Analytics articles

Marketing analytics is the backbone of digital marketing: uncover and organize data to find out more about audiences, evaluate the efficacy of efforts, identify opportunities for improvement, and inform an overall strategy. Explore our resources and tools to become a better data-driven marketer.

Analytics Tutorial: Content Deep Dive

In this tutorial, we explore methods for analyzing a top content page – i.e. a page we are really interested in getting people to. The goal of this analysis will be to identify tactics for increasing engagement with the page. For this example, we will be looking at the contact page on the Two Octobers

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Analytics Tutorial: How Is My Marketing Contributing to Revenue?

Calculating Marketing ROI There are a lot of different ways to look at marketing ROI, but for organizations that sell online, return on ad spend (ROAS) is a common metric for measuring marketing performance. ROAS is gross revenue divided by ad spend. Simply put, how much did you spend to generate how much revenue? It

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Analytics Tutorial: What Are My Top Audiences?

Audience Analysis in GA The Audience section of GA reporting shows characteristics of the people who visit a website, including where they come from, what devices they use, and demographics. To understand top audiences, we are going to export several of these reports and look for top- and poor-performing audience segments. The reports we are

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Google Analytics: Goals & Multi-channel Funnels

In this module, we will cover how to set up goals in GA, and some of the reports in the Conversions section of reporting that help us understand the whos and hows of conversion behavior. We’ll be using the Google Analytics demo account in the examples in this module. The demo account is a GA

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Google Analytics: Behavior

The behavior section of reporting in GA mostly shows how visitors interact with a web property. In this module, we will cover the following subsections of Behavior reporting: Events – interactions on a page, such as scrolls, clicks, video views and form inputs. Site Content – reporting on entrances, page views and exits by page. Behavior Flow –

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