Today I want to talk about a topic that’s utterly important for your marketing success.
I’m talking about metrics and numbers and boring things like monitoring the performance of your marketing through digital marketing analytics. But guess what! If you don’t measure your performance, you don’t have the chance to improve things.
You’ll never know why your marketing is not working. You have no clue what piece of your funnel actually is broken. And I can tell you, there are many pieces to the puzzle!
It can be the Facebook ad itself, the visual or the copy. Or it can be the target audience that’s not working. The adjust ends up in front of the wrong people, so it will never work!
It also can be the landing page. Or the lead magnet. Or the fact that your funnel is not congruent, maybe your landing page shows a visual or a headline that’s just not congruent with what people expect after they’ve clicked on your ad.
You see, there are lots of possible points of failures.
And because most people don’t measure the performance of their marketing and most people do not even know what to measure, they just don’t know what to do when their funnel is not working.
And when you listen to these people you will hear something like this.
- Facebook ads do not work or
- Facebook advertising is so expensive or
- Facebook ads do not work for my business, it’s different or
- I don’t know how to do Facebook advertising
And then they just give up!
Well, that is because people don’t measure and don’t take the time to find out what’s broken. Most of the time it’s just one piece and not the entire funnel! And you could measure all the above with social market analytics.
So, that’s why you always want to measure the performance of your funnels and your marketing campaigns and here’s why you want to use Google Analytics to measure your success.
Why you want to use Google Analytics
I know, there’s so much information in Google Analytics that it can be quite overwhelming, especially when you just start out. In fact, there is so much in Google Adwords that it’s gonna be expected that you get frustrated and overwhelmed.
Don’t worry, that’s normal!
That’s why I’ve written this article.
This article is for you if you don’t know which numbers to look at or how to read the numbers.
So, let’s start and go to work!
What we do to make things easy, is to start with just ONE THING – just use one report until you’ve mastered it. Then you can think of adding more things. But for now, we keep it simple & easy.
It’s actually much easier than you think. The only thing you need is a proper framework and then start to put one piece of the puzzle in place at a time.
You’ll see, this is really powerful.
And you don’t need more than 5 min. a day, I promise!
Just start out with one single report that Google Analytics provides. And of course, we start with the most important report for you.
Now hop over to your Google Analytics account.
If you don’t have an Analytics account yet, watch this video to learn how to set it up: https://www.youtube.com/watch?v=v42sV_FX2DY
To start to get used to Google Analytics, we use the Google Merchandise account. This is a demo account that Google provides to us to play around with the numbers provided in the reports.
The most important account is “Source/Medium”.
The SOURCE/MEDIUM account
You find it when you open up the Google Merchandise account, click on “Acquisition”. By the way, “Acquisition” tells you where your users come from!
Then go to “All traffic” and in there click on “Source/Medium”
What you’ll find is a report like this:
The left column “Source/Medium” tells you where your traffic is coming from.
- google / organic – that is traffic that comes from Google
- Youtube/referral – that is traffic that comes from a third party via YouTube
- (direct) / (none) – this looks quite funny, right?
And what it’s actually telling you is that Google has no idea where the traffic is coming from. That happens because you haven’t correctly tagged your traffic. Most of the time it’s the email traffic from your email marketing that is not tagged. Google does it’s best to find out where the traffic is coming from, but in case it can’t, the traffic goes here!
The other columns
You find a lot of numbers in these reports. But don’t worry, the numbers itself are not important, what is important though is how these numbers relate to each other. For example, in the fourth column “bounce rate” you see a bounce rate of almost 75% for Google/CPC while other sources have a much lower bounce rate.
What does this tell you? Is there a reason for this? Well, Google/CPC is cold traffic. These are people that don’t know you yet. This could be a reason.
So, take your time, analyze it, don’t get caught up in the numbers, see how they relate to each other. You will learn a whole lot form it over time!
Now have a look at the results for a traffic source. Go to the right to the column “revenue”. This is the revenue that you make from this specific traffic source.
Over time you get a feeling of what to result to expect. So, when the results are either better or worth than expected then go over into the middle part of the report and see where the problem is. Is it the bounce rate? The engagement?
The report gives you an idea how well your traffic sources are working. The pre-requisite that these reports work is that you tag your traffic! It’s a MUST DO!
If you tag your traffic properly you not only see YouTube/referral, but the actual channel the traffic is coming from, or the specific video that sent the traffic over. You can even track if it was a link in the description or a link or if it came from a YouTube card.
You literally can tag everything.
You can even tag your partners and affiliates all within your website analytics.
You build a tagging URL that consists of
- Your website address, e.g. http://yourwebsite.com
- The traffic source, e.g. utm_source=activecampaign
- The medium that drives the traffic, e.g. utm_medium=email
- The campaign, e.g. your product launch utm_campaign=CMW
So, the resulting URL would look like this:
Here’s a great tool that makes it easier for you to build the traffic URL. You just need to put your data in: https://ga-dev-tools.appspot.com/campaign-url-builder/
Don’t forget to tag your email source! If you don’t tag your email traffic, otherwise it will all go under (direct) / (none), which will not help you! Decrease the amount of traffic that is going to (direct) / (none) as much as you possibly can.
When you analyze ask yourself these questions:
- Look where you find (direct) / (none). Can you get it down by better tagging?
- Then look at the results, look for something that stands out – good or bad
E.g. great amount of traffic from Youtube 3,259 but hardly any conversion 0.09%,
ask yourself is there a way to optimize the YouTube traffic to get more conversion?
- Mail conversion is great 3.58% – why? These are people that already know, like and
- I get a lot of organic traffic how can I increase conversion rate on this?
Look for anomalies.
Get your smart brain thinking!