October 16, 2021

340 – All About Google Analytics for Small Business with Chris Mercer of Measurement Marketing

1 hour 8 minutes

Okay, creators - it's time to engage your left brain. Because today, we're talking about Google Analytics for small business. But don't worry, my guest today is a master at explaining things in an easy-to-understand way.

Chris Mercer, the co-founder of Measurement Marketing, is a sought-after measurement marketing expert.

He’s been helping marketers, marketing teams, and agencies plan out what’s important to measure in their marketing, build measurement systems (using Google Tag Manager and Google Analytics), create actionable dashboard reports, and finally use those reports to forecast and optimize their marketing results.

Mercer has a knack for teaching and is known for his ability to simplify even the most complex ideas for his audience. He speaks at some of the top conferences in the industry such as Traffic & Conversion, Social Media Marketing World, and Content Jam.

BUSINESS BUILDING INSIGHTS

Make sure that the conversation you're having is relevant to your users. And the only way to make sure that you're saying something that resonates with them and meets their expectation is if you get really good at listening.

The market will absolutely tell you if they like something or if they don't. You just have to get good at asking questions.

Get good enough to get going. Then come back and make it better later. Give yourself permission to be where you are no matter what.

All About Google Analytics For Small Business

The idea has nothing really to do about the numbers. It's the idea that we are measuring for a conversation.

Measurement marketing is about listening to your users. And then based on that feedback, adjust your marketing accordingly to keep that conversation going.

As a marketer, know what you can improve and change. Make sure the conversation goes in the direction that we want it to go in. The beauty of analytics is you go there with a specific purpose in mind.

Don't be afraid to start slow and easy. Like anything, it's a muscle you need to build.

Cave Mode - just get started. It's okay if it's super basic - you have to start somewhere. The goal is to practice asking questions.

Valley of Visibility - you've got some things set up, it's not perfect, but now you can start to improve.

The Summit - you've built up your muscle and you understand the strategy and tools. Now you can see everything.

Framework to get started with Google Analytics

Start with this BEFORE you actually set anything up. First, you plan things out. Then you build things out. And then you act upon the stuff that you've built

Plan - Start with 3-5 questions you want to answer. What results do you want to measure? How did you get those results? Don't get overwhelmed with a million different questions - just pick a couple good enough to get started.

Example: I want to measure how much I sold and how did I make those sales.

Build - What information do you need to collect to get these answers? What behaviors do you need to track to get the answers to your questions?

Example: Your cart software provides the number of sales, average units, etc. Google Analytics shows you how people got to the cart.

Act - What actions will you take with the answers you collect?"

Example: If I make 10 sales from my Pinterest campaign in a week, I'll scale up the ad. If I don't, I'll revamp the ad or try something different like Facebook ads.

Run through the process, make adjustments based on what you've learned, and go through it again. Every time you do it, you're strengthening your measurement muscle and honing in on the questions you need to ask to get actionable answers.

Be sure to tune into this full conversation to hear Chris' explanations of how this all works!

Resources Mentioned

Free Toolbox Training

Mercer's Contact Links

Website | Facebook | Twitter | Linkedin

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Thank you so much! Sue

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By Sue Monhait

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