Analyzing the customer journey is pivotal to conversion optimization. But how do you track user journeys in a way that is digestible, visual, and useful?
With funnels, of course! Funnel tracking in Google Analytics is one of the best ways to identify—in detail—where you’re going wrong.
C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”
When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)
Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.
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, founder and CEO of McGaw.io, 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.
Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website.
In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible.
For many, Google Analytics 360 is a black box. Marketing and sales collateral from Google is spartan, and common refrains about key features—like unsampled data—seem unworthy of a six-figure bill for most sites.