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5 Steps to Measure Your Omnichannel Performance Using Digital Analytics

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  photo credit: Karolina Grabowska We had an interesting question come up the other day about how many leads does content get versus how many leads does advertising get. It's a great question, but, as analysts, if you were just going to report a number then you would be doing a disservice to the real problems at hand. Here is how I see this: - The original ask isn't a true business question that an analyst should really try and frame each question she or he is trying to answer - The question within the question is more important. What I believe is being asked is "how good are these channels and why do we need both if one is better than the other?" - maybe there's a bias towards one or the other, but you have to get to the heart of the matter The real things to solve for are the following: 1) Do we get leads ATTRIBUTED to content? 2) Is that lead ATTRIBUTED to content at the first touchpoint or in the journey? 3) If someone sees an AD with CONTENT during the journe...
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The Best Regex Weapon for Google Analytics

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The honest truth about Google Analytics: hardly any novice-to-intermediate user ever uses custom reports, dashboards, or alerts. The good news is that you can do A LOT with the standard reports if you know a couple of handy tricks at your disposal.  Current World of Google Analytics Data Search I am sure you have seen the above. The field where you can find something specific. It's pretty handy, but it's also fairly limiting. You can click into it and get this little guy. Advanced Google Analytics Data Search When clicking on advanced, you can include/exclude by the dimensions you have and utilize simple operators such as "containing", "begins with", "ends with", and "exactly matching" which in reality we all rarely use (it's tough remembering what dimensions are exactly named!). This is great when trying to find a set of pages, or campaigns etc. that need to be grouped together for easy review of how things are ...
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Google Assisted Conversions - The Good. The Bad. The Better

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I think we can all agree that Google Assisted Conversions, whether it's for form completion, download, or a transaction is very important in beginning to understand customer journey and what content helps drive your business. But there are issues if you are simply trying to see the total value of your various marketing channels. In this post, I will try to get into what's great about the assisted channels report, what's not so great, and steps you can take to best review your channel's value. The Good Understand Channel Relevancy: In the view, you can see how relevant each of the channels was to the main conversion. For this example, since it's a transaction we see how much revenue actually was attributed to that channel outside of last non-direct click attribution. As you can see, organic search as an assisted channel has a very high value as compared to last-click attribution. With this insight, you might think that you need to continue down the path...
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