This document discusses how to get the most value from search engine advertising (SEA) campaigns through the use of web analytics. It outlines different levels ("belts") of analytics sophistication, from basic tracking and optimization to more advanced customer-level analysis. Higher belts involve calculating customer acquisition costs, optimizing bids based on ROI rather than clicks, and using cohort analysis to understand customer purchasing behavior and impacts of marketing spend over time. The document advocates moving beyond session-based metrics to integrate customer data and take a multi-channel view to keep up with changing customer behaviors.
20. From Session-based analytics …
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… to Customer analytics
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