The ability to analyze your performance as a marketer is invaluable for a myriad of reasons. With that in mind, Here are 7 quick tips to step up your marketing analytics game. Enjoy!
- Create filters to exclude your own IP address. There’s no need to report on website traffic from your own company or marketing team in most circumstances. Go ahead and filter that data from your analytics unless that data is relevant or important to your business. As always, make sure you maintain one unfiltered view for safeguarding your data.
- Manage Brand Terms. Include your branded terms, so Google Analytics can segment those keywords into the brand channel. Grouping these keywords can help to get a better understanding of how brand and generic keywords work together to drive performance. To access this feature, go to the admin tab, click on channel settings, and then click on “Manage Brand Terms.”
- Enable Goal Conversions. Are you interested in driving visitors to certain sections of your site? Are there certain engagement metrics (e.g. time spent on site) that you may be interested in tracking? Goal conversions can help track metrics that may hold special value to your marketing goals—especially if you have specific conversion funnels that you try to drive your site visitors to. To set up goal conversions, see Google’s help center here.
- Enable attribution models. If you are, in fact, marketing in multiple channels, attribution models are a necessary determine the efficacy of your multi-channel strategy. Some default attribution models provided by Google include:
- Last Interaction: Gives 100% of the conversion value to the last touch point before the conversion.
- Last Non-Direct: Similar to “Last Interaction,” Last Non-Direct gives 100% of the conversion value to the last touch point that was not a result of direct website traffic.
- First Interaction: If the purpose of your campaign is to create awareness, the First Interaction attribution model could provide you useful insight. The first interaction model attributes the first touch point with 100% of the conversion value.
- Linear Model: Attributes equal weight to each marketing touch point.
- Position Based: Weights the first and last touch points heavier than the interactions in between.
See Google’s help center for a more in-depth analysis of attribution models.
- Enable Technical Support. This is an often overlooked setting, but, unless you feel you have no need for technical support, there’s definite value to enabling this setting.
- Industry category. The Industry category setting allows Google to compare your website performance against similar industries, and also get the right specialists for your business.
- User ID. If your business has any kind of customer retention program with a user profile, this setting is very useful. This setting allows you to analyze the signed –in user experience and identify behaviors of your users between conversion points.