seorld

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…din alta perspectiva

un raport minimal ar trebui sa contina…

Let me state the obvious: every website must have goals. Some of them will be measured in a currency and others not but somehow we have to know the turn out of the effort made on the site.

Visitors will come even doing not a lot from three different sources, direct, organic and referral traffic. Once you start to work actively in traffic acquisition, campaigns like email, display, social media, SEO or PPC will be added to the equation.

What metric should you pay attention to?

Web analytics tools are full of metrics, they dizzy you with tons numbers and the amount of visits is one of the most early celebrated figures.

It is not a bad indicator but volume of traffic is a complete different animal than quality traffic. The second is the one we want to have and it is not rocket science to guess why: it converts quite a lot more.

Ok, so where can we start?

Forget about visits, forget about rank number one at search engines and start focusing in what is important for your web site: goals completed, conversion rates and revenue if conversions can be directly quantified in cents as an it clearly happens in online stores.

Conversion attribution

We now better understand the metrics we want to take a look at, but this data still must be correlated to channels bringing users and make them convert.

In the case of Google Analytics, we can create a custom report to have all these details. It’s very easy: drag and drop, name and save.

Conversion attribution: Create a Custom report

In the example above the mixture contains four metrics – visits, goal completions, goal conversion rate and revenue – and one dimension – Medium.

Once you feel more comfortable you can replace Medium by Campaign, keywords or any other depending on how deep you want to dig, but at least for now you will have a basic and necessary report ready to tell you the good and the bad of your work.

This is an example of what kind of e-commerce information you can quickly bring to the table. Just a quick glance and you can discover that, say, email campaigns are not adding to much traffic but are creating a lot of revenue. So maybe next time you have to decide where to invest more money and resources, the answer is going to be pretty easy.

Conversion attribution: Custom report

Yes, this is basic stuff but how many analytics accounts or monthly reports have you seen completely forgetting this way to look at numbers and focusing on not so relevant data?

Unfortunately quite a lot but here you have the first step of a long journey to success.

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