cutting through the clutter build your map to ga treasure by leslie to
TRANSCRIPT
#SMX #31C @itsleslieto
Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company
Cutting Through The Clutter: Build Your Map to GA Treasure
#SMX #31C @itsleslieto
About
• Over $400 million in annual managed spend on Google
• Advertising in 140 countries
• Search, SEO, mobile, paid social, display, and analytics
• Offices in Bay Area, San Diego, Chicago, Raleigh, Austin, and Burlington
#SMX #31C @itsleslieto
§ Standard reporting limitations § Customizations to enhance granularity § Segmentations for actionable insights
What You’ll Learn
#SMX #31C @itsleslieto
What metrics & dimensions does your business care about most?
Instead think about…
#SMX #31C @itsleslieto
§ Metric = Number or Ratio § Revenue, Sessions, Bounce Rate, etc.
§ Dimension = User Info § Landing Page, Channel, Device Type, etc.
Definition Break!
#SMX #31C @itsleslieto
Closing gap between converters & non-converters will grow revenue without having to acquire new users
#SMX #31C @itsleslieto
Which is especially important when we consider how competitive the search landscape is
#SMX #31C @itsleslieto
New Users
Converters
Continued expansions & on-site optimizations will grow this segment
#SMX #31C @itsleslieto
Returning Users
Converters
Growing brand equity helps future expansion
Don’t sacrifice brand
opportunities for non-brand volume
#SMX #31C @itsleslieto
Returning Users
Non-Converters
Is there an expectation gap?
Is it due to UX, Product or Content? Act accordingly!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting § Custom reports allow you to curate data that matters to you
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting § Custom reports allow you to curate data that matters to you
§ Focus on key performance indicators and account for incrementality
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting § Custom reports allow you to curate data that matters to you
§ Focus on key performance indicators and account for incrementality
§ Segmenting your data allows you to more easily see performance trends
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting § Custom reports allow you to curate data that matters to you
§ Focus on key performance indicators and account for incrementality
§ Segmenting your data allows you to more easily see performance trends § New vs Returning – New customer acquisition is equally important as
retention
Mindful Reporting ! Actionable Insights!
#SMX #31C @itsleslieto
§ There are limits to what you can learn from standard reporting § Custom reports allow you to curate data that matters to you
§ Focus on key performance indicators and account for incrementality
§ Segmenting your data allows you to more easily see performance trends § New vs Returning – New customer acquisition is equally important as
retention § Converters vs Non-Converters – Maximizing each visit is imperative as
search landscape becomes more competitive
Mindful Reporting ! Actionable Insights!