Client session

Curing Alzheimer's Disease

Thursday, April 9, 2026 at 9:00 PM

Duration (min)

Notes

### Google Analytics Setup & Cleanup

- Reviewed traffic acquisition report showing engagement metrics by channel
  - Organic search: 1:07 engagement time, lower bounce rate
  - Direct traffic: high bounce rate (40%+) but users may just need contact info
  - Cross network (Performance Max ads): showing activity
- Set up bookmark bar for quick access to Analytics and Google Ads
  - Drag circle icon from URL bar to bookmark bar for shortcuts

### Conversion Tracking Implementation

- Created two custom events in Analytics to track meaningful actions:
  1. Donation Complete
    - Triggers on thank you page visit after donation
    - Marked as key event for Google Ads import
  2. Contact Form Submission
    - Requires new thank you page: /contact-complete
    - Separate from donation thank you to avoid false conversions
- Cleaned up existing goals - removed misconfigured tracking from previous tech company setup
- Connected Analytics events to Google Ads as conversion actions
  - Required for Google Ad Grants compliance
  - Enables campaign optimization based on actual results

### Google Ads Campaign Review

- Two active campaigns currently in "learning" status (normal for first 5+ days)
- "Donate to the Lab" campaign spending money but needs optimization
- Budget set at campaign level rather than daily (unusual setup)
- 90-day maximum campaign duration due to end date restriction

### Campaign Settings Optimization

- Updated conversion goals to track new donation and contact events
- Changed location targeting from "interested in" to "presence in" US
  - Reduces wasted spend on overseas users searching US topics
- Identified need for two ad groups per campaign (Google Grants requirement)

### Technical Requirements Completed

- Google Ads Grant compliance checklist:
  - Conversion tracking: + Set up
  - Goal attribution: + Connected to campaigns
  - Analytics integration: + Configured
- Anna needs to create /contact-complete thank you page for tracking

### Next Steps

- Tuesday 1-2 PM PT: Continue campaign optimization
  - Review bidding strategy (currently maximum clicks vs conversions)
  - Deep dive into both campaign setups
  - Address remaining Google Grants requirements
- Anna to set up MailChimp integration and subscription tracking
- Consider creating new campaign without end date restrictions

Action items