Data is the cornerstone of good digital campaigns.
We all need this data to learn the impact of the activity and where to make improvements.
Analytics & Data Analysis
Data is the cornerstone of good digital campaigns.
We all need this data to learn the impact of the activity and where to make improvements.
What are the benefits?
There is an old adage – “half my advertising is wasted but the trouble is I don’t know which half”. With Analytics you do know exactly what your marketing is doing for you. This includes understanding;
– who your audience is and what device they are using
– how they are finding your website & where they are coming from
– what their journeys are across your site and how well each page is performing.
For all this data, you need to have Analytics effectively implemented. Our experience is that most of the time it hasn’t been.
What are the benefits?
There is an old adage – “half my advertising is wasted but the trouble is I don’t know which half”. With Analytics you do know exactly what your marketing is doing for you. This includes understanding:
-
- Who your audience is and what device they are using,
-
- How they are finding your website & where they are coming from,
-
- What their journeys are across your site and how well each page is performing.
For all this data, you need to have Analytics effectively implemented. Our experience is that most of the time it hasn’t been.
How should it be done?
How should it be done?
Analytics Setup
If your Analytics data is incorrect it can have drastic implications for your whole digital marketing strategy. We have extensive experience in reviewing and optimising Google Analytics’ accounts, and their setup, as well as setting them up from scratch. This primarily includes setting up or reviewing your existing Google Tag Manager, reviewing eCommerce tracking and ensuring accurate cross domain tracking (as well as through iframes!).
We can also implement strategic Property and View hierarchies, for more complex multi-website projects., separate reporting, block IP addresses (including clients own IP or that of spam bots infecting site data) and develop effective conversion tracking (including Ecommerce). Really, Analytics is an online marketer’s best friend and we want to ensure that the data you have meets its full potential
Analytics Setup
If your Analytics data is incorrect it can have drastic implications for your whole digital marketing strategy. We have extensive experience in reviewing and optimising Google Analytics’ accounts, and their setup, as well as setting them up from scratch. This primarily includes setting up or reviewing your existing Google Tag Manager, reviewing eCommerce tracking and ensuring accurate cross domain tracking (as well as through iframes!).
We can also implement strategic Property and View hierarchies, for more complex multi-website projects., separate reporting, block IP addresses (including clients own IP or that of spam bots infecting site data) and develop effective conversion tracking (including Ecommerce). Really, Analytics is an online marketer’s best friend and we want to ensure that the data you have meets its full potential
Benchmarking & Data Analysis
It’s one thing having accurate data reporting, but that data can only be as good as the Analysis. We can identify how hard your media channels are working for your site – how much traffic they are bringing in and how well that traffic is converting. From this we can help shape your media strategy and make sure you are achieving the most from your traffic.
Benchmarking & Data Analysis
It’s one thing having accurate data reporting, but that data can only be as good as the Analysis. We can identify how hard your media channels are working for your site – how much traffic they are bringing in and how well that traffic is converting. From this we can help shape your media strategy and make sure you are achieving the most from your traffic.
Cross Domain Tracking
One of the most common issues that we see is when a client has multiple websites (including subdomains) which link to each other, but don’t retain user information. So, rather than reporting on the original channel that brought the user to the site, the data is just reporting on the last domain the user has come from. Our usual best practice recommendation is to have all domains tracking within one Analytics account with full cross domain tracking implemented. We believe that we get cleaner data that way.
Cross Domain Tracking
One of the most common issues that we see is when a client has multiple websites (including subdomains) which link to each other, but don’t retain user information. So, rather than reporting on the original channel that brought the user to the site, the data is just reporting on the last domain the user has come from. Our usual best practice recommendation is to have all domains tracking within one Analytics account with full cross domain tracking implemented. We believe that we get cleaner data that way.
Ecommerce Setup
Ecommerce tracking not only reports on conversions but the actual value of a transaction itself. This is an absolutely vital statistic to understanding the ROI. What’s more, this data reports nicely into AdWords and other campaigns and is extremely useful in Conversion Rate Optimization (CRO), enabling us to ensure that we are paying the optimum amount for traffic through your site, based on the return on that investment
Ecommerce Setup
Ecommerce tracking not only reports on conversions but the actual value of a transaction itself. This is an absolutely vital statistic to understanding the ROI. What’s more, this data reports nicely into AdWords and other campaigns and is extremely useful in Conversion Rate Optimization (CRO), enabling us to ensure that we are paying the optimum amount for traffic through your site, based on the return on that investment
Troubleshooting
One of our favourite requests is problem solving Google Analytics data issues. Often Analytics setup can be complex and we are called in to help investigate and resolve problems that may be caused by issues including:
- Cross domain tracking
- Mistakes in tracking code or tags
- Complications caused by i-frames
- Third party data not accurately recording – or retaining user information
- Inaccurate conversion or eCommerce data that doesn’t tally against a CRM or database.
Often clients have identified a problem in their data but don’t know the cause and we need to investigate first. Either way, we love it.
Troubleshooting
One of our favourite requests is problem solving Google Analytics data issues. Often Analytics setup can be complex and we are called in to help investigate and resolve problems that may be caused by issues including:
- Cross domain tracking
- Mistakes in tracking code or tags
- Complications caused by i-frames
- Third party data not accurately recording – or retaining user information
- Inaccurate conversion or eCommerce data that doesn’t tally against a CRM or database.
Often clients have identified a problem in their data but don’t know the cause and we need to investigate first. Either way, we love it.
Why us?
Why us?
Data is at the heart of everything we do.
Data is at the heart of everything we do.
We have a mathematical data driven approach enabling us to interrogate the data and have the experience needed to fix any issues we may uncover – we are often asked for support from other agencies needing help in this area! We’ve yet to be presented with a technical problem that we haven’t been able to resolve.
We have a mathematical data driven approach enabling us to interrogate the data and have the experience needed to fix any issues we may uncover – we are often asked for support from other agencies needing help in this area! We’ve yet to be presented with a technical problem that we haven’t been able to resolve.
We also provide training as its important for you to analyse and interpret your data.
We also provide training as its important for you to analyse and interpret your data.
Google Tag Manager
We often recommend Google Tag Manager as an important component of effective Analytics set up. Google Tag Manager gives you far greater freedom to track and analyse what your users are doing on your website. The interface is easy to use so marketeers can decide what they want to track and implement without having to pay and wait for developers.
Why use Google Tag Manager?
Tag Manager requires just one code on the site which is repeated across all pages. This code points web activity to the Tag Manager cloud, where a host of more complex tags can be generated and edited.
You will then be able to manage tracking tags through the Tag Manager interface rather than needing to integrate them with the code on the website.
This saves a significant amount of time (and expense) in not needing to commission code from developers. And with simple tags, commands can be generated that would otherwise take some pretty complex code.
Much quicker to load a page with just one tag instead of multiple tags.
No need for complex code.
Flexible and versatile – you can track analytics, find out how long users are on a page, where their mouse is wandering around the page, track conversions and exit points.
No need for developers as it’s easy to implements and easy to use.
It empowers marketeers as you can make sure that you are tracking what you want to track on your website
Analytics Audit
We always starting with an audit of your website’s analytics, as we always find areas of improvement. We have yet to find a technical implementational issue we haven’t been able to resolve!
Analytics will show you who your audience is, what devices they are on, where they are located and what they do on your site. We know what channels they have come from and can track both goal and ecommerce conversions.
However, without the correct analytics set up to begin with, the data you analyse, report and optimise will be inaccurate and potentially damaging. Our Analytics audit not only reviews your current Analytics set up against best practice, but also helps to prioritise the necessary actions for you to ensure data integrity in your account.
The Analytics Audit itself will assess key components of your account against best practice. This includes making sure the correct testing views are set up, referral exclusions are appropriate, and filters are in place to match each views purpose.
We start with 4 areas:
How should it be done?
Conversions
Google Analytics Goals allow you to track specific KPIs for each digital channel, allowing you to directly see the effectiveness of each channel related to the individual task. It is vital that the data being recorded is accurate and that the KPIs are trackable, so we conduct a thorough review of the existing KPIs in the account.
Admin assessment
We review the settings of the account at a Property and View level to ensure that the account is set up to receive data in the most efficient way. We review how the view structure matches up with your needs and if there are any additional filters or tracking exclusions that need to be in place.
Analysis of the structure
By analysing the structure of the account, we will ensure that the right people have access to the right reports; and that the correct goals relate to each view. Ensuring that each view has the right environment means the data within the account is as accurate and relevant as possible.
Filtering
We check that all pages are firing Analytics pages properly and that we are not seeing self referrals, We also ensure that that the correct IP addresses have been blocked.
Honest and expert at all times. The team are an absolute pleasure to work with, and I’d highly recommend them for both set up and continued account management.
Sophie Smith, Digital Marketing Manager, Ten Health and Fitness.
Honest and expert at all times. The team are an absolute pleasure to work with, and I’d highly recommend them for both set up and continued account management.
Sophie Smith, Digital Marketing Manager, Ten Health and Fitness.
