When you work for a digital marketing agency, your clients want data. Or more accurately, they expect data. They expect it in the form of reports that show:
- how well campaigns are doing, and how they can be improved;
- the cost effectiveness of the search advertising;
- the demographics of their website visitors, and how well social media is doing at bringing the desired demographic to the website;
- etc, etc., …
And if you work for an agency, you already know this. You know client reporting has become a key service because you’re the person responsible for handling that reporting. Now, you must not only be a master of doing the work, you need to be able to show your results and the value the agency is providing.
Building better reports, faster is one reason many agencies have selected Megalytic as their client reporting solution. In this blog post, we look at one such agency – drumBEAT Marketing
from Houston, TX – to understand the role client reporting plays in its business and how it uses Megalytic to better serve clients.
This we know: Online video consumption is growing. We also know that online video offers businesses and marketers a powerful way to promote their brand, connect with their audience, drive traffic and get their message (or products) out in a memorable way.
And like a good marketer, you’ve taken notice!
You’ve created a YouTube brand channel, you’re showcasing your products and you’re engaging with your audience in front of the camera. Even better – as you continue to create videos, more and more people are watching and sharing them.
But, how can you determine the value that these videos and these users are providing to your business?
Google Analytics offers multiple reports to see how many users are coming to your site via YouTube, where they’re going, how well they’re engaging and how many are converting.
In this post, we’ll take a look at a few ways to analyze YouTube traffic. Our example brand, a site promoting healthy living and eating, uses videos to demonstrate recipe preparation, review organic products and showcase promotional appearances by the site owner.
If you work with Google Analytics, chances are you’ve run into some of these websites in your Referrals report (Acquisition > All Traffic > Referrals) lately:
What are these sites and why are they linking to your site? Well, actually, they’re not linking to you at all. These sites represent fake referrals. They are created in your Google Analytics account to trick you into visiting spammy websites. If you open one of these URLs in your browser, you will likely be redirected to an online store, marketing scam or malware site. Nice, right?
Welcome to the world of Google Analytics spam, where spammers mess with your Google Analytics data to drive traffic to shady websites!
It’s a simple truth: in-house online marketers face different challenges than agency marketers. Working in-house requires producing reports for the people whom you work directly with each day. Your colleagues are coming to you with different money metrics
, and you need to show how current marketing is hitting (or not hitting) their goals.
In-house marketers are also often required to wear many hats, especially in small businesses, balancing reporting duties with other tasks like writing content for the website, sending email campaigns and managing other search engine optimization efforts. You need to be able to able to update your team on the success of the website and digital marketing campaigns, as well as customize the information for them. And it needs to be done quickly because you have other things to do!
Let’s step into the shoes of a marketing professional working for a small, local college. She’s responsible for preparing a monthly analytics report for the college’s executive team.
The leaders of this school have multiple concerns to address. Obviously, they want to see that potential students are showing interest in attending the school. But they also want to see engagement around the new bachelor’s programs recently added to the school’s offerings, as well as how the website is helping to encourage people to sign up to visit the campus.
To start her report, our marketing friend wants to provide enough data to answer the questions she knows her colleagues will inevitably have about website performance, without overwhelming them and sending them running for the hills. She’ll start by creating a new report in Megalytic and proceeding to add widgets that present data to address the school leaders’ specific concerns.
For digital marketing agencies, custom reporting has become a fact of life. Clients expect data and they expect reports. But, that doesn’t mean they necessarily know what they want to see included in those reports, or even what information would be most helpful to see. And you may not immediately know either. Even as an analytics expert, it can take time and relationship building to truly understand the client’s business priorities and what’s most important to show them.
But you don’t always have time. You’ve been tasked with creating the client’s monthly analytics report today – now what? What do you include?
Luckily, there are a few rules of thumb to help guide you.
- Use historical context
- Include text to describe the data
- Drill down on high level stats
- Understand, define and report on Goals
This post breaks out how to apply the items above to create a custom analytics report for a client.