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Getting Started With Digital Marketing Analytics

blur Content | November 23, 2014 | Marketing

How can you make sure you’re making the most out of your marketing analytics?

The internet has diversified a marketer’s role and introduced a range of new challenges and client requirements. One of the most common is the need to be able to work with data and turn it into meaningful, tangible feedback on a marketing campaign, particularly when calculating ROI on social media.

When you kick off a marketing campaign, analytics complete the feedback loop and help you to understand how your web visitors behave. But are you making the most of the data? And could you be taking a wrong turn in your analysis?

While Google Analytics takes some getting used to, it’s relatively friendly, easy on the eye, and there are no shortage of online tips and guides.

Common analytic tools

According to Econsultancy, 56 percent of websites rely solely on Google Analytics, while 89 percent of websites use it in total. That makes it a good choice for marketers. While Google Analytics takes some getting used to, it’s relatively friendly, easy on the eye, and there are no shortage of online tips and guides.

Google Analytics – Basic best practice

Google Analytics’ tracking code can be installed within a few minutes, and the software will start recording information about your visitors immediately afterwards. The data provided is vast, so it pays to take time to learn best practice.

The most important part of setting it up is to create three views. These should be variants along the lines of:

  • A Master View – This should contain all the information with no filters.
  • A Reporting View – This has the filters you need on it to create your reports and gain insights into your data.
  • A Testing View – This is where you test out filters before you implement them into your reporting view.

The purpose of these three views is that any changes you make can be tested before you implement them in your reporting view, so that if there are any issues you haven’t lost valuable data (as once data has been filtered by GA it can’t be changed retroactively).

The Master View is the failsafe, so that if you find out that you have been implementing a filter that has had adverse effects, then you still have the data in your Master View and all is not lost.

Filtering

Google Analytics tracks every visitor, but there are some you may not want to track, such as visits from your own agency or your client’s offices. One of the first filters you should set up is on your own IP address so that your reports are not distorted.

Measuring conversions: Marketers can set up custom Goals in Google Analytics. Each Goal allows the marketer to measure a specific conversion action. For example, one of your Goals may be a newsletter signup; another may be a product enquiry through an email form.

Goals are one of the basic features of Google Analytics, yet many marketers fail to use them to their full potential.

Social media acquisition: Google has put together a range of social media reporting tools. Use it to quickly see an overview of social visitor acquisition statistics, most shared content and the value of your socially engaged visitors. If you work with one or two social networks, create your own custom social reports using the Segment Builder or check your Acquisition Reports.

Hooking in other services

Google Analytics can track UTM codes (normally these are used in email marketing campaigns). Services like MailChimp automatically insert these codes into the hyperlinks you create, but you can manually create your own.

By checking UTM referrals, marketers can instantly see how an email marketing campaign is generating leads, and what type of content your subscribers want more of.

With Google Analytics, patience pays off. You will get a better picture of visitor behaviour as tracking data builds up. Google is continually improving Google Analytics, and it’s one area of its services that thankfully remains free.

Once your basic knowledge is up to scratch, explore some advanced features of Google Analytics, such as Content Experiments, to delve deep into the psyche of your audience.

Short of time to set up and track marketing campaigns? Struggling to find a supplier quickly?

Don’t worry! Come to blur and we’ll take care of everything. We’ll help you create a brief that covers all your needs, and get it submitted before thousands of Marketing Analytics experts. Our streamlined online process has seen businesses go from brief to project in less than 48 hours.

With nearly 50,000 agencies on every continent a round the clock initiative ensures that your campaigns can actually be up and running in days. We can help you choose your perfect supplier and get your marketing analytics program underway. And we’ll save you money too. Just get in touch and tell us what you would like to achieve.

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