Stela Yordanova says, “Many B2B marketers have unique challenges when it comes to measuring digital marketing performance. Difficulties include long sales cycles, complex products and services and multiple influencers and decision makers. How can B2B marketers best use Google Analytics to improve website performance and marketing results? In this article I offer several get-started tips to help digital marketers analyze website traffic, engagement and conversion — by channel. A subsequent article will address customer personas and custom segments. Understand website engagement by channel User... [...]

Tom Capper says, “Sampling is a process used in statistics when it’s unfeasible or impractical to analyse all the data that exists. Instead, a small, randomly selected subset is used to keep things manageable. Many analytics platforms use some sort of sampling to keep report loading times in check, and there seem to be three schools of thought when it comes to sampling in analytics. There are those who are terrified of it, insisting in unsampled versions of any report. Then there are those who are relaxed about it, trusting the statistical logic. And then, lastly, there are those who... [...]

Jeremy Smith says, “Google Analytics (GA) is an indispensable tool for gathering data that will help you maximize your conversions. As a bonus: It’s free. GA offers excellent reports that provide an overview of key metrics for a particular period. But the out-of-the-box reports won’t always fit your needs. So, fortunately, GA also allows you to create your own reports. Just click on “Customization” at the top of the home page screen, and you’ll be able to set up a report that shows you whichever metrics you want to see, all in one page”. 6 custom Google Analytics reports you... [...]

Khaled Saleh says, “For marketers, there are few skills more important than a deep understanding of Google Analytics and its conversion measurement capabilities. After all, this is the tool that tells you whether your efforts are actually translating into results. Unfortunately, mastering Google Analytics can be challenging, even for experienced marketers. There is far too much data and too few easy-to-follow dashboards to sort it out. To help you out, I’ve put together a list of seven custom and standard reports you can use right away to get better insight into your marketing performance”. 7... [...]

Barry Levine says, “Google is making a bigger play in the marketing data arena today, with the announcement that it is launching a new enterprise-oriented measurement platform called Google Analytics 360 Suite. In an announcement post appearing today on the blog Inside AdWords, Vice President of Analytics, Display, and Video Products Paul Muret wrote: “Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools.... [...]

Tian Wang says, “With today’s blog post I’m sharing everything one needs to know about an underappreciated tool: the Google Analytics add-on for Google Sheets. In this post I’ll be covering the following: 1. What is the Google Analytics add-on? 2. How to install and set up the Google Analytics add-on. 3. How to create a custom report with the Google Analytics add-on. 4. A step-by-step worked example of setting up an automated report. 5. Further considerations and pitfalls to avoid. Thanks to Moz for having me, and for giving me the chance to write about this simple and powerful tool!”. The... [...]

Jay Leary says, “When we launched Moz Content at the end of November, we limited the subscription to a single tier. At the time we wanted to get the product out in the wild and highlight the importance of content auditing, competitive research, and data-driven content strategy. To all of those early adopters who signed up as Strategists over the last few months, a big thanks. Since then, we’ve made a long list of improvements to both Audit performance/stability and the size of our Content Search index. Along with those updates we also added two new subscriptions for larger sites and agencies... [...]

Jodi Harris says, “How do you measure up when it comes to measuring the impact and value of the content you are publishing? Chances are you are using Google Analytics to analyze your content marketing performance – and that is a great start. But Google Analytics is a robust, yet complex tool that offers plenty of insights beyond the basic site-visitor metrics that most marketers are tracking. Consider this: CMI’s latest B2B Benchmarks, Budgets and Trends report found that only 30% of B2B marketers feel their organization is effective or very effective in its use of content marketing.... [...]

Laura Collins says, “Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we just… use the same bid for everyone? Madness. Things got even more exciting in June 2015, when Google announced they were allowing Google Analytics remarketing lists to be used in search campaigns (where they’d previously been restricted to use in display). As you may know, there are many more options at your disposal when building remarketing lists in Google Analytics... [...]

Annie Pilon says, “Google Analytics has a pretty solid hold on the online analytics market. If you want to see insights about how many people are visiting your site and what their habits are once they’re there, Google Analytics is probably your first stop. But it’s not the only option out there. For a few of the other analytics providers you might consider for your business, see our list of Google Analytics alternatives below. Piwik This analytics provider is similar in functionality to Google Analytics. But the main difference is that Piwik allows you to keep the analytics data on your... [...]