Click To Conversion Time (Part I): What This Metric Can Tell You About Your Clientele
Jan 29, 2010 at 6:00am ET by Siddharth Shah
An often-overlooked metric is the time taken from the first click on an ad to the final conversion of the keyword. That is, the total conversion time for a keyword in a given campaign. While this metric may seem relatively unimportant to ROI (for instance), it can help you understand your clients and also help you better manage your campaigns. In this article, I'll demonstrate a few ways in which conversion time can be very useful.
Consider an apparel retailer which sells several lines of clothing including menswear, womenswear, kids clothing, wedding and bridal wear, footwear etc. As a ret [...]
Filed in: Analyze This
Don’t Let Your Analytics Deceive
Jan 22, 2010 at 6:00am ET by Evan LaPointe
If John F. Kennedy were an internet marketer, I think he would say, "Ask not what your marketing can do for your site. Ask what your site can do for your marketing." Kennedy understood the idea of cause and effect in his original quote: that people make a nation effective, and not the other way around. Online, the site makes marketing effective because the majority of what determines your ROI is not the media itself but what happens after the user clicks. And that's what marketing analytics needs to focus on.
The problem
In the world of marketing web sites, we tend to treat the site a [...]
Filed in: Analyze This, How To: Analytics
5 Web Analytics New Year Resolutions
Jan 8, 2010 at 7:00am ET by Ben Gott
It’s that time of year again. Well-meaning people all over the world are proclaiming that they will quit smoking, drink less, eat fewer bacon sandwiches and of course, make more of an effort to analyze the performance of their websites. I am afraid I can’t help anyone with the first three having repeatedly failed with two of them myself. However, people who fall into the latter category have come to the right place.
To take the pain out of the process for you I have compiled our top five web analytics resolutions for 2010. These were based partly on some of the recurring analytics sins [...]
Filed in: Analyze This, Google: Analytics
The Ultimate Reason Your SEO Is Underperforming
Dec 18, 2009 at 7:00am ET by Brian Klais
In the first installment of this series I asserted that your SEO performance is suffering in proportion to how powerfully you are able to communicate the opportunity to executives. Winning the resources required to grow the channel requires a basic set of metrics. In the subsequent installments, I showed you how to use "Jedi" performance metrics to overcome SEO resistance and size up your market opportunity, then how to prepare for SEO growth by summing up your current baseline. Now at last, I will show how to move closer towards the ROI metric that executives require to allocate resources.
[...]
Filed in: Analyze This
Analyzing AdWords Positions In Google Analytics
Dec 11, 2009 at 6:00am ET by Ben Gott
The Holy Grail for any self-respecting AdWords campaign manager must be confirmation that the ad positions they are targeting with their AdWords campaigns provide the best possible return on ad spend (RoAS). Having an answer (based on concrete data) when a client/boss/sales manager/curious business partner inevitably questions your carefully crafted position/bid strategy, is surely gold-dust to all online marketers.
That’s why it always comes as a surprise when I come across Google Analytics users who aren’t aware that this knowledge is at their fingertips. It may be because in the past [...]
Filed in: Analyze This, Google: Analytics
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