Category: Metrics
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How to Calculate Marketing ROI
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Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
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You Ask, I Answer: Tracking Non-Web Content in Google Analytics with Google Tag Manager
Stephanie asks, “How should marketers measure the performance of content that is not web pages?” This is a very straightforward task that requires you to do two things: first, establish what kind of measure it will be (pageview, goal, etc.) and then create the infrastructure in Google Tag Manager. The best, preferred, and most scalable…
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You Ask, I Answer: Paid and Organic Traffic Evaluation in Google Analytics
Stephanie asks, “Is your paid traffic outperforming your organic traffic? Or vice versa?” This is a bit of a misleading question, in the sense that it implies you want to focus on one more than the other. The real goal is to evaluate the synergy of paid and organic traffic working together. As the cliche…
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When Marketing Data is Counterintuitive?
Ryan asked at Social Media Marketing World for cases where data goes against intuition: In the time since this post was written (2015), so much has changed. Data is more counterintuitive than ever. Why? We have so much more of it, and that complexity is what creates counterintuitive situations. Intuition is, in many ways, our…
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You Ask, I Answer: Tracking Google Ads Performance to Amazon?
Clarissa asks, “Question: I publish a book and set up a series of ads using Google Ad Words and the link goes to the Amazon Page. How do I set up tight tracking for the success of the ads, where success = book sales?” This is a challenging situation because Amazon gives you very limited…
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You Ask, I Answer: Tracking Retention with Google Analytics Cohort Analysis
Will asks, “I want to track people from a specific event and see how many return after the event is over. How do I do this?” This question has two parts to the answer. The first is appropriate tagging; without correct UTM tags, you won’t be able to track anything. If you’re using ads, you…
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You Ask, I Answer: How to Track Facebook Without a Pixel?
Scott asks, “How do you track Facebook activity without installing the Facebook Pixel?” Companies may have good reason to not install Facebook’s pixel. The company hasn’t exactly behaved in a trustworthy way as a responsible data steward. Other companies may have serious regulatory concerns like GDPR compliance or other PHI. So how do you determine…
