Weitere ähnliche Inhalte Ähnlich wie The Google Analytics Mixed Tape of Content Reporting Happiness (20) Kürzlich hochgeladen (20) The Google Analytics Mixed Tape of Content Reporting Happiness2. @ColoringIn© THE COLORING IN DEPARTMENT 2019
linkedin.com/in/jillquick01
@jillquick
jill@thecoloringindepartment.com
thecoloringindepartment.com
WHO IS
JILL QUICK
@ColoringIn© THE COLORING IN DEPARTMENT 2019
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@ColoringIn@ColoringIn© THE COLORING IN DEPARTMENT 2019
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Think About The Customer Journey
PAIN OR PROBLEM
AWARE
1
SOLUTION AWARE
2
PRODUCT AWARE
3
MOST AWARE
4
5. @ColoringIn© THE COLORING IN DEPARTMENT 2019
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
NON BRAND FOCUSED KEYWORDS
Apply Some Keyword Thinking
BRAND & NON BRAND FOCUSED KEYWORDS
BRAND FOCUSED KEYWORDS
1
2
3
4
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INFOGRAPHICS, QUIZES, BLOGS
Now Turn That To Content Formats
EBOOKS, VIDEO, WEBINARS
CASE STUDIES, REPORTS, TECH DOCS
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
1
2
3
4
7. @ColoringIn© THE COLORING IN DEPARTMENT 2019
Map Out Your Content
INFOGRAPHICS, QUIZES, BLOGS
EBOOKS, VIDEO, WEBINARS
CASE STUDIES, REPORTS, TECH DOCS
WHAT GA TAGGING DO
YOU NEED?
• UTM CODES
• EVENT TRACKING
• CUSTOM DIMENSIONS/
METRICS?
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
1
2
3
4
WHERE DOES THE
CONTENT LIVE?
• YOUR WEBSITE
• SOCIAL MEDIA
SITE
• 3RD PARTY
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Think about tracking content through the customer journeyTip: Audit What You Have And How To Track It
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MACRO
GOALS
MICRO
GOALS
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Content = Micro / Macro Goals in GA
• Read Case Study
• Watched Video
• Registered for Webinar
• Listened to Podcast
• Downloaded White Paper
• Read Blog
• Shared Content
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Tip: Data Studio Heat Map Micro and Macro Goals
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MCF Reports To Show 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
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Conversions> Assisted Conversions
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Click Primary Dimension ‘Other’
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Type in Dimension ‘Landing Page URL’
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Then Drill Down By Micro and Macro Goals
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Also……Conversions> Top Conversion Path
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Conversion Path for Landing Pages
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What Should You Group?
1. Website Navigation
2. Products
3. Brands
4. Content by Stage of Awareness
5. Content by Type
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Case Statements in Data Studio
CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END
CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END
WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”
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Resources at: thecoloringindepartment.com
@ColoringIn
1: Look at your content across the customer journey
2: What content should be a goal in GA?
3: Use Content Groupings in GA
4: Apply to Data Studio
5: Look at the role your content plays in assisting conversions
6: Explore Custom Attribution Models for content
7: Have a play in the Google Analytics Demo Account
8: Practice makes perfect