The new marketing campaigns seem like they are working. Traffic is up – way up. But, purchases are lagging. That big increase in visitors isn’t translating into sales. Why not? What’s going on?
As the resident web analytics guru, your company is counting on you to figure out why more traffic doesn’t automatically mean more sales. You know that the new campaigns are sending visitors who don’t engage with the company’s brand. But, how do you quantify engagement? And how do you measure where your engaged visitors come from so the marketing team can adjust their campaigns to attract the right audience and get more of those folks to your site?
This post looks at how Google Analytics Events can be used to track engagement and provide the data you need to better target campaigns.
Your public relations (PR) team is celebrating. They just placed an article on the front page of TechCrunch and its driving huge traffic to the website.
It’s great news, of course. It’s a verifiable PR homerun! But, as a web analyst, you want to know more about the traffic that’s coming in from that article. Are those visitors engaged? Do they come back? Do they convert? What is the value of the placement to the business?
In the coming days, you’ll be able to measure the effect of this placement. As the data guru, your job is to identify the most effective campaigns and share that information with your PR team to help them produce the biggest bang for the marketing dollar. So, how will you communicate that analysis effectively to them?
To be effective, your report to the Public Relations team must present a clear picture of the quality of the traffic they generated, as well as the volume. This post shows some ways that you can do that.
You’ve spent hours putting together an incredibly in-depth analytics report. Page after page, you carefully laid out details like where users came from, how they navigated the site, which sources converted, how organic traffic is trending, etc. You proudly send the report off to the CEO, anticipating positive feedback on your thorough analysis and presentation.
Days later, you get a brief email reply: “I don’t have time to read all this. Just give me the big picture.”
Don’t get frustrated. There isn’t time. You need to rework the report from the ground up, this time only showing a few of the most important statistics.
Has a boss or client ever asked you to create an “Ecommerce Report?”
I know. It’s a common and frustratingly vague request. But, if a business has invested in implementing Google Analytics Ecommerce tracking
, chances are they expect regular reporting to track progress and deliver insight about what’s working and where improvement is needed (if they don’t, that’s a whole other concern…).
A good Ecommerce Report not only tracks revenue earned on the website, but delivers insight into where the revenue is coming from – which demographics, marketing channels, geographies, etc. This information is all available in Google Analytics, however, it is a lot more difficult to put it into a report format that would please a boss or client.
That’s where Megalytic
can help. Megalytic provides a set of Ecommerce widgets that you can customize for your needs and arrange into a comprehensive Ecommerce report.