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At the start of each month, we send all clients a performance summary email covering the month just gone. This summary is designed to highlight the value our SEO and PPC services bring to your business.
To provide greater consistency, particularly for clients that use both services, and a complete picture of value returned we're making the following two changes:
SEO (Organic Search): Assisted conversions, assisted conversion value and assisted revenue will now be reported.
PPC (Google Ads): Value will now be split between conversion value and revenue.
Metrics Explained
The metrics included in each performance summary provide a top-level view with the aim of answering three key questions:
How many people came to the website? (Visits + Clicks)
Did they take a desired action? (Conversions)
What value did this bring to the business? (Conversion Value + Revenue)
The following is a list of all the metrics we report on. Each performance summary will contain a selection of these metrics, but not all of them, based on the type of website e.g. e-commerce or lead generation.
Organic Search:
All Organic Search metrics originate from Google Analytics.
Visits: Also known as Sessions, are the total number of people who visit the website from Organic Search.
Conversions: Also known as Goals, are the total number of actions taken on the website from Organic Search. These actions are predefined and will often be assigned a value (Conversion Value) based on the relative importance each action has to the business.
Assisted Conversions (New): The total number of conversions in a multi-step journey where Organic Search was one of the steps preceding a final conversion.
Conversion Value: The total value of all direct conversions from Organic Search.
Assisted Conversion Value (New): The total value of all assisted conversions from Organic Search.
Revenue: The total revenue of all direct sales from Organic Search, as recorded by Google Analytics.
Assisted Revenue (New): The total revenue of all transactions where Organic Search was one of the steps preceding a final transaction in a multi-step journey.
Google Ads:
All Google Ads metrics, perhaps unsurprisingly, originate from Google Ads. Unlike Google Analytics, Google Ads conversions, conversion value and revenue metrics include assisted conversions and transactions by default.
Cost: The advertising spend for the month based on the total cost of all clicks from Google Ads.
Clicks: The total number of people who clicked on an ad from Google Ads.
Conversions: The total number of actions taken on the website or via an ad from Google Ads.
Conversion Value: The total value of all conversions from Google Ads.
Cost-per-Conversion: The total cost divided by the total conversions from Google Ads.
Revenue (New): The total revenue of all transactions from Google Ads.
Return On Ad Spend (ROAS): The total conversion value and revenue combined divided by the total cost from Google Ads.
What's Changed?
Assisted Metrics
Assisted conversions, assisted conversion value and assisted revenue metrics have been added to Organic Search performance summaries. The core Google Analytics reports do not include assisted metrics, which are provided via a separate Multi-Channel Funnels report. Whereas Google Ads incorporates assisted conversions and transactions into all metrics.
For increased consistency, Organic Search summaries will now show assisted metrics in order to better reflect the complete user journey. For example, a user that starts by clicking an organic search result but later returns to the website via social media before completing a conversion or purchase will now be shown as assisting that conversion/purchase.
Conversion Value and Revenue Split
By default, Google Ads groups conversion value and revenue under a single conversion value metric. To provide parity with Google Analytics and Organic Search reporting, these metrics have been split for Google Ads. This will make it clear how much value was a result of transactions on the website and how much via values assigned to conversions.