Understanding Website User Engagement with Google Analytics Metrics

My Post (38).jpg15 seconds. The amount of time that most users spend on a website and the amount of time you have to capture your audience’s attention. So how do you know whether users are engaged, and what can you do to increase user engagement on your website?

Most marketers use Google Analytics to track the performance of their website overall, but not all are leveraging the data to glean insights into user engagement. The following metrics are key to benchmarking, tracking, and improving your website engagement. Here’s what they mean and what to do to increase engagement.

Average session duration
Think of a session as a visit. Average session duration is the average amount of time your visitors spend looking around your site. Each user can have multiple sessions or visits that all factor in, and so more frequent users will weigh more heavily when it comes to this metric. Industry experts have differing opinions on this, but anything above 1.5 minutes is considered a good average session duration.

Generally, sites with higher average session duration feature longer scrolling pages with interactivity throughout. Interaction can come in many forms, such as infographics that can be manipulated by the user, animated blocks of content, “lazy-loading” content that populates as you scroll down the page are just a few examples.

Average session duration is a broad metric that can give you a snapshot of your site’s engagement. Pairing it with the following metrics can shed more insight into what you might be able to do to increase time spent on your site. – Read more

What Search Marketers Need to Know About Attribution in 2019

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Biddable media is highly technology-driven.

That’s why it’s so awesome, but also why it’s so confusing at times.

To really excel in this industry, you need to know what to ignore and what to pay attention to.

This is certainly the case when it comes to attribution.

In this post, I’d like to give you a helping hand in the filtering process, based on my own company’s research into this issue.

I’m going to focus on attribution from a paid search perspective. So naturally, I’ll be talking about attribution models within Google Ads, and Google Analytics.

I’ll also consider a few independent analytics companies’ approaches to attribution, and finally the newcomer, Facebook Attribution.

I am not attempting to seriously critique any of the software referred to in this post. My aim is to provide guidance on the right questions to ask about attribution this year. – Read more

Accelerated mobile pages: Are they worth it?

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An update on where Google’s AMP project stands today offers insight into whether it’s worth adopting for your own website right now.

Google’s mobile-first index has officially been unveiled and you may have received a notification from Google Search Console that some of your websites are officially being enrolled in the index.

The mobile first index takes precedence over Google’s traditional desktop index and will serve the most appropriate results based on the device being searched on.

This further incentivizes the need for webmasters to implement a fully responsive design that is personalized for users on any device.

Google has attempted to make this transition easier for webmasters by creating its open source initiative that leverages stripped down HTML files to create fast and mobile-friendly copies of webpages. These are referred to as Accelerated Mobile Pages (AMP), which are distinguished by a lightning bolt symbol in mobile search results. – read more

15 Important Conversion Metrics & Business KPIs You Should Track

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There’s no lack of data to track.

Marketers don’t struggle with not having enough data. They struggle to pull the insights from the data already provided.

To help guide you, let’s dive into the big picture of business conversion metrics to help you determine the best KPIs to track.

1. Revenue

Revenue is the lifeblood of all businesses. It’s the total amount of money your business brings in. Your gross revenue is everything before expenses.

Revenue is the common thread that holds sales and marketing teams together. Raise your hand if you’ve heard the good ol’ saying, “Marketing doesn’t drive revenue. Sales does.”

When the marketing and sales teams align, it only benefits the bottom line.

How to track:

To track revenue, you can set-up ecommerce tracking in Google Analytics.

2. Conversion Rate

Read more

 

The Most Critical Google Ads (AdWords) Trends of 2019

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The SEM landscape changes from year to year. Google Ads expert Felix Wenzel shares the trends he predicts for 2019.

Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.

AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.

Smart Features – bring complications, but offer advantages

The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.

These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers. –  Read More

What is attribution modeling?

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Everything you need to know about attribution, including its benefits and limitations.

Understanding the steps a customer takes before converting can be just as valuable to marketers as the sale itself. Attribution models are used to assign credit to touchpoints in the customer journey.

For example, if a consumer bought an item after clicking on an display ad, it’s easy enough to credit that entire sale to that one display ad. But what if a consumer took a more complicated route to purchase? She might have initially clicked on the company’s display, then clicked on a social ad a week later, downloaded the company app, then visited the website from an organic search listing and and converted in-store using a coupon in the mobile app. These days, that’s a relatively simple path to conversion.

Attribution aims to help marketers get a better picture of when and how various marketing channels play contribute to conversion events. That information can then be used to inform future budget allocations.

Attribution models

Following are several of the most common attribution models.

  • Last-click attribution. With this model, all the credit goes to the customer’s last touchpoint before converting. This one-touch model doesn’t take into consideration any other engagements the user may with the company’s marketing efforts leading up to that last engagement.
  • First-click attribution. The other one-touch model, first-click attribution, gives 100 percent of the credit to the first action the customer took on their conversion journey. It ignores any subsequent engagements the customer may have had with other marketing efforts before converting.
  • Linear attribution. This multi-touch attribution model gives equal credit to each touchpoint along the user’s path.
  • Time decay attribution. This model gives the touchpoints that occured closer to the time of the conversion more credit than touchpoints further back in time. The closer in time to the event, the more credit a touchpoint receives.
  • U-shaped attribution. The first and last engagement get the most credit and the rest is assigned equally to the touchpoints that occured in between. In Google Analytics, the first and last engagements are each given 40 percent of the credit and the other 20 percent is distributed equally across the middle interactions. – Read more

High Bounce Rate? Here are the Reasons & What You Should Do

My Post (28).jpgAre you experiencing a high bounce rate? If so, you’re not alone.

Many digital marketers face this same problem, which usually occurs because the website’s not doing what it’s supposed to do.

The fact is, a high bounce rate can indicate a problem, but not always.

For bounce rates that are a little higher than you’d like them to be, here are some points to remember and steps to follow to get your bounce rates back to manageable levels. – Read more

Here’s why you should take a deep dive into data to optimize your conversions

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A thorough audit of tracking tools can improve your CRO framework because knowing your platform will help you think about how to best use it for your specific business strategy.

So, you got the basics of Conversion Rate Optimization (CRO) and why it’s essential to your marketing strategy. (To recap: a successful CRO framework increase sales and revenue while reducing the cost of paid media.) Great! But how do you get started? There are some general things everyone can focus on to improve their conversion rate, e.g. site speed. But where’s the list of best practices, you may be wondering? The unfortunate reality is that there’s no convenient checklist waiting for you. There’s quite a bit more to CRO than applying a few changes, crossing your fingers and walking away hoping for the best.

Data and analytics inform CRO

Optimizing conversions works on a case-by-case basis. Each brand, site and customer journey is different. There are millions of sites out there with varying needs, goals, traffic, designs, languages. You can’t take what works for one site and apply it to another. Your site should serve a specific purpose; both providing value and addressing the concerns of your visitors at that moment and in the future. Forget instinct: to make any kind of business decision; you need to base your judgment on the evidence. Also known as data. Otherwise, you might be making decisions that could hurt your sales.

Analytics tells you exactly what’s happening on your site, and can then guide you to investigate the bigger picture and find opportunities. Not only does analytics tell you the core journeys and behaviors that give you the best return on investment, but it also highlights friction points and areas where most people leave the website. This saves a lot of time and guesswork, letting you narrow down the improvements that need to be made to optimize conversions. The real power comes when combining this with qualitative research, to delve into the reasoning behind the key objections that result in people leaving… but also why they stay. – Read more

Top 13 SEO Metrics to Track Content Performance & Engagement

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We’re now marketing in an era where SEO and content marketing go hand in hand.

If you want to drive success from the search engines, you need create great content.

Understanding the link between SEO and content marketing is important – whether it’s as a link building tactic, a way to earn rankings, or to educate and convert users.

But success doesn’t just come in one metric.

To truly analyze and understand the impact of your content marketing efforts, you need to:

  • Know the key metrics to consider.
  • Learn how to track them.
  • Identify which metrics are applicable to your own campaigns and business.

Here’s a look at some of the most common SEO metrics you need to know.

1. Links

For many SEO professionals, links are one of the primary goals of content marketing efforts.

As an indication as to why, here’s a snippet from Google’s Webmaster Guidelines:

“The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.”

It’s there in black and white.

Links are one of Google’s top three ranking factors.

High-quality, relevant links are those which are earned as a result of creating unique content which gains popularity.

But links aren’t just links.

Participating in link schemes is a violation of these guidelines and this includes the likes of: – Read more

Closing the Loop with Paid Search: Linking the Right Message to the Right Audience

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An End-to-End Approach

Paid search gives advertisers the unique ability to send a large amount of qualified traffic to their web properties with just the flip of a switch. In the world of digital marketing, this is a powerful capability, but the speed with which paid search campaigns can be created can sometimes lead to strategies that overlook the importance of developing a coherent and audience-driven theme into the messaging used in every step of your account’s creation.

That is why it is so important to start every new paid search initiative with a careful consideration of who you will be targeting with your ads, and ultimately, the goals you have in mind for this traffic. By developing a solid understanding of these things, advertisers can begin building end-to-end messaging strategies that seamlessly carry your paid search strategy from your audience to your ads, and finally, through to your targeted landing page.

In this guide, we will walk you through the process of using the end goal of your campaign to reverse engineer your messaging and the audience you will need to leverage in order to support it, along with how you can use this process to develop a more cohesive strategy that maximizes the success you can expect from your paid search initiatives.

Understanding Your Goals

When building a paid search strategy, the first priority should always be to develop a solid understanding of what action you would like to drive on your site and how taking this action can benefit your targeted audience or persona. Are you trying to increase downloads of a gated asset? Perhaps you would like to drive more software demos for your sales team? In any case, take a look at your ultimate goal and put yourself into the shoes of someone who would benefit from taking this action. This will be your targeted persona. Ask yourself how this persona will ultimately benefit from taking this targeted action. Take this process a step further and consider what makes this specific persona unique. Do they have any challenges that your targeted offer helps address? Is there anything that may prevent them from taking action on your site? Using all of this knowledge, you can start to develop how you will target this audience as well as the messaging that you will be using. – Read more