Today we will talk about automating your reports using Google Sheet’s Google Analytics add-on. This nifty tool was formerly known as Google Magic Sheets. The add-on is very simple to implement and will definitely save you time on reporting metrics from Google Analytics.
Getting The Google Analytics Add-On
Start a brand new Google Sheet
Select the Add-ons option
Search for the Google Analytics Add-On
Install it to your Google Sheets
Now your Google Sheets have access to your Google Analytics API and can begin pulling data in an organized way for your reporting purposes. Lets try it out.
Using the Google Analytics Add-On
Under your Add-ons, the Google Analytics add-on should be an option now, after you installed it. It should come with 3 dropdown options
Create new report
Click “create report” to get started with using the add-on. You should see options pop up on the right-hand side. This is where you will begin to create your reporting configuration sheet, this sheet will be your hub for telling Google Sheets what exactly you want it to pull from Google Analytics.
To get started you will be told to select the appropriate
A Metric from a Dimension you want to pull
Click the “Create Report” blue button on the bottom to start having your reporting configuration sheet.
Now you have set up Google Analytics automatic reporting on your Google Sheet. On the Report Configuration sheet, you can customize what each sheet will show you based on metrics and dimensions you want. Remember, this sheet can only show you what is possible to show you in Google Analytics, meaning, do not try to see two secondary dimensions on one report, you will have to create a new report using the next column over.
Helpful Points of References for Creating Reports
Query Explorer – This is extremely useful because you can test out the configurations here first, and there will be recommendations on what exactly you will need to input in your configurations.
Core Reporting API Guide – This will tell you specific functions you can put in to drill down the data to exactly what you need. For example, you can find how to include and exclude just like filters in GA.
It is also helpful to note that the add-on will tell you if you inputting the configuration incorrectly. So, after you have put in the data you want Google Sheets to fetch, go back to the add-ons option, go to Google Analytics option, now click the second option “RunReport.”
If you have configured your settings incorrectly you will see a reporting error. Fortunately, the report will also tell you exactly which metric was inputted incorrectly. Ex: “unknown metric:” “unknown dimension”
The coolest thing about this feature is that you can schedule your reports to run at a certain time. This means you can have your data the instant you need it, maybe at the beginning of the month you need the data for the last 30 days. You can set the add-on to run all the reports the night before the 1st of the month, every month. So, when you come in the morning, everything will be ready for you.
Advice: Creating a Master Reporting Sheet For Consolidation
You should create a master sheet for viewing purposes, or else you will end up going from sheet to sheet to see what you need. So, create a master view sheet and fill in the cells using formulas. For example, if you created a table that will tell you the organic traffic for the month from a specific campaign or the organic traffic for a specific month, just make that cell equal the sheet that is specifically pulling that data for you. The sheets are great because they compile what you needed on the same cell every time you run a new report, so the consolidated master data will always show you what you need from any specific reporting configuration sheet.
Google announced that they would experiment with home service ads in July 2015 beginning their beta testing in the San Francisco Bay Area. It did not take long for the first batch of home service ads to appear for locksmiths, plumbers, and house cleaners.
The newly implemented HVAC home services ads are now on display. The beta test is still going on, and Google recently announced that they are expanding to the Sacramento area and now offering two new services to their test, which will now include HVAC and Electricians.
Something to take note of: We have recently learned from Google Adwords support that they are no longer accepting any new plumbers to the beta test, so the handful of plumbers we see right now are the final candidates who are being featured during this experiment. Reports about the success from those in the beta test have been reported already.
The current list of home services Google is testing on right now include
The new home services ad is a product of Adwords and Google’s attempt to get their share of the home services market and compete against similar service providers like Home Advisor, AngiesList, and Amazon Home Services.
What We Have Seen So Far With Home Services Ads.
It has been many months since the initial rollout of home service ads in the San Francisco Bay Area. Since I live in the Bay Area and work in this industry space and I have been keeping tabs on how the new ads have been progressing over time
The current home services ads are composed of these elements for every ad:
Name of Business
Face of Business Owner
Send Request Button
As many SEOs may have noticed, Google home services ads for these specific industries have taken over Google’s local packs. The previous local packs are occupied by Google’s free my business pages which used to rank companies with its variety of ranking signals.
How pros qualify for home services ads
Background Checks – Social Security and Criminal History
Reputation Assessment – Reviews and Ratings
These are the following cities in the Bay Area we have found that trigger the home services ads to appear above the organic results. The ads have gotten more detailed as time passes by, Google is doing a great job in covering their bases by hitting specific services related to every industry. Popular and simple project search queries like “toilet repair” and “sink repairs” are showing home services ads like expected.
Castro Valley, CA
Daly City, CA
Foster City, CA
El Cerrito, CA
Los Altos, CA
Los Gatos, CA
Monte Soreno, CA
Mountain View, CA
Palo Alto, CA
Redwood City, CA
San Francisco, CA
San Leandro, CA
San Lorenzo, CA
San Mateo, CA
Santa Clara, CA
South San Francisco, CA
Union City, CA
But, I noticed as time went by that the ads were doing a better job in populating for more complicated and detailed projects like “slab leak repair” and “trenchless sewer repair.” So, over time, we are noticing the evolution taking place as the tests continue. It also appears that these home services ads are only for desktop and is currently not implemented on mobile search.
Local pack is being shown in mobile search Google is also testing out layouts that include both the home services ads and the local pack as well – which could be a route for them to go in the future. But, I doubt this option to be permanent because it will be confusing for users to see two Google offerings and take up too much real estate from the organic search results.
What Could This Mean For Local SEO?
If you work with small local home service providers, this may be very alarming for you because ranking in the local pack is the most important component of any Local SEO campaign. Our agency works with many home service providers, and our portfolio contains some plumbers, electricians, home cleaners and HVAC contractors. So, what if home services ads become permanent?
If this beta test were to become permanent, it will eliminate the need for local SEO in these industries because there would be no more local packs. Taking a look at the data from a pool of our local home service providers who rank in the local pack, I can already see the struggles that await Local SEOs.
Looking at a sample size of businesses we have that currently rank in the local 3 pack for keywords like plumber + [service area] or [plumbing related service] + [service area], we noticed that the traffic coming from the local pack makes up a significant portion of the overall organic traffic going to the website’s homepage.
For the plumbing companies and HVAC companies, the local pack accounts for 30-60% of all organic traffic going to the home page of the website when ranking in the local 3 pack.
Why is Google Doing This?
We do believe that Google Home Services will leave beta testing at some point and be a mainstay in the SERPS. We can understand from a business perspective how this makes a lot of sense; they can do away with free Google Business listings in the local pack and profit from offering these ads instead. These home service ads are similar to how Google have recently expanded to other industries and offering ad programs like Google Shopping and Google Flights. With the recent expansion to Sacramento, it leads us to believe the initial round of testing in the Bay Area is going well for Google.
From my years of experience in the Local SEO space, I believe this is also an effort to fix the problem of ineffective Google Business local listings. The local packs for home services return less than valuable search results, because the current Google business pages are not being managed properly or are lacking all the information that the customer would need to make a buying decision.
The home services program will allow Google to vet qualified technicians and set up a listing for their users that are more appealing and helpful from a UX perspective. If we look at the image from a mobile search for “San Francisco Plumbers” we can see that the current local 3 packs is showing 3 businesses that have little ratings, and the top business listing has a weak 2.2/5 star rating. When this happens the users does not get what they are looking for from local 3 pack in terms of business offerings or prices, so they will look down in the organic rankings to find more relevance and quality.
When we look at organic search results for home services related queries in a local area, we can begin to understand why Google has decided to compete in the Home Services space.
So, if we dive into the organic search results for a search query like “plumber in San Francisco” we can see the motives to implement these ads. The organic search results are far from diverse, the first three results are Yelp pages, and the rest are from similar home service directories like Yellow Pages and Angie’s List.
Google introduces Home Services Ads to offer their list of vetted home service providers who have passed a rigorous background check and deliver the offerings that potential customers are looking for, without having to send searchers to another home services directory in their organic search results.
This is essentially taking out being the middleman for the middleman so that Google can be the primary beneficiaries from their searches in an effort to gain another revenue stream using Adwords. This can also be a continued effort from Google to answer searcher’s queries without them having to click an organic result at all, much like how rich answers work.
Taking all the information above, do you think Home Services Ads are permanent? What do you think this means for the future of Local SEO? Do you believe this ad program will expand to other industries in the future? Let us know what you think with a comment below.
Let’s face it, dogs are the WORST! Here are the top five reasons that no dog should ever be allowed in an office.
Reason #1: They Demand Attention and Need Help Taking Selfies (you know, because, no thumbs or phones).
Reason #2: All They Want To Do Is Have Parties (too much, too often, such irresponsibility).
Reason #3 – Naps, Constant Naps (and when they’re not napping, they’re getting ready to nap).
Reason #4 – They Can’t Be Bothered To Show Up On Time For Meetings (increasing everyone else’s work load).
Reason #5 – They Steal Your Food (especially this grilled cheese thief).
Why would you possibly want a dog in the office? WHY? Because they’re awesome, they make everyday better, reduce your stress level, they make you laugh, they look after you and they love you. Make your office a happier place, welcome DOGS!
Special thanks to Louie (the little food thief we don’t see enough); Georgia (the snuggly napper that we miss); Madoc (the bossy little farter); and LouLou – IMA’s official office dog, welcoming committee and best friend.
Preliminary Question: Do you use Facebook Business Manager?
Before we even start, it’s worth thinking about whether you want to set up Facebook Business Manager. This will help if you have multiple people or agencies working on your page, or if you manage multiple pages. If you ever find yourself overwhelmed by too much clicking through Facebook for business purposes, Business Manager might be for you.
If you decide to use Business Manager or use it already, let your account manager know. We’ll send you our Business ID number, and you can use it to “Assign a Partner” to your ad account.
If you DON’T want to use Business Manger, or if you’re not sure, follow these steps!
Step 1: Go to your business page.
Step 2: Click “Promote” in the top right corner. (If you don’t see this blue Promote button, you can also click on the downward arrow in the far top right corner of Facebook, and click “Create Ads.” Then skip to Step 4.)
Step 3: Click “Go to Ads Manager” at the bottom of the list.
Step 4: If you see the following screen, click “close without saving” at the bottom left. If you DON’T see this screen, skip to the next step.
A screenshot of the Facebook ads interface that prompts you to choose the objective for your campaign. The first item on the list is “boost your posts.” You can navigate away from this page by clicking the link at the bottom called “Close without saving.”
Step 5: You should now be in the Ads Manager. Click “Account Settings” in the top menu. You might have to re-enter your Facebook password to proceed.
Step 6: Copy your account number and send it to your agency. They can then request access to your ad account. There will be a notification that pops up
Step 7: Make sure to add a payment method! Click “Billing” in the top menu, and then click the green “Add Payment Method” button. Then you can add your information! Choose the credit card.
Important Note: Facebook seems to have a higher-than-average rate of credit cards being declined. They say that this is because the credit card company or bank declines the authorization. If your credit card is declined several times, call your bank and ask them to authorize the card.
Also, be sure to double check that the address is exactly what is listed with your bank. If it’s listed as “Street” instead of “St,” be sure to write it out. If you have talked to your bank and double-checked the address, and your card is still getting declined, please let us know!