Bridging the Gaps

Darren McManuswww.arekibo.com | darren@arekibo.com

The State of Web Analytics in Ireland

@arekibo

Free download www.arekibo.com/analytics-report

Hands up…

85%… of respondents who use Google Analytics as

their web analytics tool.

75%…consider Web Analytics to be

Critical/Important to their overall organisational strategy.

68%Marketing department is responsible for web

analytics reporting:

Creative vs Analytical

13% lack the required knowledge and expertise to report on web analytics data…

58% admit that knowledge gaps exist…

71%of Irish organisations that are not comfortable in their

ability to report on web analytics.

…so that’s a total of

But why?

Lack of time / resources to dedicate to web analytics

#1 Web Analytics Challenge?

Google Analytics can be overwhelming…

Different organisations, different goals, different objectives…

Underutilisation of features to customise reporting.

Recurring theme - Measurement

66%“Measuring Marketing Performance”

Q: What is the key purpose of web analytics in your organisation?

44%“Online Advertising Performance”

Q: What aspects of your digital presence would you like to track in more detail?

How do we bridge the gap?

Dark Traffic & Campaign Tracking URLs

Vanity Metrics &Google Analytics Goals

Challenge 1: “Dark Traffic”

Suspiciously high direct traffic??

Dark TrafficTraffic that arrives to your website and is incorrectly labelled by Google Analytics

(or other web analytics tools) as “direct”

Native mobile apps…

Email clients

Chat Apps Chat apps

Improperly tagged advertising

Campaign Tracking URLs

Correct source/medium in your GA reports

Google URL Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

28%…of respondents use Campaign Tracking URLs

in all your online advertising (social, display, email, etc.) and in your social share buttons.

Tip 1 – Use Campaign Tracking URLs

Campaign Tracking URLs

Custom Channel

GroupingsHTTPS

Custom Segments

Dark Traffic

Challenge 2: Moving away from “vanity metrics”

Lets go back to look at the acquisition report...

Product purchas

e

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Tie your marketing objectives into your web analytics reporting

Standard options

destination, duration, page/sessions

For any other user interactions....Events!

Event Code

Your Website

Google Tag Manager

Standard Data

Tagged DataTagged Data

Vanity Metrics

So now instead of this…

Actionable Metrics

You get this

The possibilities are endless

30%…have configured Goals within their Google Analytics setup…

19%…of those consider their Goals to be closely aligned to their

business / marketing objectives…

67%…of respondents do not use Google Tag Manager

and make sure that they’re aligned to your actual objectives

Tip 2 – Use Goals in Google Analytics

to bridge your organisations web analytics knowledge gap and improve the quality of your reporting.

These are just 2 of a number of simple measures

Free download www.arekibo.com/analytics-report

Thank youDarren McManuswww.arekibo.com | darren@arekibo.com