digital strategy: understanding google analytics data (part 1)
DESCRIPTION
Like other traffic measurement tools, Google Analytics only provides you a measure of your traffic data. By manipulating the data and comparing different metrics, you can generate insights that can be converted into tactics and strategy for your business. This article will show you how to measure the health of your marketing campaigns over time. Sunient is an advertising agency based in Toronto, Canada. We are a new breed agency that combines economic and data strategy with creative design, human psychology, and web technology. We translate traffic data into business tactics, then tactics into tangible results. Our creative services include branding, graphic design, web design and development, and strategic consulting for executing our solutions. Website: www.sunient.com Portfolio: www.sunient.com/portfolio.php Blog: www.sunient.com/blog.php Email: [email protected]TRANSCRIPT
SUNIENT
Digital Strategy: Understanding Google Analytics Data Part 1
Sunient is an advertising agency based in Toronto, Canada. We are a new breed agency that combines economic and data strategy with creative design, human psychology, and web technology. We translate tra�fic data into business tactics, then tactics into tangible results. Our creative services include branding, graphic design, web design and development, and strategic consulting for executing our solutions.
Like other tra�fic measurement tools, Google Analytics only provides you a measure of your tra�fic data. By manipulating the data and comparing di�ferent metrics, you can generate insights that can be converted into tactics and strategy for your business. This article will show you how to measure the health of your marketing campaigns over time.
Ratio Construction: A ratio is a comparison of two metrics, stylized as A:B. The two metrics should be somehow related to each other, and is not required to be correlated. The most common ratio in the online space is the conversion rate, which compares number of visitors to number of sales. Another ratio we can construct is the average time on site to number of sales. This ratio would provide insights into questions including:
1. Did they do research on the product before purchasing? 2. Did they go straight to checkout?
The point is that you can construct ratios from the mountain of data Google Analytics provides. It doesn't have to be average time on site to number of sales, or number of sales to number of visitors. How helpful the data is really depends on what you do with it.
SUNIENT
Sunient Inc.www.sunient.comLinkedin: goo.gl/uhTsUc
[email protected]+1 647 785 1607
www.sunient.com [email protected] +1 647 785 1607
Average Time on Site: Number of Sales
Time-Series: Time-series is a sequence of data that shows how a certain metric is changing over time. For example, how is your conversion rate changing from January to December? Throughout the year, you will likely be executing numerous marketing campaigns and promotions. Certain metrics like your conversion rate will tell you how well your campaigns are performing. If your conversion rate goes down on the month you are running a major marketing campaign, it makes sense to check if you're targeting the right demographic.
Conclusion: Don't take data provided by Google Analytics at face value. Compare metrics, and always compare them over time. This measurement strategy will help you determine the health or performance of your website or a marketing campaign relative to previous time periods. To implement this measurement strategy, give a shout to Sunient at [email protected] or call us at +1 647 785 1607.
SUNIENT
SUNIENT
Sunient Inc.www.sunient.comLinkedin: goo.gl/uhTsUc
[email protected]+1 647 785 1607
www.sunient.com [email protected] +1 647 785 1607
See www.sunient.com/blog for more articles.
Time
Num
ber o
f Sal
esN
umbe
r of V
isito
rs