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…
Gautam asks, “What is your recommendation for proving the ROI of analytics and marketing data science?” Proving ROI of analytics is one of the thorniest problems you’ll run into in marketing data science. The reason for the difficulty is that analytics is one degree removed from everything; analytics itself never makes a company any money…
Summary In today's episode, I walk through how to prove the ROI of analytics and marketing data science, breaking down three methodologies for measuring the earned side of the equation. Here's what this means for you. You'll gain a practical framework for quantifying analytics value even when those tools sit one step removed from direct…
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…
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…
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:…
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…
