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Google Analytics Training Options

Published January 15, 2019
Google Analytics is an indispensable tool for digital marketers. But, with so many metrics and reporting options, it can be overwhelming to figure out on your own. Luckily, there are a lot of great training options out there. In this post, we look at the various types of Google Analytics training that are available and provide insight to help you decide which is best for you.

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. 

ALSO IN THIS BLOG

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.
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.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.