Digital Marketing Website Infrastructure For Conversions: Marketers, Agency & Freelancers [GA & GTM] | Adrian Brambila | Skillshare

Digital Marketing Website Infrastructure For Conversions: Marketers, Agency & Freelancers [GA & GTM]

Adrian Brambila, Ex-Pro Dancer & 7 Figure Entrepreneur

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5 Lessons (1h 20m)
    • 1. Digital Marketing Infrastructure Every Website Needs

      2:50
    • 2. Google Analytics 101

      9:16
    • 3. Google Analytics 102

      38:19
    • 4. Tag Manager 101

      17:34
    • 5. Goals 101 Overview

      11:37

About This Class

Just because if you have Google Analytics installed doesn't mean you are utilizing all the features that make it a tracking conversion machine.  If you do marketing, are a freelancer, or have any clients as an agency then you need to learn what proper digital marketing infrastructure is, and how to set it up on your website or your clients websites. This course will teach you the importance of it to have clear transparency in your data and accuracy in results to help add massive value to your websites.

You'll learn:

- What is digital marketing infrastructure?

- What are conversions?

- How to set up conversion

- How to create insights from Google Analytics

- How to use tag manager to install conversion tracking

- How to understand conversion data

- How to properly measure digital marketing efforts

Transcripts

1. Digital Marketing Infrastructure Every Website Needs: so before you can get out there and start selling your agency, we really believe that what's gonna make you different standout grow is if you truly understand performance, marketing and how toe add value to your clients. And that sounds really simple. Like, of course, you should add value, but you are already putting yourself light years ahead of most competitors just by understanding some of the principles that we're gonna cover today, I would add on this might be a challenging opinion, but I would argue that most people that have the job, title of marketing and their position actually truly don't know how things work. From a foundational standpoint, I think Google has a stat. Unlike, uh, websites have Google Analytics set up and they say that, like 90% arm or don't even use it right or have the right set of infrastructure. So that alone is just a crazy stat. How they're so many marketers out there on agencies out there that that really aren't, you know, diving into the core, and the level that I my pain is that this technology in this space has evolved so rapidly it's been hard for traditional institutions and cultures that allow for failure to be acceptable. They didn't test, they didn't adapt, and you know that sucks for them. But it's a huge opportunity for you that you're watching this video, and I feel optimism every single day in this business because just by knowing how things work, I feel that any any room I go into any person I talked to, I'm a smarter marker than and then most people will ever come across. And this shouldn't just be about who is the absolute, smartest, most experienced person that walks in the room that wins the business. A lot of times it's really just adding more value, and it's about being helpful. And to do that, you don't need to be a rocket scientist or really a data scientist in this case, What you need to know is what is the infrastructure behind digital marketing and websites that every company should have set up to be successful and trackable, and what you'll find, just like that stat about Google shows, is that lots of companies that you'd expect to be good or should be good and that need this type of marketing to be successful are missing some of these really key elements that when you walk in the room sentiment email or just begin to show them a peek behind the curtain at things that are going to transform their business just by setting up these key tags and tracking features things that we're gonna go over in depth with you you'll be amazed at how much the conversation shifts from. Oh, you're selling me something to wow, that was really helpful. What else can you do? Awesome. I think this is the first module where you're going to start to add immense value, uh, to businesses so excited for you to dive in. 2. Google Analytics 101: There's a staff by Google that says 99% of people that have Google analytics installed have it set up incorrectly. So as you can imagine, basically every single website gonna come across is not going to be using Google analytics to its full capacity UNR air occasion. You may have someone do that. So what I'm gonna do here first is walk through what all this means on going to the interface of go analytics. Whether you consider yourself a pro, I think you're gonna learn something here because, ah, especially if you're like the average marketer are the average client gonna run to Most people only see this first page, and they have no idea that these other parts of analytics exists and then how to use them. And then we're gonna walk through how you set up Ah, the proper infrastructure to make sure that your websites communicating all the things that it should be. Um, So first, let's go over a couple metrics is we're gonna be seeing these across every single tab. Uh, you'll notice right here. This is users new users. So right here a user is basically anyone who comes to the website, Um, a new user, Someone who comes to the website that wasn't cook ead before. So basically, uh, when someone comes to your website, they leave and they come back a week later, a za long as they have the cookies in the browser, then clear cookies. Most people don't. It's going to register as a returning visitor. So you look on this pie chart over here. You can see that in the last seven days, 12% were returning, and then 87% were new visitors. That's a I'm very important, stat, depending on what type of business that you are analyzing or working for. Um And then we have sessions here. So, uh, what's the mystery? This session and a user? A user is basically unique person. My name's Adrian. I go on the website. Let's say I go on the website once, but I'd click around and I come back and and I check it out again. I am, uh, still just one person, but I'm gonna mult registers multiple sessions. So session is again the interaction, whereas a user is going to be a unique person. Um and then I think these others are pretty self explanatory from time during a drazh in on on site, Um, the number of sessions per user, uh, and then page views. But here's another one. I think it's really confused. A bounce rate, Um, a couple things about a balanced rate. Ah, having a high balance straight on a page. Uh, sometimes people say that's really bad thing, but not necessarily. I'll give you an example. What it bounce is right now. So if I want to learn how to tie my shoes to tie, uh, shoes, uh, Google gives me this nice little blawg. I'm gonna click on it and I'm going to read, and I'm gonna learn that time my issues throughout the process. And then when I'm done because I tied successful shoes, she's ho in death. Is this need to be, um, a click out Boom. I just created a bounce. Was that bad? No, actually, the blawg that exactly was supposed to do is supposed to teach me something. I went on Google toe. Learn it. I, uh, left because I got the answer I needed So in that example, I was the only person who went to that blawg. It would be 100% bounce, right? So, again, the definition of bounce rate is when you when someone visits a page the, uh, primary page and they don't visit any other pages, just that one. And they leave the website that's about straight. Typically, you'll see a bounce rate that is very high on blawg articles. They're factual based on how to plus lead generation campaigns, because you're trying to get someone, let me type in. Um, actually, I'm in the middle of doing LASIK eye surgery or ah, looking for people. So right here when you're doing lead generation, these ads are trying to capture me as it as a potential customer. I click on it and there's really one thing to do. It's actually pretty good landing page. One thing to do here, fill out the form and apply. And, um, I could be shopping around. Maybe I'm I don't like the offer. I may leave. That's lead generation campaigns typically always have a high boundary, cause you're either they're going to take the action or they're not. I'm not gonna browse a bunch of pages in your website if it's paid traffic so again, having high bounce rate for low bounce rate doesn't really mean much. Where the two I like to think of boundary is 1/2 point. You'll have a full point to mention something when you tie in bounce rate with time on site . Because if you notice that your blawg article or your landing page or any page has a really high bounce rate, let's say 99%. But the average session duration is less than five seconds. Then you have something wrong because that is telling you people are going to a page leaving without seeing any other pages on your website, and they're only staying for five seconds. Then we have a problem. So again, the whole point of the of these metrics are to create insights that's going to be the hardest thing for you to do if you're just starting out. But the more experience that you have, get your hands on a Zeman e as much data as you can so you can read and understand it because coming up with insights is that is that magic skill set that businesses were willing to pay Top dollar for Justo, have someone understand this. Everyone anyone, I mean this is Go Analytics is free. Um, everyone has access to it, but no one understands how to make actionable decisions. Um, and I think before we dive into here, um, I like to think of myself as a child in the sense of I'm curious. And I walk through a store and I'm looking for things that pop out. And if you use that curia curiosity, intuition and nature, you'll be really good at coming up with insights, because that's the whole point. If you're looking at, if you're looking at this line, I'm looking at this for the first time, I noticed this bump right here. Most people in the marketing firm are the marketing agency, or even the internal marketing would be like, Well, we got an increase in traffic on ah, um, May 11th and may 12th. And that's what they report on. Seriously, I've been in these meetings cringing. Um, what you should be thinking about is why Why was there a bump in traffic here or why? Was Was was there a big ah, spike what? In bounce rate and time on side? Why did it go up? Why did it go down? You're just looking for the things that stick out. That's how you come up with the right direction to explore. Um, so a couple of the basic maneuvers here, um, up in this up upper and corner. This is how you basically can affect the date range you're looking at and, um, one way to always measure traffic, it's to compare it. So I always like to think like attritional sales agency or sales are they? Measure is they always compare their sales of year of a year. So if you really want know how websites doing compared to, um, the past is especially you're doing s CEO, Um, you want to compare a year of a year? So just by doing that you have. Now, um, your data is compared against each other, and now you can see Cem, Cem things that pop out again. I'm trying to be a simplest possible users are down 43% sessions air down 46%. Again, these are the things that you want to figure out and explore. And and right now, at the beginning, when you're in the preliminary stages, um, it's impossible to know we don't have enough data to know if this is a bad thing. This is a good thing we just trying to figure out what are the things that we want toe understand and take notes on. So, um, some people like to write on a no pad. I usually dio up, but for sake, so you can see my notes here, Um, I'm going to create a new note here. And as I as I'm just doing this full run through, I'm gonna ask the questions that, um I want tohave figure out the answers to because that is really what you create inside. So why is traffic is users down like its spell? 40%? 3. Google Analytics 102: so I'm gonna go Do not every single part of the rest these analytics, because in all honesty, there's some things that are okay. Awesome that Google collects this information but not necessarily pregnant or relevant to a client or small medium sized business. Um, the whole point of Analects again. You're looking at the health, the life blood. This is basically when a doctor doesn't check up, this is the body, right? And so you can learn all kinds of things. Um, you know, things that are important. Um, this was big and this is usually how I'm able to sell Ah website redesign and you can so websites for literally up to $30,000 today. It's insane now, maybe those air far are few in between. Those pretty complicated, but for a small, medium sized business that say again, I'm going to stick to that like a lot a lawyer or a LASIK eye surgery place like they should be paying five grand minimum for a website. So it usually has to do with this right here. If you notice that website has majority mobile traffic on the website is not responsive, meaning it doesn't load properly on a mobile device. It's usually a That's all you need This one little line right here to say you have 70% of your users coming in from mobile device, and right now they are coming around. Zoom in in. It's not responsive. And so basically, you're imagine, like, you had 70% of people trying to come into your brick and motor store and the door is two feet tall, so they have to literally crawl inside like think of how many people are gonna leave eso, uh, could you not have used example for? But this is always a good thing to check it out. Maybe. Let's say their website is old, but not responsive yet one anything you can do is you can go ah, year over your comparison to help this sale and say, Well, I don't know if this day is gonna work out. Um, OK, so it doesn't. This doesn't really, But sometimes when you do a comparison, mobile traffic will actually be up, um, and growing so you can say mobile traffic is actually up 25% 1 thing that might be doing that in particular, I think, why traffic is down because there was a big campaign running last year that wasn't running this. This times was not necessarily a bad thing, just that they used the budget at a different time last year. So, um, this is an awesome feature. You can do this on every single tab here. It's called a secondary dimension. So what I'm saying is that I want to see my mobile traffic and then the source of where that traffic came from to see how that looks so. So again, I'm not psychic. I know this client very well, so I was spot on. So on the last year they were running a Facebook campaign. That Facebook campaign last year drove 85,000 people. They were as a paid campaign. They just weren't doing it this year, not to the full extent. So it's not necessary. And again, when we went to that first time, we're like, Oh, my God traffics down 44% again. Not necessarily bad thing. It's just diagnosing the problem and figuring out why. So, actually, I think I can hop back to my notes and I can say, um, last year, client did a big Facebook campaign So, uh, that's that's the answer, right? And so I'm answering questions and just for my sake, But, uh, when I any time you're doing a diagnostic of website, you want to ask the questions and then come up with a more formal communication response, which we'll get into later. There's so much air. This is a big ah section. If you can master analytics again, you're 99% better than all marketers. A lot of people do not know how to use this. So here. So, actually, to my original point, I am correct. Ah, a lot of websites gonna be the same way. Mobile traffic, compared year over year, is up 35%. So imagine if this website was not, um, responsive. Now I have to selling points one. In the original time, you could see that mobile traffic was 70% of all users. If that's not a big selling argument, if they're like not like eyeballs pop, another have like, Oh my gosh, we're losing so much business here, then you could say and our traffic under a mobile device specifically is up 35% over last year. Desktop users are down 5%. So can you imagine what's gonna and this is this trend is only gonna increase. This is across every website, every industry, every next this exact sales tactic. So can you imagine in the next year to come? How much it's gonna grow further. Now let's say they do have a response. Responsive site, but it sucks. One thing you can also do is taken. I'm gonna x out of the secondary source medium. Just click the X right there. And, um if usually mobile mobile sites are still not the best. Ah, lot of a lot of companies have a responsive website, but it's it's not good. And one way you can tell is by the engagement metrics, the comparing mobile and desktop. So I'm gonna do a cool thing over here on the column and I'm gonna hit that. Um, it's wrong one. I've been hit this this fourth button and what this does is gonna compare a metric that I'm gonna select. So typically ah, healthy user is someone who clicks on the Web site, visits multiple pages, uh, and, um doesn't bounce right away. So the first thing I want to stay click is bounce rate. So notice the desktop. The average balance rate, this is 50 57% lower. Um, and then the bounce right here up top is 70% higher. So clearly a big difference. You know the most ideal goals. You wanna have them not be outrageously different. So there's a big difference right there. Next thing to do. Average session duration. So looks like yeah, that's math. This is another massive change. People are spending, on average, 71% more in Odessa, 24% lower on a mobile device. So, again, those those are two big, um, let's click on revenue. This is always a major black and white. How is it that 70% of users on a mold device coming to this website that's the majority and the revenue they brought in is 24% under the site average? You're telling me that 101 let's say 102% more than sign averages coming from desktop, which on Lee is 30%. So this right here's out of these three things, I said, This is my big this my biggest red flag, and this would be a good selling point a note is, um, although only 30% of traffic is from a desktop, revenue compares 102% above site average mobile. But 70% of users ah, compares minus 24%. My average. So in other words, something is very wrong. A couple other things. Some clients are gonna care about this, some aren't. You can check out geography. So this is a local business. Let's say it's a coffee shop. For example. They don't care about traffic unless they're selling something or monetizing their blood. Oh, they're going to care about is traffic from one place so you can go location. You can break down, um, exact city state, uh, and again, eso if you remain bases in L. A. You don't care about traffic over here. This particular client is national. They're not gonna care much for international traffic. But, um, so they're gonna care. They can learn some insights of like, Hey, in the United States, where is our brand where we get the best users from and right now that's dark in spots. You have the most users from California, but that doesn't necessarily mean the best. One thing you could do is basically let's just base it off revenue. So where what state brings in the most revenue? California. So how do you use this information? First of all, I think even just finding it, that's the step. What? Most people were already already already passed. The 9% uh, Mark were in that 1% of marketers just to get to this stage. They don't know how to even find this. I make it seem easy, but I spent hours upon hours and go analytics and breaking it down for you. It's like a cheat cheat. So California. So first of all, it's finding right. So again, you're just typing down notes. Uh, California brings in most revenue, and I can go and use my comparison tool. How much more? Uh, you 1000? Jeez. So yeah, there. That's a big, big state. Now, the insight part is where the money's at and the inside from This would be a point about, um, how can we improve and maximize California user traffic? I can read you. That's the question. Like a lot of a lot of times, it's like you have to have that you're not giving the question and answering the question You sometimes you can. But in the you want to make sure that you as the consultant, as the marketer, as the specialist, the expert, you have to take you, you need to get the credit. Right. Um, life Tony Robbins Straight up. Love that guy Brady, I always quote him. And his famous line, which is like the quality life you live, is totally about the quality questions that you ask. So you want to ask that question, you may already know the answer. It's like, Well, why don't we just run ads in California? Let's let's, like, hit it up. Um, that that could be a short answer. But you don't want to say sometimes suggest the answer because, especially at the beginning, if you're doing an audit and you ask the better question, which first of all, don't even know this existed? And then you give them the answer. They just from sake of I don't know if I trust you, I want to take the leap of faith. Um, they'll just be that's a good idea. We'll take our ads and we'll use our current marketing firm, and we'll run some Facebook ads Thanks for that. Right. Your until you got something signed and locked. Um, don't give out all the good stuff. Uh, you want to tease it out? You want to show the insights? You want to show that you're actually in the details that you gnome or information about their business than than the current marketing firm or than the current CEO or the founder ? Because they just no one has the time and all their day to go through and understand data. Plus, it's got a nerdy, um so other things here that I tend to look at, um is taking a look at new versus returning visitors. So this is an important metric because it determines how the website is bringing in traffic and if they are current customers or prospect of customers. And again, there's no right or wrong answer here just depends on the business goal or objective. But one thing I can say if the client is a bank or a credit, your financial institution or some type of business where people have to go back and continue log into the website, you should. It's totally normal to see mostly returning visitors. If it's not Um and you have more new visitors than then. Here's the thing that I think really comes down. Teoh. I truly think the most probably for a website business online is email list so that they have 74,000 people coming in and in the 30 day time span and they're not capturing emails. They are missing the boat, so it's probably not email strategy to first capture you most. I kid you, not most websites, they're quote unquote email strategy is putting a little form that says, Sign up for our newsletter. Oh my gosh, um, if you ever see that think Hey, um, this is a good process because they have no idea what they're doing. A true email strategy is going to give an offer of value that captures these new users and tries to indoctrinate them into the brand to eventually buying a product. So 74,000 948 even if they had a website conversion of the email 1.5, which is stupid low. That would be 1124 e mails they would get if the website opt in rate waas 10%. Dude, that's 7000 almost 500 emails a month. That's insane. I love breaking out the calculator and just doing conservative math because even if you even if you just got them at 1% uh, you would be getting them seven or 50 emails a month. That's a ton. Thanh Thanh Thanh So here's an interesting insight is they have a bunch of new users. What are they doing? His. Here's another that question. What is the current website strategy to capture the 80% of new users that are coming to the site each month. And then I'm gonna put the big number there because that is pretty big 75 K? Yeah. I'll even just remember math. How put even if website converted that 2% of the plus 7 2% that would be the things around 1400 new emails per month. Does the website have current e mail strategy and infest structure? Do you capture these? Cool. Um, we're going in depth here. So, um, these other columns again Awesome, that ghouls capturing this information, but at the time not necessary. I did. I did skip kind of real time because it's kind of honestly just distracting. It's really cool when you have your own website and you see users and you're watching them go through it, check out process right, Go, go, go, go. But as far as actual practical use, um, the only time I'm ever gonna look at real time Alex is right when I launch something and that when I launched by launching something, I mean an ad campaign or a new landing page, which I know traffic is being sent to a big email blast because I'm just making sure that there's no 404 errors, which means there's a broken link or something's not working. Or I noticed that I'm driving traffic to a check out page in there and no one is buying and I've sent, you know, hundreds of users. Then it all it's doing is letting me know there's something that is not working. That's the only kind of mindset I'm looking with a real time. Otherwise, you'll just stay here and grab some popcorn and and look at analysts all day and hope that people buy stuff. Let's move over to the acquisition tab here, a really, really vital tab for understanding where users are coming from. So, um, the over your pages is nice, but where I feel like I spend the most of my time is Ray Hunt here under all traffic. And then I do spend a lot of time in behavior. So I want I want to know where does where does the website traffic come from? And let me just change my dates here last 30 days. So, um, I so right away. Google organic traffic makes up 40% of all users. Um, that's awesome. And looks like it's driven. Let me just click here. Toe organize. Yeah, that's driven the most revenue. So Google organic traffic. So again, the question asked right here would be, um what is the current CEO strategy? Because right now they may have one, or they may not happen. Um, so just by asking the question just attributes. And actually, I don't know if I would attribute that most. A lot of revenue comes from here because in case they are working with the S e o firm, um, you you want to give them credit, but you also want toe show how you can do it better, which the answer is yes, you can always do better. So maybe this might be internal Note that 39% of revenue came from organic google. Um, so this this question is really good for you because you might want to do some S E o research, which we'll get into, uh uh, later. So let me changes back to amount of users go organic driving 40%. Facebook coming in 2nd 3rd they have some pinchers traffic. Yes, it's good. Break down again. This is giving you some insight onto the type of people that come here. Um, now what I usually do on my secondary dimension. Here's I want to know if there's particular pages that are driving a lot of users. So now my second dimension is landing pays landing pages the page that users land up Very simply put, um what I'm gonna do first, though, is I'm gonna go back up and I'm gonna break down. Um, I want the top landing pages from organic because that's gonna tell you which pages have really good S e o value. Usually the home page is there because it's always the highest ranking authority. Uh uh. You are l in the domain, and it is so but a close second. This is a big one, actually. This is pretty incredible. You have? Ah, I believe this is a blawg that is has as much s s e o values based homepage. So sometimes it's works. Sometimes it doesn't. I'm gonna click on this, uh, era, which is actually in a pop up the page for me. So this page right here a blawg list article. This is amazing. Like it's beautiful. Um, and what you want to do with it is is no note this because this is a very important insight . Um, actually, what I would normally do is take this euro. And as yo got it on, really, I'll just put high ranking. Yes, you, Paige, as much as very, very interesting. Because here's the thing. If they have one, that means they can have more. So the question again toe ask here is how do we get underlined? That's the question is how do we replicate the success of this particle? Here's another crazy thing because I always emphasize this. Hopefully don't sound like a broken record. The client is the clients has rarely barely or never gone to the depth of analyzing analytics like we are right now. So we just learned something about that. This this article is crushing it for them, Um, and probably ranks for a lot of different great keywords, which again, we're gonna find out. But, um, they probably don't even know about this. They have probably have no idea. So again by you putting that information out there on and you getting the credit for the discovery and the insight, Uh, you're gonna get that credit and come across as an expert and someone that's trustworthy because your first interactions are basically educational, teaching them about their own website. It's awesome. Yeah, I always feel like I never feel like I'm really any time I talked to a client or prospect of client, I never really feels like selling. Um, it feels like I'm just teaching and it's awesome. That's and that's the best kind of sale. I think so let me back up. Uh, data organic. That was one interesting insight. As you can see, the Analects is kind of like a black hole, as in make me. You can go as deep as you. What I could probably do a five hour video on just this website. But again, it's gonna always give you enough ammunition. T create great communication. I want to check outs. Basically the Facebook, not sex. I believe that's gonna be organic traffic. Or sometimes it could be incorrectly attributed. Uh, paid traffic that didn't have you tm parameters set up. I noticed something right away. So yeah, it looks like that traffic. It's probably from a campaign. So it's actually probably paid since it came from 000 Spike, uh, usually doesn't happen organically. Facebook in general has such a low shelf life. You might get a big post three days, and then it's gone forever. Um, unless you have a budget. So let's just check out landing page air where they're driving traffic. So this is a current campaigns, like a mini campaign that running um, so one thing I noticed right away is that the average paged or duration is pretty crap. Um, I'm saying now, without looking at these pages, maybe again, I always judge the page based on the content, but Okay, so it looks like the goal of this page is really to get probably in any of these directions here. Um, so taking a look at that 19 seconds may not be a bad thing. As long as the balance rates low. That's what we want to find out. So, um, let's take a look Actually gonna check out landing pages. So I went to behavior landing pages, and this is the page right here. And, uh, here's my bounce rate. Also, the bounce rate is pretty low. That's good. Good. Not a bad thing. Hopping back Teoh analytics. Um so this again is a place to just get inside onto where track is coming from. You can also click on referral. So this would be like any other third party websites. Sometimes social media does show appear to, but you're more just looking for other websites like this domain. Don't know what this is, but why other websites might spike up traffic. Okay, cool. This looks like a very qualified back link. Back links are probably the most important. SDO factor that is overlooked is getting back. Links from other websites are in the same niche. Really helps your rankings as a note. And then this type here. If Google ads are set up, you can actually attribute and figure out your ads and take a look. Information. This one it's not. So if this was the original set up for a client, this would be something you would note and say. Is client doing PPC? If so, infrastructure is missing again. Opportunity for you, Teoh. First tell him it's not set up right. And then, um, do it for recommend recommended to them for this client. Actually, that I specifically know that there's a different property analysts property, that that's where the Google ads are tied to. Um, again, I'm trying Look at my own, uh, one of my own clients here, and, uh, as if I'm looking at him for the first time. So I know some information, but for you still very important toe come with those insights. So, uh, I'm now gonna check out content. I would look at the top. Landing pages are the top pages that get the most traffic, and I just want to understand them. So typically, if it's my first time looking at the website, I would click on literally every single one. I would read them now, understand them. I try to put myself in the customer's shoes. And I'm looking for good and bad things. Um, that actually, to be honest, if I'm if this is a prospect of client, I'm looking for bad things, mostly because the more bad things that I can come up with or suggestions for improvement means the more chances I I'm going to say, Hey, by the way, here's a list of all the things that I think could be improved and why. And guess what I can do for you to eso. And it just helps to understand the website in general and understand what their contents like if they have a content strategy. Um, and then here is another big one, especially for audit. Uh, Google takes a sample of page load times, and, um typically, if a patient time is re to five seconds on the average, anything higher is alarming. So when you click on page timings, imagine you can you can actually take a look and see if it is particulary pages or loading higher than others on then, um, report back. So this is this one right here. This was actually a really good s CEO article, and it has an average page load time of 15 seconds out. So, um, it looks like this was a massive spike. Okay, Okay. So everything was good. So this was, like, a really bad server. Air day? Probably. And it marked that. And then now it's back. Teoh, It's back to normal. So we didn't catch anything yet, but, uh, let's try looking again, clicking all and, um 17 seconds. OK, so that's pretty awful. Let's see if it was another spike. Yeah. Okay. Um, I'm gonna try to find one more, because if if that's happening, I think even though it's not consistently bad, there's still something a learned. Yeah. Okay, so here's Here's the question I'm gonna ask. I discovered this is not client ready again. This is just my notes Discovered three pages that received unusually high spikes in page load times. All right, 256 seconds. Um, is there something in the server or CMS that is causing these because on these days that occur potentially, no users can view content. Okay, this is a juicy read piece of meat, because if you basically tell your basically telling a business Hey, I you know, 29 days out of 30 your websites. Fine. But then those one that one day no one can go to your science, your basic, your sights basically missing a day every single month. And it's happening across multiple different articles. Content. Um, you know, what's up with that? Why is it happening? Because you're basically turning off your website. Yeah, for And you can also add to that, you know that it was like 80% or something like that of new users are coming to the site. So you could say that. You know, on those days you're having people show up on your website and their first impression is it doesn't work. That's a bad impression. Events basically are triggers in the code that report back, um, usually an event category in action and label their like little markers on activity on the website. So taking a look at here, I'm just trying to see what they're tracking, what they're not tracking. It's different from a conversion, which we're about to up into, but sometimes you can see if things were set up correctly incorrectly, but so it looks like they have clicks on add to card from someone shares of products when someone logs in starts a chat. So I would say these are pretty standard now going into conversions. This is probably the most important tab of powerful information. Right? Conversions are everything and you're coming in to any client, any person you meet, but with the baseline that your performance based marketer you are direct response marketer . You drive off, performs, you don't know any other way. So conversions you live and you die by conversions. So taking a look. This is very important Tab. You need it to be perfect. If it's less than perfect, you have permission to basically rip apart any prospect of client. So I'm taking a look at the goals. Ammand, I'm seeing what they are, what they've written out here. Some clients will write them in a way that you understand them. At first glance, some of them do not. So right here shopper faves I This is ago. Actually, I set up It's a path to purchase by now. PDB another one I set up again. If you're looking at this by now PTP, you might not know what that means. So this would be a note you would add. It's like What is the by now? PTP If you can't discovered on your own another goal. Looks like this is an engagement gold. So when they engaged three pages or mawr But imagine if this only said engaged again. You would want to try to figure out what that means when someone finds a location perfect. And then source medium here. It gives me a breakdown on, uh, where the goals. The traffic of those people that converted. Where did that come from? You see organic care still being the main driver? Facebook second gold completes locations. So this is where the goals are occurred. On what page? Someone that we're gonna be common sense. Probably. The store locator is where you find a location. Um, three others. You wanna you would really want to diagnosis. And then, uh, find out. So to check out the goals, click on admin. You have to make sure you have the right permission. So if you can't see this right hand so you can't click, they haven't give you the proper permissions to viewer at it. You really need those permissions. Um, so right here. This is where you can basically see every single goal that is set up. You can see if it's set up correctly or incorrectly. There's two different types of gold. You have a destination goal you can see right here. And then you have an event school, which I talked about, which is fires those codes. So let me explain the biggest differences. So we'll go to check out funnel, which is a destination goal, and we do a destination goal. Basically, I always just click create custom when I'm doing the goal and you name your goal. And this is where your goals tends to differentiate on how it's going to trigger as a goal and collect the data destination means it lands on a euro. So if your pages example dot com slash thank you, then you would put the slash thank you as the place of the domain. So right here, this is the check out page, and then they've created a funnel which allows them to track every single step that they get to uh and then you're able to track the entire flow of a goal, which will also you in a second. So those air pretty simple. Um, this one actually is a little complicated. This is like a type of script writing. That is because sometimes there is a dynamic. You're also like a really big e commerce platform, which is one that they have. Every single check out is gonna start with unique coding or numbers or confirmation, so that if I buy something, I might be 123 z a z alphas something. And then when you buy something, it might be 5783352 But then, at the end of that, it's the same. So that's what this code is, just recognizing that the beginning is gonna be different but the rest of the same, because when you do a goal and you track it, it has to match exactly, or it won't track. Now let's check out an event. Um, see which one this will. Events are triggered. You have to use school tag manager Usually, uh, that's how you recommend, and they're triggered on a click. So this is something we'll do more information on in the Google tag section, but you'll learn how to set this up, but basically you contract anything on a website when someone clicks in an empty space like that. Or when they click on a specific button like the save button, you can trigger an event of fire and then you after the event fires, you have to create the goal here and analytics. So that code is received by Google analytics, and then it can create the conversion data. Um, and then, lastly, here here's the commerce section. So if you're doing e commerce, a lot of Shopify accounts out there. This is where you get some really cool insight on on understanding their business at a core level. From a revenue standpoint, what products are being sold the most? Um, what product category, if they've organized them so central oils the most, and then where Which traffic drives most revenue? Google again. Common theme. How do we get more Google traffic? So this was a one, a one overview of analytics sprinkled with some insight on how you actually use it and leverage it for client. I'll be honest right now. It's overwhelming. If this is your first time looking Analects, there's so much information here, and how you're going to get better is really playing around getting as different types of data different types of clients typically getting asking for account access even on a viewer permission. Eso you can come up with insights for free for anybody and he website out there. I have a really, really hard time. Uh, our experiences where people like no, never let you see my Alex. That just doesn't happen. People are typically willing to share this because you're gonna offer free value. Plus, they probably have no idea what it means anyways, So make sure you cook around on, do you learn? I've gone through, You know, I'm able to create audit and Rodley 5 to 10 minutes. So I really took my time explaining But yoga in the behavior inhabit of zooming through this, you know the right places, you know where things are at know the right questions to ask, and then you'll put that in a report. Mabel Fire often email in 10 15 minutes on that information will be good enough to get you into a meeting. So let me know if you have any questions, otherwise we'll catch you in the next lesson. 4. Tag Manager 101 : Google tag manager is the epitome of infrastructure. It's a place where you properly install all the infrastructure across basically every single type of ad platform and search engine that it currently exists. And I'm gonna be using this, um, agency site. I'm actually practicing what I'm preaching, starting in a new agency here and Ireland, and this is the dummy page. I'm abusing click funnels. But if you're not a click funnels user, it's OK because tack managers after Kable basically on any single website, Um, and I'll let you know the two different ways to basically use it if you can and have the ability. If the client is allowing you access to install it, sometimes they don't. They have their own programmers, and unless you know exactly what to do for that. But first I want to give back one on tag manager why it's important to learn and out of all the things you learn if this is if your brand new tag manager is maybe a smaller headache learning curve. But the value is immense because most people don't that take the time to truly understand how this works. But it's very simple. I'll start with the upper right hand corner here. When you create a tag manager account, you basically get this code. And by installing this piece of code in the header of every single page and then this piece of code in the body of every single page, it allows you the ability to track everything, literally everything. Click on this white space. Click on this button. Click on the video, click on the call, click on the logo. You could even track when people scroll down. You can literally track everything. Um, and you also can install conversion Tracking, which is always, say, is the most valuable part of tracking online without conversion. Tracking. You're just guessing in the dark now, Um, let me just quickly show you how to install this, because it's literally super easy. It's already installed in these pages, but basically do is on, so I love quick funnels. One of the reasons makes it super easy. You want to place his code and ah, the header eso when you create your funnel. And if you're carrying your funnel for your own agents side or your clients, which is something that I do, you just go your settings of the funnel and boom. It's right there. You just paste it and you're 50% done on installing time manager. Then you copy the body code and you put it right there and boom after you click Save, you would have just installed tag manager. Now what that does is allows access to code that basically recognizes the entire Web page. Nothing's being tracked right now. Years have installed correctly. So how you double check is is, uh, through the plug and a tag assistant, which will definitely wanna have installed. And now I can see two things I can see tag manager, and it's the same code as over here. GTM 58 Q And you could see that is reading correctly, so everything's good now. Analytics was already installed here, but let's let's just show basically how it's installed because this is the epitome of understanding attack manager. It's a combination of tags, and you have triggers. So a tag is where you would add code that you want communicated a Facebook pixel purchase fire, a Google ad re marketing code, a Pinterest event. Click literally. Every platform has its own little name for it. Google analytics, for example. So, uh, you create your tags right here, you would just click new. And if I was going to create a, um, I'll just put example tag just to walk through this. And so because this is a Google product, naturally, you can link Google ads and Google analytics pretty seamlessly. But let's say you're going to do something else I can solve faced with pixel or any other type of um, code, Um, then you would typically just click the custom. HTML. You'd copy whatever snippet or code that you have, and then you paste it here, but by just adding well, mess that up. But by just adding the code here as a tag, it won't fire. And that's where the trigger comes and think in terms of trigger. What happens when you pull the trigger? It's firing, and a tag is basically the ammunition on what should fire. So now if I go to go analytics, you can see the tag, which is the ammunition, basically says that I want Google Analytics to fire on every single page. You and, uh, the trigger that's gonna allow this is right here at the bottom where it says when should this winter you lx fire and, uh, all page views is what selected there so you can create triggers on a whole bunch of things right here. You can see this is a trigger on when the phone call button is tracked. So you can see when the click your l contains a t e l semi cooling. Uh, it's gonna fire the phone call tag. So, um, where do you come up with? How do you understand even when where to do that. And, um, let me show you exactly how you diagnose and a new troubleshoot. What I'm gonna do here is I'm gonna set up in an imaginary tag based on, uh, right here when someone clicks the click for free consultation, I'll set up an event. A code has a goal and coo analytics. So, um, first of all, I want to understand what this code means and how I can properly track it, because if you don't set parameters on what you want to be fired, basically, what I want to do is I want to figure out what code is right here just in this button, because when someone clicks on this button. I want to basically know who that person IHS on. I want to track that as a conversion. So the first thing I'm gonna do is I'm gonna hit preview mode, and that's basically gonna allow me Teoh hit refresh on my, uh, my landing page, which you have tagged manager installed. And now it's gonna recognize every single click your nose, this little section. So the first thing I want to do is I basically want to create variables. Um, I'm gonna create variables that track basically everything. Everything. Right now, these air bases defaults, but I want to try every time clicks happen. And any time a form is filled out, I want all this information track because that's gonna allow me, um, to track it. So variables basically are the are the, um, organized data that's being scraped, which which you can add tags on. So I'm gonna hit the submit button. It's always good to create simple titles. Remember what you did created foundational variables could publish in order to track the things that want to track. I want to make sure that no matter where someone clicks on the page, um, I'm gonna have Billy to understand what that click wreck was recognized. So I need I need to make sure I'm let tag manager collect all the information. So I'm gonna say all clicks and I'm gonna create, um, all elements click. So when all clicks happen, I want to know on be able to track them So I'm gonna click Save now. I also want to be able to track any time a link click happens, I'm gonna do all link clicks, just links all links from a quick save. And now I'm gonna hit submit. I want to put oh, clicks and lean quicks triggers. And if I did that correctly, I'm gonna hit refresh again. I'm in Previ military, you click on preview mode, and then this is the page then using. So now I want to make sure this is working. And basically tag manager is this repetition of you? Add something in the double check. If it works, I'm gonna cook in this white space right now. Ready? 123 Click. Boom! It registered that click into the white space of nothingness. I'll click here registered that. Now that's all fine and dandy. But what I want to do is I'm gonna track this click right here. The because this would be a type of conversion, um, of someone trying to sign up for a lead, right to be a lead. And you might track on your client side. They most likely the buns are typically where the actions happened to submit. But the buy button, the add to cart button, these are things you want to know. Um, you want track because you're gonna measure yourself to these. So on my funnel, Um, this is my thank you page after someone ops in typically on thank you pages or the confirmation page. That's typically a very important page. Someone just took an action. And you usually want to add a conversion code here whether you're doing Facebook or Google . So to be able to to do that, um, this page right here, you can track it basically as a destination and grew analytics or in tag manager. You can set up to fire on the specific paid, so to get that information. So what we're doing is we're creating a trigger based on the page view on this page. Viewers fire doesn't matter if someone clicks everywhere. Nowhere. When the page view of this thank you pages fired, we want the ability to add conversion code. So that's based on what I'm doing. Says trigger type page. You pay Jor El. This is fire. This trigger wouldn't win. An event occurs when all these conditions are true when the pager rail equals. And that's our thank you page. Uh, that's gonna be our trigger now. I added my tag here. My tag is an example tag. Um, but this is where you would add your code for whatever platform you're tracking. Typically, that's gonna be Facebook. Pixels are Google ads. And then, um, will it refresh now if I did this correctly? When I go to thank you, Page, I just hit. Refresh that coach automatically fire. We try accent out, going back in here and here it is. Example. Tag and see. It's right here. Fired. So it was set up correctly, But this would be a quick example of how you would set it up on a success page. Now, sometimes you're gonna be work out a client site, and they're going to say, I'm sorry, we actually don't have confirmation pages which sounds silly, but a lot of websites don't. Instead, you're gonna have to do something a little harder, which is to track when someone clicks a button, which would be something like this. So because we set up all the foundations, let me just your refresh here. And so I'm gonna do the same thing I did. I'm gonna I'm gonna click this. I'm gonna try to open this up in a new browser. She can see I clicked here. That means that click I want to click on this button and I won't understand the code to that one. You can see he says, link quick. So I'm gonna click There is going to tell me the state and no tags or firing when that When that was so when it's up on. But let's say that's the conversion. I went trick when track when people click that. So I'm gonna go to variables, and I'm just a lot of this is gibberish. Um, I'm just trying to find something unique about this button that I can connect or track on. Tag manager. Unique is important because if there's something in here that is also in a different button , Then when? When someone hits on another bun. But I really want tracked. This one incorrect code might be fired, so I want to find something that is unique. So what's unique? Basically, you know, this page is very simple. There's only one button here, but this one says yes. I want a free marketing audit and you can see it's being reported in the click text as an auto event. Variable. And then the click element has a link, uh, to the survey, which is the next page. So I'm gonna use that and let's see if that works. I'm gonna do this live, and in case it doesn't work, we'll go to the process of troubleshooting. So I'm gonna go to tag manager. I'm gonna first create the trigger. Why were the trigger is when something happens. So I'm gonna say, um survey free survey offer, and the trigger is going to be on a link quick. So that's all elements is a link click on Why Notes. A link click is because it shows just as that on tag manager Primo. So this is gonna be all in clicks that be bad. I just want it on some and then specifically what I'm tracking. I'm gonna go with the click element test. That click element contains equals the survey That looks good. I'm gonna create a tag here and again. I'm a do example. Are LSU survey fire example. So my code is gonna be example Conversion code. I want this fire. When someone hits the free offer service, I'll click save and moment Truth lips. Let me go back and just hit. Refresh, refresh Here. All right, I'm gonna open this up. Another window link. Click and guess what fired the survey. Fire example. So worked. So now you've just mastered and understood how to set tracking. In the one of two scenarios that every website sets up, some websites are gonna have a confirmation poach. If that's case, you can create code simply on the basis of the euro. Very simple. On the other hand, some websites I won't have Thank you pages. So you're gonna have to track the button click. And now you know how to do that. Tag manager and infrastructure is a big deal. I have even charge a client upwards of $30,000 or set up right proper tracking an infrastructure. And it was discount because having infrastructure allows a a entire website to see without infrastructure and tracking their marketing in the online business is blind, so it is worth every single dollar, depending on how scrap you are. You can set up infrastructure for clients for free as a way to get the door. But even if you've never done it before for anyone, um, as soon as you educate a client as to why what they're missing, what they don't have. Um, if you can lay that education, you can definitely charge for doing this. Um, so let me know if you have any questions. Otherwise, play around with tag manager on your own website. Tried to set up tracking for everything. It's the best practice track track creating new button. Tracked the button. If you have a phone number, tracked the phone call when someone clicks on your logo. Tried tracking that the images, The more practice on your own Web sites you have, then the more accurate gonna be when you set this up for clients 5. Goals 101 Overview: now that you noticed it a proper infrastructure and tracking. It's time to connect Google tag manager to analytics. On any time I hop onto grand licks with, typically, have a client. I'm analyzing data every single month or perspective. Clients are clients. They're doing free consultations or audits for good. Elect is amazing. You can know way more about business than the potentially the owners do in the first place . I go to because, you know, we are a performance driven. We care about the not clicks impressions. We know those don't pay bills we care about conversions is I'm gonna happen over the convergence tab. I'm gonna go under goals overview because I want to see what conversions they're currently tracking. And, um, more often than I see page just like this. What it tells you is that they have no conversion tracking a que no goals, which means their entire marketing is, uh, Ludacris. It's fake. It's bad. Do not have this, Um, because without goals, uh, everything is guessing pointless during stuff on a wall and seeing what sticks and that's that's actually the norm. That's why this is an amazing business to be in because how bad marketing is. It's back to the foundation of the fundamental chair. So now I'm of the goals town. This is where you create a goal. If there was some typically on this page, you can you, um, what goals they have if they've created and kind of analyze and see if they're they're done trailer. Because sometimes you'll see what's that has goals. But, uh, they're sort of incorrectly. Somebody switched sites here. You see, if I could find another one that actually has some goals we can do for training. Beautiful. This is another client, um, one that we did set of goals for. So now you can kind of analyze you how these air created You can understand why they're created and specifically because I did create these you Can you I can explain how we set up in connected tag manager. So let me go to the website. This websites combination of blawg and e commerce and lead generation there's a lot of activities were on a website. The first thing you want to figure out for goals is what is the most are the most important actions. He Congress is pretty easy people by When people sign for an email, people register, people add to cart. Those are all goals we want to track. Um, if you don't have any commerce site than typically, it's still produce. You figure out what makes month is it when people say the contact form, pick up the phone? Is it uh, when they go and search when they sent it for an email list? You know, figuring out what that is when someone is alive, chap, all these air potential goals. So it's it's a great process and said, If you just give the answers, even though you may know the answer just by looking a 2nd 1st time to collaborate with the owners and say, Well, what are the most important actions? The more you include your clients or perspective clients and more, they're gonna feel like you're educating them for just telling them what to do or hiding the information which love agencies dio. So I'll walk you through, um, summer goals here. So let's go to conversion tabs and just get an idea. We're gonna go past 30 days, so when you create a goal, you get conversion data. How often people submit the goal, which is your goal conversion rate. If you have a funnel, what's the amount of people that band in the photo? Um, and goals also are able. You're able to know where people come from. This is the biggest reason why you want to set up the right infrastructure, Does your You're able to know where goals come from. So all the people that submitted combination of all these goals you can see here, 55% came from go organic. 30% came from direct, 80% came from Facebook. So if you're doing s CEO for a client and most of goals coming again organic, this is a big deal. You want to make sure this is loud and proud. You're bragging about this every single month because your organic efforts derive 55% of all the goals and goals again, if you're tracking them, right? And picking the right ones is where business makes money. So, um, let's go through a couple simple ones. I'm gonna go back so you can see how they're set up. Let's go to account register, notice. That said, I'm gonna go back up. So I wanted to go so fast. Look, this stuff all the time. Account registered. Notice the goal type two destination destination is has to do with the euro. So, for example, this slash thank you, which a lot of very common, if that was I don't know if that's a real page, but after someone submits and they land on this your URL discernable goals pretty easy. Uh, you picked the name on this one. The goals set up doesn't really matter what you pick here. I usually pick custom the gold description. This is just for your organization sake. So this title clearly means that account was register gold details register welcome index. So that's the Enduro after someone submits it. So just by doing that, you're able to track, um, a conversion for how many people register to the site. So then what? That does we go here, filter the goal to account register count Rester, which is right here in 86. Um, now you can you can understand a lot more data because connected throughout the entire analytics, so I'm gonna go source medium. And now that filter my goals to the account registered. What this gonna tell me is on the accounts registered, organized by most completed what source of traffic brought the most engaged registered people? Organic traffic brought 57%. Direct traffic brought 22%. And you can do this with any type of goal. Same thing here, and I'm gonna organize it. I'm able to report on Facebook CPC. That's a campaign that just ended. So actually back this up a little bit to April number City A lot. So with the by now P two p which is my nickname for path of purchase. Amount of people have the buy now button 4007. Anyone came alone from Facebook CPC, which made up 93%. So again, when you don't have conversion tracking, you don't get any of this information. That's why it's so important to happen. So let's actually walk through How the by now PTP was set up because that is a different goal. I believe, uh oh. By happy to be nurses as an event. So this is where tag manager and go Alex comes into play. So it's an event. So the goal description. I put my name which makes sense for me or the internal staff gold detail. So it's an event event creates those three different tabs, as you know, and all we're doing here is when tag manager fires these three pieces of code, it's being fired into nothingness. Basically, on the website and Google, Alex is just basically a capture, and we want them to be exact. So catches every single time that coaches fired when it's fired. Happens when that by now. But his press. So that's full circle of how you set of tag manager to analytics and these air base. Of those two different types of goals you set up one is an event, and that's one of buttons, clicks or, um, something happens. That doesn't change the girl on the destination, which is when the euro is arrived. Teoh after an action is taking. Then you said it the tracking there. So with these two, you basically have everything covered. Here's a unique one that be really more for Block. I don't think it's gonna be relevant for any clients you're going after, but just in case, let's say the client is vit that maybe they're not asking you to get leads or drive business. They just want engagement like because they're blocked. Then you could set off an engagement type of goal. So this is this goals trigger on pages, screens, procession. So basically, what you're doing is you're creating a goal to fire every time more than two pages or visited. And again, um, not typical. But just to make sure you have all the bases covered in case client says, Well, we want to track activity on our website, and we want good users who visit lots of pages. Then you would set of that goal that way. But typically, all the recipes are gonna be very affable to you. When someone registers account When they couldn't find a location, they click, Um, the shot, but the buying out. But these are all things that you typically want to track. So as you explore, you take a look at the website. Just you on your own. Just logical thinking can think of the different ways that you should create goals. You can create lots of goals, but at the embedded should report. To do this first, educate the client and then also you can charge just a set of infrastructure and gold tracking. When I just did um I've charged 10 grand for it Starts of 30 Ban to basically say I'm gonna set up conversion, tracking up every single important element on your website. And by doing that, you're gonna have complete visibility. Ist of where, How your website works, how it drives business and then where that business has come from. And then, uh, the reports that you're gonna make for your clients there really ought to do these conversions. We hold ourselves Campbell's two conversions, not clicks, not impressions. These air things that pay bills. If you're saying your conversion for went like a high ticket like a LASIK surgery on this gold completion occurs and be able to track it straight. Now from your Facebook at your Google ed, that's gonna ensure and give confidence to the relationship. And when they view you, the view is someone that is not just a marketer, but part of their business and growing it so super important why you do it. Let me know if you know you have any questions. But now that you have tagged manager, you know, connected Google analytics, you can start to collect and see data here on the conversions tap