Understanding the importance of analytics and metrics in digital marketing.

1. ANALYTICS

2. A DIGITAL MARKETING AGENCY
DELIVERING GREAT RESULTS
+353 (1) 53 11 611 | adam@encendo.co | encendo.coWHAT WE DO

3. 1,000
in
10
out
Websites
90%Typically, all things being equal, 90%+ of
your website traffic is leaked

4. 5%EMAIL
5%
5%
PPC
SOCIAL

5. What is it?
• Measurement
• Collection
• Analysis
• Reporting

6. What is it?
Measure
AdaptDevelop

7. What is it? - User
• Cookies
• Stronger User Journey
• Targeted Advertising

8. What is it? - Business
• Return on Investment
• Customer Data
• Hot Products and Services
• Company Policies
• Influence business decisions
• Targeted Advertising
• Marketing Automation

9. How It Works
Collection
cookies
pixels
Processing
Configuration
filters
Reporting

10. Typical Goals
• Performance Measurements
• Visitor Data
• Marketing Optimization
• Content Optimization

11. METRICS + DIMENSIONS

12. Metrics and Dimensions
DIMENSIONS
Characteristics of users, sessions
and actions
METRICS
Quantitative measures

13. Typical Metrics : Email
• Sent
• Opens
• Open Rates
• Clicks
• ClickThrough Rates
• Bounced
• Unsubscribes

14. Typical Metrics : Social
• Reach
• Followers
• Likes
• Dislikes
• Engagement
• Shares
• Sentiment

15. Typical Metrics : Paid Advertising
• Impressions
• Frequency
• Clicks
• ClickThrough Rate
• Cost Per Click

16. Typical Metrics : Websites
• Sessions / Users
• Pageviews / Pages per Sessions
• Session Duration
• Bounce Rate
• Exit Rate

17. Typical Metrics : Campaign Goals
• Conversions
• Conversion Rate
• ROI
• ROAS
• Funnel Conversion Rate

18. GOOGLE ANALYTICS

19. Dashboard

20. Dashboard

21. Setup

22. Setup

23. Settings
• Link Google Webmaster
• Link Google Adwords
• Exclude your IP address
• Exclude bots

24. Audience
• Demographics: age and gender
• Interests: affinity groups, in-market segments,
other categories
• Geo: language and location
• Behaviour: new vs returning, frequency &
recency, engagement
• Technology: browser & OS, network
• Mobile: devices
• Benchmarking: channels, location, devices
• Users flow

25. Acquisition
• All Traffic: channels, treemaps, source/medium,
referrals
• AdWords: campaigns, treemaps, bid adjustments,
keywords, search queries, hour of day, destination
URLs, display targeting, video campaigns, shopping
campaigns
• Search Engine Optimization: queries, landing pages
• Social: network referrals, data hub activity, landing
pages, trackbacks, conversions, plugins, users flow
• Campaigns

26. Behaviour
• Site Content
• Site Speed
• Site Search
• Events
• In-Page Analytics

27. Conversions
• Goals
• Ecommerce
• Multi-Channel Funnels
• Attribution

28. REMEMBER
GOOGLE ANALYTICS
DOESN’T TELL YOU
EVERYTHING

29. STRATEGIES

30. So What?
• Know what to measure
• Ensure you have the right tools in
place
• Present the stats in an
understandable format
• Benchmark
• Share it
• Use it