Finally, Data Driven Marketing
Google Analytics gives companies the ability to measure their digital marketing ROI.
When properly implemented, you will see each channel or campaign's exact revenue performance, allowing you to make smart investments in campaigns that are working, and divestments in marketing activities that are not.
Whether it's form submissions, phone calls, online purchases, app downloads or video plays, there's no major visitor interaction you can't track.
Let Me Fill In Your Data Gaps
Work With a Google Analytics Expert
Most companies are not getting enough value from the data in their Google Analytics account.This is due in large part to a lack of experience and training.
There are specific features such as goals, events, segments, sales funnels, eCommerce tracking and more that provide 90% of what a marketing department needs to improve performance.
Without the ability to properly configure these items within your Google Analytics account, you are spending money in the dark.
Too often companies are investing in online marketing, but not properly tracking how these campaigns are performing.
On top of needing skills or training to use the platform to its fullest potential, people whose job it is to monitor their web data often fall into the trap of just reporting the data, i.e. sending along a PDF with no summary.
Analyzing or finding insights from your data is how you can make the most improvements.
To get past basic reporting and into the area of actionable information, you have to find insights. Finding insights simply means asking, "Why did this happen?" Then you can take advantage of actions leading to growth, and avoid those leading to lost leads.
Google Analytics Expert Services: Identifying Problems and Opportunities
Identifying problems and opportunities (bounce rates, landing pages, high performing content, high performing acquisition channels), applying segments to find high/low converting visitors - this is what data analysis is all about.
There are gems hidden in your data and these gems can lead to long-term, successful marketing strategies that grow your business.
What Working with a Google Analytics Expert Consists of
If you're looking for a fast way to improve your marketing or website performance and don't want to spend weeks Googling for answers, your best bet is a Google Analytics expert.
Like hiring any contractor, you'll want to have a phone/video or in-person meeting. During this meeting you'll want to consider and talk about the following:
- Count the number of questions they ask you about your data and what tracking you have in place - the less questions they ask, the more red flags that raises. All good consultants want every piece of information possible before working with a client. How will that consultant know they can do the job if they don't know what the job is and what your goals are?
- Get references - you'd be surprised how many people have hired me and not asked about past projects. I've started to just offer references after the first email exchange.
- Have the consultant take a look at your data for 15-30 mins (this should be free). I'm super curious to see what exactly is going on in there since not everyone can explain their problems or needs accurately. The customer also may not know their problems or needs. After this 30 minute review, see if the Google Analytics expert has any good tips or info. They should have found 2-3 things that are helpful in just that short amount of time.
- Get an NDA signed
- Set very concrete deliverables - the project should be focused, and a good consultant will help you narrow the project down, if not define it altogether. Make sure this defined project will solve your data or tracking problems.
- Talk about the communication process and frequency of meetings - neither you nor the consultant want to deal with radio silence, especially on a project with a deadline
Google Analytics Training vs Consulting
Not everyone is a good communicator. An introvert who prefers to work alone, or prefers to immerse themselves in a project that only they can do is not the best candidate to lead a training session.
They can't walk into a conference room and put on an interactive lesson for staff who aren't very familiar with Google Analytics.
There are certain personalities that just don't translate into being a good teacher. And there are also consultants who have no interest in teaching. It just doesn't excite them.
I've taught SEO and web analytics in San Francisco for entrepreneurs, company employees, marketers and more for nearly 8 years.
In 2015 I created my own Google Analytics class which I presented at coworking spaces, summits and on-site at various businesses. In 2019 I created curriculum for BAVC and AcademyX training companies.
The key to great Google Analytics training. is narrowing down the curriculum to what's most important.
You can get 90% of what you need to be great at Google Analytics in a short amount of time. It's the remaining 10% that can take forever to learn.
The type of Google Analytics training I do focuses on the following:
- Accurate configuration of your account filters and web properties
- Establishing tracking with goals, events or ecommerce tags
- Analyzing conversion rates, bounce rates and exit rates
- Creating visitor segments
- Understanding the features within the audience tab
- Understanding the features within the behavior tab
- Learning the importance of multi-channel attribution and analyzing MCA data
- Leveraging unusual data, whether its traffic sources, content performance or visitor segments
- In-depth exploration of your channel data (SEO, Google Ads, Social Media etc.)
You should have both training and consulting because you don’t want to continue to rely on expensive outside experts.
The long-term additional cost of continually bringing someone in vs having those skill sets in house is huge.
While the consultants initial report or work will be very helpful, your data will change over time and your need to measure and segment will return.
For more information and an initial review of your web data, contact me using the form below, or email me directly at email@example.com.
If you need help with Google Analytics, don't wait to contact a pro - after all, the first meeting is totally free.
Service areas include:
- Walnut Creek
- Palo Alto
- Silicon Valley