Analyse Like A Pro: 6 Tips to Improve Your Google Analytics Knowledge Part 1

Google Analytics is often the most available digital analytics tool as it is free and easy to set-up. Basics are important but how can you improve your Google Analytics knowledge? Here are the first three tips to start with!

analyse-like-a-pro-6-tips-to-improve-your-google-analytics-knowledge-part-1

If you are from the marketing industry, you probably used or at least heard of Google Analytics as it is the most-used analytics platform nowadays. It is widely accessible, and the user experience allows even novice users to start to work on the understanding of their digital properties’ performance. In this article, we get hands on and share the three tips on how to improve your Google Analytics usage.

Connect the Dots

Google Analytics works amazingly with other Google-related products. Google Analytics can be your primary analytics dashboard for basically everything digital, apart from social media monitoring. The first three services you need to setup and connect to your Analytics account are the Webmaster Tools, your AdWords account and the Google Tag Manager.

Webmaster Tools helps you to understand how your site performs. Especially it helps you to understand organic search – basically, it is useful for search engine optimisation. Webmaster Tools tell how your site is doing in terms of ranking but it can also give you fantastic info on what external users look for in search. Once you set up your site in Webmaster Tools, go to Google Analytics > Traffic Sources > Sources > Search > Organic and check for the most relevant search keywords that drive traffic to your site.

AdWords is straightforward; once you have an AdWords campaign started, just connect your campaign with Google Analytics and check how the campaign affected your website’s performance in Acquisition – Campaigns. Remember, Google Analytics tell you how your websites perform but not how your AdWords campaign performs. The current bidding, clicks and other campaign information still should be checked on your AdWords accounts.

By adding Google Tag Manager, you will see how your site performs in terms of behaviour. You still can do that in Behavior > Events by adding event after event to your code and measure the performance of, for example, a button that let others subscribe to your newsletter. Google Tag Manager does the same but with a much code-friendly user experience. It makes your life a LOT easier so don’t be afraid to set it up and connect it with Google Analytics.

Reduce the Clutter

Google Analytics works amazingly with other Google-related products. Google Analytics can be your primary analytics dashboard for basically everything digital, apart from social media monitoring. The first three services you need to setup and connect to your Analytics account are the Webmaster Tools, your AdWords account and the Google Tag Manager.

Webmaster Tools helps you to understand how your site performs. Especially it helps you to understand organic search – basically, it is useful for search engine optimisation. Webmaster Tools tell how your site is doing in terms of ranking but it can also give you fantastic info on what external users look for in search. Once you set up your site in Webmaster Tools, go to Google Analytics > Traffic Sources > Sources > Search > Organic and check for the most relevant search keywords that drive traffic to your site.

AdWords is straightforward; once you have an AdWords campaign started, just connect your campaign with Google Analytics and check how the campaign affected your website’s performance in Acquisition – Campaigns. Remember, Google Analytics tell you how your websites perform but not how your AdWords campaign performs. The current bidding, clicks and other campaign information still should be checked on your AdWords accounts.

By adding Google Tag Manager, you will see how your site performs in terms of behaviour. You still can do that in Behavior > Events by adding event after event to your code and measure the performance of, for example, a button that let others subscribe to your newsletter. Google Tag Manager does the same but with a much code-friendly user experience. It makes your life a LOT easier so don’t be afraid to set it up and connect it with Google Analytics.

Go Your Own Way

Google Analytics works amazingly with other Google-related products. Google Analytics can be your primary analytics dashboard for basically everything digital, apart from social media monitoring. The first three services you need to setup and connect to your Analytics account are the Webmaster Tools, your AdWords account and the Google Tag Manager.

Webmaster Tools helps you to understand how your site performs. Especially it helps you to understand organic search – basically, it is useful for search engine optimisation. Webmaster Tools tell how your site is doing in terms of ranking but it can also give you fantastic info on what external users look for in search. Once you set up your site in Webmaster Tools, go to Google Analytics > Traffic Sources > Sources > Search > Organic and check for the most relevant search keywords that drive traffic to your site.

AdWords is straightforward; once you have an AdWords campaign started, just connect your campaign with Google Analytics and check how the campaign affected your website’s performance in Acquisition – Campaigns. Remember, Google Analytics tell you how your websites perform but not how your AdWords campaign performs. The current bidding, clicks and other campaign information still should be checked on your AdWords accounts.

By adding Google Tag Manager, you will see how your site performs in terms of behaviour. You still can do that in Behavior > Events by adding event after event to your code and measure the performance of, for example, a button that let others subscribe to your newsletter. Google Tag Manager does the same but with a much code-friendly user experience. It makes your life a LOT easier so don’t be afraid to set it up and connect it with Google Analytics.

BONUS!

You can create a shortcut for your most frequented reporting tables. Just create your desired table view and create a shortcut for it in Google Analytics, name it, and that’s it, it’s there forever. Again, saves you a lot of time in reporting.

If you have further questions on how to use Google Analytics properly, head over to our Academy to learn more about analytics or request an on-demand QA with us to get personalised help!

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How to Measure Landing Page Performance

Landing pages are often treated like websites but they are not. Their sole goal is to convert visitors. But how do we measure their performance?

how-to-measure-landing-page-performance

Landing pages are as old as the websites on the internet. They were here way before social media became a thing and they will be here after the fall of social and open net. They are straightforward and focused on standalone goals: to capture leads. But to create an effective landing page that converts users, we need more than one metric that measures conversions. This article will help you to clear up the dust.

What is a conversion?

Before creating a landing page, the first rule should be to define the goal of the landing page’s purpose. The goal will define what we mean by conversion. Common goals for a landing page can be capturing emails, hitting downloads, spending X amount of time on site, number of pages visited or even more specific goals. Either way, almost all type of goals can be added into Google Analytics’ goal setup sequence.

The landing page’s goal is your key metric; every other metrics should support the journey to your goal.

Image of workplace with paper and electronic documents on desk

Supporting metrics

The key benefit of a landing page over a traditional website is that a landing page can be easily adjusted and tailored to the needs of the visitors. If you spot anything that doesn’t work properly or you have a very particular target group of users who are coming to your site, you can quickly adjust your landing page to support their needs. Your primary metric from now on is conversion rate, the number of users who visited your site and converted into leads. Everything else is secondary.

There are common metrics however which you need to follow to measure your landing page’s performance properly.

Visits should be the primary supporting metric. You need traffic to your website to convert leads. Without traffic, no leads. You need to watch for the overall metric as the number of visits, unique users and sessions but, and this might be more important than the stripped-down visits: what are the sources of visits. You probably do some advertising for your landing page, use unique custom URL-s to track your campaigns’ success. It is possible that the landing page has great search engine hits; you want to know the winning keywords and optimise your site from that conclusion. Sources of traffic will tell you the background of your visitors.

Bounce rate is important. High bounce rate tells you that the users who are coming to your site, leave the site immediately. Leading causes for high bounce rate:

  1. a) The lack of information or misinformation on the site
  2. b) Poor user experience design that is not appealing to your visitors
  3. c) The site is difficult to navigate, slow or anything that is connected to a bad development work

Time on page comes after bounce rate. If your users decided to stay on your site, how long do they spend on it? It is a landing page, so unusually high volumes of time are not beneficial. You need to convert users fast. If something is not clear or simple on your page, users can easily get lost and spend valuable time on your site.

Changing the perspective

Every metric you have must support the main goal: conversion. So, you need to check all your metrics from the goal’s perspective. For example, it is great to know from where you have the most traffic. Is it social media? Search engines? If social, which networks? Check the traffic sources and view them from the goal conversion rates. Maybe it tells you: most of the users from Twitter convert, but none of them from Facebook. You might want to review your Facebook strategy to reach equal numbers in social networks in terms of conversion.

Time on site and visits through the landing page also important. With multi-channel funnels and assisted conversions, you can check what it takes to convert. Some users convert on the first click on your site, and there are others who need more time to convert and more browsing on your site. You can also segment these funnels into networks so you would know, for example, users coming from Facebook are most likely to convert to your goal on the first click or within 1 minute on the site.

Harnessing the adjustability

As we’ve said, the key benefit of a landing page over a traditional website is their adjustability. If you have new insights on how users convert on your landing page, you can quickly change the structure of your page. But sometimes you have multiple ways your users convert. In this scenario, you might just need to create multiple landing pages for the same goal. Every individual user will see a different, tailored, adjusted and converting landing page.

There are many tools to use for tailored or flexible landing pages, and there are more tools to measure their performance. Head to our Academy to learn more about these tools and how to use them to create landing pages that convert users into leads!

What conversion strategies have you organised for your landing pages? 

Do you wish to discuss this further for your business? 

Connect with us and book a Q&A session today!

Influence by the Numbers: Understanding Influencer Marketing

It’s no secret that influencers play a huge part when it comes to a brand’s success. But how does influencer marketing work and how do we measure its success?

Influence by the Numbers: Understanding Influencer Marketing

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics.

What is an influencer?

An influencer is an individual on social media with a cult following based on loyalty and authority. Followers of an influencer tend to rely on the said influencer’s opinions and suggestions as a result.

Influence by the Numbers: Understanding Influencer Marketing

In short, an influencer is an individual on social media whose followers are based on trust and authority which can be utilised to gain a wider reach.

But the truth is, we’re just hitting the surface.

Everything comes down to context

Influencers are very different in terms of reach if we keep in mind the context. Doing Influencer outreach is important. First, you need to define your campaign goals and objectives which will set the context where you communicate. If your target group is a small niche, traditional influencer metrics like the number of followers won’t count as much as if you target a mass market community. So the first step is to define your context.

Active influencer is gold

It is important to know how active the Influencer is regardless of context. There are passive influencers who are not very active on social but followed by key community members. Also, there are others who do not make use of partnerships in marketing campaigns. You need to look for those who are happy to share their views online very often and also want to cooperate with others.

Measuring influence

Influence by the Numbers: Understanding Influencer Marketing

Measuring influencers need some careful preparation. Overall, there are some areas where you want to push your metrics, these are:

Context

The context of being an influencer is the first step to go. Where are they most active? What social media platforms do they frequent? You need to determine what and which to measure on. You also need to take a look at the community they have. What are the main topics? What is the tone of voice? Before reviewing a product or campaigning a brand, are there any talks beforehand?

Reach

Measuring reach can be tricky. Overall, once you have the context defined, you can determine how much reach you can gain through an influencer. If it’s a mass community, you can expect high figures but if you have a niche, expect loyal but lower visitors. Measuring reach is straightforward; you need to keep an eye on the number of followers and traffic that they generate.

Engagement

It comes down to authority and activity. If your influencers are active and have a bridge of trust with their community, expect higher engagements. Context can determine the type of engagements, but hands down shares are the most important as it makes your brand or content more viral.

Coherence

Coherence is a soft metric but looks for the topics the influencers share. Some influencers are active on different topics as they have a view on each. The narrower the content you have, the more coherent view you can get from the Influencer. If someone’s posting about laptop reviews only, expect to have a consistent tone of voice and a solid community. But if someone is a lifestyle blogger, expect a more diverse opinion on your brand after the campaign.

Influencer types

There are connectors, who actually recommend people or brands to people. They are suitable for generating sales leads, but don’t expect hands-down bright reviews.

There are the helpers, who solve issues for their communities and share the views. Expect to be tested by them and only engage with these type of influencers if you have a solid content or product.

And there are the sales people, who do a review and pitch sales to their followers. Expect a more solid sales pitch but the engagements might lag behind the previous two.

Overall, it is a great thing to reach out to influencers to get an evaluation or further boost in your product or service. But do the heavy work and prepare for anything. Preliminary strategic thinking is your friend in this. Don’t forget to add your KPIs before actually pushing your influencer campaign live.

Are you keen on tapping the power of influencer marketing?

Do you want to know more about it?

Book an on-demand Q&A session with us to discuss this further!

Decoding SnapChat’s Popularity

SnapChat is a fast growing platform that is not eclipsed by giants such as Facebook. It’s an emerging platform which has caught the interest of Millennials and marketers alike.

 

SnapChat drives 6 billion daily video views – all from mobile devices. That is a massive number. To snapchat-1374859_1280
compare it, Facebook has 8 billion daily video views, and YouTube has 4 billion. SnapChat’s traffic comes only from mobile, which makes it super unique. It is not for teens only – three-quarters of US users are above 18 and more and more people joining the platform above 25 as well. According to Ecommerceworld, it is the 4th largest social network now behind Facebook, Twitter and Instagram and the highest growing platform in 2016. Importance is not an issue anymore rather than how to determine the success of the content we put up on SnapChat.

Having fun with influencers

Not just for teens anymore

SnapChat’s launch was widely welcomed and used by those in their teens. Now the picture is more lively and diverse than that. Most of the users on SnapChat are people above 18 and there’s an increasing number of users who are above 25 as well. It is the quintessential app for millennials.

Traditional options to advertise

Of course, like all other social networks, SnapChat offers the opportunity to place ads on users feeds. You can create easy Snap Ads, much like the same as you do in Instagram, YouTube or any other interactive social media platforms. Snap Ads will appear on users feed as a 10 seconds limited snap video. You can also utilise SnapChat’s unique features like SnapChat Live Stories and Snap Lenses but these are either only usable with a live offline event, or they are very costly.

The way-to-go approach

SnapChat shines the best when brands advertise with influencers. Usually, a brand sponsors an influencer with product placement or any endorsement, leveraging their community. But SnapChat has more to offer with SnapChat Takeovers. In this, a highly respected SnapChat influencer with a huge community base, takes over a brands SnapChat account to do, well, like anything. The Takeover lasts a couple of hours or even a day. The influencer encourages their user base to follow the Takeover and get to know more about the brand.

The most important metrics to measure performance

SnapChat became popular due to its privacy features. Because of the nature of this feature, the measurement is challenging to say at least. It is hard to measure something that encourages the secrecy of the users. However, there are some key insights you can get directly from the SnapChat platform.

First, you want to know how many users viewed your snaps. That is the most important metric for you, though it is pretty straight-forward and baseline. You will know pretty much strictly the exact number of users you reach with your snaps. You will also know how many users watched the full story of your SnapChat Stories.

Second, you want to know how loyal your followers and how engaging the content you create. SnapChat has limited options to measure direct engagements but taking a screenshot of a snap is a good indicator as a user will download your snap for reuse.

SnapChat is the fastest growing social network

SnapChat will be the fastest growing social network in 2017 and will play a significant role in the social media marketing ecosystem. With this tremendous growth, SnapChat will also evolve. Now, it is a playful platform that everyone should try and experiment with, but in time, it will become an entirely professional network that can be used by any businesses. This will also come with extensive metrics and analytics systems.

How to Measure Social Networks in Real Time

Facebook LIVE and other live streaming platforms are getting increasingly important. But how do we measure their performance?

How to Measure Social Networks in Real Time

This year has been big for some new trends. We had a rise on virtual reality; we have experienced augmented reality, but nothing had more impact than the take-on of our Facebook Timeline by live coverage videos. Live streaming is here, and it is huge. Livestream videos on social networks are one of the most valuable new additions to the media coverage and it is getting increasingly popular among marketers as well. The central question remains, however: how do we measure their impact?

Customers want transparency

How to Measure Social Networks in Real Time

The harsh beauty of reality

There is no doubt that live stream video is one of the hottest trends in the communication and marketing business. It is no coincidence how Facebook and YouTube monetized the platform capabilities of once stand-alone products like Periscope and other live streaming services. The key question is not of the importance but of why it is so much important.

One answer to that is a transparent reality. Customers don’t want well-manicured pre-scripted marketing content anymore; they want full access to the brand and live stream videos can get them there. Livestream video is a transparent window for a brand. Livestream lets users step inside to another reality, in our case, a brand’s. Of course, it is risky to let others in and live stream as its name states: live. And live is precarious to have, full of potential flaws and mistakes. But it is a risk worth taking.

Have a goal and don’t be afraid to miss it

Creating live video is so much different than having a regular video for marketing purposes. While a typical video has a script or a story, ultimately it wouldn’t be different than any other pre-scripted content. A live video, however, cannot be fully scripted.

With having a goal in mind, you can clearly minimise the number of mistakes. Start with a strategic intent: what is the purpose of your live feed? Think about the purpose and try to stick to it, map out the possible journey of your live event. Much like preparing for an offline networking event, where you plan out your goal of the event, the people you want to meet and share your thoughts with.

Like any other event and like any other human interactions, nothing will be perfect. Don’t stress out; mistakes happen, and that is why live streams are fantastic because they are non-scripted and allowed to have errors. This is exactly why customers prefer these compared to pre-scripted content.

If you do it, do it like a pro

Practical tips

Promote the live event online, before actually going live. Promotions can and should be pre-scripted and strategically planned. Announce the exact time and date when you’re about to go live and the actual transparent purpose of your event.

Go live for at least 5 minutes but not more than 30 minutes. If a live event is interesting, users tend to watch it more than a traditional video. Also, users might jump on and off from a live stream, allow them space to re-join. Also, it is useful to create a recap of what has happened from time-to-time.

Create a title and add relevant features. People want to know what they are watching, where the live stream takes place, what the main topic is and who the speakers of the event are.

Keep in mind that live stream a video is much more cost effective than an average video. You don’t need a professional video editor or a possible animator and designer to produce one. All you need is a good internet connection and a good camera that can shoot in HD and nothing more.

Another good option is to repurpose your live stream video. Once you finish recording and streaming, save the video and embed to your other digital channels as an added value content. It is personal; it was live once, and customers still connect to your business through that video.

Measure it properly

Thankfully Facebook and YouTube offer a massive amount of insights on your viewers if you do a Livestream video. There are three different areas you want to know and investigate, and there are different metrics that can give you the answer on each platform, but they are the same.

First, you want to know how many viewers you had. The total number of unique views of the video is interesting, but you also want to know how many users saw the video once it was live and once it was finished. It gives you an actual reach of users. Facebook also have a People Reached metrics which gives you the exact figure on how many users saw your live video as a notification on their News Feed.

Second, you want to know when and how much they have watched. Peak live views, average % of total views can help you get there. You will know how many users watched the full live stream – they are your most loyal customers – and how many users watched during X minutes.

Third, you need to know what the reactions are. Every video can be commented, shared and engaged live and also after it finishes. The number of shares, comments, reactions will give you the exact amount of engagements you had for your video.

Share your story live

Don’t be afraid to share your company’s story live and benefit from the transparency that customers want. Live stream videos will be a massive thing for 2017 digital marketing, and the platforms will continue to improve.

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