Unravel your customer journeys with Google Analytics clickstream analysis on forward and reverse paths
I don't know whether you have heard of the forward and reverse path clickstream analysis technique? It's a shame path analysis isn't so well known as say funnel analysis, since it's a strong analysis technique to help understand customer journeys on a site to identify inefficiencies.
Clickstream analysis can be used to review the quality and value of your REACH marketing activities, as well as informing crucial decision-making in the ACT and CONVERT stage of your customer conversion strategy.
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What is clickstream analysis?
Clickstream analysis is the strategic analytical activity of reviewing the order of URLs visited and the actions taken during your customers' journeys on your site. By analyzing their forward and reverse 'path' you can track patterns and trends in your conversion funnel, towards your goals.
In Google Analytics, use the "Navigation Summary" for paths…
Set up an automated dashboard that will streamline your reporting process
Google Data Studio is a free reporting and data visualization tool which you can use to pull in data from multiple online data sources and present it via easy-to-read and interactive dashboards.
Launched by Google in mid-2016 and out of beta in October 2018, Data Studio offers far more flexibility than Google Analytics in terms of the type of dashboards you can create. While Google Analytics dashboards can only display data from within Analytics itself, with Data Studio you can pull together data from multiple sources and display it all in one place.
It’s tempting to dive straight in and start adding elements to the blank canvas that’s now in front of you. Before you do that, take some time to decide what data you need in your report and how you’re going to present it.
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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.
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Learn how to use and transform data into actionable insights to improve your conversions for e-commerce
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.
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Transforming data…
Automated website analysis, custom reports, integrations – you can make it possible implementing APIs into your working processes. Find out how marketers can benefit from API implementation techniques
All of us value time and always try to manage it rationally but I know very few marketers who are happy with how they optimize their working processes. With often insane amounts of data to analyze, we spend hours and hours trying to process and organize the results. Here comes the need to implement automation technique and API is exactly what can help you with this task.
API (application programming interface) is a set of subroutine definitions and functions that lets users access the specific features or components of a tool. API allows you to make requests and get data by using the tool’s interface and integrate the results into your custom programs.
So what’s in it for you? How will API help you deal…
Learn several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights
As a digital marketer, you clearly need customer insights to drive your tactics and strategies. And these insights will likely come from a variety of data streams. But to avoid drowning in these data streams you’ll need some good tools and a systematic analysis approach.
In this post I highlight several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights you’ll glean from them.
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Build your own CrUX dashboard on Google Data Studio to see visual stats on origin performance
After the latest announcement of changes to Google Ads, the introduction of responsive ads, better video and YouTube advertising, cross-device reporting functionality, and the lastest broad-core Google algorithm update, it seems Google has had a busy quarter.
Today, Google developers have announced the introduction of Custom site performance reports with the CrUX Dashboard (Chrome UX report).
Google has repeatedly stressed the importance of user experience on site. Optimizing mobile page speed has been number 1 priority - and they've stressed that sites and pages that are under-performing or give less than a satisfactory user experience will be penalized. Afterall, they don't want to be directing users to sites that are slow, have low-quality content and full of ads and poor navigation.
Before your site is negatively…
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…
