Your marketing's most valuable player: using attribution.
Imagine a typical customer journey for a business like TOMS, a shoe retailer that sells online. A user sees a sponsored Facebook post that was liked by a friend about TOMS, and clicks through to Tom's site, browses for a while, then leaves.
Later on, the user sees a display ad from a TOMS retargeting campaign, and clicks through again, this time signing up for email alerts from the brand, but still not buying anything. Finally, the user receives an email from TOMS, clicks through, and starts to really think about buying the shoes. They leave it for a bit, and decide to buy, and they type the web address directly in the browser.
Who gets the credit for any revenue created? Well, that will depend on your attribution model. Attribution may sound complicated but in simple terms,…
Unsure about how to use Google Analytics? Need some guidance on how to navigate around it? Learn how to set-up a GA demo account
Jill Quick originally wrote this advisory for our blog in July 6th 2016 based on a briefing with Google.
A while back Google launched a new string to their analytics learning bow. A fully functioning Google Analytics account that anyone with a Google account can access. This is a wonderful education tool for any marketer, or business owner, who wants a better understanding of how to use Google Analytics.
One of the problems my clients and delegates face when I deliver training on Google Analytics is a real-life example. Something to play around with, learn from and use to back up your measurement plan to educate your team on the insights they could be getting and showing your boss what your time and budget is paying for, especially…
How Google’s Data Analysis Suite Could Transform Your Digital Marketing Strategy
If you run a website or blog and haven’t heard of Google Analytics, then prepare yourself for a whole new world of possibilities! Google Analytics carries on the company’s proud tradition of providing best-in-class tools for web designers and developers and giving those users the guidance they need in order to maximize their potential. If Google Analytics is not installed on your website or blog then get on it now! Seriously; Google Analytics is a tool that no serious website owner should be operating without.
What Does It Do?
Among its many functions, Google Analytics gives you a quick, easy, and mostly automatic way of finding out the vital statistics of your site. For example;
How many visitors your site receives over a given time period?
How many visitors to your site are unique and how many of them have visited…
What is event tracking and how you can use it to improve micro conversions and macro conversions
According to the definition given by Google: 'Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements and video plays are all examples of actions you might want to track as Events’. In plain English, for those of us who aren't coders, we can give this example:
When we have a video in our site and once a user clicks the button for the video to play, an event will be triggered. At the same time, when this event is triggered you can see the result of this action on Google Analytics
Events are then grouped in this report in the 'Behaviour' section of Google Analytics.
Don't fall foul of these common Google Analytics mistakes
Google Analytics is a fantastically useful tool for businesses of all sizes. Rather helpfully for all the SMEs and SMBs out there, it's also free. That means anyone can start using Google analytics to study their web traffic in an attempt to tease out insights, to use to improve their sites.
This openness and low barriers to entry mean it's easy to launch yourself into Google Analytics before you actually have a handle on exactly what you are using for and how you should use it for your business. There's nothing wrong with getting stuck in and learning on the fly, but it can leave you vulnerable to making mistakes that could affect your bottom line. This post will introduce you to some of the basic mistakes people often make when setting up and using their Google Analytics. If you want…
A guide to the benefits and setup of 3 essential Google Analytics features
Adding Google Analytics tracking code to a site is quick in most cases, but I find that many businesses leave it there and don't add more customisation to use some of the more advanced Google Analytics features. These features can give great advantages in understanding how users interact with your site, to support ideas for conversion optimisation. You may not consider these features advanced, but they are missing in many cases, so are advanced in this sense!
The three customizations I will cover, which work best when considered together, are:
Event tracking codes
A/B testing and content experiments
1. Event Tracking Codes
The power of event tracking codes is shown by the many user actions that you can monitor within your website. Event tracking codes can make your life easier since you can monitor all these micro-conversions that matter to your…
How to use filters in Google Analytics to get more accurate data
In this article, we will explain how to receive more accurate data using filters.
For a start, keep in mind that filters in GA are designed to help you customize the data seen/viewed in GA, according to the purpose of the report you need to create. You can
Search & replace data;
Set up an advanced filter.
First Things First: How to Add a Filter
Filters are added only within the “View” menu and here you can create many views if required. A view of the website is basically a copy of the GA data with different settings applied, e.g. you can set access rules, determine the goals for your website, etc. For further information about what the view is and how to add a view check out this material.
Now, log into your GA account,…
You can now evaluate the power of your landing pages for generating leads and sales from organic traffic
Recommended link: Google Analytics article
We're 'quite excited' by this new feature from GA since it gives back some insight which was lost 3+ years ago when Google stopped reporting on keywords from organic search when it blocked reporting of encrypted search terms, labelling them as the opaque 'not provided'.
What marketers need to know about this new feature
1. You can now see not only the volume of traffic generated by organic keywords, but also the visit quality
When integration is configured we have been able to see estimates impressions and clickthrough of search volume for different keywords, which has been helpful since Google blocked reporting secure searches with keywords reported as not provided.
This means that you can now see data on bounce rate and conversions in Google Analytics as shown here. Previously just…
Google's new Autotrack library enables additional tracking of site visitor interactions
Recommended link: Google Analytics announcement about the Autorack plug-in
If you've been involved with customising Google Analytics for different businesses, you will know there are some oddities which make it difficult to track some on-site user interactions which are helpful to know. For example, how do you track clicks out to other sites or outbound form fills. These deficiencies have been around ever since the service was purchased from Urchin. However, there have been workarounds available as plug-ins which we have used on Smart Insights and when helping customise other sites.
Google's new Autotrack plugin library for the first time provides a quality, Google Authorised library providing a simple way to record 'clicks out' as events and also has some great new features which effectively mean it is '6 plug-ins in one'
Here's a quick run down of what's available in the…
What do businesses need to do to gain more insights and value from Google Analytics?
You know the way it is with using Google Analytics... nearly all businesses have it installed, but far fewer have customised it correctly for their business AND have a structured approach for using it to improve their online marketing. I think many business owners and marketers know that because of this and the lack of skills to interpret the data, the obvious potential of using Google Analytics to review and improve online marketing is missed by many organisations. The reason for this missed opportunity is not a technology problem. As Avinash Kaushik has pointed out, in his 10/90 rule of managing analytics, that's because this is largely a People issue, i.e. how to provide People with the right processes, tools and KPIs to drive performance.
Those most aware…