Representation of an independent outside website audit for several house brands as part of a more comprehensive digital channel brand use audit.

1. 1 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Representation: Extract of findings for analyzing website performance for several
house brands as part of a more comprehensive digital channel brand use audit with
the objective to benchmark website Channel Attribution, User Behaviors, and Click
Funnels.
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The intent was to review and audit Traffic Patterns, Channel Attribution, User
Behaviors and Engagements, and the Click Funnel Paths for several house brands
including galliprantfordogs.com/ + galliprantvet.com + petbasics.com/our-
products/seresto/.
Overall, this snapshot audit review of Google Analytics, the Branded websites, and the
Datorama dashboard reveals the sites may not be fully optimized for the click funnel
path and general site performance and traffic is somewhat volatile with up and down
swing patterns.
RECOMMENDED ACTION | Opportunity | As resources become available, or via a
desired direction, a full website audit of select brands could be performed. The value to
Elanco and Brand Managers would be added confidence the websites are designed for
UX and the click path for maximum benefit. It would further ensure Google Analytics is
properly set up to capture the data points required for marketing and business analysis.
Preliminary Snapshot – Website Audit (Extract)

2. 2 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
• Galliprant Baseline Review | There is a high volatility in user traffic flow. Galliprant as a pain medication does not
have seasonality peaks, and therefore, what this may represent is the impact of inconsistent marketing campaigns,
spends and/or marketing optimization to continually fill the top of the funnel with new site visitors.
Default Channel Attribution is highly skewed to OTHER representing a basic primary need to define campaign
traffic sources which is being categorized into the OTHER Channel. Without clear attribution linking, analyzing site
performance for Funnel Objective and marketing and business ROI, including paid media, makes gathering useful
insights difficult at best.
Resolution: Recommend we work with the GA Admin and Media Agency to develop a UTM parameter naming
convention that would ensure attribution is assigned properly to the most relevant Default Channel groupings to
give us a much clearer view of how traffic is coming to the website, and visitor behaviors once arriving which we
can then link to Campaign and Objective.
Landing Pages - [Why Galliprant] is the primary destination for Pageviews, which is assumed to be the primary
CTA link for paid media and marketing.
Due to the minimalistic design of the website, the [Why Galliprant] webpage overshadows all pages for site visits.
Assuming this is the primary CTA link in our marketing efforts, it would be expected to see this level of traffic to the
page. However, the flow map reveals visitors are not navigating deeper into the site for more information as less
than 1% of traffic advance to a second page.
Opportunity: If it has not been conducted recently in the past, A/B testing landing pages for greater
engagements might provide value in gathering insights into what content resonates at the highest levels prior to
defined conversion events. The landing page testing might incorporate testing by Campaign Objective in
particular to gauge user resonance of website content at each stage of the Funnel and to aid in enhancing the
click path.
AUDIT FINDINGS SUMMARY | WEBSITES | GALLIPRANT

3. 3 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
Galliprant Baseline Review
User Devices | Platform - Of considerable note is the user device preference
for website visits. More than 97% of all traffic is coming via Mobile which has
significant consideration.
Recommended Action: To understand how mobile may impact user site
behaviors and conversion events compared to other device types, the
recommended expanded audit for analyzing site engagements should be
appended with a detailed lens view on mobile user behaviors.
The objective would be to understand insights such as:
� Are our marketing efforts over emphasizing mobile?
� Does the click path as currently designed work for mobile?
� How do mobile engagements differ from desktop?
� How does the mobile design impact conversion events and purchase
intent?
AUDIT FINDINGS SUMMARY | WEBSITES | GALLIPRANT

4. 4 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
• Galliprant_VET Baseline Review | There's a consistent, steady user traffic flow which aligns with the sessions view.
Visitors appear to be highly pre-qualified where user engagement baseline metrics outpace the consumer website.
Of particular note is Bounce Rate which further indicates site visitors are qualified and are finding content they
expected.
An interesting note within the metrics is the percentage of new users versus returning users. This suggests (with all
considerations in mind for how Google tracks new vs. returning users) that to grow and maintain the Galliprant
business requires a need for continually expanding Brand awareness among this influential community.
Unlike the Consumer website, Organic Search + Direct traffic leads all other channels for traffic attribution. This
infers there is high Brand awareness.
Primary Landing Pages - [Dosing Administer] is the primary destination for Pageviews, with the [Index] page a
leading secondary landing page destination.
The site design is also much more complex than the Consumer site as to be expected. The volume of content is
much more extensive and pageviews and engagements are dependent based on visitor informational needs.
Opportunity: If it has not been conducted in the past, a full content audit should be conducted to understand
what content is of highest value to visitors and is securing the most engagements. Gathering this level of insights
may aid marketing and sales with their communications messaging as well as development of marketing/sales
materials.
AUDIT FINDINGS SUMMARY | WEBSITES | GALLIPRANT_VET

5. 5 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
Galliprant_VET Baseline Review
Landing Page | Page Consumption | User Flows - The Users Flow map clearly reveals the "Dosing" topic and
information is of highest visitor value.
What's of note is the Index page has high website entries, but also high drop-offs (69% of landing page arrivals). The
adjusted Bounce Rate (25-seconds as applied on the Consumer site) may not be as applicable here on the professional
site. It may in fact misrepresent a classic Bounce if users are not advancing beyond this landing destination.
Opportunity: A User Behavior Content Analysis would
allow us to dig deeper into site and page engagements
for the impact on Funnel objectives with an analytical
lens of attribution, new vs. returning visitor, landing
destination, page consumption, user engagements
including event triggers, and the conversion events as
defined for business impact.
User Devices | Platform
Unlike the Consumer website, site traffic from desktop
vs. mobile is roughly apportioned equally for device
use, which is sensible. All leading performance metrics
are equally similar with the caveat that Bounce Rate is
slightly lower on desktop than mobile.
Opportunity: As part of the proposed content audit, apply an analytical lens on device usage to extrapolate any key
nuances and trends that might be represented in the data.
AUDIT FINDINGS SUMMARY | WEBSITES | GALLIPRANT_VET

6. 6 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
• Seresto Baseline Review | There's a seasonal user traffic flow trend as expected for product. Visitors appear to be
pre-qualified where select user engagement baseline metrics represent reasonably average performance
(pages/session, avg. session duration, bounce rate). Of the Brands reviewed so far, measured by site visits, Seresto
by far represents a leading consumer Brand within the product portfolio.
And, as it is becoming a recurring theme with all sites under review, the percentage of new users versus returning
users is high indicating a need to continually fill the top of the funnel with new consumers via awareness
campaigns (especially during in-season needs). this may represent is the impact of inconsistent marketing
campaigns, spends
Traffic Attribution - As a baseline, Display + Direct + Paid Search + Social + Organic Search are working in parallel
to represent the Top Default Channels stimulating traffic to the website.
Paid Media and Paid Search campaigns appear to be quite active for the Brand (representing 79% of all traffic) with
notably email as an active digital channel for those opting into communications via the website.
Opportunity: Since the Brand is quite active in Campaigning, recommend we work the Brand Manager to fully
understand their digital marketing plans to be able to use the Brand as a proof case for how we can measure
and optimize their digital efforts to demonstrate to the Pet Health Group as a whole the possibilities for how
Digital can be leveraged using data analytics to drive positive business outcomes.
Campaign Tracking - Campaign Landing Pages and
UTM tracking is in place, but does require an adopted
UTM naming convention using all parameters to
better be able to track Campaign attribution and
performance via Google Analytics without extensive
data cleaning and grooming.
Of note, the Brand has historically used Campaign
landing pages which is a good strategic direction.
Deeper analysis would be required to understand how
well these landing pages performed for defined time
periods and conversions, but it's great to see this is an
active strategic direction.
Where applicable for Campaign periods designed to
run indefinitely, A/B testing landing pages at the
forefront of Campaign launch would provide enhanced
value to align click paths for greatest performance.
Opportunity: If it has not been conducted recently in the past, A/B testing campaign landing pages for greater
engagements would provide value in optimizing click paths and conversion. Additionally, implementing a UTM
naming convention with the Brand could be used as the model for organizational-wide adoption.
AUDIT FINDINGS SUMMARY | WEBSITES | SERESTO

7. 7 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
Primary Landing Page | Page Consumption - The [campaigns/seresto-experience-the-difference] page is the primary
landing destination, with the Overview [our-products/seresto] page a leading secondary landing page destination.
The PetBasics.com site design is complex designed with a number of URL redirects and more than 400 separate URLs
containing Seresto content. The ability to consoldate page performance metrics across page URLs becomes an
extensive exercise when analyzing page performance but with the acknowledgement Campaign Landing Pages do
isolate site visitors arriving from promoted efforts.
Opportunity: A full content and user behavior audit would
understand what content is of highest value to visitors and is
securing the most engagements. Gathering this level of insights
may aid in all aspects of marketing and sales strategically
aligning communications and messaging.
AUDIT FINDINGS SUMMARY | WEBSITES | SERESTO

8. 8 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Key Insights & Findings (continued)
User Devices | Platform - A large percentage of users prefer
their Mobile device when visiting the site. As with the
Galliprant review, this warrants deeper exploratory
investigation.
Recommended Action: To understand how mobile may
impact user site behaviors and conversion events, and
when compared to other device types, an expanded audit
recommended for analyzing site engagements should be
appended with a detailed device analysis using a specific
mobile lens view.
The objective would be to understand insights such as:
― Does the click path as currently design work for
mobile?
― How do mobile engagements differ from desktop?
― How does the mobile design impact conversion
events and purchase intent?
Events Overview - Event tracking is active on the site. Of note is the ~200K users who have clicked on 'Where to Buy'.
This is a core measurable conversion event and represents a large percentage of visitors are active shoppers.
Opportunity: To understand at deeper levels user
engagements and the impact on desired conversion
events, a separate analysis for which events are being
triggered linked to page, page position and attribution
would provide insights for site UX, click paths, content
value and resonance, and potentially motivational
consumer triggers for advancing further down the
funnel.
AUDIT FINDINGS SUMMARY | WEBSITES | SERESTO

9. 9 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
GALLIPRANT | WEBSITE SNAPSHOT REVIEW
AUDITDETAILS
INSIGHTS, FUTURE CONSIDERATIONS
& EXPANDED DISCOVERY QUESTIONS

10. 10 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Datorama Dashboard Views
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Dashboard Filters | Date, Groups, Brands, Objectives, Channels, Platforms
Limited attribution linking for Objectives leveraging (GA Campaign Manager) as primary data source.
Website performance representations use limited filtered views to convey information that may not be fully actionable.
Baseline metrics are limited (new visits, bounces, bounce rate) may not be the most relevant and are not expansive enough
to convey site performance and user influence. Site traffic views by Channel acquisition is a useful view, but in its current
state does not adequately attribute source traffic by Objective which may be the main view filter for Brand Managers and
which much of Campaign planning may be conducted.
Dashboard Linking (Keyword) Questions
� Team | How Is attribution linked in the dashboard? Are we linking views via established UTM parameters? Other?
� Team | Have we ever considered cleaning and grooming the historic UTM data for naming conventions to make it more
useful and meaningful?
� Team | What is the general opinion for the need to develop a UTM naming convention for use with paid media and
other journey touchpoints?
RECOMMENDED ACTION | Expanded Views | Ideally, for benefit of Brand Managers in particular, dashboard website views
with expanded user behavior metrics should convey attribution influence and user behaviors for leading Funnel Objectives
(awareness, consideration, acquisition/conversion) highlighting adopted Primary Business Impacting KPIs. Furthermore,
filtering should foremost align to Google default channels with deeper filterable views aligned to dashboard setup (groups,
brands, objectives, channels, platforms).
DASHBOARD | WEBSITE SNAPSHOT REVIEW

11. 11 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Google Analytics
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Baseline Traffic Review
https://www.galliprantfordogs.com/
Top-level view: there is a high volatility in user traffic flow which aligns with the sessions view. Galliprant as a pain
medication does not have seasonality trends, and therefore, what this may represent is the impact of inconsistent
marketing campaigns, spends and/or marketing optimization to continually drive traffic to the website and to fill the top of
the funnel with new site visitors.
-------------------------------------------
Default Chanel Attribution
GALLIPRANT | WEBSITE SNAPSHOT REVIEW

12. 12 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Default Channel Attribution is highly skewed to OTHER
representing a basic primary need to define campaign
traffic sources which is currently categorized into the
OTHER Channel.
Without clear attribution linking, analyzing site
performance for Funnel Objective for marketing and
business ROI, including paid media, makes gathering useful
insights difficult at best.
Default Chanel Attribution (continued)
Expanding on what we discovered in the previous Channels chart, UTM tracking is in place, at least partially, but requires
Campaign Tracking to overcome traffic placement into the OTHER Default Channel.
To resolve this issue, the first step is to obtain a
full list of active campaigns to be able to work
with the GA Admin to link UTM parameters to
proper attribution. Unfortunately, any clean-up
work done is not retroactive and therefore would
be future based.
In tandem, we should review current naming
schemes and adopt an organizational-wide UTM
naming convention. We have a near-term
opportunity to start fresh with the new Media
Agency relationship with such an initiative.
Without correcting this basic primary issue,
traffic attribution and analysis of user behaviors
can become quite misleading which can lead to
poor decision making for strategic marketing
directions.
As further testament, we can further see OTHER attribution is the leading Channel source for site traffic to the [Why
Galliprant] webpage with several baseline metrics significantly underperforming and most noticeably average session
duration. Unfortunately, without cleaning and mapping the UTM source/medium parameters, we are unable to review
clearly what underlying channels and platforms is dragging down performance.
GALLIPRANT | WEBSITE SNAPSHOT REVIEW

13. 13 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
What is needed is a full analysis of user behaviors
once we are able to sync UTMs to Campaign
attribution.
Attribution Linking Questions
� Team | How expansive is the use of established
UTM parameters?
� Team | Is there an adopted UTM naming
convention for Elanco?
� Team | Is Jellyfish acting as the Google Admin?
RECOMMENDED ACTION | OTHER Channel Attribution | In addition to a recommended expansive site audit, resolving mis-
attributed site traffic within the Other Channel needs to become a priority for future attribution tracking. Working with the
GA Admin and Media Agency, we would be able to develop a naming convention for UTM parameters that would ensure
attribution is assigned properly to the most relevant Default Channel groupings. This will give us a much clearer view of
how traffic is coming to the website, which we can then link to Campaign and Objective.
-------------------------------------------
Primary Landing Page
[Why Galliprant] is the primary destination for Pageviews, which is assumed to be the primary CTA link for paid media
and marketing.
This is where the value of attribution tracking and analysis is highly relevant to understand what source media is creating
not only site traffic but also website transactional hits (events and goals) by Funnel Objective which will aid us in further
supporting UX optimization of the site and the the desired user behaviors (click path) while improving marketing spend.
Landing Page Questions
GALLIPRANT | WEBSITE SNAPSHOT REVIEW
GALLIPRANT | WEBSITE SNAPSHOT REVIEW

14. 14 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
� Team | Verify the [Why Galliprant] webpage is the primary CTA link in paid media and marketing? Are other landing
page destinations used in CTAs, e.g., index (campaign) page? Why or why not?
RECOMMENDED ACTION | Landing Page A/B Testing | If it has not been conducted in the past, A/B testing landing pages
and landing page design for greater engagements might provide value in gathering insights into what content resonates at
the highest levels prior to defined conversion events. The landing page testing might incorporate testing by Campaign
Objective in particular to gauge user resonance of website content at each stage of the Funnel and to aid in enhancing the
click path.

15. 15 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
-------------------------------------------
Landing Page | User Flows
Overall, baseline benchmarks for Pages per Session, Average Session Duration, Bounce Rate infer minimal site
engagements. To be able to get a better perspective on visitor behaviors, we can review the Users Flow map to
understand how users are navigating the site and which pages may be of most value.
Due to the minimalistic design of the website, the [Why Galliprant] webpage overshadows all pages for site visits. Assuming
this is the primary CTA link in our marketing efforts, it would be expected to see this level of traffic to the page. However,
the flow map reveals visitors are not navigating deeper into the site for more information as less than 1% of traffic advance
to a second page.
The analysis which needs to be done at a deeper level is whether site visitors who are landing on the [Why Galliprant]
webpage are engaging with the page and consuming sufficient content for defined, business impacting Funnel conversion
events.
Reviewing user behaviors for Event triggers
indicate engagement levels are reasonably
modest on the webpage based on total
sessions and an adjusted Bounce Rate using
Time on Page (25 seconds). Other Event
triggers defined represent a small percentage
of page interactions.
Of significant note is less than 1% of total
events is for the "Buy Now" (purchase)
button click which could be considered the
site's core conversion event (in the absence
of e-commerce).
Event | Goals Set Up Questions
Team | Is there a clear reference document defining events and goals?
RECOMMENDED ACTION | User Behavior Analysis | To dig deeper into site engagements and the impact on Funnel
objectives, a thorough benchmark audit is required to understand how new and returning visitors are navigating the site
and consuming content, and whether the baseline benchmarked behaviors can be positively influenced for better business
outcomes with a better site design and/or an enhanced, more streamlined click path.
GALLIPRANT | WEBSITE SNAPSHOT REVIEW
* Added Observation: note Channel attribution for Other Default Channel - reinforces need to resolve issue.

16. 16 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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User Devices | Platform
Of considerable note is the user device preference for website
visits. More than 97% of all traffic is coming via Mobile which
has significant consideration.
Mobile Questions
Team | Is the site optimized for mobile?
Team | Is our paid media campaigns optimized for mobile (over
emphasizing mobile)?
RECOMMENDED ACTION | Mobile Impact | To understand
how mobile may impact user site behaviors and conversion
events, and when compared to other device types, the
expanded audit recommended for analyzing site engagements
should be appended with a detailed device analysis using a
specific mobile lens view.
The objective would be to understand insights such as:
� Does the click path as currently design work for mobile?
� How do mobile engagements differ from desktop?
� How does the mobile design impact conversion events and
purchase intent?
GALLIPRANT | WEBSITE SNAPSHOT REVIEW
Mobile Event Behaviors Desktop Event Behaviors

17. 17 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Google Analytics
-------------------------------------------
Baseline Traffic Review
https://www.galliprantvet.com/
Top-level view: consistent, steady user traffic flow which aligns with the sessions view. Visitors appear to be highly pre-
qualified where user engagement baseline select metrics outpace the consumer website. Of particular note is Bounce Rate
which further indicates site visitors are qualified and are finding content they expected.
An interesting note within the metrics is the percentage of new users versus returning users. This suggests (with all
considerations in mind for how Google tracks new vs. returning users) that to grow and maintain the Galliprant business
requires a need for continually expanding Brand awareness among this influential community.
-------------------------------------------
Default Channel Attribution
Unlike the Consumer website, Organic Search + Direct traffic leads
all other channels for traffic attribution. This infers there is high
Brand awareness.
A quick review of campaign (source/medium) attribution reinforces
traditional consumer digital marketing channels are not the main
thrust behind the traffic flow, and effective communications,
marketing strategies and channels to this professional audience will
differ when compared to the general consumer.
Channel | Campaign Questions
Team | What are the primary campaigns and channels are in use to reach the veterinarian audience and to grow
awareness, engagements and sales revenue?
GALLIPRANT_VET | WEBSITE SNAPSHOT REVIEW

18. 18 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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Primary Landing Pages
[Dosing Administer] is the primary destination for Pageviews, with the [Index] page a leading secondary landing page
destination.
Site design is much more complex than the Consumer site as to be expected. The volume of content is much more
extensive and pageviews and engagements are dependent based on visitor informational needs.
Website Primary Questions
� Team | What would be considered the primary CTA on the website? The final conversion point, e.g., Get Galliprant, Get
in Touch, Talk to Us?
� Team | Do we have in place a platform for Call Center analytics? What is our capability for tracking other digital
touchpoints, e.g., email, other?
� Team | what does the Sales CRM look like? What information are they capturing into the database? Is the data
accessible for use in the dashboard?
RECOMMENDED ACTION | Content Engagement Audit | If it has not been conducted in the past, a full content audit
should be conducted to understand what content is of highest value to visitors and is securing the most engagements.
Gathering this level of insights may aid marketing and sales with their communications messaging as well as development
of marketing/sales materials.
GALLIPRANT_VET | WEBSITE SNAPSHOT REVIEW

19. 19 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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Landing Page | Page Consumption | User Flows
The Users Flow map clearly reveals the "Dosing" topic and information is of highest visitor value. What's of note is the
Index page has high website entries, but also high drop-offs (69% of landing page arrivals). The adjusted Bounce Rate (25-
seconds as applied on the Consumer site) may not be as applicable here on the professional site. It may in fact
misrepresent a classic Bounce if users are not advancing beyond a landing destination.
-------------------------------------------
The recommended Content Engagement Audit
would give us a better perspective on visitor
behaviors by landing destination, user navigation
and page content needs.
Event | Goals Set Up Questions
Team | Is there a clear reference document
defining events and goals for this website?
Team | What is the Goal Completion?
RECOMMENDED ACTION | User Behavior Analysis | Dig deeper into site and page engagements for the impact on Funnel
objectives with an analytical lens of attribution, new vs. returning visitor, landing destination, page consumption, user
engagements including event triggers, and the conversion events as defined for business impact.
GALLIPRANT_VET | WEBSITE SNAPSHOT REVIEW

20. 20 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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User Devices | Platform
Unlike the Consumer website, site traffic from desktop vs.
mobile is roughly apportioned equally for device use, which is
sensible. All leading performance metrics are equally similar
with the caveat that Bounce Rate is slightly lower on desktop
than mobile.
RECOMMENDED ACTION | Device Influence | As part of the
proposed content audit, apply an analytical lens on device
usage to extrapolate any key nuances and trends that might be
represented in the data.
GALLIPRANT_VET | WEBSITE SNAPSHOT REVIEW
GALLIPRANT_VET | WEBSITE SNAPSHOT REVIEW

21. 21 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
Google Analytics
-------------------------------------------
Baseline Traffic Review
https://www.petbasics.com/seresto...
Top-level view: There's a seasonal user traffic flow trend as expected for product. Visitors appear to be pre-qualified where
select user engagement baseline metrics represent reasonably average performance (pages/session, avg. session duration,
bounce rate).
As it is becoming a recurring theme with all sites under review, the percentage of new users versus returning users is high
indicating a need to continually fill the top of the funnel with new consumers via awareness campaigns (especially during in-
season needs).
-------------------------------------------
Default Channel Attribution
As a baseline, Display + Direct + Paid Search + Social + Organic Search are
working in parallel to represent the Top Default Channels stimulating
traffic to the website.
Seresto traffic represents roughly 24% of all PetBasics.com traffic.
Paid Media and Paid Search appears to be quite active for the Brand
(representing 79% of all traffic) with notably email as an active digital
channel for those opting into communications via the website.
Channel | Campaign Questions
Team | What is the Website Goal Completion for the Seresto Brand?
SERESTO | WEBSITE SNAPSHOT REVIEW
SERESTO | WEBSITE SNAPSHOT REVIEW

22. 22 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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Campaign Tracking
Campaign Landing Pages and UTM tracking is in place,
but does require an adopted UTM naming convention
using all parameters to better be able to track Campaign
attribution and performance via Google Analytics
without extensive data cleaning and grooming.
As previously recommended, we can resolve the
UTM need by working with the new Media
Agency and the GA Admin to adopt a standard
naming convention for our UTM parameters to
more efficiently track Campaign performance.
Of note, the Brand has historically used Campaign
landing pages which is a good strategic direction.
Deeper analysis would be required to understand
how well these landing pages performed for
defined time periods and conversions, but it's
great to see this is an active strategic direction.
Where applicable for Campaign periods designed
to run indefinitely, A/B testing landing pages at
the forefront of Campaign launch would provide
enhanced value to align click paths for greatest
performance.
A thorough website content audit for analyzing
user behaviors, and especially for Campaign
landing pages as recommended for Galliprant is
applicable for Seresto as well. This would provide
valued insights into site design as well content
needs.
RECOMMENDED ACTION | Attribution Tracking | Fundamentally, we simply need to have in place mechanisms for which
we can easily track Campaign activity to measure performance and business impact. Campaign landing pages and UTMs can
be used extensively for many, if not all, digital and offline touchpoints. If we can be successful in promoting best practices
with common adopted standards, performance analysis and dashboard builds and reporting can be much more efficient.
SERESTO | WEBSITE SNAPSHOT REVIEW

23. 23 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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Primary Landing Pages
The [campaigns/seresto-experience-the-difference] page is the primary landing destination for Sessions and Pageview,
with the Overview [our-products/seresto] page a leading secondary landing page destination.
The PetBasics.com site design is complex designed with a number of URL
redirects and more than 400 separate URLs containing Seresto content. The
ability to consoldate page performance metrics across page URLs becomes an
extensive exercise when analyzing page performance but with the
acknowledgement Campaign Landing Pages do isolate site visitors arriving from
promoted efforts.
Website Primary Questions
� Team | What would be considered the primary CTA on the website? The
final conversion point, e.g., Where to Buy, Buy Online, Find In-store/Clinic,
Create Account?
� Team | How frequent are Campaign landing pages planned, created and
used?
� Team | what does the Sales CRM look like? What information are they
capturing into the database? Is the data accessible for use in the dashboard?
RECOMMENDED ACTION | Content Engagement Audit | As for all Brand websites and as prioritized, If it has not been
conducted in the past, a full content audit should be conducted to understand what content is of highest value to visitors
and is securing the most engagements. Gathering this level of insights may aid in all aspects of marketing and sales and with
communications and messaging.
SERESTO | WEBSITE SNAPSHOT REVIEW

24. 24 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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Landing Page | Page Consumption | User Flows
The Users Flow map clearly reveals the Campaigns are driving traffic to the [campaigns/seresto-experience-the-
difference] Campaign landing page.
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Recommended Content Engagement Audits across prioritized Brand sites
would give us a better perspective on visitor behaviors by landing
destination, user navigation and page content needs.
RECOMMENDED ACTION | User Behavior Analysis | Dig deeper into site and page engagements for the impact on the Click
Path and Funnel objectives with an analytical lens of attribution, new vs. returning visitor, landing destination, page
consumption, user engagements including event triggers, and the conversion events as defined for business impact.
SERESTO | WEBSITE SNAPSHOT REVIEW

25. 25 | P a g e M e a s u r e m e n t & A n a l y t i c s | D a t a B a c k b o n e T e a m
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User Devices | Platform
A large percentage of users prefer their Mobile device when
visiting the site. As with the Galliprant review, this warrants
deeper exploratory investigation.
Mobile Questions
Team | Is the site optimized for mobile?
Team | Is our paid media campaigns optimized for mobile (over
emphasizing mobile)?
RECOMMENDED ACTION | Mobile Impact | To understand
how mobile may impact user site behaviors and conversion
events, and when compared to other device types, the
expanded audit recommended for analyzing site engagements
should be appended with a detailed device analysis using a
specific mobile lens view.
The objective would be to understand insights such as:
� Does the click path as currently design work for mobile?
� How do mobile engagements differ from desktop?
� How does the mobile design impact conversion events and
purchase intent?
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Events Overview
Event tracking is active on the site. Of note is the ~200K
users who have clicked on 'Where to Buy'. This is a core
measurable conversion event and represents a large
percentage of visitors are active shoppers.
Event | Goals Set Up Questions
Team | Is there a clear reference document defining events
and goals for this website?
Team | What is the primary Goal Completion (conversion
point) for the site?
RECOMMENDED ACTION | Event Tracking Analysis | To understand at deeper levels user engagements on the site
warrants a separate analysis for which events are being triggered and measured. Linking these events to page, page
position and attribution would provide insights for site UX, click paths, content value and resonance, and potentially
motivational consumer triggers for advancing further down the funnel.
SERESTO | WEBSITE SNAPSHOT REVIEW
SERESTO | WEBSITE SNAPSHOT REVIEW