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Review media performance

Learn how to use Google Analytics to review the current effectiveness of digital media and identify improvements

Module purpose

How often is the effectiveness of digital media reviewed in your business?

Depending on the size of business and whether it has dedicated resource for this, it may be daily, weekly, monthly, or perhaps less frequently.

In this module we will explain the options for reviewing digital media whether it is for a regular weekly or monthly trading review, a daily ‘spot check’ or an annual review. It is important to know how much traffic each channel generates (in comparison with other channels), but it is also important that you determine the quality of that traffic.

Insight obtained from your media review can be used to update your forecasts and budgets using our digital media planning spreadsheet.

Module structure

  • Objectives
  • Comparing the performance of channels in Google Analytics
  • How to assess the quality of traffic
  • Compare performance of channels over time Summary

Learning objectives

  • Review the contribution of different digital media in Google Analytics to website visits, leads and sales for a defined time period
  • Compare the contribution to similar companies
  • Compare performance of channels over time
  • Understand the principles of media attribution

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This module is in the RACE Practical Digital Strategy Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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