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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.

An Example Instagram Report Template for Agencies

Published December 21, 2018

2018 was the year that Instagram became a major internet marketing platform, with nearly 1 billion users. If you didn’t already have a brand presence on the social media platform, you probably started one, or wanted to. Both organic posts and paid advertising on Instagram can bring great value to your brand’s marketing program.

Once you get your Instagram campaigns up and running, you are probably wondering how best to determine their performance. You want to be able to demonstrate the value of these campaigns and know where you’re doing well and where you can improve for the future. You’re probably going to start doing a monthly report on Instagram performance, but luckily, this is not a difficult process. It’s very similar in many ways to other reports you may already be producing. In this post, we’ll present a template to help you jump start your Instagram reporting.

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.

Digital Marketing Reports - The Key Components

Published December 11, 2018

Whether you do digital marketing for an agency or an internal team, you probably need to create monthly reports summarizing the performance of your campaigns. These reports showcase the successes of your marketing strategies and highlight where improvements can be made. There are tons of marketing metrics out there-- it’s hard to know what to include in your monthly report and how to display the data. And the results themselves might get lost-- even if you’ve massively improved campaign performance -- if you don’t present the data in a way that your team comprehends and engages with.

In this post, we’ll look at some of the key components of digital marketing reports that add the most value for your clients and colleagues.

How to Share Access to a YouTube Brand Account With Your Agency

Published November 20, 2018

Businesses of all sizes are expanding their use of YouTube videos for marketing and customer support. But, how do you share access to your business YouTube account with other people who work with you - especially your agency?

 The key is to use a Google Brand Account to host your YouTube videos.  Brand Accounts are Google’s solution for businesses that need to share and collaborate on managing a brand across Google properties.

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.
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.