Include Google Analytics & Search Console in Marketing Funnel section of Executive Report
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Marcel Krawczyk
Hi, it would be great to include website data in the Marketing Funnel section of the Executive Report.
For example:
- Under Impressions include: Google Search Console Impressions
- Under Engagement include: Google Search Console Clicks (or GA Users although this would 'double' count visits from GBP).
- Under Leads include: GA Conversions
Including Conversion data under Leads could get "complicated" so at least having the top of funnel data (i.e. Impressions, Clicks / Users / Sessions) would be helpful.
Thanks!
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Thomas Mueller
This would need a fourth tile in the funnel „Conversions“ which shows the goals and e-commerce/monetarizaion values. Otherwise it would skew the funnel as this are no longer leads but purchases.
It might be more difficult with GA website insights. The funnel to my understanding is showing traffic demand until it hits the website. If GA data would be shown in the funnel it would correctly show only those with source=direct as all other values would skew the funnel because that would be duplicate counts.
Does this make sense?
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Marcel Krawczyk
Thomas Mueller: Hi Thomas, yup, I definitely see the nuances in handling and defining the data.
So, to take it back a bit, the goal would be to demonstrate a bit more of the scope and breath of the digital marketing efforts.
What about your thoughts on including:
Under Impressions:
Google Search Console Impressions, which I feel is similar in context to Social post reach, Ad impressions, GBP views.
Under Engagement:
Google Search Console Clicks, which I feel is similar in context to Google Business Profile website visits (i.e. how well is the business' visibility performing in search).
And, since this is clicks from Google Search Console, there wouldn't be the double counting of website visitors you'd see if we were using GA data (segmented or not).
Thanks!
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Thomas Mueller
Marcel Krawczyk: Thanks Marcel for your response.
"Google Search Console Impressions, which I feel is similar in context to Social post reach, Ad impressions, GBP views." Definitely YES
"Google Search Console Clicks, which I feel is similar in context to Google Business Profile website visits (i.e. how well is the business' visibility performing in search). " Definitely a YES
You are probably right for the double counting. Would be great if that would work.
With regards to the Conversions (Tile 4) that would need to come from the GA4 Monetarization. We for example put all hotel bookings including room type, rate and total revenue into GA.
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Marcel Krawczyk
Thomas Mueller: In any case, it would be nice to see a few more metrics at the "executive" level.