Digital Analytics Archives - Institute Revenue optimization services Copytesting Blog Search Start 7-day trial for $1 Subscriptions Minidegrees Live trainings Online courses Free courses Resources

Digital Analytics

What is happening, where and how much? Practitioner-written articles on digital analytics and tag managers.

Model Building from the Ground Up

After receiving a $500k budget increase, someone in the C-suite must decide where to allocate these funds: remarketing budget, R&D, events, website redesign, etc.

What should they do? Do they need more information to decide? Even with new information, will that clarify the percentage allocation of funds?

As consumer needs and technology become increasingly complex, so too do the decisions. Modeling is critical for complex decision-making. Relying on intuition alone can set you up for failure.

Keep reading

How to Setup Google Analytics and Segment Your Data

When you hear “data segmentation”, it’s tempting to feel overwhelmed. Why? Segmentation can seem daunting (or boring) to those unfamiliar with it.

It’s an unfortunate because segmentation is perhaps one of the most effective tools at our disposal. The ability to slice and dice your Google Analytics data is the difference between mediocre, surface-level insights and meaningful, useful analysis.

In this article we’ll show you how to setup your Google Analytics to unlock actionable insights.

Keep reading

Product Analytics: A Comprehensive Guide

According to Amplitude, product analytics “show you who your users are, what they want, and how to keep them.”

I remember the first time that a client told me how much analytics had helped their business. They were able to increase their sign-up rate for their product by 22% while reducing their marketing costs. The secret to their success?

They simply used their analytics data to make informed decisions.

Keep reading

Google Ads Hub

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time. 

Keep reading

Pitching a Data Strategy? Here's How to Ensure the C-Suite Says “Yes.”

Are you a CMO who thinks accurate attribution is a pipe dream? Or a customer experience director who has to hack together data to create something resembling a customer journey?

Keep reading

5 Analytics Questions You Should Always Ask

In digital analytics, it’s all about asking the right questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer.

In addition, you’ll consistently come up short on bringing true business value to your company.

video

Keep reading

Raw Data & Google Analytics: A Game Changer

For a long time, I considered standard Google Analytics reports to be the best way to get useful insights. From time to time, I struggled with sampling, limitations, and weird results, but I didn’t see a way around it—until I discovered Google Analytics 360 and raw data exports into Google BigQuery.

After a few hours playing around with SQL, I was already able to deliver insights I never could have with aggregated Google Analytics reports. Since that day, I’ve been exploring how raw data can be a web analyst’s best friend.

Keep reading

Web Analytics Analysis

For a web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.”

Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.

Web analytics analysis is a big part of that. It helps separate the optimizers from just another person with an opinion.

Keep reading

How to Calculate Lifetime Value for Subscription Ecommerce

Subscriptions are an increasingly common way to buy products online, whether consumables like coffee and energy supplements, or personalized lifestyle boxes and fashion. 

Keep reading

Data Discrepancies in Google Analytics: What Can Go Wrong, Why, & How to Fix It

Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.

It’s easy to get frustrated by data discrepancies. Which source do you trust? How much variance is okay? (Dan McGaw suggests 5%.)

For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable. 

Keep reading

Enroll in the Conversion Research Sprint

Introducing our new done-with-you 6-week live interactive training program. In this program, you conduct actual conversion research for your business while we guide you through it.

Whether you attend alone or bring 10 colleagues, the price is the same.

Enroll Today

Categories