The PPC Snobs Playbook

Module 3.2: Analytics

Analytics refers to our capacity to capture and process data. This is the speedometer/dashboard of our PPC race car.

Understanding what we spent, how much traffic we acquired, and how that traffic converts into leads/sales is essential for PPC success.

There's also value in tracking branding and engagement metrics, like impressions, clicks, click-through-rate and conversion rate.

This enables us to measure the efficiency of our PPC engine.

We need technology that can enable data capture (Google Tag Manager) and that can process/visualize that data for us (Google Analytics).

Table of Contents

Tool #1 - Google Tag Manager (GTM)

Important for managing the multiple software tracking tags that we need to install on our website in order for our PPC automation to function.

Google Tag Manager (GTM) can “store” all of your software tracking tags in one place.

Software tracking tags (often in the form of javascript) is how software and apps are able to communicate with your website.

It’s the easiest way to organize your Google Analytics, Google Ads, Hubspot and CallTrackingMetrics tags.

You can also set up custom events and configurations that can unlock deeper insights and website performance.

Using GTM saves on the time and resources that are usually paid to development teams that have to manually place each tracking tag directly on the website.

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Tool #2 - Google Analytics 4 (GA4)

Important for capturing the data that we need in order to understand how visitors engage with our website and/or app.

Google Analytics (GA) is the most popular (and free) website analytics software on the market. 

Universal Analytics (UA) is the current version and will lose functionality in July 2023, so all users will need to upgrade to Google Analytics 4 (GA4) soon.

GA is necessary for measuring your PPC marketing performance by tracking how your marketing channels and website content drives users to convert.

GA is my favorite tool from Google. We can track metrics and KPIs (like conversions and revenue), understand more about our users’ website behavior, and segment our audiences in ways that give us deeper insight into who they are.

Anyone can study for and take the Google Analytics certification or access a Google Analytics demo account (for free)!

Resources:

The PPC Snobs Playbook

Module 3: Setup

How to put together your PPC infrastructure.

Module 3.1: Website

Module 3.3: Attribution

Module 3.4: Accounts