Once upon a time we used to navigate the web one page at a time. This was because web analytics used to be pretty simple. Tracking hits and bounce rates was relatively easy, but the way we use the web has evolved leaps and bounds. Hits don’t equate to success. Web analytics is now about tracking and measuring user behaviour. Human behaviour is often deemed as unquantifiable or simply baffling but analytics methods capture the data behind user actions. So even though we can’t understand why Mr X bought a rose scented shower gel as opposed to the honey dew one, we can understand his patterns.
Analytics set up is key. Knowing how to capture and retain information from web analytics tools that tell us where you’re performing and where performance is generated is paramount. You can only achieve this by raising the right questions and tapping into those answers. Importantly, effective analytics is about finding information that is useful to your business. It doesn’t stop at discovering both your customer’s and potential customer’s data patterns; user testing and qualitative analysis help us to understand why people online do what they do. And we’re pretty good at it.
Online advertisers are blessed with the ability to track, measure, report and optimise their campaigns based on data that other advertising channels can only dream about. However, ensuring that your tracking and analytics is set up correctly is key to any online marketing activity, after all you don’t want to be making budget decisions off the back of poor, or unreliable, data.
Fed up of waiting in development queues for a small piece of tracking code to be placed on the site? Tag Management allows the marketer to take control of the tracking that is on the site and helps speed up the process of getting campaign trials underway. Our team have expertise in implanting Tag Manager solutions from Google (GTM), Qubit, TagMan, and many more.
Our Google Analytics training courses are tailored to your own specific requirements and knowledge levels. The programme is designed so that you will leave with expert knowledge of not only Google Analytics but also of the performance of your own website and online marketing campaigns.
Advertisers are awash with data from their analytics platforms. However it can be a fulltime job wading through the data and, even then, there may not be enough time to deliver any definitive conclusions or recommendations. The Greenlight team can help build bespoke dashboards, meaning you get rich data displayed in meaningful, digestible reports on a daily, weekly and monthly basis, ensuring you have the time to work on campaigns that deliver success.