How to keep your job and not alienate channels: Using GA to measure your marketing across the customer journey
Right, as marketing folk we -know- that our customers take their own unique journey, and their
intent at each stage with our brand will change -only- when they are ready to move to the next
stage in the relationship.
The problem is that reporting and ROI for our marketing skews to the last channel, campaign or
page that scored the goal getting all the credit. See every high school drama, ever made.
“Hi there quarterback *waves*”
Imagine though, being able to show the person who signs the cheque – aka your budget, your
agency, your job, the impact of the work -you- are doing, wouldn’t that be dandy?
Those featured snippets you’re ranking #1 for which satisfy the pain aware stage, how do you
keep that work going with budget when you can’t prove the value? Or the blog posts that do a
great job in getting links, but not driving cash money. Or pretty much anything, ever.
This talk dives into how you can use Google Analytics (GA) to measure your users intent and
the effectiveness of your campaigns at each stage of the journey, as well as highlighting some
freaky little quirks within GA that may have cost you dearly.
It’s not too late, dear reader.
● Understand how Google Analytics core reporting API and account settings work, in order
that you can to build Acquisition reports
● What the Multi-Channel Funnel reports are, and how they can help you understand how
your channels assist in conversions, how long it takes to convert, and the top conversion
● How to report these findings to your boss/purse string holders/gatekeepers of the budget