by Jonti Bolles

1. 1| @jonti
Paid Search
and Paid
Social Made
Easy -
Reporting

2. 2| @jonti
Jonti Bolles
Founder of White Hat Ops, a digital marketing agency
focused on sustainable, ethical growth.
Digital Nomad, Off-Grid Living with Technology and Wine.
https://www.whitehat-ops.com
Jonti’s Details

3. 3| @jonti
If you can not Measure it,
You can not Improve it.

4. 4| @jonti
Today’s Outline
What to measure and where to view
Best Practices
Tools
Set It UpMetrics vs.
Analytics Who is Working
Hardest
Attribution
Save Time
Custom Reporting
Reporting

5. 5| @jonti
What To Measure?

6. 6| @jonti
Metrics vs Analytics
• Metrics are the numbers you track and most often include
KPI’s
• CPAs include the value of the action
• Analytics goes further to analysis and decision making
More details
CPAsKPIsGoals

7. 7| @jonti
Measurement Plan
• Business objectives and goal(s) for each objective
• What metric gets you closer to your goal – KPI’s
• What does (un)successful KPI parameter look like
• Identify segments to analyze
More details
SegmentKPIsGoals

8. 8| @jonti
What Data is Most Useful?
Tell A Story
How to Make It Easy
Key Performance Indicator (KPI)
Ex. If growth of xx% or YY number count, will we be
congratulating everyone? If it drops by same,
will we be dreading the outcomes?

9. 9| @jonti
Attribution

10. 10| @jonti
What is attribution?
An attribution model is the rule, or set of rules, that determines
how credit for sales and conversions is assigned to touchpoints in
conversion paths.
For example, the Last Interaction model in Analytics assigns
100% credit to the final touchpoints (i.e., clicks) that immediately
precede sales or conversions.

11. 11| @jonti
Facebook - Google - Google
• Last View of Ad Before Purchase
• Last Click on Ad Before Interaction
• Last Click on Ad Before Purchase
Did You See
My Ad?
Did You Click On
My Ad?
Did You Buy
From My Ad?

12. 12| @jonti
8,324 Pts
Last Click is the Default
Last Click is just the beginning of
the data story
Attribution Last Click

13. 13| @jonti
GA Attribution beta

14. 14| @jonti
Time Lag
12- 20
Days
6 – 11
Days
3-5
Days
1-2
Days
Highest Point
Study conversion length via Custom Reports, knowing Google Data
and cookies are undergoing changes
* GA Report for Time Lag not available in Views with EEC
Lowest Point
What is your best common denominator for effective cookies and
conversion tracking.
1-2, and ~ 7 Days for this client.

15. 15| @jonti
Who to believe?- Normalize
Google Analytics = Last Click Attribution, or create your own
Twitter = Up to 90 day click, 90 day engagement
Facebook / Instagram = 28 day click, 1 day view through
Pinterest = up to 60 days post click or engagement
Quora Ads = 28 day click, 1 day view through

16. 16| @jonti
One Source of
Truth
Drowning in data for the sake of data is
definition of insanity.
Create and follow a measurement plan that is
built for your organization.
Choose Attribution strategy and hold steady.

17. 17| @jonti
Set It Up
Housekeeping and Best Practices
Tools You Can Use

18. 18| @jonti
Best Practices Housekeeping
A Basic Checklist
Owner of GA
Purge Users and
Own Your Data
Values
From Measurement Plan -
Determine Values and Goals
vs Events
Keep It Raw
Keep one GA view with Raw,
unfiltered data and don’t touch
it

19. 19| @jonti
GTM + Pixels + GA + EEC
Plan - Google Analytics - GA
GA Conversions are Limited to 20 and
tracked by ID. Renaming the Goal can
overlap data.
Do – Install Pixels
Choose to install only the needed tracking
pixels.
Monitor page speed and keep containers
clean.
Check - GTM + Events
Verify conversions, goals, and values are
consistent and working.
Act - Enhanced Ecommerce
Use the data in meaningful manners.
Focus on profitable opportunities.

20. 20| @jonti
Google Tag Assistant
- GA and GTM
Facebook Pixel Helper
Lighthouse for Page Speed
Chrome Extensions
Use extensions to test and preview your tracking

21. 21| @jonti
8,324 Pts
GTM Preview
Test in Real Time
Test Again
Google Tag Manager

22. 22| @jonti
Google Ads - Conversion
Action Sets
All Conversions Are Not Created Equal
- Imported Goals From GA
- Conversion Can Be Shared by Account or
Campaigns
- Can “Include” in Conversions Column
- Used for Smart Bidding
2+ Must have at least 2 conversions
To create a set

23. 23| @jonti
Send Conversion click
To Analytics
Conversion Reporting
In Analytics
Setup Goals for
Conversion Click Events
Import Goals to Google
Ads as Conversions
Events Workflow
Events provide greater flexibility over Top of Funnel #metrics
Events can be tracked as Goals

24. 24| @jonti
Annotations
References and Notes in GA, but often in a Silo
Track notes in a spreadsheet
Pull into Google Data Studio via GSheet by Date
• New Campaign
• Landing Pages
• Redesign

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Reporting
Custom Reporting
Save Time

26. 26| @jonti
Custom UI Reports
Facebook – Custom
ReportingBuild Custom Performance reports.
Custom Breakdown analysis.
Software – Ex. AdEspresso
UI is helpful to segment data.
Caution: Does it align with
measurement plan?
Google Ads, Bing –
CustomizeUse Goals and KPIs to create
Custom Filters.
Google Data Studio
Use a template to see data from
multiple channels. Outsource to
create a custom report from your
Measurement Plan.
View in each User Interface platform. Make it work for you.

27. 27| @jonti
Save as Default Customizations
Custom Filter Views
• High Ad Spend, Low Performance
• Low Quality Score
• High Impressions, No Clicks
• Top Converting (Ads, Keyphrases, Placements)
Save Time - Set Custom Columns as Default
Google > Bing Custom Reports
• Campaign View
• AdGroup View
• Budget, Share of Voice,
Revenue

28. 28| @jonti
Save as Default Custom Columns
Facebook Custom Reports
Breakdown Reports
• Which ad placements are performing the best?
• What times of day or weekdays deliver the most
conversions at the lowest cost?
Set Custom Columns as Default

29. 29| @jonti
Build and Customize
Google Ads Custom Reports
Google Data Studio Reporting
Google Analytics Scheduling
Facebook Custom Reports
Bing Save and Automate
Each platform has customization and scheduling

30. 30| @jonti
Save and Automate
How Often is Actionable
• Task Oriented
How Often for Alerts
• C Suite or Executive View
Each platform has customization and scheduling

31. 31| @jonti
Analytics Resources
Google Analytics Help Center
Google Analytics Dev Guides
Bounteous Insights
Avinash Kaushik's Blog
Simo Ahava's Blog
Top Learning Resources

32. 32| @jonti
Paid Search Made Easy As That
• What to analyze
• Where to look for metrics
• How to segment analysis
• When to Save Time with Automated Reports
CPAsKPIsGoals

33. 33| @jonti
jonti@whitehat-ops.Com @jonti whitehatops