Summary In today's episode, I show where PDF tracking data appears in Google Analytics after you set it up through Google Tag Manager. Here's what this means for you. You gain a clear map of which reports to check so you can verify your tracking and measure conversions with confidence. You'll also learn these concepts:…
Lauren asks, “I’m planning out 2020 and I’m curious….what tools do you use? Is there a template, worksheet, planner, or process that you swear by?” For marketing, I take my Google Analytics traffic from the last couple of years and run a predictive analytics algorithm to forecast next year’s traffic. Then I look at the…
Summary In today's episode, I share a practical tip for vetting software vendors by watching real-world demos and counting clicks before you buy. Here's what this means for you. You gain a simple framework for cutting through sales polish and judging tools by how efficiently they actually get work done. You'll also learn these concepts…
Summary In today's episode, I walk through how predictive analytics and traffic driver analysis can shape your marketing planning for the coming year. Here's what this means for you. You gain a data-driven framework for forecasting traffic changes and deciding where to invest your marketing efforts before losses show up in your numbers. You'll also…
Sarah asks, “What are some good marketing conferences to go to next year?” The perennial question – and the perennial answer: it depends on what your goals are, and whether a conference is right for your goals. If you want to learn a topic deeply, a course is a better bet. Conferences are great for…
Jen asks, “What are some solid KPIs that you will be looking for next year?” Recall that our definition of a KPI is any metric for which you either get a bonus or fired. This poses a quandary for marketers responsible for brand, since brand tends to be one of the least well-measured metrics a…
Summary In today's episode, I break down the most reliable brand KPIs marketers should track this year and next, starting with why measuring brand has historically been so difficult. Here's what this means for you. You get a practical framework for turning the elusive concept of brand into concrete, business-impacting metrics you can defend with…
Suzanne asks, “How do you get Google Analytics to show you the name of the pdf being clicked on?” This is a followup to my February 20th video on tracking PDFs as goals in Google Analytics. The short answer is that we have to create a pageview using Google Tag Manager with the built-in Click…
