Your marketing's most valuable player: using attribution.
Imagine a typical customer journey for a business like TOMS, a shoe retailer that sells online. A user sees a sponsored Facebook post that was liked by a friend about TOMS, and clicks through to Tom's site, browses for a while, then leaves.
Later on, the user sees a display ad from a TOMS retargeting campaign, and clicks through again, this time signing up for email alerts from the brand, but still not buying anything. Finally, the user receives an email from TOMS, clicks through, and starts to really think about buying the shoes. They leave it for a bit, and decide to buy, and they type the web address directly in the browser.
Who gets the credit for any revenue created? Well, that will depend on your attribution model. Attribution may sound complicated but in simple terms,…
Unsure about how to use Google Analytics? Need some guidance on how to navigate around it? Learn how to set-up a GA demo account
Jill Quick originally wrote this advisory for our blog in July 6th 2016 based on a briefing with Google.
A while back Google launched a new string to their analytics learning bow. A fully functioning Google Analytics account that anyone with a Google account can access. This is a wonderful education tool for any marketer, or business owner, who wants a better understanding of how to use Google Analytics.
One of the problems my clients and delegates face when I deliver training on Google Analytics is a real-life example. Something to play around with, learn from and use to back up your measurement plan to educate your team on the insights they could be getting and showing your boss what your time and budget is paying for, especially…
By
18 Jul, 2017
A guide to the benefits and setup of 3 essential Google Analytics features
Adding Google Analytics tracking code to a site is quick in most cases, but I find that many businesses leave it there and don't add more customisation to use some of the more advanced Google Analytics features. These features can give great advantages in understanding how users interact with your site, to support ideas for conversion optimisation. You may not consider these features advanced, but they are missing in many cases, so are advanced in this sense!
The three customizations I will cover, which work best when considered together, are:
Event tracking codes
Goal setup
A/B testing and content experiments
1. Event Tracking Codes
The power of event tracking codes is shown by the many user actions that you can monitor within your website. Event tracking codes can make your life easier since you can monitor all these micro-conversions that matter to your…
