Analytics &

Reporting
Track, Analyse & Report Your Marketing

Efforts And Increase Your ROI With Data

Copyright 2021 Marketing Powered By

Avoline Co. Fundamentals avoline.
Setup Analytics

It is essential for the growth of any business that each marketing campaign and
key business metrics are tracked at all levels.

With the various campaigns and tactics that we’ve covered, we’ve repeatedly
informed you to ‘test test test’ and let your data tell you what works and what
doesn’t.

So, you need to make sure that you are tracking the right metrics to give you
insights to develop your product and service, to optimize marketing campaigns
and to grow your business.

This will allow you to become data-driven to ensure money and time are
efficiently invested.

You can then agree on where to focus your attention and money on the most
effective campaigns on a weekly and monthly basis.

For example... you might find that you can increase sales by investing more on a
specific ad campaign, or you can save money on stopping the ads that do not
work, etc. Or... you might be spending 50% of your time on social media when
you might get more return on investment if you spent the same amount of time on
email marketing.
Set Up Google Analytics:
As a minimum, you should set up Google Analytics so you can track how visitors
are interacting with your site. If you don’t know how to do this, you can hire
someone on Upwork for $5-10, but most web builders make it very easy to add
the Google Analytics Tag to your site.

If you are more advanced and would like a more sophisticated, deeper analytics
platform, you can use​Mixpanel​. Or if you’re a subscription or SaaS business then
you should use Baremetrics ​or C​hartMogul.​

https://support.google.com/analytics/answer/1008015?hl=e

Track Your URLs with UTM Codes:

Google Analytics will do it’s best to automatically segment your visitors into traffic
sources. But it doesn’t always get it right and you’ll need to be more specific...

Make sure each of your campaigns is setup with U​TMlinks ​so you can tell
Google where your visitors and sales came from, and so you can measure the
behavior of each lead source when they are on your site.

So for any link that you might put in your Facebook ads, youtube ads or
absolutely any link pointing to your site, the UTM builder will allow you to generate
a special link that will tell Google where your visitors came from.

Be consistent with how you set your UTM codes up. Here’s a guide on best
practices:

https://funnel.io/resources/google-analytics-utm-tagging-best-practices https://
support.google.com/analytics/answer/1033863
Install Your Conversion Pixels:
It is essential that you install tracking pixels on your site so you can measure
conversions and capture user behavior. Each marketing channel will have its own
pixel...

For example...
You’ll use the Facebook Pixel to track the effectiveness of each campaign. It
will tell you who converted into a sale or a lead. Who abandoned a checkout,
who viewed a certain number of pages etc. Their data is stored, and the pixel
remembers the profile so it can go and find more similar customers to advertise
your business to.

Additionally, any other pixels for paid ad campaigns should also installed;
AdWords, Adroll, Linkedin, Pinterest, and your email marketing service provider.
When the conversion is triggered on your sales page (or whatever conversion
you are tracking i.e. new lead etc)... then the conversion will be displayed in the
ad manager.

This will not only tell you which ads performed better, but it will give you the
number of sales, the ROAS (return on ad spend), the conversion rate of the ad,
the Cost per Conversion. All of which are essential metrics to track.

Tip:​If you don’t want to constantly be entering code into your site, use G​oogle
Tag Manager.​
You place the Tag Manager on to your site once and then place all other pixels
and codes into the tag manager website. This allows you to place all code into
Google Tag Manager, instead of having to get technical in your own site.

Set up Google Goals:

Goals and events should also be tracked in Google Analytics to measure
conversion rates at each stage of the funnel and to learn how the funnel is
performing.

Based on the data, changes and optimizations should be made to the products,
website, ads, and funnel.

An example of a ‘Purchase Goal’ and funnel view in GA is shown below:

As you can see, the funnel allows you to see the user journey from visiting
the site to completing an order. Being aware of each step allows us to optimize
the site accordingly to ensure as many people make a purchase as possible.
Remember that Clickfunnels has this feature built into its platform.

Set Up Hotjar:
On top of Google Analytics, tools such as H​otjar.com​can be used to actually
watch how visitors interact with your site giving you the insight as to where and
why they are dropping off the funnel.

Hotjar​also provides a heatmap of how your visitors use the site

Resources for Setting up Goals in Google Analytics:

https://support.google.com/analytics/answer/1032415?hl=en

Goals and Ecommerce:

https://analyticsacademy.withgoogle.com/course/1/unit/4/lesson/4
4 Critical Goal Types: ​https://blog.kissmetrics.com/critical-goal-types/
https://support.google.com/analytics/answer/6164470?hl=en
https://support.google.com/tagmanager/answer/6106716?hl=en
Analytics Dashboard

It isn’t easy to measure everything that is happening in your business but it is

important. If you are a small business and just getting started then you could get
away with manually calculating the metrics each month and pulling them into a
spreadsheet.

Ideally, you should hire somebody on Upwork who can set your spreadheet up
to automatically calculate the KPIs that you need track based on your data inputs,
so you don’t need to do the math or set up the formulas yourself.

If you are an SME then you should be investing in a business management

dashboard that automatically pulls in your data from all of your campaign
managers, before displaying them in an easy to read dashboard.

Ensure that you can see the performance of your KPI’s over time, and in
comparison to the previous month so you can see what is working.

There is a wide range of analytics dashboard tools out there that vary depending
on your budget and the level of sophistication you need.

» Klipfolio
» Tapclicks
» Funnel.io
» SuperMetrics
» Google Data Studio
» Grow.com
Because of the complexity to use these services and the high monthly cost we
hacked our own dashboard that we use for our clients, combining Supermetrics
and Google Data Studio.

We have a pre-made template to insert our client’s data which saves them
thousands of dollars in set up fees and saves them major headaches in
connecting data and figuring out how to use some of the sophisticated software.
Not easy if you aren’t technical, a data whizz or excel expert.

https://analytics.growthstrategist.com/unlock-growth-dashboard26380882

Takeaways:
Being data driven and having a dashboard to track your performance will
ultimately allow you to:
» Make the right decisions
» Separate facts from opinions
» Create a better strategy, be a better manager, and achieve better results

All of which means... More growth!

Resources
Business Calculator h​t tp://adcalc.net/
Startup Growth Calculator h​t tp://growth.tlb.org/
The strategy and tactics online businesses use
(and sell) to make millions of dollars through
email marketing. Condensed into digestible,

Analytics &
Reporting
Copyright 2021 Marketing Powered By
Avoline Co. Fundamentals avoline.