Analytics Vs. Reporting: Adding Insight to Data

When someone is speaking, do you simply hear them or are you truly listening?
Listening implies a conscious choice, an investment in the words being spoken. With digital data, some of the same principles apply. Month to month, are you providing analytics to your clients or are you truly reporting?
In the case of analytics versus reporting, analytics is the numbers, the raw data that is captured by a platform like Google Analytics. Whereas reporting indicates an interpretation of that data. It is an effort to extract insights that can drive decisions and actions. The ability to distinguish between the two, and provide the latter, is what can make or break your relationship with clients.
Sounds easy enough, right? Unfortunately, sometimes the closer you are to the analytics the harder it can be to see them through someone else’s eyes.
As an online marketer, it’s all too easy to assume that everyone understands the meaning inherent in the data you’re immersed in every day. Your comprehension of how the AdWords bidding system works or how Google crawls page content is second nature. So when you’re going through reports in Google Analytics and exporting spreadsheets full of information, you may operate in a bubble where you’re ready take action on the data without a translation.
For instance, you may see that a landing page has a high bounce rate and low conversion rate from ads. Instinctually, you know to adjust the content on the page. However, when presenting this to a client, will they understand what bounce rate and conversion rate are, how you determined those metrics were poor and why that made you decide to change the content? Not to mention, do they understand how those numbers relate to whether or not their business is making money from digital marketing?
In this article, we’ll cover a few tips for adding insight to your data to ensure that you’re providing valuable, thorough reporting and not just raw numbers.

 

Megalytic Chart of Organic Traffic

 

Read more

Previewing the New Google AdWords Interface

We all need a new look sometimes. Maybe it’s a haircut or a new pair of glasses; other times it’s a full makeover. Well, Google AdWords is no different, undergoing its very own facelift over the last few months.
As you may have noticed, Google AdWords has been gradually rolling out a new interface, giving select accounts beta access over time. This represents one of the largest overhauls of AdWords’ visual appearance since its launch. While the overarching process of management remains the same, even aesthetic changes can take a little getting used to. If you haven’t had a chance to re-familiarize yourself with the new face of AdWords, we took some time to go through what’s new, what’s moved and what’s similar to the current interface, with screenshots along the way.
Let’s take a look.

 

New AdWords Chart Style

 

Read more

Defining Key AdWords Metrics

Spending money on marketing is not new. But with digital advertising, especially the paid options available in Google, for every dollar you lay out, you can figure out how much you’re getting back. From actual revenue to gauging exposure, AdWords gives you extensive insights. You may still have to “spend money to make money,” but at least here you can make sure your money is working smarter.
But to do this, which metrics should you care about most when reviewing AdWords performance? With so much data it’s sometimes hard to tell. For starters, take a look at the sheer number of options you have in the interface for viewing metrics.

 

Google AdWords User Interface

 

You can add scores of metric columns via the interface, but more isn’t always better. For looking at top level data, there are a few specific metrics you should care about to pinpoint success.

In this article, we’ll review the top AdWords metrics and what they mean for your account, while helping you focus on what numbers matter most to your business’s bottom line.

Read more

How to Set Up a Google Analytics Account

You’ve launched a website, but now you need to know how people are using it. You need to answer important questions like, how many people are visiting the site each day? What topics are they looking for once they arrive? How are they getting there and how much time are they spending? Google Analytics can answer all of these questions and many more with the installation of a simple code.
Google Analytics is a seemingly endless source of data and insight. But you can’t get the benefits until you have it set up properly, and if you’re new to digital marketing that first step can seem daunting.
So we’re here to demystify the process for beginners.
In this article, we’ll walk through creating a Google Analytics account, adding the code to your site, testing the installation, sharing access with appropriate stakeholders and setting up goal tracking.

 

Google Analytics Logo

 

Read more

Five Ways to Use Video in Online Advertising

From television, to movies, to the Internet, video may have killed the radio star, but it gave birth to a new generation of media. In the last several decades, video has become a critical component of entertainment, education and, of course, advertising.
Why? Because it works.
Video allows you to grab users’ attention by engaging them both visually and audibly. It’s also in high demand, people want to consume video content and actively seek it out. YouTube users are watching over 5 billion videos every day.
Further, it’s an effective multi-platform media. People aren’t just watching videos on their phones; 2 out of 3 YouTube viewers say they watch YouTube on a TV screen, according to Google’s research. You can truly reach people across all devices, from the smallest phone to the largest TV, with video ads.
But integrating video into online advertising strategy entails much more than simply uploading the same brand spots used on traditional TV. In this article, we’ll cover five ways that you can use video in your online advertising efforts to supplement campaigns running via other channels.

 

Video Icon

 

Read more