Digital Analytics

There is an incredible amount of  analytical data available from your website, which can be a double edged sword.

On the one hand you have the ability to fully understand users journeys and how they engage with your site. 

The flipside, however,  is you become blinded by the amount of data without knowing how to make sense of it.

All too often, standard reports are created without proper consideration for the site objectives and you are left with 'so what'  metrics.

The key is to discover the insight. 

Insight that will lead to actions which continually optimise your website.

My experience reporting on many sites with varying objectives means I have a deep understanding of how to choose and implement only the most relevant tracking that will lead to the insight. 

I can also create dashboards using a variety of tools including Data Studio, PowerBI and Excel meaning you can share your KPI's with confidence and authority.

"We want to understand what our web visitors are doing on our site"?...

So you have a new website.    The imagery looks great, the copy represents the brand and the UX makes sense.    Did someone consider the tracking?.

In my experience, the answer is mostly "no".    Or, "yes, the developers will add the GA tracking".

Web developers can indeed add the tracking, but typically their role is ensure the website is functioning, not how best to merchandise the site or drive enquiries.

This is where you need someone to bridge the gap between technical and business priorities.

Someone who will take the objectives of the site and map out the key goals and events needed to track the success of those objectives.  And much more.

I have experience of working with various development, web and marketing teams to implement the right Google Analytics tracking and also hands on experience in Google Tag Manager.

From here, I build the segments or custom reports in GA and pull in any external data needed to shape the reporting.

And ofcourse, most importantly I create automated reports that bring it all together  in and outside of Google Analytics.

"We have tracking, but  are unsure if it's accurate or useful...

It's quite common in my experience to see websites that rely on unloved legacy tracking and reporting.   

Or over time the site has evolved with little thought to how new code may impact analytics.

This can become harmful to your websites performance overtime as metrics become unreliable leading to the wrong decisions.

This is usually a good time for an audit of google analytics to highlight red flags and suggest improvements.

At the same time it's an opportunity to review any existing goals which may have changed as your site and business have evolved.