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 share a New Year's message about analyzing your 2019 marketing data to drive real business decisions in 2020. Here's what this means for you. You'll break free from analysis paralysis by focusing only on what to do more of and what to stop doing. You'll also learn these concepts: why…
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 evaluate Facebook's brand collabs manager with Instagram integration and explain what it means for influencer marketing agencies. Here's what this means for you. You'll understand whether this tool threatens agency business models today and how agencies can build defensive value through analytics and relationships. You'll also learn these concepts: why…
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:…
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…
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 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…
Summary In today's episode, I walk through how to track PDF downloads in Google Analytics using Google Tag Manager. Here's what this means for you. You'll be able to see exactly which PDFs visitors click on and treat them as page views just like any other page on your website. You'll also learn these concepts:…
