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About Mark Hansen

Mark is the Founder and President of Megalytic, the leading tool for building web analytics marketing reports. Megalytic is used by digital agencies, marketers and business owners for faster, more insightful and better looking analytics reports. Mark writes a regular blog about Google Analytics best practices for marketers and small business owners.
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What Google AdWords Data to Include in your Reports

August 4, 2015 by Mark Hansen Leave a Comment

Image of computer screen with "reporting with adwords" text and yellow sun buttonIn 2014, 72% of marketers using Google AdWords said they planned to increase their pay per click (PPC) budgets. With increasing budgets, marketers have a greater responsibility to show results and prove that the ROI justifies the budget. This “proving” of your work is most commonly done through reporting.

Often times, though, marketers have a tough time determining what data to include in their PPC reports. You want to share overall statistics, while also providing more in-depth analysis on the information that your boss or client needs to make informed business decisions. How do you provide the right information, without overwhelming the reader with data they may not understand? Here, we take a look at a few key metrics from Google AdWords that you’ll want to include in a report to best support your PPC efforts.

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Telling a Story with your Analytics Reports

May 5, 2015 by Mark Hansen Leave a Comment

Most of us are responsible for reading reports on a daily basis, whether it’s a simple timesheet, a complex strategy plan or the results of a multi-tiered marketing campaign. We’re overloaded with documents demanding our attention.

book-cloud4Knowing that our audience is already overloaded, it is important, when we create a report, that our data tell a story. That it provides not only the hard facts, but also the context and the insight our readers need to take action based on the data. This is especially true when compiling web analytics reports that are intended to inform a business’ digital strategy.

Of course, the story you tell will depend on the needs of the audience you are addressing.

The audience determines what data to include and how often to deliver the report. Your audience will vary depending on where you’re working, whether it’s in-house at a large organization, at a small/medium-sized business, or at a digital marketing agency.

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4 Mistakes Made when Setting up Google Analytics Reports

February 10, 2015 by Mark Hansen 5 Comments

With over 80 million websites equipped with Google Analytics, you may already have an idea of how simple it is to set up an account. Follow the steps laid out by Google, answer some initial questions and input a tracking code to your website. You can then begin reviewing and analyzing data.

Image of pencil erasing the text "common mistakes"However, over time, as your website begins to grow, problems can arise that lead to inaccurate measurements. Without careful consideration from the get-go, your analytics account could be tracking sessions from the wrong source or irrelevant visits that ultimately skew data. Even if your data is accurate, it may be incomplete. You might not be capturing critical information like AdWords campaign details and goal conversions that are easy to track with a proper setup.

Even if you’re a Google Analytics pro, take some time to consider the following pitfalls and make sure you’re setting up each of your Analytics accounts to accurately measure the right activity.

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Crafting an Analytics Report for your Sales Team

November 11, 2014 by Mark Hansen 2 Comments

Word cloud pertaining to businesses and analyticsThe most important aspect of web analytics is being able to utilize the information you collect to create strategic and actionable next steps for your company. As your firm’s analytics expert, the best way you can help do that is by creating specific reports for the various departments throughout your organization that focus on their key goals.

The sales team is solely focused on how the website can generate revenue or bring in new sales leads. You can help them improve their current strategies by providing insight on how the website and other marketing tactics contribute to purchases and lead generation. Depending on whether your website is B2C- or B2B-oriented, you’ll want to structure your report for the sales team differently.

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