Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? What if you’re not measuring correctly or completely? What if there’s a whole pile of things you think you’re measuring when really…you’re not?
A lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken. That’s why you need to conduct a Google Analytics audit.
With a single click, a user can destroy Google Analytics data: Moving from an AMP page to the main site or the main site to a payment processor can turn one visit into multiple sessions, mucking up source data along the way.
You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, competitor research, and insights on jobs-to-be-done (JTBD) can inform your marketing strategy.
Brand tracking is how you measure if those efforts are paying off.
Brand tracking provides both qualitative and quantitative answers to crucial questions:
- How do your customers perceive your brand?
- Are your campaigns driving conversions?
- Do consumers know who you are?
- Does your messaging at each touchpoint match customer intent?
- Is your brand part of most consumers’ consideration set?
- Have you built perceived value?
In this article, we’ll share key brand tracking metrics and methods for how to measure and optimize your success.
Google Tag Manager (GTM) allows your team to collect data essential to making smart marketing decisions.
Understanding the benefits of GTM and how to properly utilize it can be a challenge, so we’ve put together this guide as a reference point. You’ll learn how to set up your own account and get the most out of it.
Heat maps are a popular conversion optimization tool, and for good reason. We leveraged correctly they are a powerful way to better understand your audience and deliver more value.
So what can heat maps answer?
A few years ago, our developers rolled out Angular on a few key web pages—without consulting the web analytics team. The pageviews on some of the pages suddenly dropped to almost nothing.
I bought two books on Angular to try to find a solution. Meanwhile, my manager stumbled on an alternative syntax for tracking pageviews in Adobe Analytics. As we found out, a similar alternative syntax also exists to track clicks (and anything else).
Heatmaps are great for analyzing the behavior of your visitors. They can lead to insights you can’t find using other methods, which can greatly increase your conversion rate.
Hopefully you have many optimization weapons in your arsenal: digital analytics, A/B testing, click mapping, user testing, etc.
One you may not have thought of (and hence your competitors might not be aware of): eye-tracking and visual engagement analytics.
According to a study, 71% of website visitors complete their purchases offline.
Online, we have plenty of ways to track visitor behavior—cookies, heat maps, click tracking, retargeting, etc., but as soon as that person picks up the phone, we’re lost. We don’t have to be.
Some of you out there may find this Google Analytics feature overview to be mostly a review. That’s awesome! That means you’re really taking ownership of your data. However, if you’ve never used any of these features, only experimented with them a little, or aren’t sure you’re using them correctly, you should read on.
From the time you set up your account and put your tracking code on your site, Google Analytics starts to capture and display a lot of data.