By Samantha Barnes / June 13, 2018 DoubleClick Google Analytics Google Analytics 360 Google BigQuery Google Search Console 13 years, it has gone from a trendy home in an up-and-coming neighborhood to a modern, complex city among a network of other Google products that have spread and expanded their features. Platforms involving AdWords, the DoubleClick ecosystem, databases and app options are all tools that complement Google Analytics’ behavior and acquisition metrics. Instead of traveling back and forth, update your workflow to monitor and tap into multiple tools at once. There are many ways to link, blend and integrate Google Analytics data with other platforms. Here, we’ll go over the different product links that are in the interface for properties. Whether you’re in, SEO, paid search, digital marketing or analytics, it’s important to know what each product is and why it’s important. This will open up ideas for opportunities and user behavior … [Read more...] about The Missing Link: 8 Google Analytics Product Links
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Digital Marketing is a powerful inbound marketing tool to have in your arsenal. Unlike traditional marketing, which is static and is usually limited to a local audience, digital marketing techniques such as search engine optimisation (SEO), search engine marketing (Google Adwords), social media marketing (Facebook, Instagram or Influencer Marketing), Remarketing and LinkedIN marketing can reach a much wider (in some cases unlimited) audience. With Facebook alone having 1,870 million active users, you can gain a large reach with the online community or even target your online ads more specifically. One particularly useful advantage to digital marketing techniques over traditional ones (e.g. billboards, flyers and TV adverts) is that it is infinitely easier to measure and trace your successes to identify what works for your business. Numbers and volume aside, an adept digital marketing agency can literally sift through millions of active users to target leads (identifiers … [Read more...] about Data Driven Business Decisions- Understanding the Metrics that Matter.
If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting everything you can out of it? Here at Cardinal Path, we help our customers extract the most value they possibly can from data, and that means leveraging the most powerful, obscure, underutilized bells and whistles of Google Analytics’ standard and 360 products. Here’s a checklist that can help ensure you’re taking advantage of the many value-added features within Google Analytics. Enable and activate those core configurations and features! We’ll start out with the basics. There are a lot of settings, configurations and core features to work through, but each of them can be used to help you clean up your data, make reports easier to use, and ultimately help you make data-driven decisions more … [Read more...] about Are you leveraging these underutilized Google Analytics features?
When running paid search alongside your organic SEO strategy, it’s essential to ensure you have an integrated strategy and a consistent message in the search engine results pages (SERPs). To manage this, data analysis at the keyphrase level — for search terms where both channels are active — can improve traffic and reduce inefficient paid spend. Usually, to perform this type of analysis, you’d need to spend six-figure sums for powerful attribution insight tools from Google or Adobe or the like. Personally, I prefer to roll my own for an admittedly less deep, quick insight tool focused just on channels visible on Google’s SERPs. To map paid search term data to organic, start by pulling comprehensive daily data on all keyphrases driving traffic to your site from Google’s Search Console API. I’ve written about this process before on Search Engine Land, so I won’t go over old ground. One major change to the described approach, however, is … [Read more...] about Develop free, lightweight attribution insights for your paid & organic channels