Will asks, “I’m searching for something that tells me what people click on when they are one of my basic product landing pages. The problem I’m trying to solve: boss says, “I bet this particular button gets a lot of clicks, which means we need to move some of the content on that other page…
Summary In today's episode, I walk through three different ways to track button clicks on your landing pages using Google Analytics, Google Tag Manager, and Google Optimize. Here's what this means for you. You'll be able to pick the right tool for your specific situation instead of manually chasing click data and ending up with…
Chelsea asks, “How do you organize and track which display ads you’re running and where?” You should be keeping track of all ads with Google Analytics UTM tracking codes, governed in a Google Sheet, measured in Google Data Studio. Watch the video for full details. Can’t see anything? Watch it on YouTube here. Listen to…
Summary In today's episode, I break down how to organize and track display ads using Google Analytics UTM tracking codes, spreadsheets for governance, and Data Studio for reporting. Here's what this means for you. You'll gain a complete taxonomy framework that lets you see exactly which ads, vendors, and content pieces drive real performance across…
Summary In today's episode, I show you how simple spreadsheet statistics like mean and median can reveal actionable insights hiding in your marketing data. Here's what this means for you. You can use these two numbers side by side to judge whether your campaigns are actually working without any fancy analytics tools or advanced degrees.…
Enoch asks, “Why do I see such huge discrepancies between Facebook Ads and Google Analytics? Facebook says my ad got 451 clicks and Google says the corresponding landing page got 58 clicks from Facebook.” A very common question. There are a bunch of reasons why one system is reporting differently than others: Bot clicks/non-human clicks…
Summary In today's episode, I answer a listener's question about why Facebook Ads and Google Analytics report wildly different click numbers for the same campaign. Here's what this means for you. You'll learn how to diagnose the root causes of the gap and pick the measurement system closest to real business outcomes. You'll also learn…
Mike asks, “In Google Analytics, is lookback window the same as conversion window?” Good question – at first they can seem similar, but they’re different features. The conversion window’s proper name is campaign timeout, and it’s the length of time someone can be attributed to a campaign, without subsequent activity, before they’re dropped out. This…
Summary In today's episode, I explain the critical difference between Google Analytics' conversion window (called campaign timeout) and lookback window and how each one shapes your attribution analysis. Here's what this means for you. You stop miscounting returning visitors as new people and you gain a more accurate picture of which channels actually deserve credit…
