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AdWords is beyond easy to get into, which is refreshing for the most people that don't know sophisticated digital marketing strategy. The biggest questions I've seen when looking at your performance on AdWords are the following: Is this good? Can we show worth and improve? What's working the best and what stinks? Why!?! OK, so number 4 is basically what all of this is about, but you want to understand those others. In this post, I'm going to show you how to understand each of these, and how to improve the program using Google Analytics. The goals? Make more cash. Get more leads. DO BETTER. 1) Is this good? Reviewing AdWords vs Google Analytics Paid Search Performance The first thing you need to understand is the attribution between AdWords and Analytics. AdWords will generally appear higher in conversions tracking than Google Analytics. AdWords basically says "if at any point someone used one of our ads to convert, then we're counting it as a con...

Creating the incentive to buy at your store is a problem for shopping districts and malls. Generally, you'll go in if there is a product you want, but more willing to buy if the barriers to entry are removed. It's not uncommon for this to exist online. Websites are also trying to promote their best products often and in your face. What is sometimes a struggle is for them to feature products the market is actually looking at. This is a great use of your Gooogle Analytics time! In this post, I'm going to detail 3 reporting ideas and show their value (in beautiful gold stars!) for helping you determine which products might be product feature winners. 1) Organic Search Query Analysis ⭐: I spoke to you about setting up Google Search Console for your website in a previous post. If you haven't done that check this tutorial out on Google Search Console . You can choose to integrate it in Google Analytics after you have it set up. Once you do, go to the Search Console fol...

In the first content marketing analytics post we talked about how to analyze videos  to improve the conversion on your website. Most companies, however, can't put a lot of money in video. Instead, they might need to utilize PDFs, Case Studies, Product Brochures, and the like to see if that moved any users to entice a purchase. This post is designed to show you how you can verify the correlation between download and purchase. Step 1: Identify the Key Download Let's assume you have product brochures on your product detail pages. The first step is to see how well those are being downloaded. If they aren't even being downloaded, why continue to use them? Ensure the brochures are set up with Google Event Tracking (if you haven't set these up here's a good tutorial .  I suggest the following setup: Event Category: Product Brochures Event Action: Download Event Label: Product Brochure Name (it can be whatever you name) Assuming you have that setup,...

Forrester defines "customer journey"  as a series of touchpoints by which the customer moves from awareness to engagement to purchase. We can switch purchase to whatever your conversion(s) is, but how do we understand customer journey within web analytics? In this post, I'm going to show you 3 reports in reviewing your customer journey and how to use those insights to drive action for the future. The first thing to note about Google Analytics (and most web analytics platforms) is that they each default to last-click attribution. This type of attribution basically states that the platform is only tracking conversions from the last click from a source. What we need to do is check our total conversions by the channel from a last-click perspective, how each channel assisted in conversion, the top paths people take to convert, and actions to take as a result of the data. 1) Conversions by Channel: Go to Acquisition→All Traffic →Channels From the re...