Part 2 of a series on SEO reporting best practices (ICYMI: Part 1) Traffic data, found in Google Analytics, helps you quantify your site’s engagement level. Using this data, you can understand more than just how many users visit your site. Traffic data can reveal what information users find useful and help you prioritize optimizations…
Part One of a series on reporting best practices Marketers rely on metrics and KPIs, whether it’s to manage expectations, track progress, or just establish a common internal vocabulary to discuss projects and goals. Understanding the sources and limitations of each type of data point you collect directly informs the insights you can gather–and the…
In our industry, there’s a constant drive to test – layout, content, images, form fields, pretty much everything on a page. We do this to constantly improve on the experience, with common instances being: How a conversion funnel functions To determine the best way to present an article Find the best length for videos Look…
The SEO report. It’s a calling card for some agencies. These reports can be ornate or no-frills (everyone has their own style). Smart companies use APIs to compile reports without spending manual hours. Some rely on automatic SEO reporting tools. For other companies, it’s a time-intensive and considerably low-value exercise.
Google Ads location targeting allows advertisers to choose who can see their ads and prevent them from showing in areas they cannot serve. Google uses a variety of signals such as user settings, device, and search activity to determine where a user is located each time they search. In Ads reporting, you will see two…
Forecasting. Some account managers love it, some hate it. Others believe it should be owned by an analytics team. For the record, dear reader, I LOVE forecasting. Judge me as you see fit. Regardless of your position on the matter, a Q4 forecast is essential to building a solid holiday plan. It sets your client’s…
Stuck in a one-click world? Can’t justify your head terms, display buy, content-based email campaign, or any other top of funnel campaign? Trust me, you’re not the only one. I’ve been through this. A lot. But I have also overcome this a lot. What I learned a long time ago is that attribution is a…
Analytics is an area of constant refinement and shifting opinions. While numbers themselves are concrete, our interpretations, evaluations, and meanings of them can change. Definitions and context are key to understanding and interpreting data. Why? Well, every site we track requires an agreed upon understanding of how something is going to be scored. Think back…
Wouldn’t SEO be much easier if there was a way to predict just how much a change in a page’s SERP rankings would impact the amount of traffic that page gets? While the “opportunity score” formula isn’t new, we wanted to share the one we prefer – and show you how to make your own….
We all know the metric rockstars of eCommerce reporting – transactions, revenue, average order value, etc. This post isn’t about those metrics – they already get enough press. This is about the unsung, and too-often ignored, metrics of eCommerce. These are the details that are not as glamorous, but can be even more influential to creating incremental sales and revenue. (For general details about eCommerce tracking and its implementation, I highly recommend you take a look at LunaMetrics and some of their posts.
Google recently announced the launch of Analytics 360 with seemingly little fanfare. (I was hoping for fireworks, or at least a few streamers so my definition of ‘little’ may be a bit off.) The newer products all revolve around the core of analytics, but show some breadth and depth of trying to reach beyond just analytics and tagging to create better ways of using the data we have been collecting.
Google Analytics has recently launched their Autotrack options – a series of plugins designed to enhance the standard tracking implementation. Sites currently using just the standard Google Analytics base snippet are likely going to see the most benefit of these plugins, but there are a couple of other issues Google Analytics is using these plugins to try and solve for (such as single-page applications and device orientation). The plugins are a way for additional data collection without an extensive custom development or making the jump (yet) to Google Tag Manager.
