Analytics reporting can either be based just on web data or integrated with all other business data sources. Reporting tools make it easy to consolidate data into one place, both first- and third- party data. They typically provide the basic visualizations to help complement the raw numbers, but manipulation must be all done within the platform. Reporting tools allow you to review data in real-time after the dashboards are set up with different variations of collaboration features included.
User Testing is an analytics methodology to gather real user feedback, both qualitative and quantitative, online. User testing comes in many forms as it’s embedded within the user experience: surveys, live recordings, session recordings, and more. With the ability to view an actual session, businesses can learn to understand what causes fallouts, exits, and frustration. User Testing methods complement historical analytics to answer the “why” for user behavior trends and issues.
A/B multivariate testing, otherwise known as split testing, is how businesses find the best combination of elements that lead to success. Whether it’s color, layouts, or context, you can use A/B testing to split groups and compare them side-by-side at the same time. Since A/B testing maintains the time as a constant, you can ensure at least time-sensitive external variables are not in effect. A/B testing can either be done on the client-side or server-side. Client-side is typically an easy drag-and-drop editor within the tool’s user interface for anyone to set up tests. Server-side is dependent on a developer’s help to adjust the back-end to implement the test, but can be more flexible in terms of integrating internal data and processes.
Social Media tools are comprised of three different types: social publishing, social analytics, and social listening. Social publishing features include post scheduling, post customization, content calendars, and asset libraries. Social publishing tools streamlines teams by post across all social media platforms in one user interface. Social analytics provide data to help teams monitor social performance. Determine which content types, user segments, and times work best for every campaign and account. Social listening is the advanced set of analytics where you can dive into overall social conversations based on keywords, hashtags, and mentions. Social listening tools provide features for sentiment analysis, influencer research, and brand reputation monitoring.
Search engine traffic drives in the most qualified users as they strongly intend to convert. Gain high visibility with more impression share when users are researching. How? Use an SEO tool that aggregates Google Search data to understand organic search results, paid advertising, and competitor strategies. Knowing all three will give you a holistic view of how you can optimize your own content. Look for an SEO tool where you can easily explore keywords, real paid ad history, and backlinks. Rather than manually researching, SEO tools aggregate all search results for you. They provide data on all important SEO elements for a comprehensive, streamlined analysis.
Competitive analytics tools use one data collection methodology to give you a high-level view of how each digital market is doing, down to individual domains. They provide traffic analytics and user demographics for 1:1 comparative analysis across all platforms. Usually, competitive analytics tools will use a mixture of direct website tracking and a user panel of known attributes.
Web analytics tools measure and track your overall website and mobile app performance over time, allowing for historical reporting and analysis. The tool you choose should make analyzing easy. It should be versatile with simple third-party marketing integrations, so you’re able to create a more robust ecosystem of data. Also, it’s great to administer more complex remarketing campaigns based on historical data.
It’s that time to present all your hard work in a monthly marketing report. When you don’t have an analyst on deck, you’ll need to take the lead on reporting the numbers. But where do you start? And what’s considered enough to show to your big bosses? From an analyst to a marketer, I will make it as simple as possible for you to replicate on your own with Google Analytics.
When you’re searching for web analytics help, you’ll typically see that each expert specializes in Google Analytics or Adobe Analytics. Not both. So when you’re starting, how do you decide on which tool is best for your business? Luckily, you’ve come to the right spot as we’ve dealt with both web analytics tools for all types of industries.
When you click into Adobe Analytics’ Segment Builder for the first time, it’s a blank canvas with drag-and-drop functionality. Without any prior segmenting experience, it can seem overwhelming because you just don’t know where to start. But once you start digging into what the Segment Builder offers, you’d most likely never want to stop using it.
If you want to track your external campaigns, here is a quick starter guide to getting you started. Each URL requires a source, campaign name, and medium, but content and term are always an option to add more context to your campaign data in Google Analytics.
When you're new to digital marketing or just Google Analytics, it may seem like you've gone into another dimension. So many reports, so many terms. Where do you even start? But I got you! I've compiled the top 50 terms to get you started, so you can get to playing with your data sooner than later. If you're looking for a specific keyword, go ahead and hit CTRL+F to search for a term you need right away.
When you just start out with Google Analytics, you typically just follow the rules on how to set up a basic property, a view, and a couple tags. But what’s missing until you dig deeper into your business needs are a few extra setting configurations.
Segments are filters you create in your own account, where you can see different cuts of data in the same report. It’s important to note that segments don’t permanently change the data. It’s a way to view the data any way you want it, as long as the raw data is originally there.
Dimensions are qualitative characteristics of the user where it describes the user’s behavior, location, device. Even if the value is numeric, dimensions are always categories. Then, metrics will quantify how many had that characteristic. The different metrics can go from how many users based on a cookie all the way to a single page view.
Now that Adobe's amped up their UI game with Analysis Workspace, Report Builder's been put in the back burner for many analysts. Not me. So I'll show you how you can still get value out of this outdated, yet amazing tool today.
Are you just starting off with Adobe Analytics? Well, it's great that you're here to learn about props and eVars. In addition to the out-of-the-box dimensions and metrics, Adobe offers these two custom variables to complement your basic tracking. Props and eVars are really the meat-and-potatoes that makes Adobe Analytics tracking so flexible. Each of them have its own unique purpose, so let's get familiar with how they're used.
Let's get down to the bottom line. All marketing traffic is not valuable until it translates to real conversions. Depending on your business, your top conversion falls under one of these two buckets: a sale or a lead. But you can track your conversions in several ways in Google Analytics. One of them being the Conversion Reports.
Behavior Reports are your lens into what your visitors do on your website. This Google Analytics section shows which content resonates the most with your users and how they navigate through it all, also known as pathing behavior. Behavior reports can help guide you in a number of ways, but are most commonly used for content strategy and user experience.
Acquisition Reports are arguably the place you'll spend the most time viewing in Google Analytics. When marketing is all about bringing traffic to your website, Acquisition reports gives you the lens into what's working the best. Here's an in-depth rundown drilling into each report.