Marketing Analytics Development
More than 75% of marketing leaders surveyed base decisions on data analytics. In 2019, nearly one-third of marketers identified marketing analytics and competitive insights as the most important factors in supporting their marketing strategies over the previous 18 months, ranking higher than any other category. 54% of organizations state data quality and completeness is the biggest challenge with data-driven marketing.
It’s why Ad-Apt laser focuses on data that is important to marketers and makes sense of it all. Solid data in leads to reliable, actionable insights out. Marketing campaigns improve and return on ad spend is optimized. You deserve a partner looking out for your interests and your bottom line.
What is Analytics?
Analytics track common user interactions with your website or app, including page views, form fills or video clicks, and transactions (conversions). Ad-Apt builds robust reports from the collected data and generates marketing insights from that data. Analytics is typically a top-of-funnel tool to simply measure what visitors do on your website.
Why is Analytics Important?
If you don’t collect, manage and analyze the correct data, your marketing will fail. Without insights from the data, it is impossible to systematically improve your marketing performance. Ad-Apt accurately measures your marketing reach, impact and return on investment so you can accelerate what is working and stop what is not working.
Marketing Analytics from Ad-Apt
Ad-Apt uses data analytics to develop and evaluate marketing strategies for businesses, brands and enterprises. The Ad-Apt team are analytics pros, are well versed in all things Google Analytics, and have experience driving client success in a variety of business verticals. Our data insights team members are Google Analytics certified, and Ad-Apt is a Google Certified Partner. If you need support with data and marketing analytics, you are covered.
Google Analytics is the premier analytics platform for tracking website or app traffic and performance. It is part of a host of tools provided by Google that include Google Search Console and Google Tag Manager. With the enormous amount of data that Google Analytics provides, knowing how to navigate its complex platform is vital, and something Ad-Apt prides itself on. Going beyond the basic vanity metric reports is critical to your success. Ad-Apt dives into the details to unlock each Google Analytics insight and implement it right away on your website to skyrocket your search visibility.
Google Search Console
Google Search Console is a collection of tools and resources to help website owners, web marketers, and SEO experts monitor website performance in the Google search index.The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Ad-Apt optimizes your site and content with these factors in mind and helps your pages rank higher in search results.
Establish Conversion Tracking and Goals
It’s important to track your marketing performance against your business objectives. On your website, for instance, there are specific actions visitors take that contribute to objectives. These actions vary, from visiting a specific page to submitting an online form. Well-defined tracking goals are vital and can help you understand, for instance, the type of visitors converting on your website, the marketing channels those visitors are coming from, and why some visitors aren’t converting. Goals data can also help you identify the most beneficial marketing channels to focus on. Ad-Apt looks at all of your conversions together and provides a broader view of how your business and marketing campaigns are doing.
If your business drives sales over the phone from your website or digital advertising, you’ll want to track the leads, conversions, and other actions from these phone calls to prove the ROI of your marketing efforts. Once a tracking system is implemented by Ad-Apt, our team can use this data for everything from mapping customer website journeys prior to on-phone closes, to identifying opportunities for improvement across all marketing campaigns.
Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on your website. Actions can include purchasing a product or service, clicking the “add to cart” button, filling out a form, or clicking on a link. Ad-Apt implements learnings from many years of helping customers lay out systematic, repeatable approaches to improving conversions, no matter the vertical. Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. With an endless library of best practices, Ad-Apt deploys organized, reliable processes for measuring, testing and increasing conversion rates across your app or site.
Customer Journey Mapping
The customer journey is the entirety of interactions a customer experiences with a company, product, or service during the duration of their relationship. Customer journey mapping is the process of creating a visual story related to your customer’s interactions with your brand. A customer journey map is essential to properly understand what your customers experience as they engage with you, and how and why they engage. Ad-Apt builds, monitors and optimizes customer journeys to lower cost-per-acquisition and drive customer lifetime value.
Attribution refers to giving credit to a particular advertising campaign or collection of campaigns creating conversions. The definition of attribution is “assigning to a cause or source.” You want to know what is driving success, and there are several different attribution models that can be deployed to measure marketing performance. Tracking 100% of touchpoints and conversions helps you build transparency and accountability into your advertising. Ad-Apt closes the loop of the customer journey into and through the sales funnel, helping you and your clients maximize return on ad spend.
Mobile analytics is the practice of collecting data on user behavior, determining intent from those metrics and taking action to drive retention, engagement, and conversion. At Ad-Apt, our team uses analytics within your mobile apps to track downloads, user paths and overall engagement through mobile devices. Ad-Apt incorporates both analytics and marketing automation, a feat not many agencies can claim, to drive user growth and profitability.
Getting Started With Analytics
Already have Google Analytics set up, but need help getting your analytics to do more? The Ad-Apt team of Google Analytics experts will consult with you to determine your data goals and desired marketing outcomes. Our team can interpret your existing data, recommend solutions to aggregate data across multiple websites, create customizable reports, and set up conversion funnels. Ad-Apt does all of this and more, including incorporating data sources outside of Google Analytics to achieve the most complete picture of your marketing performance.