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Tracking Your Digital Agency's Internal Marketing with Google Analytics

Published February 26, 2016
As a digital marketing professional, you spend hours ensuring that your clients’ websites have analytics setup accurately. You work meticulously to ensure that you’re properly tracking the sources that drive people to the site and evaluating which efforts result in leads. You’re committed to your clients and you’re super busy because you’re good at what you do. That’s awesome.
The downside is, sometimes this loving care for clients can cause an agency to neglect tracking its own internal marketing efforts. But you hard-working agencies deserve a little me time too. It’s important to make sure that you’re giving attention to accurately setting up analytics on your own site, as well as tracking the results of each channel. You’re a pro, but sometimes everybody needs to get back to basics.

 

 

Customizing Megalytic: The AdWords Networks Widget

Published February 18, 2016
When reporting on online advertising performance, you want to show results on a granular level, in a way that makes sense to your clients. Unfortunately, marketers often spend too much time thinking and speaking like marketers, not like the clients who will be reading the reports they are putting together. When that happens, data gets grouped together in a way that that doesn’t accurately reflect your account’s performance, especially when you’re running ads across both search and display networks.
Megalytic’s AdWords Networks widget allows you to segment your data to report a clearer picture of performance to clients. In this article, we’ll delve into how to use this widget in your analytics reports, along with additional customization options that exist to allow you to segment by device or click type.

 

 

Using Google Analytics Data for Facebook Ad Targeting

Published February 11, 2016
As marketers, we love Facebook. And for good reason! Through Facebook advertising, we’re able to target users by a wide range of demographic factors, including age, gender, income, net worth, interests, and much more ( so much more!). You can even identify targeting criteria from your own data about current and potential customers and use those same filters in your Facebook marketing, as well.
Even with all of this Facebook data at our fingertips, it’s not enough to set your campaign once and then forget about it. Your ad targeting strategy should be constantly evolving; growing to incorporate the information you’re collecting about those seeking your brand.
You know the power of Facebook’s targeting criteria, but did you know that Google Analytics can help you learn about the people who are actually visiting your site, reading your content, and converting? In turn, you can use this data to adjust your targeting on social media to better reach the people who meet your desired criteria.
Let’s take a closer look at how to set up Google Analytics to get the right data about your visitors. Next, we’ll dive into how to look at the data that correlates with Facebook targeting options.

 

 

Customizing Megalytic: The Events Summary Widget

Published February 5, 2016
Google Analytics Events allow you to track website interactions beyond default activities. While Events do require some manual setup, they are helpful for tracking anything from video plays and mobile ad clicks to PDF downloads on your site. You can even use Events to track site engagement and evaluate how far users are scrolling through content.
While we’ve previously covered how to set up Google Analytics Events (such as in the articles linked above), reporting on these Events is the natural next step for marketers. After all, once you’ve taken the time to set up custom tracking on your site, you’ll want to be sure to call out these results.
Once you have configured Events to track your site’s interactions, you can begin including these in your analytics reports. Megalytic’s Event Summary widget allows you to recap this activity in a concise format.

 

 

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.