At the heart of any successful digital marketing campaign is data – as far as we’re concerned, data makes the world go round. That’s true for huge corporations and small, local businesses alike, and having the right infrastructure in place is absolutely crucial. Properly tracked data can:
- Inform your strategic decisions.
- Help evaluate the success of a campaign.
- Track a user’s journey on your site.
So, getting to the bottom of how analytics works and exactly what is tracked is fundamental to each and every business.
What Analytics Support Do You Need?
Data Set-up
From mapping your broader marketing objectives to fine-tuning your analytics platforms to really tailor your KPIs – our team of experts can support you with seamless data set ups across the following platforms:
Google Tag Manager
This free tool is allows you to install, store and manage marketing tags without directly modifying website code. For tracking user interaction Google Tag Manager is an invaluable platform that can help you track:
- Link clicks
- Button clicks
- Form submissions
- Conversions
- Scroll behaviour
- eCommerce
- Adding items to cart
- Removing items from cart
- Call to action (CTA) performance
- Table of contents (TOC) clicks
- Custom events
- And more.
Google Analytics
In order to gather and utilise data, you need to set up an analytics platform for your website. Google Analytics is a free analytics platform that is widely used by websites. Designed to give you comprehensive insights into metrics such as conversion rates, traffic sources, audience demographics, and engagement, Google Analytics can help you to improve metrics for your brand site. Whatever your understanding of this process, our experts can help you to get the ball rolling with full set up and guidance.
GA4 Set-Up and Migration
On July 1st 2023, Universal Analytics will stop processing data and Google’s next generation of measurement, Google Analytics 4 (GA4), will take over.
If you didn’t opt-out of auto migration back in February 2023, your data will be transitioned from your UA account to GA4 automatically but without any custom strategy. Making the switch to GA4 ahead of the July 2023 deadline will allow you to customise your set up as you wish and ensure that you have accurate tracking and analysis.
Attribution Modelling
Attribution modelling gives insight into where credit for a conversion is distributed and where engagement is occurring. Build an objective view of where your conversions come from with attribution modelling, and let this guide your spend.
Reporting and Dashboard Set-up
Digestible, easy to navigate and customisable data reporting using a dashboard solution like the free Google Looker Studio gives insights into performance that are easier to understand and access than ever. Fusion Unlimited uses Google Looker Studio (previously Data Studio) to create dynamic reports and dashboards that make complex marketing data and insight easy to access, understand and action for a variety of stakeholders.
Actionable Data Analysis
Data is only useful if it can inform your next steps effectively and demonstrate areas for improvement and success in historic actions. We offer training services to help you and your team learn to best utilise the data you gather – including how to deep dive into your data and generate actionable insights that help your marketing strategy to flourish.
How We Help With Analytics
As a full-service digital agency with a broad range of clients across channels such as SEO, Paid, Affiliates and more, our team comprises best-in-class talent within specific channels.
From handling all of your data analytics and reporting ourselves to coming into your office space and delivering workshops and one-to-one training sessions, we’re equipped to deliver an impactful, bespoke analytics service that meets your specific needs.
Need an expert opinion?
Looking to get to the bottom of your business’ analytics? Get in touch today and one of our experts will be happy to help.
