Connect SuperMetrics with GSC and GA

[hmonower921]

I wrote more about this in my article on “ keyword research “. You can use keyword research tools like Google Trends , Google Keyword Planner , Senuto , or Ahrefs to see what people are searching for and how each keyword ranks relative to each other.

Simple Brand Awareness Survey (SBAS)
To perform a simple analysis of your brand value, I need the following data:

Brand traffic volume from search (Organic + Paid) from Google Analytics
Direct Traffic Quantity from Google Analytics
Correct configuration of the Google Analytics e-commerce module
Number of impressions in results for branded words, from Google Search Console
The Potential of Branded Keywords from Google Adwords Keyword Planner
Google Trends data on brand word trends
How to measure brand traffic from the organic channel?
To measure brand traffic, we need data from Google Search Console and Google Analytics. We export data from these two tools to Google Docs using SuperMetrics. Only in the paid SuperMetrics license is it possible to connect to GSC, the exception is of course the trial period available for the first month.

We perform the following steps:

Download data from GSC to separate files
Data source: Google Search Console
Metrics: clicks
Split by (rows): query
Download GA data into separate files
Data source: Google Analytics
Metrics: Sessions, Item revenue
Split by (rows): Year & amp ; month Split by (columns): channelGroup
In the GSC data file, we prepare a filter that will mark our brand keywords with an appropriate tag, thanks to this procedure we will filter these two groups. This filter will give us the ability to bolivia whatsapp data calculate the proportion between brand and non-brand.
We apply the calculated proportion to the GA data, which gives us an estimate of brand vs. non-brand traffic counted in sessions.
What parameters demonstrate brand awareness?
With the data available on Brand and Non-brand sessions, we can move on. We add to this the data from the Direct channel. We have summed up the sessions from Organic Brand and Direct. We add to this the sessions from Brand Paid Search and we have a complete set of data on the sessions of these channels describing the value of our brand in the search engine.

On top of all this we should overlay data from Google Trends, from the Keyword Planner and branded keyword impressions from Google Search Console. We have additional lines indicating the trend of Spontaneous brand awareness in Search .

If we additionally have data on the intensity of off-line activities, especially TV (TRPs, GRPs) and additionally the number of views of the Display channel (views), we can see interesting relationships between TV-Display-Direct-Search on integrated charts. With many analyses conducted for many projects, the number of specific patterns may prove to be an excellent field for those who deal with the optimization of cross -channel campaigns.

I have described here a methodology that we can easily apply using publicly available sources for an average organization, company. It has many areas that require clarification, adding data on additional external factors such as: the number of competitors, regulatory changes, cultural characteristics, etc. This data will make the information obtained this way credible and provide a broader context.

Nevertheless, the advantages of this method are its simplicity and connection with real data, which will allow you to show important trends, give you food for thought in terms of the rationality of media expenditure. It will not replace attribution , but it can complement it and show the relations between push and pull channels from a slightly different perspective.