Analytics & Measurement

How do I measure brand awareness? Brand awareness is harder to measure than conversions but equally important. Multiple metrics together give a picture of how well your brand is known and perceived. Awareness Metrics View Measurement MethodsBrand Search Volume: How many people search for your brand name (Google Trends, Search Console)Direct Traffic: People typing your URL...

What is zero-party data? Zero-party data is information customers intentionally and proactively share with brands. Unlike first-party data (observed behaviour), zero-party data is explicitly provided. Data Types Comparison View Data TypesZero-Party: Customer explicitly shares - preferences, intentions, feedback. "I prefer email over SMS"First-Party: Observed from your touchpoints - purchase history, browsing, engagementSecond-Party: Another company's...

What KPIs should I track for marketing? KPIs (Key Performance Indicators) are metrics that matter most to your business. The right KPIs depend on your goals, but some are universal starting points. KPIs by Objective View KPIs by GoalAwareness: Reach, impressions, brand searches, share of voiceTraffic: Sessions, users, page views, traffic sourcesEngagement: Time on site, pages per...

What is server-side tracking? Server-side tracking sends data from your server to analytics and ad platforms, rather than relying solely on browser-based pixels. It improves data accuracy in a privacy-focused world. Client-Side vs Server-Side View ComparisonClient-Side (Pixels): Code runs in user's browser. Affected by ad blockers, cookie restrictions, browser privacy features.Server-Side: Data sent from...

What is a pixel and how does it work? A pixel is a small piece of code placed on your website that tracks visitor behaviour and enables conversion tracking, retargeting, and audience building for advertising platforms. Common Pixels View Major PixelsMeta Pixel: Tracks for Facebook and Instagram adsGoogle Tag: Tracks for Google Ads conversionsTikTok Pixel: Tracks for TikTok adsLinkedIn...

What is split testing (A/B testing)? A/B testing compares two versions of something to see which performs better. It removes guesswork and lets data drive decisions about ads, emails, landing pages, and more. How A/B Testing Works View Testing Process1. Hypothesis: "Changing the button colour will increase clicks"2. Create Variants: Version A (control) vs Version B...

What is the difference between reach and impressions? Reach and impressions are often confused but measure different things. Understanding the difference helps you interpret campaign performance accurately. Definitions View DefinitionsReach: The number of unique people who saw your contentImpressions: The total number of times your content was displayedOne person seeing your ad 5 times = 1 reach, 5...

What is bounce rate? Bounce rate measures the percentage of visitors who leave your website after viewing only one page. It can indicate content relevance, user experience, or traffic quality issues. Bounce Rate Defined Bounce Rate = (Single-page sessions / Total sessions) x 100 Bounce Rate Benchmarks View Benchmarks by Page TypeLanding Pages: 60-90%...

What are cookies and why are they being phased out? Cookies are small files stored in browsers that track user behaviour. Third-party cookies, used for cross-site tracking, are being phased out due to privacy concerns. Types of Cookies View Cookie TypesFirst-Party Cookies: Set by the website you visit. Used for login, preferences, analytics. Not going away.Third-Party Cookies: Set by other...

What is a CDP (Customer Data Platform)? A Customer Data Platform unifies customer data from multiple sources into a single view. It enables better personalisation, segmentation, and marketing activation across channels. What a CDP Does View CDP FunctionsData Collection: Ingests data from website, apps, CRM, POS, etc.Identity Resolution: Links data to individual customers across touchpointsUnified Profiles: Creates...

What are UTM parameters? UTM parameters are tags added to URLs that track where traffic comes from. They enable accurate attribution in analytics so you know which campaigns drive results. The Five UTM Parameters View UTM Parametersutm_source: Where traffic comes from (facebook, google, newsletter)utm_medium: Marketing medium (cpc, email, social, organic)utm_campaign: Campaign name (summer_sale, product_launch)utm_term:...

What is a dashboard and what should it include? A marketing dashboard consolidates key metrics in one view, enabling quick performance assessment and data-driven decisions without digging through multiple platforms. Dashboard Principles Show metrics that drive decisionsLess is more (avoid data overload)Compare to benchmarks or prior periodsUpdate automatically where possibleTailor to the audience (executive vs tactical) Essential Ecommerce Metrics...

What is A/B testing? A/B testing compares two versions of something to see which performs better. It removes guesswork from optimisation by letting data determine the winner. What to A/B Test View Testing IdeasAds: Headlines, images, videos, copy, CTAsLanding Pages: Headlines, layouts, forms, social proofEmails: Subject lines, send times, content, CTAsWebsite: Navigation, product pages,...

What is a pixel and why do I need one? A tracking pixel is a small piece of code placed on your website that collects data about visitor behaviour. Essential for conversion tracking, retargeting, and campaign optimisation. Common Marketing Pixels View Pixel TypesMeta Pixel: Tracks Facebook and Instagram ad performanceGoogle Tag: Powers Google Ads and Analytics trackingTikTok Pixel: Tracks TikTok...

What is conversion tracking and why is it essential? Conversion tracking measures when users complete desired actions (purchases, sign-ups, enquiries). Without it, you cannot know which marketing efforts actually work. What to Track View Conversion TypesMacro Conversions: Primary goals (purchases, qualified leads)Micro Conversions: Secondary actions (email sign-ups, add to cart, video views)Engagement: Time on site, pages per session, scroll...