Meeting Title: Eden SEO Tracking Setup Sync Date: 2025-09-03 Meeting participants: Henry Zhao, Devin Mertz
WEBVTT
1 00:00:07.920 ⇒ 00:00:10.429 Henry Zhao: Hey, sorry my meeting ran long.
2 00:00:14.680 ⇒ 00:00:16.130 Devin Mertz: Sorry, can you hear me?
3 00:00:16.430 ⇒ 00:00:17.510 Henry Zhao: Yeah, how are you doing?
4 00:00:18.020 ⇒ 00:00:19.279 Devin Mertz: Good, good, how are you?
5 00:00:19.650 ⇒ 00:00:20.369 Henry Zhao: Good, thanks.
6 00:00:21.930 ⇒ 00:00:26.960 Henry Zhao: You want to give me just some context into, like, what we’re trying to do, and we can just take it from there?
7 00:00:27.570 ⇒ 00:00:34.400 Devin Mertz: Yeah, so I just came on, head of organic, so I’m doing all the SEO work here.
8 00:00:35.330 ⇒ 00:00:42.860 Devin Mertz: So, we don’t have any sort of tracking set up at all. We did have, like, a Looker Studio dashboard, but…
9 00:00:43.620 ⇒ 00:00:47.930 Devin Mertz: Whoever was managing that before, just, it’s broken, like, we basically have nothing.
10 00:00:48.110 ⇒ 00:00:56.109 Devin Mertz: So, I was recommended to talk to you, I’m looking for maybe
11 00:00:56.520 ⇒ 00:01:03.679 Devin Mertz: A way that we could set up something that everyone can access for, you know, the track organic sessions, conversion rates.
12 00:01:04.319 ⇒ 00:01:06.970 Devin Mertz: Revenue, all types of those things.
13 00:01:08.160 ⇒ 00:01:20.360 Henry Zhao: Okay, so do you have a list of all the things that you guys want to track, or in that message that Cutter sent, it was just talking about conversions, but I’m sure you want to look at more than just conversions. So, do you have, like, a list of things that you want to look at already?
14 00:01:21.970 ⇒ 00:01:24.560 Devin Mertz: I could just tell you.
15 00:01:24.760 ⇒ 00:01:25.310 Henry Zhao: Fair.
16 00:01:26.280 ⇒ 00:01:28.110 Devin Mertz: I could write it out too, whatever’s easier.
17 00:01:28.930 ⇒ 00:01:31.419 Henry Zhao: Maybe you can share your screen and we can walk through.
18 00:01:31.790 ⇒ 00:01:34.369 Henry Zhao: kind of this stuff together. Cute dog, by the way.
19 00:01:35.360 ⇒ 00:01:36.560 Devin Mertz: Oh, thank you.
20 00:01:37.500 ⇒ 00:01:42.069 Devin Mertz: I don’t have anything written down yet, so let’s go with…
21 00:01:45.530 ⇒ 00:01:47.709 Devin Mertz: Obviously, sessions.
22 00:01:48.460 ⇒ 00:01:53.630 Devin Mertz: And then… Okay. Can we blend,
23 00:01:55.060 ⇒ 00:02:01.020 Devin Mertz: GSC and GA, so, like, maybe average position…
24 00:02:01.490 ⇒ 00:02:03.769 Devin Mertz: I guess we’d want to see CTR.
25 00:02:05.240 ⇒ 00:02:06.100 Henry Zhao: VR, okay.
26 00:02:07.000 ⇒ 00:02:12.090 Devin Mertz: And then, organic revenue and conversion rates?
27 00:02:12.810 ⇒ 00:02:13.979 Devin Mertz: I can’t…
28 00:02:13.980 ⇒ 00:02:15.600 Henry Zhao: That counts as a conversion?
29 00:02:16.080 ⇒ 00:02:17.000 Devin Mertz: Huh?
30 00:02:17.000 ⇒ 00:02:20.289 Henry Zhao: what counts as a conversion? Like, a sale?
31 00:02:20.550 ⇒ 00:02:26.559 Henry Zhao: Like, what are you trying to convert people into, from your campaigns?
32 00:02:28.130 ⇒ 00:02:32.099 Devin Mertz: Yeah, so… It’s a good question.
33 00:02:32.950 ⇒ 00:02:41.399 Devin Mertz: For me, that would be somebody signing up for a prescription, but how long have you been with Eden? You might know more than me in terms of this.
34 00:02:41.570 ⇒ 00:02:46.040 Henry Zhao: about a month, so I feel like I’m still onboarding, but… Okay.
35 00:02:46.040 ⇒ 00:02:48.290 Devin Mertz: It’s week 3 for me, so…
36 00:02:48.290 ⇒ 00:02:48.840 Henry Zhao: Yeah.
37 00:02:49.410 ⇒ 00:02:50.520 Devin Mertz: How many days?
38 00:02:52.350 ⇒ 00:02:53.130 Henry Zhao: 3 weeks.
39 00:02:53.290 ⇒ 00:02:54.590 Devin Mertz: 3 weeks, CIA.
40 00:02:56.470 ⇒ 00:03:00.750 Henry Zhao: Let me… Where’s Dan, one second.
41 00:03:05.260 ⇒ 00:03:06.859 Devin Mertz: Let me share my screen.
42 00:03:18.710 ⇒ 00:03:20.369 Henry Zhao: Are you seeing Google Analytics?
43 00:03:20.960 ⇒ 00:03:21.830 Devin Mertz: Yay.
44 00:03:21.830 ⇒ 00:03:22.500 Henry Zhao: Okay.
45 00:03:23.880 ⇒ 00:03:31.129 Henry Zhao: Alright, so first, I think let’s clarify which ones are your campaigns. So, is it just organic search here?
46 00:03:31.670 ⇒ 00:03:32.450 Devin Mertz: Yeah.
47 00:03:33.970 ⇒ 00:03:39.550 Henry Zhao: Okay, so I was a little bit confused about that, because when I looked at, like, acquisition.
48 00:03:41.360 ⇒ 00:03:44.479 Henry Zhao: I did acquisition overview, for example.
49 00:03:45.690 ⇒ 00:03:50.090 Henry Zhao: New users, just clicked on this one, just to kind of get an overview.
50 00:03:50.520 ⇒ 00:03:54.170 Henry Zhao: I did a search for chat… channel…
51 00:03:57.770 ⇒ 00:04:01.910 Henry Zhao: inorganic search… Exactly matches.
52 00:04:03.280 ⇒ 00:04:04.930 Henry Zhao: I’m getting searched…
53 00:04:08.480 ⇒ 00:04:11.789 Henry Zhao: And then I just kind of took a look at the medium, source, all that stuff.
54 00:04:16.390 ⇒ 00:04:21.049 Henry Zhao: Do you, like, do you care about these breakdowns, or you kind of just care about organic search as a whole?
55 00:04:21.810 ⇒ 00:04:25.150 Devin Mertz: No, just as a whole. These are valuable, but…
56 00:04:25.420 ⇒ 00:04:33.539 Devin Mertz: I just care about getting traffic. I don’t care if it comes from DuckDuckGo or from Yandex. Yeah. We don’t need to segment that far.
57 00:04:33.880 ⇒ 00:04:39.240 Henry Zhao: Okay, and then do they all land at that Tri-Eden, one second, let me bring over that chat.
58 00:04:42.010 ⇒ 00:04:43.760 Henry Zhao: This is what Cutter said.
59 00:04:48.230 ⇒ 00:04:51.359 Henry Zhao: For first time visit equals tryeating.com slash post.
60 00:04:54.220 ⇒ 00:04:56.510 Henry Zhao: I wasn’t able to find that either, so…
61 00:04:58.580 ⇒ 00:05:00.670 Devin Mertz: I’m sorry, say again?
62 00:05:01.540 ⇒ 00:05:06.159 Henry Zhao: I wasn’t able to find that landing page, so I did, like, a landing page, for example.
63 00:05:06.420 ⇒ 00:05:08.620 Henry Zhao: Contains slash post…
64 00:05:17.970 ⇒ 00:05:21.679 Devin Mertz: So, I was having trouble with this as well in GA.
65 00:05:22.790 ⇒ 00:05:24.809 Devin Mertz: I had to switch over to…
66 00:05:30.680 ⇒ 00:05:32.730 Devin Mertz: I can’t think of the tool.
67 00:05:33.670 ⇒ 00:05:34.930 Henry Zhao: North Star?
68 00:05:35.130 ⇒ 00:05:35.570 Henry Zhao: North beam?
69 00:05:36.000 ⇒ 00:05:37.069 Henry Zhao: North Pain.
70 00:05:37.070 ⇒ 00:05:37.580 Devin Mertz: Yeah.
71 00:05:37.780 ⇒ 00:05:39.030 Henry Zhao: Look at North Beam.
72 00:05:41.500 ⇒ 00:05:45.189 Devin Mertz: Because it was showing me zero revenue, when I was just in purely GA.
73 00:05:46.050 ⇒ 00:05:49.619 Henry Zhao: Okay, so probably we didn’t track the conversion yet.
74 00:05:49.750 ⇒ 00:05:55.420 Henry Zhao: Because I was saying, like, whatever you want to track, we probably need to just set that up in GTM as a conversion, and we should be good to go.
75 00:05:57.130 ⇒ 00:06:00.129 Henry Zhao: So we did… you did it here, right? So you did sales attribution.
76 00:06:01.070 ⇒ 00:06:05.590 Devin Mertz: Yeah, there should be a setup called, like, Organic, 30-day.
77 00:06:06.910 ⇒ 00:06:10.930 Henry Zhao: through attributed revenue,
78 00:06:14.750 ⇒ 00:06:19.809 Henry Zhao: category… Organic search, right? Is that what you did?
79 00:06:20.990 ⇒ 00:06:22.280 Devin Mertz: Yes.
80 00:06:38.750 ⇒ 00:06:40.209 Henry Zhao: So then what did you do?
81 00:06:41.290 ⇒ 00:06:47.289 Devin Mertz: So, if you go to the top, I think where it says default, there could… I think there’s, like, a pre-built…
82 00:06:47.730 ⇒ 00:06:50.400 Devin Mertz: It’s called Something 30 Day.
83 00:06:57.180 ⇒ 00:06:58.090 Devin Mertz: No?
84 00:06:58.370 ⇒ 00:06:59.140 Henry Zhao: -
85 00:07:03.620 ⇒ 00:07:04.890 Devin Mertz: If I can find it.
86 00:07:13.530 ⇒ 00:07:16.170 Devin Mertz: Sorry, one second, I’m gonna find my charger.
87 00:07:16.170 ⇒ 00:07:17.430 Henry Zhao: Yeah, okay, take your time.
88 00:07:31.130 ⇒ 00:07:32.070 Devin Mertz: That’s lovely.
89 00:07:33.610 ⇒ 00:07:34.200 Devin Mertz: Yeah.
90 00:08:23.160 ⇒ 00:08:24.860 Henry Zhao: I found landing page.
91 00:08:26.830 ⇒ 00:08:27.560 Devin Mertz: Found it.
92 00:08:29.020 ⇒ 00:08:34.539 Henry Zhao: Go on landing page, I know.
93 00:08:35.620 ⇒ 00:08:36.419 Henry Zhao: necessarily.
94 00:08:39.090 ⇒ 00:08:43.180 Henry Zhao: I did find it, actually. It was just slash post here.
95 00:08:44.670 ⇒ 00:08:50.290 Henry Zhao: So I did. Filter… My landing page… that’s…
96 00:08:58.390 ⇒ 00:09:04.820 Henry Zhao: Yeah, so I found this, like, slash post, so I was able to find sessions, active users, new users…
97 00:09:05.220 ⇒ 00:09:09.580 Henry Zhao: So I do see some revenue, but obviously I think you’re expecting that to be a lot more.
98 00:09:10.970 ⇒ 00:09:13.590 Henry Zhao: So, we just need to look into GTM, probably.
99 00:09:13.610 ⇒ 00:09:14.430 Devin Mertz: We’re not waiting.
100 00:09:14.430 ⇒ 00:09:21.920 Henry Zhao: One of our engineers to make sure that the revenue is being tracked, as well as the conversions that you care about, whatever you count as a conversion.
101 00:09:28.010 ⇒ 00:09:28.760 Henry Zhao: Yeah.
102 00:09:29.270 ⇒ 00:09:31.800 Henry Zhao: And then, hopefully, we can just track it through.
103 00:09:32.330 ⇒ 00:09:33.889 Henry Zhao: If this is what you wanted to look at.
104 00:09:35.420 ⇒ 00:09:36.300 Devin Mertz: Okay.
105 00:09:38.010 ⇒ 00:09:40.560 Devin Mertz: Did you get that chat I just sent right now?
106 00:09:42.170 ⇒ 00:09:43.700 Devin Mertz: It shows the,
107 00:09:47.320 ⇒ 00:09:48.800 Devin Mertz: This saved view.
108 00:09:48.950 ⇒ 00:09:50.639 Devin Mertz: Do you not see that one?
109 00:09:50.640 ⇒ 00:09:53.509 Henry Zhao: Yeah, I see it. Oh, it’s in the…
110 00:09:53.510 ⇒ 00:09:54.880 Devin Mertz: or you can actually search…
111 00:09:56.100 ⇒ 00:09:58.120 Henry Zhao: I can figure this out, one second, alright.
112 00:09:59.060 ⇒ 00:10:00.310 Devin Mertz: You’re gonna…
113 00:10:01.070 ⇒ 00:10:08.279 Henry Zhao: North Beam… Overview… Revenue, organic search, 30 days.
114 00:10:15.300 ⇒ 00:10:20.679 Devin Mertz: Yeah, so I guess that’s… that’s what I was wanting to see. So at the very bottom, it shows, like, I think we made 34K…
115 00:10:20.950 ⇒ 00:10:29.020 Devin Mertz: In the last 30 days, something like that. So, basically, I just want to see, like, the revenue side by side with, like, rankings, and then, like, how many clicks you got organically.
116 00:10:30.880 ⇒ 00:10:32.620 Henry Zhao: Sorry, say that again, so you want to see…
117 00:10:34.350 ⇒ 00:10:44.490 Devin Mertz: Revenue made through organic search, and then, Organic impressions, clicks.
118 00:10:45.080 ⇒ 00:10:49.770 Devin Mertz: And I think if I had those 3 side by side, like, I could then, like.
119 00:10:51.960 ⇒ 00:10:58.300 Devin Mertz: quantify, like, say, like, okay, now this was successful, and I made you this much money. So that’s all I really want to see.
120 00:10:58.810 ⇒ 00:11:04.080 Henry Zhao: What do you want to break it down by? You want to compare organic to other channels, or you want to see within organic?
121 00:11:04.220 ⇒ 00:11:06.369 Henry Zhao: The landing page, or the campaign, or…
122 00:11:07.090 ⇒ 00:11:10.920 Devin Mertz: Yeah, no campaign in particular, I just want to see, like,
123 00:11:12.150 ⇒ 00:11:15.439 Devin Mertz: Let’s go by keyword, I guess, that brought them there.
124 00:11:16.230 ⇒ 00:11:16.980 Henry Zhao: Okay.
125 00:11:17.250 ⇒ 00:11:18.780 Henry Zhao: Breakdown by keyword.
126 00:11:20.030 ⇒ 00:11:23.830 Devin Mertz: Keyword, and by… landing page.
127 00:11:24.360 ⇒ 00:11:26.790 Devin Mertz: I think it’d be important for me to know, like.
128 00:11:27.200 ⇒ 00:11:30.329 Devin Mertz: Which landing pages are being landed on.
129 00:11:31.170 ⇒ 00:11:32.290 Devin Mertz: Most commonly.
130 00:11:33.530 ⇒ 00:11:36.329 Henry Zhao: So there’s anything that starts with at slash post, right?
131 00:11:37.430 ⇒ 00:11:44.599 Devin Mertz: So, yeah, so for my 30-day bet, I’m gonna really be focusing on anything that’s slash post.
132 00:11:44.600 ⇒ 00:11:45.260 Henry Zhao: Okay.
133 00:11:45.260 ⇒ 00:11:51.729 Devin Mertz: I’m proposing that we’re gonna change that URL path, but as of right now, that’s just how it looks, so…
134 00:11:52.240 ⇒ 00:11:52.940 Henry Zhao: Okay.
135 00:11:56.070 ⇒ 00:11:57.200 Henry Zhao: That works for me.
136 00:11:58.120 ⇒ 00:11:58.790 Devin Mertz: Cool.
137 00:11:58.790 ⇒ 00:12:03.329 Henry Zhao: Organic search, that would be our conversion, right? And then organic impressions, organic clicks.
138 00:12:04.710 ⇒ 00:12:06.830 Henry Zhao: So, impressions we obviously have already.
139 00:12:07.370 ⇒ 00:12:11.630 Henry Zhao: Clicks we should have already, also, if you can just see here in Analytics.
140 00:12:12.980 ⇒ 00:12:16.089 Devin Mertz: Yeah, and conversion rate, I guess, also.
141 00:12:16.090 ⇒ 00:12:18.250 Henry Zhao: Yeah, so sessions should be impressions, right?
142 00:12:20.450 ⇒ 00:12:21.510 Devin Mertz: No.
143 00:12:22.650 ⇒ 00:12:29.460 Devin Mertz: So, impressions would be, like, any time that they would even see it in the results page, but not actually going to our pages.
144 00:12:30.030 ⇒ 00:12:33.869 Henry Zhao: That’s true. Do we know that?
145 00:12:34.960 ⇒ 00:12:37.079 Henry Zhao: Does Google give that to us? I don’t…
146 00:12:37.500 ⇒ 00:12:44.339 Devin Mertz: It would, what are we looking at here? So… If you were to go in Search Console, it’ll show you impressions versus…
147 00:12:44.340 ⇒ 00:12:45.750 Henry Zhao: Oh, okay.
148 00:12:48.960 ⇒ 00:12:55.660 Henry Zhao: organic Google search query, and then I would filter by… Maybe landing page?
149 00:12:55.890 ⇒ 00:13:00.960 Henry Zhao: What’s this thing again? Let’s just do… let’s just see if this works.
150 00:13:04.080 ⇒ 00:13:05.000 Henry Zhao: No.
151 00:13:11.080 ⇒ 00:13:14.600 Henry Zhao: How do I… Oh, here, maybe this…
152 00:13:17.620 ⇒ 00:13:18.609 Henry Zhao: Here we go.
153 00:13:19.220 ⇒ 00:13:28.539 Henry Zhao: This should be it. Landing page plus query string… Begins with slash post.
154 00:13:32.300 ⇒ 00:13:38.330 Devin Mertz: Yeah, I guess what begins with versus contains, like, would that make a big difference?
155 00:13:38.740 ⇒ 00:13:39.550 Henry Zhao: Let’s try.
156 00:13:41.550 ⇒ 00:13:44.509 Henry Zhao: I’m scared about contains, because if something has, like.
157 00:13:46.800 ⇒ 00:13:52.169 Henry Zhao: not… like, Postman is, like, something, like, it would catch it when it should… when you should it.
158 00:13:55.430 ⇒ 00:13:57.039 Henry Zhao: I don’t get why this is not working.
159 00:13:59.990 ⇒ 00:14:01.130 Devin Mertz: Yeah, that’s weird.
160 00:14:02.320 ⇒ 00:14:03.900 Henry Zhao: Let me… let me look more into this.
161 00:14:07.080 ⇒ 00:14:09.030 Henry Zhao: So yeah, you want organic impressions.
162 00:14:09.200 ⇒ 00:14:11.659 Henry Zhao: Click, so that’s, like, clicking on the search results.
163 00:14:11.760 ⇒ 00:14:15.659 Henry Zhao: And then revenue is converting by buying a subscription, right?
164 00:14:16.770 ⇒ 00:14:17.510 Devin Mertz: Yep.
165 00:14:17.970 ⇒ 00:14:18.590 Henry Zhao: Okay.
166 00:14:21.270 ⇒ 00:14:21.880 Devin Mertz: That’s simple.
167 00:14:24.430 ⇒ 00:14:25.270 Henry Zhao: Okay.
168 00:14:27.230 ⇒ 00:14:31.340 Henry Zhao: Search the page… And clicking on search results.
169 00:14:33.040 ⇒ 00:14:39.039 Henry Zhao: So it’s not clicks like clicking something on the slash post page, it’s clicking on Google to get to the landing page.
170 00:14:39.980 ⇒ 00:14:44.620 Devin Mertz: Yes, so it could be…
171 00:14:46.450 ⇒ 00:14:56.540 Devin Mertz: Yeah, yeah, that’s right. So, basically, anytime they search for anything in Google and then land on a blog page, which is now nested under post, the only other thing I would say is,
172 00:14:57.990 ⇒ 00:15:00.969 Devin Mertz: the blog homepage, I think a slash blog.
173 00:15:01.420 ⇒ 00:15:03.990 Henry Zhao: And then the categories would be, like.
174 00:15:03.990 ⇒ 00:15:07.389 Devin Mertz: slash… Category dash something.
175 00:15:07.590 ⇒ 00:15:15.070 Devin Mertz: Which, I don’t think anyone is landing on those, so that’s why I’m thinking, like, maybe just post is gonna be what we need to pay attention to right now.
176 00:15:15.070 ⇒ 00:15:17.490 Henry Zhao: Okay, I’ll just do also check slash blog.
177 00:15:17.890 ⇒ 00:15:18.640 Devin Mertz: Okay.
178 00:15:18.640 ⇒ 00:15:23.410 Henry Zhao: That is one… also check slash block. Because once I have slash post, I can figure out slash block.
179 00:15:23.630 ⇒ 00:15:25.469 Devin Mertz: We’ll see if there’s any traffic there.
180 00:15:26.570 ⇒ 00:15:27.530 Devin Mertz: Cool, cool.
181 00:15:29.070 ⇒ 00:15:34.050 Devin Mertz: Yeah, anything else you need me to, like, pass over, I’m happy to do so, but just let me know.
182 00:15:34.290 ⇒ 00:15:42.860 Henry Zhao: Nope, for now, let me just figure out where I can get this data, and then we’ll sync again, or I’ll have the engineer join us and talk about implementing with GTM, or if we want to implement some other way.
183 00:15:43.510 ⇒ 00:15:49.239 Devin Mertz: Okay. And then I guess, in the end, we’ll just, like, have a Tableau dashboard, right? Or something like that?
184 00:15:49.240 ⇒ 00:15:52.760 Henry Zhao: Somewhere, yeah, either Tableau, or Data Studio, or just in Northbeat.
185 00:15:53.270 ⇒ 00:15:56.860 Devin Mertz: Awesome. That’d be very, very helpful. Appreciate it.
186 00:15:57.070 ⇒ 00:15:58.300 Henry Zhao: Alright, thanks, then.
187 00:15:58.300 ⇒ 00:15:59.519 Devin Mertz: Cool, thank you.