Think of Google Analytics as a bunch of instruments. Sometimes you try and orchestrate something and it sounds, well, awful. Get it right on the other hand, and it will help you play a song that gets everyone moving, and gets you a record deal - ‘oh, hi marketing budget!’ So, how do you use Google Analytics to pump out the best tracks and avoid the one-hit wonders? This talk is a mixed tape of Google Analytics songs, that shows you how to report on content across the customer journey, as well as making sure your content impact, and you, get the credit that’s deserved. Delivered for Learn Inbound Conference, Dublin, Friday 16th August 2019

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PRESENTS

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linkedin.com/in/jillquick01
@jillquick
jill@thecoloringindepartment.com
thecoloringindepartment.com
WHO IS
JILL QUICK
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Think About The Customer Journey
PAIN OR PROBLEM
AWARE
1
SOLUTION AWARE
2
PRODUCT AWARE
3
MOST AWARE
4

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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

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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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Winning

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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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It Is Not Enough…..

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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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Bingo!

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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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Still Not Enough?

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That Feeling When…

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Behavior>Site Content> All Pages

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Content Grouping 5 Per View

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Content Grouping

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Content Grouping
RULE SET
CONTENT VIA
EXTRACTION
TRACKING
CODE

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How To Set Up Content Grouping: Rules

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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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Use As Secondary Dimensions

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Use To Create Segments

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Tip: Use in Data Studio to Apply To Historical Data!

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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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Explore and Integrate: DeepCrawl + GA in Data Studio

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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