Entries by Jason Riddle

Why Use Google Tag Manager?

Google Tag Manager (GTM) is a free to use system from Google that removes the need to add Google Analytics and other tags, such as AdWords, Facebook tracking etc. directly onto each web page. This has put advance website tracking, digital marketing activity and the opportunity to collect and analyse customised analytics data within the […]

What is Web Analytics?

In a nutshell, web analytics is capturing data about your website’s visitors and using this information to improve your website and online activities in order to generate more business. For example, knowing how people find your website, which of the website pages turn up most often in search engine results or which pages convert most […]

Improving the measurement of visitor engagement on your website

Audience engagement is a fundamental micro-conversion for any content marketing campaign: it indicates that people are visiting your website for a reason and not just because they have stumbled across it. With social media how you measure engagement is set by each social medium, such as followers on twitter, likes on Facebook etc. These measures […]

Measuring the success of content marketing

Content Marketing is hard work. Coming up with ideas, turning them into content and publishing it takes a lot of time and effort, it is a big commitment. So you will want to know if it is working and to gain insight into how to improve its performance, and that requires measurement. Without assessing the […]

Campaign Tagging – An overview

Campaign tagging, also called link tagging and sometimes UTM tagging, is at the heart of Google Analytics’ tracking and reporting of how visitors reach your website. Google Analytics provides a set of 5 dimensions – think of them as values – that can be updated to record details about the link a visitor clicks to […]

Tips for using Google Analytics to track your off-line marketing

If you advertise in print, on radio or TV how do you tell which hits were generated by which advert? E-commerce retailers often include a discount code that enables them to identify which advert to attribute a sale to. However, not all sites sell direct to the public and this doesn’t identify the visitors who […]

Keeping your Google Analytics data relevant

The value of web analytics derives from understanding the behaviour of your customers and potential customers. So if your analytics system is recording visits from sources that are clearly irrelevant to your business it will be much harder to understand what is going on. Irrelevant visits generally fall into two categories: 1. Automated visits: these […]

Which 50% of your marketing spend is wasted?

It was once said that 50% of the money spent on advertising was wasted; the problem was you didn’t know which 50%. Online marketing is different. You can see where your customers come from, what they look at and what they decide to do. Whether that is making an online purchase, signing up for a […]

4 Common assumptions not to make when using Google Analytics

On the face of it, the standard reports in Google Analytics (GA) are simple and intuitive. But, as an old boss of mine was fond of saying: “To assume is to make an ass of yourself.” So, in a bid to help prevent people inadvertently making asses of themselves by misinterpreting their website data; here […]