Daniel asks, “How do I track PDF downloads and links in PDFs as goals in Google Analytics? PDFs don’t let you put Google Analytics tags in them.” This is a common question because many people want to be able to track downloads of things like sales collateral, marketing product sheets, etc. Using the techniques shown…
David asks, “How do you know what pieces of a campaign’s creative were most impactful, such as images, tone, copy, offer, etc.?” The famous direct marketer Bob Stone said in 1968 that all direct marketing is based on list, offer, creative, and that gives us guidance as to what to structure our campaigns around for…
Fiona asks, “Can anyone help with how to set up basic goals in Google Analytics?” Fundamentally, goals require two things: – Business impact – Technical confirmation When setting up goals in Google Analytics, you’ll need both. Watch the video for details. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download…
Julie asks, “What are the best practices for managing Google Analytics UTM tracking codes?” UTM tracking codes – named after their original product, Urchin (the Urchin Tracking Module)- are a mainstay of Google Analytics. UTM codes come in five flavors – source, medium, campaign, term, and content. Each code serves a particular function, a way…
Parker asks, “Why is my direct traffic so large in Google Analytics? Are people really typing my website in that much?” In this video, I review the top 10 causes of direct traffic misattribution in Google Analytics™, including 4 causes that are under your control and fixable. You’ll learn what direct traffic is, why it…
Marc asks, “How do I set a goal for ungated content? I want to give away something but still be able to track it.” The reason for setting up ungated content tracking is that it lets you feel more comfortable giving away content instead of putting everything behind a registration wall. Some organizations are notoriously…
Glen asks, “What’s the best way to use Google Data Studio for marketing reporting?” While I appreciate the sentiment, there is no one best way. Rather, there are ways to think about setting up Google Data Studio that help you get the answers you want as quickly as possible, Google Data Studio Dashboard best practices.…
Josh asks, “I work at a company that doesn’t sell direct to customers. We sell to distributors who sell to big box stores who sell to the customer. How do I set up goals in Google Analytics?” Terrific question – and a challenging one. This is similar to setting goals for a massive organization which…
Rob asks, “Our analytics dashboards are filled with data but people have complained that they’re not helpful or useful. What can I do to fix this?” Great question and a very common problem. One of the chief issues with analytics is that we just back up the truck and pour data on people’s desks instead…
