1. #SMX #31C @itsleslieto Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company Cutting Through The Clutter: Build Your Map to GA Treasure

2. #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

3. #SMX #31C @itsleslieto  Standard reporting limitations  Customizations to enhance granularity  Segmentations for actionable insights What You’ll Learn

4. #SMX #31C @itsleslieto Limitations of Standard Reporting

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10. #SMX #31C @itsleslieto Instead think about…

11. #SMX #31C @itsleslieto What metrics & dimensions does your business care about most? Instead think about…

12. #SMX #31C @itsleslieto  Metric = Number or Ratio  Revenue, Sessions, Bounce Rate, etc.  Dimension = User Info  Landing Page, Channel, Device Type, etc. Definition Break!

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14. #SMX #31C @itsleslieto  Focus on key performance indicators Metric Selection = IMPT 1 st Step

15. #SMX #31C @itsleslieto Users + Sessions = Establishes volume

16. #SMX #31C @itsleslieto Sessions Per User  Repeat visit insights

17. #SMX #31C @itsleslieto Revenue Per User  Accounts for incremental volume

18. #SMX #31C @itsleslieto Look @ users throughout conversion funnel

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22. #SMX #31C @itsleslieto The Fruits of Our Labor

23. #SMX #31C @itsleslieto Time to Segment!

24. #SMX #31C @itsleslieto New vs Returning

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30. #SMX #31C @itsleslieto Retention is sometimes ignored, in favor of new customer acquisition

31. #SMX #31C @itsleslieto New user acquisition is important to grow your site & brand

32. #SMX #31C @itsleslieto But it must coincide with efforts to also grow retention

33. #SMX #31C @itsleslieto Converters vs Non-converters

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36. #SMX #31C @itsleslieto Non-converting users = lost opportunity!

37. #SMX #31C @itsleslieto Can we utilize certain channels to make up for performance gaps in others?

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41. #SMX #31C @itsleslieto Closing gap between converters & non- converters will grow revenue without having to acquire new users

42. #SMX #31C @itsleslieto Which is especially important when we consider how competitive the search landscape is

43. #SMX #31C @itsleslieto How do we act on these segments?

44. #SMX #31C @itsleslieto New Users Returning Users User Type Segments

45. #SMX #31C @itsleslieto Converters Non- Converters Converter Type Segments

46. #SMX #31C @itsleslieto New Users Converters Continued expansions & on-site optimizations will grow this segment

47. #SMX #31C @itsleslieto Returning Users Converters Growing brand equity helps future expansion Don’t sacrifice brand opportunities for non-brand volume

48. #SMX #31C @itsleslieto New Users Non- Converters Can other channels help us here?

49. #SMX #31C @itsleslieto Returning Users Non- Converters Is there an expectation gap? Is it due to UX, Product or Content? Act accordingly!

50. #SMX #31C @itsleslieto Let’s recap…

51. #SMX #31C @itsleslieto  There are limits to what you can learn from standard reporting Mindful Reporting  Actionable Insights!

52. #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!

53. #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!

54. #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!

55. #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!

56. #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!

57. #SMX #31C @itsleslieto Mindful Reporting  Actionable Insights!

58. #SMX #31C @itsleslieto THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016