The only thing constant is change. It’s a truth of life, and a rule that Google lives by, from regular major updates like Panda and Penguin to its frequent minor algorithmic tweaks that happen nearly every day.
There are often visible changes, alterations to Google’s search results designed to enhance our ability to find what we want more quickly. Increasingly, we’re seeing results that aren’t simply a page of links with descriptive snippets. This changes the way we find information as searchers, but it must also change the way we think as digital marketers.
In today’s article, we’ll cover the diversified composition of Google’s Search Engine Results Pages (SERPs) and how we must adapt our strategies to embrace these changes.
You know that accurate tracking is key to proving your worth as a digital marketing professional. You’ve set up Google Analytics to track visitors from their first point of contact with the site to the time they leave. Yet when was the last time you double-checked your analytics configuration to ensure you were actually looking at the most accurate data possible?
While Google Analytics presents itself as a relatively “plug and play” interface, errors can make their way into tracking if you’re not paying careful attention. You may miss data for select pages on your site, or spam referrals may creep in.
In addition, you may not be using Google Analytics to its fullest potential. For instance, can you properly segment traffic from ad platforms? Are you able to determine what pages drive the most leads? You should make sure that you’re fully taking advantage of custom features in order to maximize the proof you have for your work.
In this article, we’ll walk through a checklist of key areas in Google Analytics, ensuring that you are both looking at accurate data and using the platform to track every action relevant to a website’s success. Start by making sure you’re tracking the people who land on your site in the first place.
A Google Display Ad is a pre-designed ad that appears on one of the websites in Google’s extensive network of participating websites. These ads have the ability to appear in front of users while they are shopping, doing research or even watching videos of dogs doing tricks. They appear in front of potential customers where they are actively browsing online and can be very effective in gaining attention and clicks.
But, only if they are done well.
Over the past month, we’ve been working to expand our support for Facebook Ads Metrics. Megalytic is committed to providing best in category reporting capabilities for Facebook Advertising analytics. Today, we are pleased to announce support for the following additional metrics.
Ad Engagement Metrics
- Link Clicks – The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
- Post Engagement – The total number of actions that people take involving your ads (or all posts, in some cases).
- Page Engagement – The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.
- App Engagement – The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads.
- Video Views (3-Second) – The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.
- Video Views (10-Second) – The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.
Ad Performance Metrics
- Cost per Post Engagement – The average cost for each post engagement.
- Cost per Page Engagement – The average cost for each page engagement.
- Cost per App Engagement – The average cost for each desktop app engagement.
- CTR (Link) – The percentage of times people saw your ad and performed a link click.
- CPC (Link) – The average cost for each link click.
Purchase (Facebook Pixel) – The number of purchase events tracked by the pixel on your website and attributed to your ads.
Purchase Conversion Value (Facebook Pixel) – The total value of purchase (Facebook pixel) conversions.
Add to Cart (Facebook Pixel) – The number of add to cart events tracked by the pixel on your website and attributed to your ads.
Initiate Checkout (Facebook Pixel) – The number of initiate checkout events tracked by the pixel on your website and attributed to your ads.
- Lead (Facebook Pixel) – The number of lead events tracked by the pixel on your website and attributed to your ads.
- Cost per Lead (Facebook Pixel) – The average cost of each lead (Facebook pixel).
- Lead – The number of form responses submitted after people clicked on Facebook lead ads.
- Cost per Lead – The average cost of form responses submitted after people clicked on Facebook lead ads.
- Page Like – The number of likes of your Facebook Page attributed to your ads.
- Cost per Page Like – The average cost for each Facebook Page like.
Numbers may not lie, but how we present them can make all the difference. Data can easily become overwhelming for people who don’t love wading ankle deep in spreadsheets. That’s why part of a marketer’s job is finding the right way to report metrics that are clear, concise and informative. Fortunately there’s technology that helps our data tell its story.
Whether you’re measuring performance for a large or small business, accurate reporting is crucial. You need to start with a framework for thoroughly tracking how people got to your website, what they viewed, and what led them to convert (or hindered them from converting) into paying customers.
An overwhelming array of options faces marketers today. Of course, you can start with Google Analytics, the free go-to web tracking solution in use on millions of websites
. While a properly configured Google Analytics setup will take most businesses a long way in monitoring online performance, it can’t solve all the problems faced by marketers.
How do you connect the dots to a transaction that occurred via face-to-face interaction months after an online form was submitted? How can you create a simple report template that makes sense to your CEO when a Google Analytics dashboard isn’t enough? In this article we’ll look at your different options along with how and when to use them.