On episode twelve of the Think Bigger Podcast, I’m being joined by Brook Barker, Jessica Feliciano and Alyssa Goebbert – three of the amazingly talented people who work with us right here at Launch Digital Marketing.


Listen to Episode 012

If you tuned into our last episode of the show, then you know that we started breaking down Google’s Dealer Playbook one play at a time. The first play was all about making sure you’re offering your web visitors a speedy site experience. The next play is ensuring that you have what you need to effectively measure and  analyze that traffic.

I was lucky enough to spend some quality time chatting with a few people from our own Analytics and Paid Search teams to break down the nuances of Google’s recommendations. Get ready for this one folks, because we’re about to get really geeky with Adwords and Analytics.

Enjoy The Show!

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Big Thinkers of the Week: Brook Barker, Jessica Feliciano & Alyssa Goebbert

Brook, Jessica & Alyssa are leaders on their respective teams and were more than generous with their knowledge and expertise as it relates to Google’s Dealer Playbook.

Here are just a few topics we’ll cover during the show:

  • How to setup Adwords and Analytics so they “talk” to each other.
  • Our thoughts on Google’s recommendations for tracking & conversions.
  • The right and wrong way to track VDPs.
  • The importance of Account Views in GA, and how to set them up.
  • How to properly use Annotations in GA.
  • Importing your GA Goals into Adwords.
  • It’s not magic, it’s Dynamic Number Insertion (and it’s awesome!)
  • Plus a handful of other actionable tips that you can use TODAY!

Be sure to listen to the entire episode so you don’t miss out on any of the helpful info that Brook, Jessica & Alyssa share!


Thinking Bigger About Google Analytics


During the episode, we covered a couple of Google Analytics related features that required some visual instructions. The team was nice enough to put these step-by-step instructions together for you!

How to Add Annotations in Google Analytics & When to Use Them

Adding annotations is easy and can make a huge difference to understanding why your numbers are doing what they’re doing. You should make annotations about EVERYTHING, but here are some examples of where you should annotate:

  • When the site went live
  • When you change Call to Actions
  • When the site goes through a SSL/HTTPS transition
  • When you add, modify and/or test goals
  • When marketing budgets change
  • Natural catastrophes that cause the store to close (Hurricane Maria or Hurricane Irma)
  • Traditional marketing campaigns

You can add them by clicking “Annotations” in the View level. Once you’re there, add your notes, modify the date if necessary and press submit.

Add annotations in Google Analytics

Adding annotations in Google Analytics is quick and easy!

One thing to note, Google will automatically select “Shared” under “Visibility,” but you do have the option to make the annotation private. What this means is, anyone with access to the account will be able to see this annotation. We typically suggest to make sure all of your annotations are shared, but we do understand there may be situations where you’d like to keep an annotation private.

If you want to make the annotation visible to only you, then select “Private” and your Gmail account will be the only user that can view that annotation.


Useful Reports in Google Analytics

We also talked about quite a few useful reports in Google Analytics that you’ll want to check on a regular basis. Here’s a quick run through on where to find them…


Channels Report:
Acquisition > All Traffic > Channels

This report shows you how each Traffic Channel is performing. If you compare time frames, you can see how these Channels are performing over time. Is your Organic traffic increasing? Is your Paid traffic decreasing? This gives you an overview on how your site is performing.

Channels Report in Google Analytics

Use Google Analytics to inspect the performance of your marketing channels.


VDP Report:
Behavior > Site Content > All Pages

This report is based on the url structure of your site. If you are a Dealer Inspire site, in the search box, put in “/inventory/.” If you use a different provider, you will have to look at the VDP url and find a slug to search you can search for within the “All Pages” report.

VDP Report Google Analytics

See how often your VDPs are view in Google Analytics.


Conversions Overview:
Conversions > Goals > Overview

This shows you an overview of how your goals are performing collectively and individually.


Reverse Goal Path:
Conversions > Goals > Reverse Goal Path

This report shows you (starting from the page where the conversion occurred) the page path users used that led up to the conversion.


Assisted Conversions:
Conversions > Multi-Channel Funnels > Assisted Conversions

The Assisted Conversions report shows how other channels help push users to convert. Think of this as a basketball assist. If the first player hadn’t passed the ball to the shooter, the shot wouldn’t have happened. If that channel didn’t help lead the user, that conversion would have possibly not happened.


Top Conversion Paths:
Conversions > Multi-Channel Funnels > Top Conversion Paths


Stay Tuned & Help Us Spread The Word!

If you enjoyed this episode of the Think Bigger Podcast, it would mean the world to me if you’d head over to iTunes leave a rating, write a review and subscribe. Thank you and we’ll see you again soon with a brand new episode of the Think Bigger Podcast!


Meet Jason Stum

Jason is the Director of Strategy at Launch Digital Marketing, resident blogger and host of the Think Bigger Podcast. Having previously held dealership roles in Sales, Internet Management, Business Development and Digital Marketing, Jason uses his dealership experience to help clients develop, implement and maintain effective digital marketing strategies.