3 Google Analytics Metrics to Measure the Hidden Impact of Blog Posts and Content Marketing

Content Marketing is more than just jargon because great, useful, content can have a definite business impact. But while this impact should be measurable, it’s not always easy to know where to look and the data is often hidden away. So, here are a few of the useful but lesser-known Google Analytics metrics that we use to measure the truer impact of our clients’ content marketing. Assisted Conversions from Blog … Continue reading

Cross-device conversion-tracking on Google AdWords

This morning, I woke up, did some reading at home using my tablet. Then I hopped on the bus and caught up with news and emails using my phone. Once at the office, I turned on my laptop computer and started working. Sounds familiar? That’s because nearly everyone is constantly connected to the Internet across several devices, each day. This is what Google calls micro-moments. Again according to Google, 61% … Continue reading

Benchmark Data For Online Marketing – How Does Your Company Compare?

Every agency specialist or in-house marketer will have been asked the question “What is a good click through rate (CTR) for a website?” at least once in their career. The answer, of course, is that there is no hard-and-fast answer, as CTR varies by industry, by country, by competitive landscape, as well as a host of other factors. Even though a universally accepted “good CTR” will never exist, the desire … Continue reading

How To Use Google Analytics Interests Reports To Fuel Content Creation & Attract The Right Audience

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Understanding WHO you are creating content for and WHY you are creating content for them are two key factors that contribute to the success of your digital campaigns. What I’m about to show you, is how to use the data in the interests report in Google Analytics to create the right kind of content for the right audience. The example I’m using is a site that sells products relating to the … Continue reading

Using The Google Solutions Gallery To Access Ready Made Advanced Analytics Reports

Custom dashboards in GA are gaining acceptance among the digital marketing community as a really useful way to leverage useful insights into business performance, especially with the range of pre-configured dashboards that are available to import into your GA account, allowing time-strapped marketers to get started spinning genius-level insights straight away. What is less often discussed, however, is the other range of imports available in Google’s solutions gallery. Crowdsourced goals, attribution models, … Continue reading

How To Analyse Cross Device Conversion Data

Hello again! Google recently released some stats to mark the fact that it is two years since they launched estimated cross-device conversion reporting in the AdWords interface. A primer from google about the estimated conversion reports is available here, but for the uninitiated, this group of metrics basically measures the number of times someone clicked on an advertiser’s ad on the search or display networks, finished their browsing session, then returned via another browser … Continue reading

Stay on top of your Analytics account with Custom Alerts.

Not too long ago, I was talking about annotations in Analytics. Today, I would like to discuss another underused tool offered by Analytics: Custom Alerts. Where annotations are useful to understand what has happened in your account that triggered a jump in traffic or a decrease in transactions, alerts tell you when to go have a look into your Analytics account because there might be something happening right now. Keeping … Continue reading

To Attribute or Not to Attribute?

How to measure success in digital advertising is often a tricky question for companies looking to expand their digital activity, or even those taking the first step in away from “traditional” marketing to a more online focused strategy. If every piece of activity on digital channels can be measured and quantified for the return it provides, there should be no more guesswork for advertising teams anymore, right? Well the short answer is … Continue reading

These little things called Annotations

Imagine the following scenario: You check your company’s or client’s Google Analytics, and find out that there is a massive decrease in the traffic on your top performing landing page. Your jaw drops, sweat starts appearing on your forehead and your hands, it’s suddenly 40 degrees in the room… You just start to panic as you don’t understand what happened! Well, brace yourself, there must be an explanation to it, and … Continue reading

Using Analytics Remarketing Lists With RLSA (Remarketing Lists for Search Ads)

Remarketing Lists for Search Ads (or RLSA as our acronym-friendly industry has dubbed the technology for short), is a great update to the AdWords offering, allowing you to target or bid based on specific interactions people have with your website, but one that a lot of marketers still haven’t gotten to grips with. A 101 on RLSA is beyond the scope of this post, but if you need one I … Continue reading