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Customizing Megalytic: Goal Conversion Widgets

Published July 29, 2015
As marketers, we have objectives. Whether it’s a client site or our agency’s site, there are things we are trying to accomplish. We’re trying to increase qualified traffic, to capture leads, to generate sales, to boost admissions, to up the number of mentions the brand receives each week, etc. Whatever our specific objectives are, we know them and its our mission to accomplish them.
That, of course, means having analytics set up properly to track them.
Collecting conversion data is crucial to demonstrating success for any business. Whether you’re tracking leads submitted via a contact form or you’re tracking actual sales, it’s important to tie your business goals to your Google Analytics Goals to calculate how marketing efforts are contributing to business ROI. Without that ability, you’re marketing in the dark.
Beyond making sure that you’re tracking conversions, you also want to make sure you’re reporting accurately on conversion results. Megalytic offers several widgets to help you show conversion stats; each widget highly customizable based on how you want to present the data.

 

 

Customizing Megalytic: Traffic by Channel Widget

Published July 22, 2015
Core to any analytics report is showing your client or boss where traffic to their site is coming from, whether that’s organic search, paid search, social media, referrals or some combination. Tracking and analyzing site traffic is the only way to know what traffic sources are contributing to the bottom line. Channels within Google Analytics offer a bird’s-eye view into how people are finding a website.
But, the Google Analytics Channels reports probably don’t present the data the way your client or boss needs to see it. Even custom reports in Google Analytics can’t give you the kind of data visualizations that deliver the insights you are after.
Solving this problem in Megalytic means customizing the Traffic by Channel widget to present the Google Analytics data in the format you need.
When you first add the Traffic by Channel widget, you’ll see a graph showing data from the top three Channels for the last 13 weeks. However, this may not reflect what you’d prefer to show in your report. Perhaps you want to show more than three Channels, you’d like to show Users instead of Sessions, or you want to focus on mobile traffic specifically. All of these options (and more!) are available within Megalytic.

 

 

Managing Access to Google Analytics for Agencies

Published July 15, 2015
In a digital agency, web analytics is everyone’s job, whether they realize it or not.
It doesn’t matter where you sit, your specific job title or even your skill level—everyone who works within a digital agency must have an understanding of web analytics. You need it for your own insight, but also to help clients to understand their data and how it applies to their businesses.
Of course, training people to bring analytics into their daily routines comes with challenges. You need to bring analytics to your digital agency in a way that will foster buy-in and that will allow people to make more insightful decisions. A good place to start teaching people Google Analytics is with your agency’s own account. Once familiar with they, they can begin using their skills to interpret client data from client accounts.
But before any of that can happen, you first need to give your team access to the agency’s Google Analytics account. After that, you need to think about who should have access to which client’s Google Analytics accounts.
Did the thought of unleashing that kind of power just make you nervous?
We understand. However, realize that sharing some data doesn’t mean you have to share all data. While you want people to be able to review the information they need, you also don’t want them to be able to make edits (intentionally or unintentionally) that would interfere with accuracy.
In this post, we’ll show you how to properly manage access to your agency’s and your client’s Google Analytics. To begin, let’s walk through adding a user to Google Analytics and move on to applying access levels to roles within and outside of your organization.

 

 

Setting Up Conversion Tracking in AdWords

Published July 8, 2015
We’ve already showed you how to translate business goals to analytics goals, and we’ve provided clear instructions for how to set up Google Analytics Goal Tracking. With this in place, you’re able to track all conversions in Google Analytics and even import them directly into Google AdWords.
That’s enough, right? Why would you even bother to set up AdWords conversion tracking separately?
Simple: to give AdWords the credit it deserves!
You may know that, by default, Google Analytics attributes every conversion to the last non-direct source. That means that if your customer’s last contact with the site was via Google organic search, even if an AdWords ad was technically their first point of discovery, the conversion will show up as coming from google/organic.
Over time, this can actually skew your understanding (or your boss’ understanding) of the success you’re seeing from AdWords. Here at Megalytic, we believe it’s important that AdWords receives at least some credit any time it was part of a user’s process of finding your site. By setting up AdWords conversion tracking, you’ll be able to credit conversions to AdWords that occur within a specified window of time (default 30 days) after a user clicked an ad, even if that person came back via another source.
Setting up AdWords tracking also allows you to track unique conversions. This means that if the same user fills out forms multiple times on your site, you’re only tracking one conversion per user. In contrast, Google Analytics will track multiple conversions from the same user if they happen across different sessions. Of course, if for some reason you want to count every conversion separately (say that you sell products via your site and the same user could be making multiple purchases) you can still count all conversions.
Now that we’ve established the need to set up conversion tracking directly through AdWords, you need to decide how you’re going to define a conversion and what it is you’re going to track. A conversion should correlate with someone showing interest in your business beyond just a casual visit to your site, including any activity from a contact form submission to a free ebook download. If you are running an Ecommerce site, you may want to define any purchase as a conversion. Once you’ve determined a conversion to track, you can then proceed to setting up the tracking code and putting it into your site.

 

 

Determining What Data to Include in a PPC Report

Published July 2, 2015
What should you include in your PPC report?
It’s a good question, and one many marketers often struggle with. Whether you’re an in-house or agency PPC professional, chances are you’re required to deliver regular reports on campaign performance. You want to show the right data to your client, the data that will help the client make insightful decisions…but what data is that?
AdWords provides data allowing you to connect specific cost points with your client’s campaign performance. This lets you track not only how many leads the client received from online advertising but also how much they paid for those leads.
In reporting this AdWords data about leads and costs, you want to balance showing the big picture stats that matter while breaking down specific data that your client or boss is apt to care about. Start by focusing on conversions and then break down the data to show where the best performance is coming from.

 

 

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.