How important is UTM Parameters for Digital Marketing Analysis?

Posted on October 30, 2018 by Emarkt_Admin

Do you Track your Campaign with UTM parameters?

When you have so many marketing tools and analytics platforms, Sometimes you feel helpless to understand what is actually going on your tweet or facebook ad, sign up form, newsletters, sale etc.

But have you ever thought adding UTM Parameters to your links will help solve all your problems regarding tracking of Campaign, attributing, and solution for your marketing efforts?

Let discuss in more details about UTM Parameters and How to use them?

What are UTM Parameters?

UTM stands for Urchin Tracking Model.  UTM Parameters are tags in your link which gives you the details about  Campaign Source, Campaign Medium, Campaign Term, Campaign Content.

Read more in details about what are UTM Parameters? 

Why should you use UTM Parameters?

  1. You should use UTM Parameters to overview the traffic coming from newsletter, CPC, emails etc.
  2. When you want to track how your marketing campaign is doing.
  3. To see the customize traffic you send to your site versus the traffic other people send to your site.
  4. To find the differences, how other campaigns are doing.
  5. To check the traffic Source/medium.
  6. To make an effective report and do better analysis.

How to set up UTM parameters

We will learn how to set UTM Parameters quickly and easily:

Step 1: Go to Google’s URL Builder

Step 2: Open the link and fill all necessary details

I have already discussed earlier on how to set UTM Parameters in my previous blog 

Suppose the link is:

https://www.emarketeducation.in/need-know-googles-url-builder-utm-parameters/
utm parameters

The above link has UTM Parameters

utm_source (Campaign source): This source is used to identify the search engine like google, yahoo etc.

utm_medium (Campaign Medium):  This will help you to identify medium like CPC.

utm_campaign(Campaign Name): The Campaign name will help you to identify the campaign promotion.

utm_term(Campaign Term): Helps you to identify the keywords used for ads or paid search.

utm_content (Campaign Content): Campaign content will help you to differentiate ads or any links that point the same URL.

How important are UTM Parameters for Digital Marketing Success

1. Measure Marketing Campaign and its Effectiveness.

When you create a campaign and want to know its effectiveness. Create a UTM Parameters to measure the structuring.

2. Customize Your campaign

With UTM Parameters you can easily add give a name to your campaign so that you can easily identify who is bringing in what. It is very effective and helpful for better digital marketing strategy.

3. Segmenting Your Traffic

If you got a 100 views in your social media post doesn’t mean all the views came from the same source. Using UTM Parameters helps you to segment the traffic.

4. Using Google Analytics Track the traffic and the Conversion rate.

Step 1: Go to Google Analytics Account

Step 2: Go => Acquisition =>Campaigns

campaign

 

As per the above table, you can see the list of the campaigns (above table campaign is not created) you will be creating the trackable URLs using UTM Parameters and track the numbers of traffic and conversion rates.

5. Use to Compare your Report

You can use UTM Parameters to compare your reports over time. You can spot the reports that were most effective in driving traffic to your site and then do better digital marketing strategy.

Conclusion

Using UTM Parameters you can easily track the marketing campaigns and conversion rates. With this help, you can create a better digital marketing strategy with a good budget.

 

If you are looking to Join a Course in Google Analytics, then Contact eMarket Education.

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Posted under: Google Analytics

Funnel in Google Analytics for Digital Marketing Success

Posted on October 17, 2018 by Emarkt_Admin

Why Goals Funnel in Google Analytics?

Are you wondering why your users are not converting? Do you really count the path users are taking? If not, you are losing the conversion rates.

Goal funnels are an action or steps that user must go before getting converted (like purchasing any products). Goal funnel is important in Google Analytics for every website because you can easily identify your customers or users where they are dropping off, low converting users etc. For digital marketing success, every analyst needs to note down accurate view of the users.

For Example: If a user goes to an E-commerce site to buy Jacket and couldn’t complete the purchase, Goals funnel really helps to identify why the user drop-off, is there a problem in a page or any payment gateway.

What is a Google Analytics funnel?

A Google Analytics Funnel measure or analyze the path which users take from start to the end of the web pages. A funnel is set with a goal to achieve the conversion rates on specific user behaviors.

google analytics funnel

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What are the types of Google Analytics Funnels?

There are 4 types os funnel in Google Analytics:

1) Goal Funnel

Goal Funnel is a path of the web pages where you want your users to complete the goal which is already set like form submission, downloads, sign up newsletter etc.

2) Sales Funnel

Sales Funnel is used in e-commerce web portals where you want your user to complete the goal which is set like check out process, payments etc.

3) Multi-Channel Goal Funnel

Goal Funnel takes into an account of the role played by multiple marketing channels in the conversion path.

4) Multi-Channel Sales Funnel

Sales Funnel takes into an account of the role played by multiple marketing channels in the conversion path.

How to Set up Funnel in Google Analytics?

To Set-up a Funnel in Google Analytics:

Step 1: Go to the Google Analytics Reports

Step 2: Click Admin Button

Step 3: Go to Goals

goals

 

 

Admin-> View-> Goals-> New Goal

new goal

Step 4: Give a name to your Goal

Once the Goal is created you won’t be able to delete it. You can only choose ON/OFF icon to keep it active or inactive.

Let’s discuss in details:

a) Goal Setup

You can create your goal as a template or custom goal.  Let’s say like you want to track how many users went till the payment page of your website.

goal set up

b) Goal Description

Name the goal something you will remember and easily measure the metrics. Choose one name on the given box and choose “Destination”. You can only select goal funnels feature with the destination.

goal description

c) Goal Details

Once you are done with goal description, Go to the goal details.

goal details

As per the above picture, each step denotes the web page where your visitors must pass through to reach a goal.

a) URL Goals

You need to create a unique URL for each page so that the user can view and order. if it is an e-commerce site they can purchase. We can provide a name and add the URL.

You can go to Google Analytics Account and click:

Behavior->Site Content-> All Pages

Just to see how  URL name is assigned for users to view.

Example: Above “check out ” “check out” is assigned only to track who went till check out page in funnel report. Click “ON” button on required option (This button will affect only the funnel visualization report, not conversion reports or goal completion metrics).

At last click on “verify goals” button to track your goals and data properly.

You are done with your goals funnel!!

b) Funnel Visualization Report

After creating a goal funnel, Check your Goal metrics in Conversion Report.

Go to-> Conversions ->Goals->Funnel Visualization

funnel visualization report

The Funnel Visualization Report is one of the best way to understand the user flow of your website.

As you can see the screenshot Total 265 users are entering through the home page and 136 existed from the site. With the Funnel Visualization report, you will know the interest of the people if they are dropping off, you can take them to other page or show them some promotion.

How should a good Google Analytics Funnel Be?

A good Google Analytics Funnel Should able to measure and manage all the path that users take from entrances to the exits. This will help your website to improve its pages and view the loophole.

Google Analytics Funnel

 

 

 

 

 

 

 

 

 

 

 

(source: www.shootorder.com)

Above picture shows that if google analytics funnel is not set, you can attract the poor quality of traffic, poor content and bad visibility, poor calls to action and bad enquiry process for service industries.

Using Google Analytics Funnel you can rectify all the mistakes and match your objectives.

10 Benefits of using Google Analytics Funnel for Digital Marketing Success

1. Google Analytics Funnel will analyze funnel data for each unique segment. This is useful when you want to see different segments traffic or compare them like organic vs search.

user flow2. Shopping Behaviour Analysis

Shopping behavior analysis

 

Shopping Behaviour Analysis will help you to analyze how many users came to the website viewed the product and went to the checkout page.  Google Analytics will help you check percentage rate of Abandonment. You can also check New Visitors vs Returning Visitors and your Shopping progress.

3. Checkout Behaviour Analysis

Checkout Behaviour Analysis

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Checkout Behaviour Analysis will help you know what type of users are coming to purchase (like from browser, keyword, campaign, device, source etc). It will help to know checkout progression and percentage of completion. With Checkout behavior analysis you will know at which step user drop off and you can target them again with digital marketing strategy.

4. Product Performance

Product Performance

 

 

Product performance analysis will help to know the product revenue, unique purchases, Quantity, Avg. price, Avg. Quantity,  Basket-to-details rate etc.

5. Sales Performance

Sales Performance

 

Sales performance analysis will help to know the revenue of the products. With this report, you will know whether you have achieved your sales target or not.

6. Product list Performance

Product list Performance

 

Product list performance will help you know who viewed and clicked your product list, product list CTR, Product Add to Basket, Product checkout etc.

7. Track Internal Promotion and Other coupons

 Internal Promotion and Other coupons

 

If you have added any internal promotion,  order coupons, product coupons or affiliate coupons. Google Analytics Funnel will help to track the internal promotion views, clicks, CTR, Transactions, Avg. Order Value, Unique purchases via Coupons and how much revenue did you get from every promotions and coupon that you run on your website.

8. Top conversion paths

Top conversion paths

 

 

Google Analytics Funnel will help to know the top conversion paths and conversion value. As per the above picture, As an analyst, you need to have a clear understanding of first touch, last touch, and conversion. If you are not able to do visually the path analysis, download the file in excel and divide it by first touch and last touch and see which traffic is bringing most conversion.

9. Time Lag

Time Lag

 

 

 

 

 

 

 

 

 

Google Analytics Funnel report will help you to do time lag analysis. With the above report, you will be able to find the time lag in days how many conversions and conversion value you are getting.

10. Path Length

Path Length

 

 

 

 

 

 

 

 

Google Analytics Funnel report will help you to give path length analysis. With the above report, you will be able to find the path length in interactions how many conversions and conversion value you are getting.

Conclusion

The Google Analytics Funnel report gives the visual view of overall conversions and conversion rate. After setting up the funnel be sure you are getting what you wanted to track and think of creating a few more goals if you haven’t done. The Funnel visualization report will help you to identify issues you are facing in digital marketing strategy and will identify the opportunities for website performance, conversion rate, grow your business and succeed.

Every business goal is to make a sale. If you really want to increase the sales, first and foremost thing you have to do is patching your pot holes on your searchers journey. To patch such pot holes you have to identify where they are. Now learn with eMarket Education how Google Analytics Funnel is going to be beneficial in Digital Marketing.

Read More Blogs On Google Analytics For Digital Marketing

Join Google Analytics Course and Become an expert in Analysis

 

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Posted under: Google Analytics

Benefits of using Google Analytics in Digital Marketing

Posted on October 9, 2018 by Emarkt_Admin

Role of Data in Digital Transformation

“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.”’ – Adam Audette

If we look back to the old traditional method of marketing, there was no tracking of any data. Collection of demographic and lifestyles of the customer data was done by telephone or any manual collection method which was very low in response.
Even if the data was collected the process of analyzing, mining the data, comparing with the past data and forecasting etc the technology simply did not exist.

What is Digital Marketing Analytics?

In the digital era, the data which we get via digital media, emails campaign, website visits, product purchased, contact information, product inquiries, conversations with other users, interested users etc is becoming a necessity for all the marketers.
On the other hand, measuring the metrics and gaining the insights of the websites like traffic, leads, sales etc is challenging for Digital Marketing Analytics.
Google analytics helps digital marketing analytics to measure all the challenges like Traffic Channels, Site Content, User Behavior, and Audience Demographics etc.

digital marketing analytics

What is Google Analytics?

Google Analytics is a free tool helps you to understand the digital data and user behavior on the websites. if you really want to understand the traffic, how effective is your website campaign, how well your users are interacting, how SEO performance is doing, Google Analytics will
analyze all your metrics and dimensions.

Top 10 Benefits of Google Analytics in Digital Marketing;

1. Google Analytics is a free tool

Google Analytics is a free online tool, which can be used anytime.
No subscription or any annual membership fees needed.

 2. Google Analytics will show how traffic is coming to the website

When you publish your blogs or article, you are always curious to know from where the users are coming to your websites, is it direct or via any paid advertisements etc. Google Analytics will help you know your questions answer.

3. Google Analytics will help you to find out most visited page

With Google Analytics you will come to know the most visited page of your website.

4. Google Analytics will help you know the bounce rate of your website

When visitors come to your site and do not stay back (i.e you are not doing well with your website), that means the user has bounced away. Google Analytics will help you measure bounce rate.

5. Google Analytics will help to find out what type of Device users are using

Google Analytics helps to find out which device users are using. If you know you can make your website mobile friendly, good resolution and more.

6. Google Analytics will help you to know what operating system is used to browse the website

If you know which operating system users are using you can easily frame your marketing strategies.

7. Google Analytics will help you to find out the page load time

If you come to know some pages are taking a long time to load, you can fix the issues and reduce the load time. Google Analytics will help to find which pages are taking lots of time to load.

8. Google Analytics will help you to track social performance

Today social media has become one of the important parts of digital marketing. Through Google Analytics you will be able to track user performance on Facebook, Twitter, Instagram, Google +, Pinterest, LinkedIn and more.

9. Google Analytics will help you to achieve Goals

When you have set your goals in google analytics, it will be easy for you to achieve all the objectives.

10. Google Analytics will help you to find out the location of the user’s

Google Analytics will help you track the location and to achieve target goals. With the location, you will easily come to know from which area users are coming.

How can you learn Google Analytics?

Google Academy provides certifications where you can learn Google Analytics for free. There are other multiple Institute/ channels which help you learn Google Analytics. There are some very good digital analytics training institutes, who provide trainings-cum-mentoring with a base to help you grasp various concepts of Google Analytics and teach you how to use it effectively for real businesses. You can always choose the best and reputed training institute in addition to referring to free resources available online.

Looking for a career in Web Analytics, enquire Google Analytics course at eMarket Education with best faculties having 10+ years experience in Digital Marketing.

google analytics certification

 

Conclusion

Good Analysis is the key to achieve any marketing strategy. Using Google Analytics will be no more guessing game. You will get exact data and traffic of user visiting your sites and thus how you can make a better digital marketing strategy.

Read more on Things to Know Google Analytics as Beginners

 

Keep on Reading our blogs; Learn new things from us; Share with Digital Marketing Aspirants, & of course; Inspire yourself and others. Follow us on Facebook   Instagram & Youtube  for Latest Digital Marketing Trends & Tips. If you wish to start a Digital Marketing Career, then check out our –

Top Digital Marketing Courses in Bangalore with Placements | PPC Course | Google SEO Certification  | SMM Course

Learn Share & Inspire – This is eMarket Education Internet Marketing Institute Success Mantra!

Posted under: Google Analytics