This document provides an overview of different analytics tools and metrics that can be used to measure website and marketing performance. It discusses Google Analytics for measuring website traffic sources and user behavior. It also covers marketing automation analytics for measuring email marketing and list growth. The document notes that while these tools provide useful insights, they often only capture on-platform actions and may miss other customer interactions. It recommends integrating different analytics code for more precise measurements.

1. D ATA A N D A N A LY T I C S
C L A S S 6

2. H T T P S : / / S U P P O R T. G O O G L E . C O M /
A N A LY T I C S / A N S W E R / 6 3 6 7 3 4 2 ? H L = E N
G O O G L E S T O R E D E M O A N A LY T I C S A C C O U N T

3. W H AT T O
M E A S U R E R E C A P
• Outcomes
• Actions
• Engagement
• Not Reach (or other vanity
metrics)
• But… Do the social platforms
help you measure outcomes
and actions accurately?
• You need to go further

4. W E B S I T E B A S E D A N A LY T I C S C A N H E L P
T H E A L M O S T O M N I P R E S E N T G O O G L E A N A LY T I C S

5. T H E F I R S T PA G E :
H E A LT H C H E C K
• New vs. returning users
• Bounce rate
• Time on site
• Pages per session
• Customizable by date
• Save, share, export
• Yes, you can integrate
Analytics into your CRM, but…

6. W H E R E I S M Y W E B T R A F F I C C O M I N G
F R O M ? I S M Y P R W O R K I N G ?
W E L C O M E T O T H E A C Q U I S I T I O N PA N E L , Y O U R F R I E N D

7. F R O N T- FA C I N G
C O M M U N I C AT O R S
L O V E A C Q U I S I T I O N
• Channel, source, media, by
network
• Social media analysis
• Campaign analysis - UTM
Codes
• Secondary dimensions: Critical
see image to the right
• Integrates directly into Ad
Words and Search Console
• Let’s play around in Google

8. W H I C H L A N D I N G PA G E WA S T H E S E C O N D M O S T
P O P U L A R D E S T I N AT I O N F O R FA C E B O O K U S E R S
I N C L A S S E X E R C I S E

9. O T H E R K E Y
M E T R I C S T O K E E P
I N M I N D
• Audience profiles
• Device profiles
• Geographic profiles
• Content analysis

10. T H R O U G H G O O G L E TA G M A N A G E R , Y O U C A N
A D D G O A L S ( A C T I O N S A N D O U T C O M E S )

11. I T G E T S B E T T E R - F U N N E L A N A LY S I S
I S M Y W O R K A S S I S T I N G T H E O R G A N I Z A T I O N ?

12. W H AT A R E T H E T O P F I V E C H A N N E L S
F O R F I R S T T O U C H I N T H E S T O R E ?
I N C L A S S E X E R C I S E

13. G O O G L E A N A LY T I C S A C A D E M Y
I S W O R T H Y O U R T I M E
H T T P S : / / A N A LY T I C S . G O O G L E . C O M / A N A LY T I C S / A C A D E M Y /

14. M A R K E T I N G A U T O M AT I O N A N A LY T I C S
Most known for email, but can include CRM,
Segmentation, LPs, Pop-Ups, List Growth, Inbound
Traffic Analysis, Conversions

16. R E A L I T I E S O F
M A R K E T I N G
A U T O M AT I O N A N A LY T I C S
• Content beasts
• Email-centric
• However, it can become segment
specific
• Drip campaigns
• Misses a whole bunch of actions off
site, including point of sales,and
once someone becomes a customer
• Becoming more integrated with
advertising
• AI is a huge opportunity and frontier
for automation

17. FA C E B O O K A N A LY T I C S

19. A W O R D O F A B O U T FA C E B O O K A D S
A N D G O O G L E A D W O R D S A N A LY T I C S

20. T H E B I G TA K E A WAY S
• Every tracker can offer new levels of precision with… integrated code
• You need to know how to place code on your site or you need a developer
• Google Analytics is the default play, but not as robust as CRM specific
analytics
• Marketing Automation analytics are list specific, and have strengths and
weaknesses, including a narrow view of customer interactions
• Social networks offer fluffy stats and real metrics, but can provide a
modicum of accuracy about on network actions
• WHAT WE MISSED: Social marketing platform analytics (Hootsuite, Sprinklr,
Spredfast, etc.) plus most major social networks.

21. N E X T W E E K : D A N I E L L E B R I G I D A , S E A R C H ,
M O R E A N A LY T I C S - S E E Y O U O N 1 0 / 2 2