Google Analytics Tips For Your Business

Google Analytics is a powerful took for any online business. By tracking and reporting web traffic you can create and tailor campaigns for marketing success. Here are some tips to boost your campaign.

Google Analytics
Google Analytics
1. Audience Data

Utilise audience data for creating custom visitor segments, including demographics such as gender, age and location. Make use of the reporting views too so you can determine how certain users interact with your site. With these trends, you can create a custom visitor segment to track against goals. Measure the segment against other visitor traffic to review how specific users behave. Refine the segment to include date of the users’ first session which can be useful for remarketing plans.

2. Email versions of top reports

Get email versions of your top reports instead of browsing Analytics for hours to find data in order to increase sales. This will save you a lot of time.

3. Use on-site search queries

A visitor may land on your site for the first time and feel overwhelmed with information and pages. One pager sites can be a little less complex, but most people use a search bar to navigate around sites. The on-site search term report can be very valuable and display the most searched terms within your website and the keywords used. You can use this data to improve your site. Use the searches as email campaigns, common products or service pages as upsells or recommendations, and make new landing pages dedicated to specific search terms.

4. Keyboard shortcuts

If you spend too much time on Analytics, there are ways to speed this up and make things more efficient. Remember the keyboard shortcuts to get tasks done quicker. This will save do much time in the long run when creating and editing reports.

5. Watch leads turn into sales

Users go through three stages when looking to make a purchase: awareness, consideration, and decision. By following a buyer’s journey you can see their thought process and make the sales process smoother. Determine what causes them to buy and why. Use a behaviour flow report to see touch-points and pages. If you sort by “new users” you will receive data only on those customers who are not already familiar with your brand. Use the data to create a better on-site experience and attract even more new visitors.

6. Mobile and desktop sales

Compare sales between mobile and desktop platforms. Mobile internet access is way more popular than desktop these days. More and more people are browsing and buying on the move. Compare behaviour and total conversions to determine trends and see where improvements can be made. Improve the navigation and ease of use on your mobile website. Also find out the speed of your site and improve that to prevent users getting fed up and logging off mid purchase.

Also consider other things such as custom dashboards, running attribution reports, multi-channel funnel reporting, assisted conversion reports, and reverse engineering your sales. Compare new and returning customers to see what you need to focus on. Make any changes to create the best digital marketing plans and website experience for your users.

Gmail advertising techniques to increase campaign success

Gmail advertising techniques to increase campaign success

Gmail advertising is a very useful tool for promoting your business online. The benefits of these ads are that they appear as a regular email service and are not intrusive to users.
In 2015, Google integrated the ads with the Google AdWords toolbox, making them available to all in order to reach 1 billion monthly active Gmail users. The service allows you to measure reach, click through rate, open rate, forwards, saves and a whole lot more. The ad will appear as a teaser in the user’s inbox to a targeted market group to maximise potential interest.

By following a few of our top tips, you can increase the effectiveness of your Gmail ads.

Gmail advertising top tips

Increase CTR and Quality Score
Even though you can’t see the Quality Score in Gmail, it still exists! Look at the Cost Per Click vs Click Through Rate for a campaign to determine its success. A higher CTR equals a much lower CPC, and a lower CTR equals a much higher CPC. Maximise your open rates, as improving the Quality Score will reward you massively. Use eye-catching subject lines to draw your audience in.
Use emojis
Emojis can increase open rates, as they grab people’s attention, especially on mobile phones. They can potentially increase open rates by around 30%, so it is a strategy well worth implementing. Make them relevant to your content.
Utilise existing email marketing data
Use data from your previous campaigns or marketing strategies to determine why they were successful and work on any improvements. Look at the performance report and open rate data.
Look into deep click analytics
You also need to see what people do after they open the ad. Enable and monitor metrics such as saves, clicks and forwards to track the success of your Gmail advertising campaigns. There are different ad format templates to choose from. Multi-product templates may increase clicks, as people will be more likely to find something they are interested in looking at further.
Monitor your competition
Use your competitor’s domain names to target their own customers. It allows you to target ads that show when a Gmail user receives an email from a competitor business. This enables you to determine in advance whether the audience is interested in your product or service.
You can also target consumers already looking for a product or service that you offer. These are more ready and willing to make a purchase. This is based on following activity and the type of emails previously sent to them.
Target similar audiences by using a customer match list alongside the Similar Audience feature. Simply upload a list of current customers into an Adwords promotion and individuals with similar online behaviours will be located. Gmail advertising can become a useful and effective tool alongside other online marketing strategies for your business.
Consumers are spending an increasing amount of time online, particularly on their phones and looking at their inboxes. The biggest challenge is targeting the right audience, so you should focus on achieving this successfully. By mastering Gmail advertising techniques, you can create a successful marketing campaign to reach your desired audience and boost sales.

Halve The Bot Traffic From Your GA Referral Data!

Firstly, before taking you through the technical bit, I want to let you know that this is the most basic method that Google themselves have introduced through their Analytics interface. You could get rid of bot traffic using many other methods like filters, segments, custom dimensions and blocking of IP addresses.
Bot Traffic
You could implement all of these methods to eliminate all the bot-traffic in your Google Analytics. But, the simplest of them all is the one that I am going to take you through. Please be aware that this may not be the most effective method, but this has proved to be effective up to a certain extent.

Back Story

Two months ago, somewhere between May and June, this year (2015) we saw a sudden spike in the overall traffic data for one of our local clients; this seemed quite strange. Out of excitement, we tried to investigate further. When we tried digging deeper into the analytics data, we found that the source contributing to this sudden rise in the traffic to the website was the ‘Referral’ channel.
And, this significant amount of traffic was coming into the website only on one or two particular days (i.e. 20th of May and 5th of June, 2015) (as shown in the below snapshot). Now, this did not look natural as there wasn’t any sort of special discounts being offered or any special event held on these two days.
Bot Traffic
On diving deeper into the sources, we found that the referral channel was driving over 70% of the total visits to our client’s website on the 5th of June, 2015 (as shown in the snapshot below) and most of the referral sources that were bringing in traffic to the website weren’t genuine. So obviously, the traffic coming into our client’s website wasn’t real humans. If these were not humans, what were these, the answer was clear – these were BAD BOTS.
Bot Traffic
Bot Traffic

Bot Traffic – Good or Bad?

According to a study carried out by Incapsula in the year-2014, bot traffic accounts for 56% of all traffic on a typical website. And, bad or malicious bots account for 29% of all website visits.
What are bad or malicious bots?
These are mischievous bots with browser-like capabilities masked by proxy servers used to invade data.

How To Get Rid of Bot Traffic

Now we’ll take you through the steps you need to take to eliminate your bot-traffic from your Google Analytics data:
Step 1: Sign in to your Google Analytics Account
Step 2: Select your Property or Website
Step 3: Go to ‘Admin’ > Click on ‘View Settings’ (as shown in the snapshot below)

Bot Traffic

Step 4: In the ‘View Settings’ section -> Click on the ‘Copy View’ option (as shown in the snapshot below)
Bot Traffic
Step 5: ‘Name the View’ that you have copied or created -> Click on the ‘Copy View’ button (as shown in the snapshot below)
Bot Traffic
Step 6: ‘Select your newly created ‘View’ from the drop-down > Click on ‘View Settings’ (as shown in the snapshot below)
Bot Traffic
Step 7: Tick the ‘Exclude all hits from known bots and spiders’ Checkbox -> Click the ‘SAVE’ button (as shown in the snapshot below)
Bot Traffic
Google Analytics is known to match each visitors’ User Agent string to the list of known bots and spiders, we have come across one such IAB list – 2013.
I hope this helps you get rid of at least 40 to 50 percent of the bot traffic to your website. For further information or to find out how Broadplace Advertising can assist you with this and a whole host of other website-improvement techniques, get in touch today!

4 Google Analytics Tools That Are Criminally Underused

1. Top Conversion Paths

(Conversion > Multi-Channel Funnels > Top Conversion Paths)

Conversion Paths
There is a substantial amount of data that you can get from this Top Conversion Paths. Some of the most obvious uses of it is to see which channels convert best/most efficiently, which channels assist conversions, number of visits that people like to do before they convert (is it mostly immediate conversions? Or does it take multiple visits?), and how the channels work with each other to lead to conversions.
To go a little deeper, we can use it to figure out how we plan our online marketing strategy. For example, if we see that people convert very well through display or remarketing on their second or third visit, it would be worth expanding the reach towards new audiences with paid and organic.
When used in conjunction with the Attribution Model Comparisons and assisted conversions this will give you a good idea of which channels perform most effectively in which area of the funnel. Although it is important to keep in mind that there is often more than one area in which the channels can perform.

2. Custom Dimensions

(Admin> Property> Custom Definition> Custom Dimensions)
Custom Dimensions
Google Analytics already has around 200 pre-set dimensions and although in most cases they are sufficient, it is always good to have the choice of creating your own. This is especially useful when the existing dimensions may not be relevant to you or the information you are looking for.
Custom dimensions allow you to bring external data into the account (bring in data that isn’t usually pulled in by analytics).
The most common uses for this include phone call data or data from a CRM. However, because this is very versatile, it means that you can adapt this to the physical “conversions” of real life. If you want to track the number of phone call bookings, face to face enquiries, or number of times someone has opened an app.

3. Site Speed Suggestions

(Behaviour> Behaviour Flow> Site Speed> Speed Suggestions)
Speed Suggestions
With the Site Speed Suggestions it uses the Google’s Page Speed Insight to look at each page while also showing the average page load time which makes it much easier to decide which pages should be a priority fix. It is also a much more detailed look at how to improve your site speed and it shows
Increasing site speed can be an extremely useful in reducing bounce rate. In many cases reducing the bounce rate is quite important because often we spend quite a lot of money and time into bringing visitors to the page. It is such a shame to have them leave before they even get to the page because it takes too long to load.

4. Benchmarking

(Audience> Benchmarking)
Analytics Benchmarking
Benchmarking is a general way to compare the website to competitors in the industry. However, it’s important to remember that each vertical is built up of a substantial amount of companies and so the stats are only a generalisation of these statistics.
That said, Benchmarking is a great way to look for opportunities and points of improvement. A few examples include: weakness in the industry, locations to target or to see if it’s worth using device bid managements.
Analytics has a great suite of tools that provide data that can be used to constantly improve the website. Getting more familiar with these tools means you can have more data to make more informed decisions.
Written by Jeffrey Chang

5 Tips to Turn Your Landing Page into a Converting Powerhouse

Converting landing pages
Considered to be the final point of contact, the landing page is a crucial link in a customer’s journey leading to a conversion. A poorly designed landing page might as well be a coup de grâce to all the efforts beforehand; whether it is PPC, SEO work, or any other digital marketing work. Having said that, there are a few things that you can keep in mind when designing and optimising landing pages that can convert — whatever your conversion may be.

  1. A landing page must have a single and intentional focus, from the pages/ads leading to the landing page to the content on the landing page. Consistency is key; any undercurrent of confusion can lead to lost customers. Call to actions must be the same, and in most cases there should only be one call to action.


  1. Keep your landing pages distraction free; concise is the name of the game. Clutter and too many links just means that people are leaving the page to look for other things instead of converting and therefore are being pulled away from your single focus of trying to have them convert.


  1. Show your unique selling points, what makes you better than your competitors? Why should they do what the call to action says? What’s in it for them? Make sure it’s quick and easy to read, keep just the most important parts of your selling points on the page.


  1. Test your landing pages! There are always ways to improve the conversion rate of landing pages, and it starts out with testing in broad strokes. A/B test large parts such as the use of language, positioning of elements on page, and colours. Later on, multivariate testing can be used to hone in on optimising the details.


  1. Whether it be the use of AdWords Conversions, Analytic Goals, or any other means; tracking your landing page conversions is extremely important because it gives you the data to make an informed decision on which test results performed better.

Written by Jeffrey Chang

What Are Attribution Models?

I paraphrase a colleague when I say “everything before a conversion is a tease”, however not all conversions are equal. In this post I’m going to go over how each model attributes conversions, as well as why we need each one. The slightly illusive but ever so useful Model Comparison Tool is located under the conversion tab in Google Analytics.

  • Last Interaction:

By far the most commonly used attribution model, this model does what it says on the tin; all the conversion’s weight is put on the last interaction. The final point of contact before the conversion is given all the credit.
This attribution model shows what people convert on; it gives you a sense of what their final point of contact is.
It works well for conversions that require less consideration and repeat visits.

  • Last Non-Direct Click:

Similar to the Last Interaction model, this one puts full emphasis on the last click assuming it is not a Direct Click. If the last click is a direct click, it will not be counted and the next most recent click will be given the conversion.
Non-Direct filters out clients that already know about your company, and it shows you a more representative view of what lead to the Direct Click conversion.

  • Last AdWords Click:

The last paid click is given full value in the Last AdWords Click.
The Last AdWords Click gives a good representation of what AdWords keywords/ads are converting or leading to conversions. It also identifies what keywords/ads aren’t having any impact on the conversion funnel.

  • First Interaction:

Quite simply, the first interaction that has lead to a click is the one that is attributed the conversion.
The First Interaction lets you figure out what created the initial awareness, it is effective for branding goals and to see what attracts customers (such as ad copy, keywords, image ads, etc.)
This is where things start to get a little trickier

  • Linear:

The linear model takes each point of contact into an equal split, meaning that a single conversion will be split between all interactions.
It gives a broad picture of what types of interactions lead up to the conversions. Since the emphasis is equally divided, it is good for when many points of contact are required for purchases or conversions.

  • Time Decay:

The more time that has passed since an interaction, the less weight is put into the interaction. Therefore the touch points nearest to the time of conversion gets accredited the most value. The half-life of each interaction’s credit is 7 days, meaning each 7 days the credit is reduced by half.
Similar to linear that it shows the points of contact, but it also shows what people are more likely to actually convert on since the closer the clicks are to the conversion the more they are stressed. This will also give a directional look at the process in which people convert, from when they start to the final conversion.
This is also useful for time sensitive campaigns so that we know which campaigns converted or lead to eventual conversions.

  • Position Based:

It is essentially a mix of the First Interaction with the Last interaction. The slight difference is that the credit is distributed so that the intermediary interactions get credit, just less.
Being a blend of the first and last interaction, this allows us to see what introduced the product and what brought in the conversion.
Written by Jeffrey Chang

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