Continuous smart optimisation.
Here’s the four-step process we use to make that happen.
1. We incorporate multiple “views”
When working with clients’ Google Analytics profiles, we set up multiple views so that we can record the most accurate information possible. Each view pulls in the same data but gives you a different perspective on the numbers. Beware any data scientist who relies on a single view; it not only presents the risk of data corruption, it encourages sampling, which naturally means you’re getting a skewed idea of the numbers.
We commonly employ the following views to get a holistic understanding of your data.
- Master view – goals, filters and user profiles
- Raw data – data recovery, if needed
- Attributions – drill down into the customer funnel
- Suppliers – give third-party suppliers access
- Test – verify new settings before adding to the master view
2. We use channels properly
The default Google Analytics channels are direct, organic, social, email, referral, paid search, other, display – think of these are rules for classifying traffic sources.
You can’t change historical data, so a Google Analytics manager will have needed to think ahead. Often, that’s not the case. What you’re left with is contaminated data residing in the wrong channel, all because the channel grouping hasn’t been properly configured. For example, if you haven’t set up auto tagging for your AdWords, any visits will be classified as organic traffic, which is obviously very different.
Beyond that, you can also create your own set of rules – custom channels – which might be more meaningful to your business. For instance, if you’re not making use of Offline, Remarketing, Local Directories or other custom views, you could be wasting huge sums of money.
3. We utilise Google Tag Manager
Google Analytics gives you a wealth of information, but if you want to go a step beyond, you’ll want to make use of Google Tag Manager. Together, they’re the most efficient data solution.
In short, Tag Manager allows you to apply marketing tags to your site. With Tag Manager running, you can measure different actions, like whether a video is being played, an element is visible, scrolling habits and so on. Given that there are actions which will be unique to your site, Tag Manager is the perfect assistant. One additional benefit is that it gives the marketer more control so that a developer doesn’t have to do all the tracking.
4. Proper Attribution
Attribution is the process of assigning credit to channels during a customer journey. Almost always there are multiple channels in one conversion, so which channel gets the credit, and how much should be spread out? Google Analytics has built-in ways of taking care of attribution, but a good starting point is to explore conversion paths and the way that channels influence each other. In the right hands, Attribution will ensure you identify and prioritise the effective marketing channels over those that are costing you money.
Reach and Frequency.
This plays a role is media wastage and should be incorporated in any strategy.Get in touch