Web Analytics

How to Make New AdWords Conversion Reporting Work for You
November 17, 2015

Google recently made a change to the AdWords drag-and-drop report editor to make conversion tracking a little easier. Marketers now have more power over the way data is displayed with new conversion tracking columns. This gives you easy access to the data you really need in order to see what's driving conversions. Once you know what's working, you can adapt your advertising plan to line up with those successful tactics.

How to Track Facebook Conversions in 5 Easy Steps
July 18, 2014

As Facebook advertising continues to expand targeting options and more money is being invested in social pay per click, it's important to know which ads are actually driving conversions. Below we'll cover how to set up Facebook conversion tracking and how to use that data to optimize for conversions. The Facebook conversion pixel allows you to track offline conversions from your site. For example, by placing the conversion pixel on your site's thank-you page, you're able to track when a user clicks a Facebook ad and converts within a 28-day cookie window. 

Is Everything We’ve Ever Learned About Attribution Really Wrong?
July 10, 2014

There was a lively discussion on LinkedIn a couple of weeks ago following a thought-provoking post by Gary Angel of Ernst & Young on digital marketing attribution. Angel's core assertion in his post is that all attribution models are wrong and unlike George Box's famous quote, he doesn't think many of them are particularly useful, either. The reason they're "wrong" is because they don't take into account what might have been expected to happen anyway. If we take a step back, then digital attribution models have historically tended to fall into three types:

What Google Hummingbird Really Means and What Marketers Can Do About It
February 6, 2014

In the digital marketing world, change is inevitable. At some point in life we're all forced to adapt, change paths, learn new skills or face something we definitely weren't expecting. As marketers with strong search marketing skills, adapting to change is something we do all the time. With Google's 665 algorithm updates in 2012 alone, we have to! Along with the changes in other aspects of professional life, we sometimes get hung up on distractions or efforts to make something more important or scary than it is. The problem is, those distractions can be costly. 

11 Must-Measure KPIs for Content Marketing Success
November 27, 2013

The search community has always been infatuated with content in one format or another, and the saying "content is king" isn't exactly new. However, the reality with content marketing that most people are starting to awaken to is that content has value beyond simple search engine optimization. Content marketing, when done correctly, has its own return on investment as a channel, and thus must be measured by a set of unique key performance indicators (KPIs). The issue has always been in identifying the value of the KPIs most people tend to use. 

Virtual Numbers Might Be the One Thing Missing From Your Marketing Strategy
November 18, 2013

When you hear the phrase "internet marketing," you likely consider a lineup of options that are supposed to draw more customers to your brand or product. Perhaps you think a well-rounded approach to gaining the attention of prospects is some combination of search engine optimization, social media, viral videos and Google AdWords. If so, you're skimming right over an approach that has one of the highest return on investments of them all — VoIP business phone service.

5 Myths (and Truths) About Big Data
September 16, 2013

"Big data" has become a catch-all term for the vast amount of information generated by our digital lifestyles, and the analytics techniques for dealing with it all to improve marketing, products and business intelligence. It's become very fashionable to decry the value of big data for marketing, with many pundits and consultants calling it "no big deal." I believe in big data, just like I believe in the power of all data to transform our lives. Just look at the powerful applications already emerging in healthcare, world hunger, global economics and sport competitiveness.