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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...

First impressions are important. To ensure you're making a good one, you should review where most visitors enter and what they first see.   In web analytics, this is called landing page analysis. This post is going to help you to do your own 10-minute analysis of your landing pages, identify what's working, what isn't, and what you can do to improve. Minute 0-2 - The 30k Feet Stage: View the weekly dashboard you have set up and automated so you get a feel for how the website is doing. If you haven't set up the dashboard, check my post on how to create an effective dashboard  in regards to the key modules you require, then use this guide  to build. Don't worry, it's not a show-stopper if you don't have a dashboard. Simply go to Acquisition-All Traffic-Channels within the Google Analytics interface and see which source is doing the best. In my example, I see that most of my traffic is coming from organic search. For those that do not know, organic search...

Dashboard reporting is such an important tool for a company. They could be just what you need to engage all of your employees. At other times a dashboard can showcase a slew of unimportant metrics that get deleted as soon as it enters the inbox. So what constitutes the mix of a good dashboard? You need to ensure that p eople are checking the dashboard regularly based on the interval it is sent (and hopefully more than that!). You also need to be sure the g oals and KPIs reported are directly aligned with the objectives of the business and the questions  and ideas generated by the same people receiving the dashboard are for things such as deeper-dive analyses, or marketing-related activities. From a web analytics perspective, that means you need to focus on digital marketing framework consisting of these 4 components: Traffic↣Engagement↣Acquisition↣Conversion Here's an example of a very simple dashboard you can set up for your users where each column showcases t...

One of the most convoluted parts of a digital marketing strategy is understanding whether the content you use is helping your business. It's not the simplest thing to understand, but I'm hoping as you read this post you think of some ideas how to get the results you need. Measuring digital content effectively using Google Analytics reporting.  First, let's examine a few key rules: 1) The role of marketing: Marketing is about the growth of your business, whether it be by brand awareness, sales, leads, usage or influence. If this is the case, then we need to have goals aligned with key KPIs and metrics to ensure that marketing is doing what we want. 2) The role of content: Content is essentially just information, but the types of content you use can be different, which requires you to think about the different types of data uses to measure it as well as how to present that data to your teams. 3) The role of visitors: Often forgotten is that not all visitors who come ...