Last-click attribution is so yesterday, but the new Google Attribution tool is about to take you beyond the data-driven attribution of today’s AdWords and Analytics platforms. Let’s dive right in and take a look at what marketers can expect from this technology. Single Source of Data Google already provides attribution tools for AdWords and DoubleClick […]
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If you’ve ever looked at your website analytics platform and wondered where your conversions are coming from or who is clicking on your links, then you’re probably going to be a big fan of Google Tag Manager. Not only does it save you time, but it also makes it really easy to gather exactly the […]
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Likes, shares, comments, and now hearts. Engagement is an important social media metric, but is it all you should be watching? Social media engagement reminds me of the Skinner Box. Except instead of pushing the lever myself and getting the reward, I’m relying on users’ affirmations to give me that weird, endorphin-like high. Engagement means […]
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Web analytics is not for the faint of heart. It can be complicated and messy and overwhelming. Still, understanding some of the basics of web analytics can be valuable for anyone involved in the marketing and advertising process. To get you started, we have chosen three of the more general terms you will encounter: metrics, […]
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High-performing companies are determining this year’s marketing and advertising spend using a single, critical tool: analytics. Of course, you know analytics is the data that tells you what is working and what is not, but how often does it influence your business decisions? According to Accenture research, high-performing businesses – those that deliver higher […]
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Retargeting, or remarketing, is a topic we’ve actively investigated for several months, as it exploded in popularity among marketers and clients alike. The opportunity to reconnect with a potential buyer who is already interested in your products or services is just too valuable to pass up, and retargeting makes it possible to increase sales among […]
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Who are your best bets when it comes to remarketing? Knowing which users are most likely to convert upon returning to your website is key to bigger sales and higher profits. No one knows this better than Google, and the latest addition to the Analytics suite – Smart Lists – proves it. What are Smart […]
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If your website receives significant traffic from a search engine that isn’t on Google’s default listing, then you could be missing organic search traffic data. Fortunately, Universal Analytics offers a fix. Custom Search Engine Tracking By default, Google tracks a number of search engines. Traffic sent by unlisted search engines, however, gets reported as referral […]
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That is, Keep It Simple, Silly. Whether you are the most experienced user or know next to nothing about Analytics, we can all use a few simple tips to help us KISS better in order to maximize our efforts.
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