Mastering analytics

This is how we use analytics as a tool

A modern-day marketing project involves various elements and marketing channels. The most widely used are Google, Facebook, Twitter and LinkedIn. Everything is often going well until it’s time to start measuring campaign performance.

How should different marketing channels be monitored? There is no single answer to that question because the right measuring method is always dependent on the other elements of the marketing campaign. Measuring various marketing channels at once is possible but requires a systematic approach. It is also highly beneficial to have the measured things presented to you in a simple and neat manner.

In this blog post, I will tell you how Aboad does marketing channel analytics and measuring so that we get the right kind of statistics that benefit our client the most.

We introduce the necessary services

Facebook, Google and all other marketing channels have their own tracking codes and analytics tools. Some services have really good analytics tools, while others are not even worth mentioning.

When logging in to the analytics tool of any service, many people have absolutely no idea what they should be checking and what is relevant. The tools are there and they have been set up because someone once mentioned them and told you to start using them.

Here’s a little secret for you: you don’t need to understand everything. Most marketing channel analytics tools are meant for more efficient use of that particular marketing channel. In addition, all tools have the same rules, principles and practices, although often in a slightly different form.

So, you don’t need to understand everything. And you can’t even see all the necessary information at a glance in any tool.

We take care of the tracking codes

The aforementioned marketing channels and their tracking codes are at the center of all web analytics. Each service has its own tracking codes that need to be added to your website so that each service can collect information there.

Everyone working in marketing has encountered these in one form or the other – and maybe even been a little baffled about them. Wouldn’t it be great if all these codes could be replaced with just one and you would never have to worry about it again? Luckily, Google and, for example, Matomo have solutions for this. They are easy to use and help marketing professionals, in particular, to measure marketing performance even better.

Sometimes it is possible to “link” different marketing channel functions together, so that they share the collected statistics and can perform more effectively. Do note, however, that usually you can’t connect different marketing channels (Facebook, Google, Twitter, etc.). Normally, you can only link tools from the same service provider. A prime example of this is Google that allows you to connect practically all the tools of its marketing channels. This means that you can connect Google Analytics, Ads, YouTube and Search Console together so that they all can use the data they collectively gather.

We make sure the data is reliable

Aboad aims at using such marketing channels that give us synergy benefits. Unfortunately, there aren’t too many to choose from, which means that the statistics of different channels need to be looked at using their own tools (there is a solution for this, too, which I will tell you more about below).

As our main website analytics tool (and in some way as a foundation) we use Google Analytics. It is an excellent tool for monitoring website traffic but it doesn’t come without problems. First, you have to check a number of things before you can start using it. After all, analytics isn’t of much use if the data it produces is not reliable.

When Aboad starts managing an Analytics account, we conduct an audit on it and correct any errors we can find. We use a simple yet detailed checklist as our aid, ensuring that all our clients’ accounts get the same treatment.

Normally, the audit is not a lengthy or daunting process. On the contrary, the audit of a simple Analytics account is fairly quick and straightforward. Usually problems only arise if the account is connected to multiple websites and modifications have not been documented in any way.

We show all relevant information in one dashboard

We can manage all the tracking codes, or tags, in one place with Tag Manager but the analytics data remains in each marketing channel’s own service. Of course, it is possible to go and look at each service’s statistics separately, but wouldn’t it be more convenient if all the data was in one place?

There are various tools for just this. Aboad uses Google Data Studio to present statistics from different marketing channels. Tableau, for instance, is another popular and widely used tool.

Google Data Studio has many features that make creating analytics dashboards quick and relatively straightforward. It is not necessarily the easiest tool you’ll ever use but it is much simpler than many other similar tools.

Google Data Studio works brilliantly and seamlessly with almost all Google services but it doesn’t work, for instance, with Facebook or LinkedIn by default. To include third party services in the dashboards, you can use a separate service that connects other marketing channel analytics to Data Studio. Aboad uses a service called Supermetrics for this. It is a popular tool that has its origins in Finland but is widely used around the world.

With the connectors provided by Supermetrics, we can create a versatile, multichannel set of metrics that our clients value. And this is helpful for us, too, as it enables the presentation of all necessary information about a marketing campaign in a way that lets you see it with one quick look.

Kirjoittaja

Chief Technology Officer

Samu is our techie and everyone knows it! Sometimes it can be hard to understand his mindset and visions but from time to time he can also communicate like a normal person.