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Where Can I Find the Results

Lesson 27 from: Digital Marketing Fundamentals

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Where Can I Find the Results

Lesson 27 from: Digital Marketing Fundamentals

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Lesson Info

27. Where Can I Find the Results

Lesson Info

Where Can I Find the Results

for the specific channels reviewed earlier. We can generally expect to look for common metrics that are likely to provide valuable data on performance. Let's take a look at a common tool? Google analytics to identify where we can find specific information to help measure the performance of our campaign along with what certain information can tell us first. Let's quickly discuss the four key areas in google analytics which will help making navigation of the tool much easier as an aside there are a number of different google analytic deep dive courses you can take to become an expert on the tool. I'll just highlight a couple of key areas to focus on so you can find the right metrics. The four key areas being one is audience audience will tell you who is coming to your website. The acquisition section will say where is that traffic coming from? This will be your sources and channels behavior will tell you what they are doing on your website. How much time are they spending? What pages are...

they viewing and conversion will tell you about the conversion metrics, sales, average order value, repeat purchases. Let's take a look specifically as it relates to each of the tactics and channels that we talked about before and certain metrics and where you can find those metrics specifically in google analytics. Let me just take a second to actually show you the google analytics interface and where you might find some of those key metrics and some of those key places where your metrics would be. First and foremost there are four key areas within google analytics that you should spend your time audience is, who's coming to your site acquisition is? Where are they coming from behavior is, what are they doing and where are they going on your site And conversion is going to measure specific to sales, average order value and conversions that you've defined. So looking just specifically at the audience tab with an audience, you would find demographics, you'll find out some of their interests. You would find out geographically, where are they coming from location wise. You can also look at which device are they using when you look specific at the acquisition tab. The acquisition tab shows you specifically where your traffic is coming from sources and medium would be where you would look to identify specific sources of traffic, like paid ads, google organic search ads, facebook posts, those with that information would all be in here. If you're running google ad campaigns, you might want to know how well your google ads are performing. You would look specifically within the acquisition tab and click on google ads and as you can see there are a number of other tabs that can give you data and more specific insights about how well your google ad campaigns are performing. You may be interested in on the behavior tab looking at which pages are people actually going to on the website, which you would look in site content to see how all pages are you might look at sites feed to see how fast your page speed load times are. Or you might look at site search to get an idea of how people are searching for certain things within your actual website. And then finally you might want to look at conversions and in conversions you can look specifically at e commerce to look at shopping behavior to see overall revenue, conversion rates, the number of transactions, average order value. You can look at the checkout behavior and as we talked about conversion optimization, identify where people are falling off in the checkout process, which might help to identify for you some area that you can optimize and significantly improve revenue without doing much work. And then finally there's a multi channel attribution funnels which might help you to understand which path are people taking to get to your site that are ending in a conversion. Now I'm going over this at a very high level just simply to help you navigate and identify where certain places are. I highly suggest you doing your own work tapping into your own resources or even working with a fiber expert to understand a little bit more about how to navigate google analytics. So first we'll start with S C. O. A metric for S Ceo would be looking at source of traffic, which would be organic. And you could find that information within acquisition when you look under source and media time spent on page might be another metric. That would be good for measuring the impact of your search engine optimization results. You would look in behavior and site content for page views which pages an individual is actually viewing. You would also look at behavior and site content and then how much time it takes the page to load. You would look specifically on the behavior part of google analytics and look under site speed for social media metrics we would look at the source of traffic either being social or referral traffic and we would look for that under acquisition which would be source and media. We also might be interested in the top converting pass which are the channels or touch points that a consumer has taken when they have actually converted. You can find this information when you look under conversions in google analytics for search engine marketing. A metric you would look at would be the source of traffic would be google. You would also want to look at google analytics location which would be acquisition and you'd find that within source and media google ads performance if you want to know how good that your ads are performing. You would look under acquisition and google ads and naturally you might want to know how many of your people are actually converting that have come from your google ads and you would look for that information under the conversion section of google looking at email metrics, source of traffic would be email or referral and you would look for that information acquisition source and medium time spent on page and page views like we spoke before would be under the behavior section within sight content. Finally, you'd want to know how many of those who are coming to your site through email are actually converting and you could find that information out under the conversion stab. It's important to know how to find these metrics and evaluate performance, especially especially if you're hiring someone else to do the work for you. Knowing how to understand the data can help you provide more clear direction to your partners and more accurately evaluate the performance and effectiveness of your tactics.

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