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Google Analytics Undermined Performance Indicators

By Zaid Ammari posted 09-23-2013 06:39 PM

  


INTELLIGENCE EVENTS

Analytics Intelligence consists of an algorithmic engine that can detect any anomalies statistically that exist. Some data may be missed, but these tools can sift through the data and leave you time for more important tasks. If you want to analyze your traffic patterns, you can get alerts posted daily, weekly, or monthly.

MULTI-CHANNEL FUNNELS

Multi-channel funnel reports have the ability of tracking user behavior and showing how customers interacted 30 days before conversion or purchase. These insight reports provide information about metrics including what channels had an impact on conversions, number of interactions before a conversion, and the top conversion paths. You can also understand your marketing efforts better and improve based upon current channel performance.

Most user don't know that the multi-channel funnels can be customized to provide a specific set of insights for any type of traffic or combinations of traffic. The most common/standard use of this would be to understand which specific Adwords campaigns/keywords are actually triggering sales and which are assisting in providing them. These reports can also be used at a macro level to understand which channels being social, paid or organic are most beneficial to the website.

ATTRIBUTION MODEL COMPARISON

In 2013, Google added attribution modeling and provided users with a set of default metrics they can use to measure performance across different mediums and channels. This attribution modeling is by far the most undermined set of KPI's that users don't use. This is mainly because they either don't have the time or the skills to get meaningful information out of their analytics. 

Attribution modeling CAN be customized to measure performance across channels or just across one channel. Most would agree that customization is power and provides much more detailed insights than regular default reporting. Use this power wisely!

RETARGETING

Google Analytics also introduced the ability to retarget users by using their asynchronous tracking code with no additional setup needed. This has improved many media companies setup times and provided website admins an easy way to retarget their users. However, users still need to connect their analytics to Google's paid service (Adwords) to be able to run their retargeting campaigns users on the GDN network.

However, the most under used part of retargeting is the ability to actually target users based on their interactions and not just which pages they visit. This can be accomplished with sequence filtering and creating various combination of lists. Simple retargeting campaigns currently provide high conversion rates at low cost. Using more targeted and timed retargeting lists would improve conversion rates higher and provide additional benefits to "simple" retargeting campaigns.

Please note that retargeting campaign only start serving impressions once a 100 user are added to the lists to help and ensure user privacy (or try to!).

To better understand all these metrics, I would check out this training course on meetup

 

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