You have probably heard the term data layer several times when you are looking to explore analytics implementation options for your website. Whilst the term is often used I found that it's never explained in a way that is understandable to a marketer, often times leaving them confused and unsure of what it is or how they need to go about implementing it. In this article I will run over the basics of what a datalayer is and how it relates to your analytics setup and tracking.
Google Analytics is a a powerful tool to look at how your users are interacting across your site and how your digital channels are working for you. But sometimes it is useful to get a quick visual representation or a recording of what is happening across certain pages. This will allow you to validate certain theories or hypothesis which lead to A/B testing or verification with google analytics data. Hotjar is a free tool (up until a certain amount of pageviews) and can be installed quite easily using Google Tag Manager. So in this article I will show you a quick way to install Hotjar using GTM. If you are interested in finding out more about their business plans you can check out their comparison page here.
If you are advertising on platforms outside of the google advertising stack (i.e. facebook & twitter etc) then you will want to be able to compare your campaign performance data side by side so you can effectively start to optimise your advertising channels. Luckily Google Analytics has developed a data import option which allows us to do this!
Too often I hear analysts say that they are being pulled from pillar to post providing insights that end up being either disregarded or forgotten about. This can make anyones job frustrating and lead to decreased job satisfaction all around.
I think one thing that is often overlooked in these positions is the importance of being a good salesperson of your ideas and insights. Now I'm not talking about “selling” the way most people seem to think about it these days i.e. pushing your ideas and thoughts on an unwilling participant like some kind of overbearing used car salesman, but I am talking about selling in the true sense of the word, identifying your audience, discovering their challenges and then providing them with information and a solution that is actionable and relevant to them in their position.
Knowing what your customers and prospects are searching for across your site can be quite instructive in figuring out what pages need to be improved, what people are searching for and not finding across your website or you may even want to create segments out of those users who used certain terms. Luckily google has made it pretty easy to set up site search tracking within google analytics so continue reading to find out how!
Often times you will have a document, brochures or other information that customers can download on your website. It is important to know from and marketing perspective how these downloads are performing on your website as these may signal strong intent from your customers and prospects, but how do you do this with tag manager?
If you have missed it there was a rather big announcement at the Google Marketing Next 2017 conference. Google has announced that it will roll out data driven attribution modelling to all google advertisers. But why is this news?
It is common for businesses and people to have multiple domains tracked within their GA account, it could be in the form of sub domain or external web pages which they are tracking with either sub or cross domain tracking. When reporting on page performance or other metrics you may notice that google will only display the page path and not the hostname, this makes reporting less clear at a glance and forces you to pull in the hostname as a secondary dimension. Luckily there is an easy way to solve this.
One of the major advantages of google analytics is the fact that it integrates with google advertising platforms. Not only does it allow you to easily see how your advertising strategies are driving activity and conversions across your website but it also allows you to use that rich behavioural data to segment and export these audiences for remarketing purposes. In this article I am going to give you a quick guide on how you can start to analyse your top performing and lowest performing keywords.
It can be hard for those involved on the analytics side to justify the cost of embarking on an their data driven journey, at times the organisation believes that if the tools are free then why should they pay for them? Also executives are (rightfully so) focusing on hard numbers and demonstrations of how analytics can solve vital business problems which will help move the bottom line.
By speaking their language it may be easier to convince those around you and higher up not only of the possibilities of analytics but also the opportunity costs of not implementing and using it properly.