this doesn’t happen
your business will go bust!

32. @jillquick© THE COLORING IN DEPARTMENT 2018
You should map your
business goals (micro
and macro) to a funnel.
We like to map them to
TIMER

33. @jillquick© THE COLORING IN DEPARTMENT 2018
Teaser represents the people who
are flirting with you, they arrive on
your site and scroll down a page,
maybe look through some
pictures, then they hard
bounce out of
your site!
Bye!
Investment They are “investing”
their time with you, not quite
converting but slow ly giving
more of a damn about you.
Maybe watching some
of your video, downloading a
pdf, or adding to basket.
It’s the little things.
Meaningful They are doing what
you really need them to do, your
big hitting, if they don’t do them,
we will go out of
business goals.
Engaged Your users are happy
(and unhappy) people who are
really engaging with your brand
after big goal, think referring a
friend or leaving a review.
Retention The circle of life
and all that, you have to
consider some retention goals,
do they come back, repeat the
process? Think signing back in,
or cross/ upselling. Also known
as post acquisition in some
circles.
T
I
ME
R
Timer ©

34. @jillquick© THE COLORING IN DEPARTMENT 2018
EVERY BUSINESS IS DIFFERENT, ONE
PERSON’S BIG GOAL IS ANOTHER'S
LITTLE GOAL, JUST LOOK AT
OUR EXAMPLES BELOW.
Ecommerce
1.Looked at your social media profiles
2.Signed up to a newsletter
3.Clicked through to a product image
4.Added something to basket
5.Bought the damn product!
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!

35. @jillquick© THE COLORING IN DEPARTMENT 2018
Here’s One (Or 6) I Made Earlier

36. @jillquick© THE COLORING IN DEPARTMENT 2018
Why bother with 20
goals?

37. @jillquick© THE COLORING IN DEPARTMENT 2018
To Link The Channels Role In The
Customer Journey

38. @jillquick© THE COLORING IN DEPARTMENT 2018
Acquistion > Channels - Drill Down By Goal

39. @jillquick© THE COLORING IN DEPARTMENT 2018
Multi-Channel Funnels> Assisted Conversions

40. @jillquick© THE COLORING IN DEPARTMENT 2018
What’s The Cost Of Your Marketing?

41. @jillquick© THE COLORING IN DEPARTMENT 2018
Use Data
Import
functions

42. @jillquick© THE COLORING IN DEPARTMENT 2018
What non-Google campaigns are
you running that cost you money?
•Twitter
•Facebook
•Bing
•Linkedin
•Ebay
•Amazon
•Etc

43. @jillquick© THE COLORING IN DEPARTMENT 2018
Admin >
Property>
Data Import

44. @jillquick© THE COLORING IN DEPARTMENT 2018
Admin >
Property>
Data Import

45. @jillquick© THE COLORING IN DEPARTMENT 2018

46. @jillquick© THE COLORING IN DEPARTMENT 2018
Wouldn’t It Be Nice…

47. @jillquick© THE COLORING IN DEPARTMENT 2018

48. @jillquick© THE COLORING IN DEPARTMENT 2018
Reporting
(Avoiding
Data
Meltdown)

49. @jillquick© THE COLORING IN DEPARTMENT 2018
What is the
point of the
report?
Who is getting
the report?
What are
the key
messages?
How can you
make it easy for
them to get that
message?
Key Questions

50. @jillquick© THE COLORING IN DEPARTMENT 2018
HEADER GOES HERE
THIS WEEKS
SALES DATA
WEEKLY STATS CHART
Wireframe Reports

51. @jillquick© THE COLORING IN DEPARTMENT 2018
Then Build
(P.S Data Studio is pretty sweet!)

52. @jillquick© THE COLORING IN DEPARTMENT 2018

53. @jillquick© THE COLORING IN DEPARTMENT 2018
Want a load of
templates to do this?
YEAH YA DO!
Go here:
bit.ly/jill-quick-ungagged-london