Everyone knows ROI is the holy grail. You can’t improve what you don’t measure. Those who become adept at tracking and optimizing real results will drive decisively more successful projects (and bigger budgets). Google Analytics is a remarkable platform. But the standard install just doesn’t cut it. Unlocking Google Analytics powerful extended features is the key to measuring what really matters:
- Are people actually reading your content and watching your videos?
- What posts, topics, and authors resonate most with your visitors?
- Is there a drop off in the user experience between mobile and desktop?
- Is your new site design really making a measurable difference?
- Social media or search engines? What marketing channels work best?
This session will show you how to transform Google Analytics from the standard maze of vanity metrics hardly anyone looks at to an invaluable ROI compass. You will learn how to leverage GA’s extended features to measure a wealth of meaningful interactions such as conversions and visitor engagement. We will score posts, topics, authors, and more to uncover what content is the most effective. Finally, we will look at how to integrate this data to enable everybody on the web team to make smarter, more results-oriented decisions. If you are serious about delivering more impactful websites and online marketing, this is a talk you don’t want to miss.