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How to Get Google Analytics Certified: Step-by-Step

Published December 14, 2018

Every digital agency and internal marketing group needs a Google Analytics expert. Since you are reading this post, you’ve probably decided that you want to be that expert. Or maybe you’ve been “volunteered” for that role by your team!

Either way, congratulations! Mastery of Google Analytics is an important milestone in becoming a proficient digital marketer. A good start is to become certified by passing the Google Analytics Individual Qualification (GAIQ) exam. In this post, we walk through the process, step by step, of getting Google Analytics certified.

Return on Ad Spend (ROAS)

Published March 7, 2018
Return on Advertising Spend (ROAS) is a term you encounter all the time when working on advertising optimization. There is even a Google Analytics metric named ROAS and you can use Target ROAS as a bidding strategy in AdWords.
So, what is ROAS exactly? To start, the ROAS formula is defined as the ratio of the revenue generated by advertising over the cost of that advertising.
 

ROAS measures how much of your advertising spend you got back in revenue. ROAS is never a negative number because in the worst case your ads produced 0 revenue and ROAS would be zero.

So, what's a good ROAS? The answer is that it depends on the operating margins, cash flow, and other aspects of your business. In this post, we examine how to know what your ROAS needs to be and how to use (and not misuse) ROAS as a guide to managing your advertising spend.

Post-Holiday Metrics: Data To Capture This Season

Published December 21, 2017
This season, one of the best gifts any business can receive is new data. All of the days, weeks and months leading up to the holidays contain useful information that can be captured and should be applied to future initiatives. So, as this year’s season wraps up and we begin looking forward to what the New Year brings, don’t forget to look back at efforts and analytics to find out what kinds of insights have been left in your digital stocking.
 
In today’s post, we’ll cover some of the information that deserves documentation to get a head start on what to do and what to expect next year. 

Combining YouTube Analytics with Google Analytics for Better Video Marketing

Published December 6, 2017
Online video offers businesses and marketers a powerful way to promote their brand, connect with their audience, drive traffic, and to get their message (or product) out in a memorable way.
But how can you learn more about who’s watching to determine the value these videos, and these users, are providing your business?
 
To answer these questions, Google Analytics offers multiple reports to show how many users are coming to your site via YouTube, where they’re going once there, how well they engage with your site, and how many ultimately convert. Meanwhile, YouTube’s own analytics reporting offers valuable insights about exactly who is consuming your video content.
 
In this post, we’ll take a look at how to analyze YouTube traffic in both Google Analytics and YouTube, as well how the two work together for even better insights. 

Are You Ready for Google Analytics Certification?

Published October 12, 2017
You’re already a fan of Google Analytics. You know which data to pull, you know how to look at your audience, user behaviors, and conversions. You gather, analyze and present this kind of data month after month. Your clients, colleagues, and boss are satisfied.

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.