Inappropriate campaign tracking makes it hard or sometimes impossible to evaluate results and find ways to improve performance. I would like to share some of my learning and suggestions on this topic. I will focus mostly on technical aspects of tracking, not touching more strategic questions, such as setting goals and expectations for marketing campaigns, ways to evaluate performance and others, that also are important.
[Updated: Jan 2020] Often I see quite significant amount of facebook.com and instagram.com referral traffic in Google Analytics reports that clearly is driven by paid advertising campaigns or post promotion. Usually that it either due to absence of tracking parameters or using inappropriate fields in Facebook Ads Manager.
Digital marketing is full of data silos, where each platform owns only part of the story data. For example, Facebook will show you clicks and costs for your campaign, but you will have to go to Google Analytics to analyse Bounce rate or Pages / Sessions. Often you will have to switch between different platforms while analysing the same campaign. With campaign naming inconsistency and poor structure you may have…
Google Data Studio is able to automatically import data from Search Console, that allows marketers to visualise Google Search performance data and get SEO insights from the reports. I would like to share my experience and suggestions for SEO reports made with Google Data Studio. Plan before you start There is so many data available it’s hard to fight a temptation to data puke and just put all the data in…
Regular Expressions (RegEx) may seem complicated at first, but once you get to know them, you will manage your Google Analytics and Google Tag Manager like never before. There are a lot of good articles published about Regular Expressions (will mention some later on) and I decided to contribute too. [Updated in 2017]
Google Analytics and Google Tag Manager debugging is a complicated topic, full of technical nuances (and sometimes hours of frustration). While I do not claim to be an expert in this topic, I want to share some points and techniques I’ve learned and am using myself.
Checklist you can go through yourself or share with your developers to avoid common mistakes.
Do you know how your website visitors are interacting with content on your website? With Google Tag Manager it is super easy to track link clicks and learn how to improve your website.
When tracking user actions in Google Analytics often you need to choose between using Events and Virtual Pageviews.