Digital Analytics, Insights
and Tag Management
Google Analytics provides more than just website insights. It’s invaluable to the success of any business commercially. From e-commerce product marketing optimisations through to channel attributions, Google Analytics tagged up properly is a must for data-driven decisions and business success.
Google Analytics Goals measure a range of objectives. Whether it’s your site visitor reaches a”Thank-You” page, completes a check-out, or simply subscribes to the email newsletter. A goal is often termed a conversion, that is a completed activity on a website. Defining goals is a must for success measurement.
User interactions such as clicks, video views, downloads are termed Events. These interactions with site content are tracked independently of Goals aiding digital marketers to understand what content is engaging and may assist a goal completion. Event tracking set up is complex and requires a specialist.
Google Tag Manager (GTM) and Google Analytics are two separate tools. GTM simplifies adding and managing website tracking tags for marketers without the need of a developer. Adding third-party tracking including AdWords Conversion Tracking and Remarketing, Facebook, and Google Analytics is a breeze.
Benefits Gained from Data Driven Decisions/
Data-driven marketing has become a fundamental part of online advertising and is now a requirement for all business strategies. By looking, evaluating and understanding your existing data, you can apply a customer-centric digital marketing strategy where the goal is to enhance and personalise the customer experience, resulting in greater leads, sales or whatever your campaign goals may be.
Easily reassign budget to different channels with the understanding of what campaigns or channels work or don’t. Google Analytics helps you find opportunities or gaps in your budget allocation. e.g: You may find your Facebook Ads are not driving conversions but your email marketing is. This would suggest a shift in resources to email over Facebook is required.
Google Analytics’ Audience reports provide visibility for you to confirm whether your perception of your target audience is correct or not. These reports offer a wide range of user-specific information, including elements such as geographic user locations, age, gender and even interests where you could find a niche audience you didn’t know you had.
You can determine what on your site is working well and what needs optimisation from Google Analytics’ behavior and conversion reports. Behaviour reports tell you which pages are the most engaging to users and which require further investment. Conversions reports offer visibility on where users drop off in the funnel and conversion process.
THE ANALYTICS 4 ELEMENTS PROCESS
The aim of Google analytics and other insights platforms is to use customer data, to make data-driven marketing optimisation decisions and aid channel attribution.
“As you grow older, you realise, you have two hands, one for helping others, and one for helping yourself”