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Web analytics is still a missing art in many businesses, not just retail. Analytics is the last station on the investment train ride and is often compromised to pump more money into direct revenue generating digital marketing like PPC.
But why would any sane person put more money into something they don't fully understand and for which KPIs may not be optimised? It seems a strange decision.
My gut feeling is that there are too few optimisation specialists Client-side who really get web analytics 2.0. Dashboards are created and reports circulated to tick the analysis box yet limited insight is provided.
If conversion for referral traffic has dropped off the cliff, is that good or bad? I don't know. Even your data doesn't know but hidden within are nuggets of insight, you just need the focus and perseverance to find them.
This blog looks at a few examples of how data can be turned into insight to drive commercial decisions.
Some of the most talented search people in the business are in the UK market and although it’s relatively small there is a lot of competition. So if your campaigns aren’t being managed correctly, you could be falling behind.
Here are five ways you can assess your Pay Per Click (PPC) Agency, even if you don't have direct access to your campaigns…
Companies are investing more in both people and technology in order to make more sense of the web analytics data they gather, with almost half of firms plan to increase the number of employees in this area over the next 12 months.
Here are a few highlights from the report...
If you’ve read the Selfridges Site Review, you’ll know that during testing, I came across a quite a severe bug. This bug displayed a confusing error message at the checkout when I was trying to place my order, but also charged my card at the same time. What fun.
Inspired by this, I've written about four simple & easy to implement ways to reduce onsite errors, whilst making your Helpdesk staff's job a bit easier.
When it comes to online advertising and tracking conversions, the first click is often just as important as the last click. And sometimes, it's not even about clicks per se. But unfortunately many advertisers only track the last click.
Google is hoping to change that for AdWords advertisers with a new feature it introduced earlier this week called Search Funnels.
Google Analytics is one of the most popular analytics services for online publishers, especially smaller publishers. And for good reason: it has most of what the average publisher needs, and it's free.
But Google Analytics is offered, of course, by Google, and Google is no stranger to privacy complaints. That means that Google often has to look for ways to prove to the world that it cares about privacy. One way it's planning to 'protect' user privacy: allowing internet users to opt out of being tracked by Google Analytics.
This is part three of a four-part series on how to use Google Analytics to track Telephone Leads.
Part one described the overall call tracking system. Part two explained how the data can appear in Google Analytics. Part three (this one) will start on the technical side and explain how to get the phone numbers on your site to switch according to the route to site the visitor has taken.
The final part, yet to be written, will explain how to get the data from the telephone call into Google Analytics (this is the CallTrackID bit).
Are government bureaucrats in Europe trying to kill the commercial internet? If you've been following all of the laws, directives and general bureaucratic gobbledygook lately, you just might start to think the answer is 'yes'.
And now comes a new gem: some government officials in Germany apparently believe that Google Analytics is illegal. That's right, the free analytics service provided by Google is a threat to the citizens of Germany and they must be protected!
This is the second part on a series of posts to document how you can track telephone calls in Google Analytics.
Google announced a significant update to the capabilities of Google Analytics this week. If it were software rather than service, I would call it a dot release, maybe 3.2?
In an earlier Econsultancy post the emphasis about the release was on the enhanced mobile tracking. But for me, and I guess most marketers where mobile isn't significant, these are the features which will be most important...
Having spent time improving your SEO, building natural links and optimising on site elements then I bet you cannot wait to see the results. If you're anything like most people (including yours truly), you'd look at traffic to your site as an indication of how well you've done. Although the end result is higher numbers of visitors to your site due to better ranking, it might be while before your ranking will improve.
On the other hand by using Google Analytics it's easier to see short term improvement in your SEO by extracting hidden data gems so it's really a question of knowing where to look. Here are four tips...
Google’s engineering VP Vic Gundotra may not be bullish on mobile applications, but that doesn't mean that his employer isn't serious about cellphones.
Just after announcing its plans to go it alone with the Android phone, Google has made another step into the mobile marketplace. The search giant already extending its AdWords network to mobile devices. Now you can get mobile measurement through Google Analytics.
What does that mean for brands? Better measurement and actionability on campaigns across platforms.