The State of Online Marketing & How to Dominate the Universe: Google Analytics Report Information

Liz Day

Reporting: 1 or More Interactions Required for Bookings

• Do you know if majority of your online reservations come from customers making a booking with only one brand interaction or multiple? – Conversions Multi-Channel Funnels Path Length

• Export Data from Google Analytics, Segment “1” vs. “2+” Path Interactions & Take Percentage of Online Conversions

Reporting: Non-Branded Organic Performance

• What role does your Organic non-branded terms play, i.e. “Assist” or “Last Interaction” role? – “Assist” Non-Branded Term Analysis:

• Select Conversions Multi-Channel Funnels Assisted Conversions Organic Channel Other Acquisition Keyword– Export Data from Google Analytics Remove “Brand” Terms Remove “Not Set” and “Not

Provided” Keyword Terms Save Total “Assist” Non-Branded Online Conversions Data

Reporting: Non-Branded Organic Performance

• “Last Interaction” Non-Branded Term Analysis:– Acquisition Keywords Organic Ecommerce

• Export Data from Google Analytics Remove “Brand” Terms Remove “Not Set” and “Not Provided” Keyword Terms Save Total Online “Last Interaction” Non-Branded Conversion Data

Reporting: Non-Branded Organic Performance

Last Interaction Conversions

11%

Assist Interaction Conversions

89%

Organic Non-Branded Conversions Breakdown

• Take Both “Assist” and “Last Interaction” Total Online Conversion Data & Take Percentage Between the Two• In reviewing the data, you’ll be able to analyze what role your non-branded terms play, i.e. “Assist” vs. “Last

Interaction.

Reporting: Paid Search Analysis

• Paid Search Analysis• “Assisted” Online Bookings Analysis:

– Select Conversions Multi-Channel Funnels Assisted Conversions Review Paid Search “Assisted Conversions” and “Assisted Conversion Value”

• Paid Search Performance Analysis• “Direct” Online Bookings Analysis:

– Select Acquisition All Traffic Medium Ecommerce Review CPC “Assisted Conversions” and “Assisted Conversion Value”

Reporting: Paid Search Analysis

• Paid Search Referred 53 “Direct” Online Bookings

• Paid Search “Assisted” in 60 Online Bookings

• Combining “Direct” and “Assisted”, Paid Search’s Online Bookings Totaled to 113.

• Total Both “Assisted” and “Direct” Data to Review Total Channel Performance and Compare to Paid Search Cost for Same Time Period

Reporting: Paid Search Analysis

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