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Google Analytics And Google Tag Manager

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TABLE OF CONTENTS
Summary - 2 -
Access to Marketing and Website Assets - 2 -
Objective - 2 -
Website - 2 -
Objective - 2 -
Process - 2 -
Google Analytics and Google Tag Manager - 3 -
Objective - 3 -
Process - 3 - adwords - 3 -
Objective - 3 -
Process: - 3 -
Search Engine Optimisation (SEO) - 4 -
Objective - 4 -
Process: - 4 -
Reporting - 5 -
Objective - 5 -
Proposed reports: - 5 -
Appendix 1A: Google Analytics Screenshot - 6 -
Appendix 2B: Digital Marketing Lead Generation Report - 7 -

SUMMARY
This report is a summary of the objectives and processes for the next thirty days for Kaplan Professional. The sections are divided between:
• Access to Marketing and Website Assets
• Website
• Salesforce Tracking
• Google Analytics and …show more content…

PROCESS
A separate report will be sent to show you what is:
• Currently being measured
• How it is being measured and;
• Amending to measure properly e.g. an event to measure by tag manager rather than Google Analytics.
ADWORDS AND BING
OBJECTIVE
The aim will be to maintain current performance until the AdWords Proposal is sent to the internal team for approval.
The restructure will be sent your internal team by the end of the 30 days for approval. The aim will be to give the business control of courses they are advertising, locations they want to target, and how the budget will be divided.
PROCESS:
The below table will be used a guide for us to discuss.

Campaign Budget Distribution (shared available) Main USP to advertise Location to target
Brand
Postgraduate Vocational
2. Set-up and fix the conversion tracking from the AdWords account
3. Work on rebuilding the AdWords campaign to meet business direction e.g. increase budget in specific course.
4. Send the AdWords Proposal for the internal team to approve with a discussion.
SEARCH ENGINE OPTIMISATION (SEO)
OBJECTIVE
To discuss clear goals and develop an action plan and outline for a strategy in regards to the process listed below with the internal team.
PROCESS:
Review Search Console
Once access is gained, a review into the Search Console will show us any problems on the site. We will also gain search phrase data through the search analytics tab. This provides an insight into

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