Adding A PMA Filter

This case statement can be used so you can segment your PMA in Google Data Studio:

WHEN REGEXP_MATCH(City,"City1|City 2|City 3|etc") THEN "PMA"
WHEN REGEXP_MATCH(City,".*Cell Phone.*") THEN "Cell Phone Towers"
WHEN REGEXP_MATCH(City,".*Bot.*") THEN "Bot"
Else "Other"


If you want to start with just PMA, use this:

WHEN REGEXP_MATCH(City,"City1|City 2|City 3|etc") THEN "PMA"
ELSE "Other"


It’s very important if you are a brick and mortar, and this will make it incredibly easy to sort. This is most beneficial for new cars.

I never ask a dealer what their PMA is because they’ll ad cities that aren’t. I prefer just to get a pump in, pump out report.

Overall I can see the percentage of all traffic, and now I can easily select one or more.

If you want to add Cell Phone Towers & Bots you can use this one :

WHEN REGEXP_MATCH(Service Provider,".*verizon.*")THEN "Verizon Cell Phone"
WHEN REGEXP_MATCH(Service Provider,".*t-mobile.*")THEN "T-Mobile Cell Phone"
WHEN REGEXP_MATCH(Service Provider,".*at&t.*")THEN "AT&T Cell Phone"
WHEN REGEXP_MATCH(Service Provider,".*sprint.*")THEN "Sprint Cell Phone"
WHEN REGEXP_MATCH(Service Provider,".*google fiber.*")AND REGEXP_MATCH(City,".*Irvine.*") AND REGEXP_MATCH(Device Category,".*desktop.*")THEN "Bot"
WHEN REGEXP_MATCH(Service Provider,".*amazon.*|.*microsoft.*")AND Source="(direct)" THEN "Bot"
WHEN REGEXP_MATCH(Network Domain,".*amazon.*|.*unknown.*")AND Source="(direct)" THEN "Bot"

Ignore The Bots

Bots are no big deal, and this view assures me that I’m not paying for any of this. The bots also didn’t trigger any of my conversions, and I have 18 of them. If your bots are triggering conversions, you have them set up wrong.

PMA & Cell Phone Towers

I like to look at the PMA and cell phone tower traffic together, especially for new traffic.

Other Cities

By showing only other cities, you can clearly see opportunities. In this case we are targeting Military Bases with the Military Rebate offer, so it’s no surprise to see the two bases.

If we sort by only the two bases, you can see how great the quality is.

The idea of the Average User Value makes it easier to value a source. A mobile phone call way be worth $15.00 to you, and a call from a VDP may be worth $25.00. A contact lead may be worth $25.00, and a VDP engagement may be worth $5.00.