Learn how to accurately track and attribute performance to ensure your channels and campaigns are getting the credit they deserve

Everyone can agree that tracking the success of your digital marketing activity and website is important, but exactly how you do that effectively can be a lot trickier. Even if you think you already have a comprehensive system set up, it’s likely that there’s areas of your Google Analytics conversion tracking or reporting which could be improved. In this guide I’ll explore some of the main ways you can more accurately track and attribute performance, to ensure your channels and campaigns are getting the credit they deserve.

Conversion Tracking

Most people are already familiar with the concept of conversions. If you need a refresher, a conversion can be defined as any valuable online or offline interaction somebody has with your business. Conversions are often tracked via Google Analytics goals. Although many businesses track conversions, in my…

Learn how to use and transform data into actionable insights to improve your conversions for ecommerce

One of the reasons companies fail is that they are unaware of the changes in the economic environment. Statistics are showing that roughly 80% of new businesses survive past their first year of operation. These days, data is the primary currency and driver of growth. Using data and the proper tools to analyze it, we have the power to generate growth no matter the size or age of the business.

Transforming data into actionable insights should be the daily aerobics for a company

The problem with these companies is that they sleep on tons of data. They have pure gold in their database: information about customers, visitors, the market, but they are not using it to get actionable insights. To be a data-driven company, you need to have the internal habit (from upper management to every…

Numbers and data are no longer a daunting task — they’ve now become an integral part of a company’s operations.


The issue is most companies are only given the basic facts of their data without the what’s, how’s, and why’s that are driving the analytics.


Jaywing, a British data-based digital agency, found that brands across the board are failing to take advantage of marketing technology innovations, including how data can lead to larger explanations of how their audiences consume. Further, the agency’s 2017 Data-Driven Marketing Report found that 23 percent of marketers rate data science and analytics as the least important marketing skill.


By contrast, the…

Discover the leaky spots and how to fix them by looking at these key areas in Google Analytics

It’s Saturday night, and it’s pouring with rain. You’re curled up on the sofa watching a movie when you feel a drop of water splashing on the top of your head. What? Is this for real? Then comes another one. This time you’re sure you didn’t imagine. It’s for real, your roof is leaking. What do you do? You move to the side and continue to watch the movie, hoping it’s not that bad. You put a pot under the leaky spot to collect the water, check out all the other rooms to see if this happens anywhere else while you call someone to fix your roof ASAP. I’m sure you chose…

Improving your use of Product categorisation, Marketing and Custom data will let you get more out of Google Analytics

Google Analytics has changed considerably in the last three years and in the latest update to our 7 Steps to using Google Analytics to improve your business, we have covered off all the major upgrades and improvements. While there are many changes over the last year, probably the most significant is the upgrade to the new Universal Analytics standard and the introduction of enhanced e-commerce tracking. For non-e-commerce sites this is obviously of less significance but for online retailers there are some significant improvements. The advent of enhanced e-commerce brings a far greater emphasis on key areas of site performance and marketing, in addition however it has also bolstered its tracking and reporting around product performance. That means whereas before GA was primarily the domain of e-commerce and marketing professionals it is now moving into…

Did you know this data is available? Many don't!

In a couple of recent consulting workshops with our members, I've recommended this report Google Analytics report (shown below), but the marketing managers I was working with were unaware of it and, more to the point, they thought they were really useful. I find similar in training workshops too.

What is this data and why is it useful?

The chart shows that you can see the Male / Female breakdown for your site visitors and you can also see the age breakdown too. It's useful for both B2B and B2C. It becomes more interesting when you compare it to the profile of traditional customers acquired by other channels - this prompts questions as to whether you are reaching new audiences online or similar audiences. The data…
A review of the in-page Chrome extension for Google Analytics Value: [rating=3] Recommended link: Google Analytics InPage Extension for Chrome This tool came out at the end of June, so it’s not brand new, but we think it’s still worth an alert since although it has been released for a month, it’s had fewer than 60,000 downloads - not many considering the number of people that use Google Analytics… Maybe this is because it doesn’t add much to the existing Google Analytics In-Page Analytics feature which you access from the bottom of the “Behaviour” menu in Google Analytics.

How to setup the Page Analytics Chrome extension

To setup the tool simply: Download the Chrome extension and enable the extension by clicking on the button in your toolbar. Make sure you are signed-in with the relevant Google Analytics account with a profile for the site you want to review. Load up the page you want…

New new customer acquisition reports give quicker, more useful reports

Value: [rating=4]

Recommended link: Google Analytics blog - Act, Empower, Access

It’s now over two years since Google last made a major update to its interface and report when it launched (version 5) in Beta as described in Dan Barker’s post. Since then, there have been regular updates and we have highlighted the most important in our Google Analytics updates channel. This new update is one of the more significant and useful - definitely worth an alert.

Google always has interesting announcements on major updates at its annual partners conference. This year, it’s focusing less on new technology as it did with last year’s announcements about Universal Analytics. Rather it’s tackling the “elephant in the room” for analytics which is the relative lack of use of analytics…

An example showing how to set up an AB test on Wordpress

What is A/B testing?

You'll probably be aware of the approach, I'm sure. A/B testing, also called split testing, involves your site serving  one of several versions of a page to show to a site visitor. The aim is to usually find a better approach to converting your visitors. [caption id="attachment_344" align="aligncenter" width="300"] What is A/B Testing?[/caption]

Why do you need it?

Put simply, how do you know if the changes you made to a page are working better than the earlier version unless you can compare them side by side? A/B testing allows you to make changes from a position of intelligence - knowing the impact of the changes you make allows you to learn what works and what doesn't, and make sure that you repeat the successes and not the failures.

A/B testing in WordPress


Examples of how to use the new widget, event and mobile segmentation features

Google Analytics 'Realtime' features launched almost 2 years ago, and brought plenty of practical benefits to tool. For example, see these 5 ways to use Google Analytics Realtime  from the excellent Helen Birch. The set of Realtime tools has now been updated with some very useful extras. Here are my 3 favourite updates, and a couple of reasons you may choose to use them: Realtime Dashboard Widgets. Realtime Event Reports. Realtime Segmentation by Desktop / Mobile / Tablet. Here are some screengrabs and notes on each of the changes:

New Feature 1. Realtime Dashboard Widgets:

Google have added ‘realtime’ widgets to dashboards. The tool to add those looks like this: Here’s how they look within the dashboard: (minor note: ‘dimensions’ aren’t yet working for me there. I presume they’re fixing this)

New Feature…

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