Google Analytics is by far the most used analytics tool available. It’s estimated that more than 80% of all websites worldwide use Google Analytics (GA) for measuring their website usage. However, many users jump straight in without laying a strong foundation or gaining a proper understanding of the tool.
A common topic for discussions we have internally as well as externally with customers is that of metrics. Since Funnel, at its foundation, is a data aggregator this probably comes as little surprise. Some of these discussions are simple and straightforward. A customer needs metric X from advertising platform A so we’ll make sure our connector to that particular platform includes that metric when downloading data.
After working with multiple advertisers ranging from small ecommerce companies to big retail brands we have noticed that there is almost always a couple of quick fixes that can be done to improve AdWords accounts performance and thus companies overall business KPIs.
For anyone working in digital marketing, it can be a challenge to keep track of the multitude of conversions that various advertising platforms track, as well as the definitions of those conversions. Metric names and definitions can change, appear and disappear periodically and the AdWords Help Center has a lot of content to sift through. In this post, we’ll try to bring some clarity by summarizing what we know about the conversions found in AdWords. On top of the metrics listed below, AdWords users can also define their own custom conversion events and actions. However, this post will focus on a group of selected standard conversion metrics available to all AdWords users.
I recently wrote a post about how to name your advertising campaigns in a way that makes managing your ad accounts easier. One of the most important learnings from that post was to be consistent when naming campaigns. This means, always use the same structure, the same variables and share this information with everyone managing campaigns in ad accounts. This sounds like a fairly easy task, but the truth is it's hard to follow these guidelines if you don't have a structured process in place.
I was talking to a colleague the other day who told me about a conversation they just had with a customer. The customer had asked “Why can’t I create pie charts in Funnel?” and my colleague’s response, jokingly, was “Our product team really doesn’t like pie charts”. While it’s true most of us are no huge fans of pie charts, the reason we haven’t invested in supporting a pie charting option is because we believe they are rarely a good fit for the problem they’re intended to solve.
Most media buyers use a digital marketing agency to build and optimize campaigns. A good agency can multiply your marketing power and increase the return on your marketing investment. A bad agency can waste your time and money. So how do you make sure that you are getting the right results? I spoke with some of the best media buyers and agency heads that I know, and summarized 5 main tips.
Today we have some exciting news to share! Funnel has raised a $10 million Series A financing from Balderton and our existing investors Industrifonden and Zobito. This new funding allows us to invest heavily in our quest to report on all marketing data.
Google Data Studio is a powerful visualization tool that allow you a lot of flexibility in the graphic design of your reports, and will let you create a detailed layout print or screen. It's a tool that has quickly gained popularity also because of the out-of-the-box integration with data from Google Analytics, Adwords and other Google products. With the launch of Community Connectors there are now a number of new ways to get quick access to your data.
For any digital marketer, it is extremely helpful to navigate among a whole bunch of metrics that are collectively referred to as conversions. These metrics can be found in advertising platforms, site tracking solutions and even backend databases that store, for example, offline transactions. We will however be limiting this post to only discussing online conversions. Knowing how conversions are defined and applied across different advertising platforms is instrumental in understanding what insights they offer and in what contexts they are relevant.
