As a digital marketing professional, you spend hours ensuring that your clients’ websites have analytics setup accurately. You work meticulously to ensure that you’re properly tracking the sources that drive people to the site and evaluating which efforts result in leads. You’re committed to your clients and you’re super busy because you’re good at what you do. That’s awesome.
The downside is, sometimes this loving care for clients can cause an agency to neglect tracking its own internal marketing efforts. But you hard-working agencies deserve a little me time too. It’s important to make sure that you’re giving attention to accurately setting up analytics on your own site, as well as tracking the results of each channel. You’re a pro, but sometimes everybody needs to get back to basics.
When reporting on online advertising performance, you want to show results on a granular level, in a way that makes sense to your clients. Unfortunately, marketers often spend too much time thinking and speaking like marketers, not like the clients who will be reading the reports they are putting together. When that happens, data gets grouped together in a way that that doesn’t accurately reflect your account’s performance, especially when you’re running ads across both search and display networks.
Megalytic’s AdWords Networks widget allows you to segment your data to report a clearer picture of performance to clients. In this article, we’ll delve into how to use this widget in your analytics reports, along with additional customization options that exist to allow you to segment by device or click type.
As marketers, we love Facebook. And for good reason! Through Facebook advertising, we’re able to target users by a wide range of demographic factors, including age, gender, income, net worth, interests, and much more (so much more!). You can even identify targeting criteria from your own data about current and potential customers and use those same filters in your Facebook marketing, as well.
Even with all of this Facebook data at our fingertips, it’s not enough to set your campaign once and then forget about it. Your ad targeting strategy should be constantly evolving; growing to incorporate the information you’re collecting about those seeking your brand.
You know the power of Facebook’s targeting criteria, but did you know that Google Analytics can help you learn about the people who are actually visiting your site, reading your content, and converting? In turn, you can use this data to adjust your targeting on social media to better reach the people who meet your desired criteria.
Let’s take a closer look at how to set up Google Analytics to get the right data about your visitors. Next, we’ll dive into how to look at the data that correlates with Facebook targeting options.
While we’ve previously covered how to set up Google Analytics Events (such as in the articles linked above), reporting on these Events is the natural next step for marketers. After all, once you’ve taken the time to set up custom tracking on your site, you’ll want to be sure to call out these results.
Once you have configured Events to track your site’s interactions, you can begin including these in your analytics reports. Megalytic’s Event Summary widget allows you to recap this activity in a concise format.