Analytics & Measurement

What is brand awareness and how do I measure it? Brand awareness measures how familiar your target audience is with your brand. It is the foundation of the marketing funnel, as people cannot buy from you if they do not know you exist. Types of Brand Awareness View Awareness TypesUnaided Recall: Can name your brand without prompting when asked about...

What is marketing attribution? Marketing attribution determines which touchpoints and channels deserve credit for conversions. Proper attribution helps allocate budget to what actually works. Attribution Models View Attribution ModelsLast Click: 100% credit to final touchpoint (most common, flawed)First Click: 100% credit to first touchpointLinear: Equal credit to all touchpointsTime Decay: More credit to recent...

What is RFM analysis? RFM analysis segments customers by Recency, Frequency, and Monetary value. It identifies your best customers and those at risk, enabling targeted marketing strategies. The Three RFM Factors View RFM ComponentsRecency: How recently did they purchase? Recent buyers are more engaged.Frequency: How often do they buy? Frequent buyers are more loyal.Monetary:...

What is GDPR and how does it affect marketing? GDPR (General Data Protection Regulation) is EU legislation governing how businesses collect, store, and use personal data. It significantly impacts digital marketing practices. Key GDPR Principles Lawful basis required for data processingClear consent must be freely givenUsers can request data deletionData breaches must be reportedSignificant fines for non-compliance Marketing Implications...

What is Google Tag Manager and why should I use it? Google Tag Manager (GTM) is a free tool that lets you manage tracking codes and pixels without editing website code directly. Why Use Tag Manager Add and update tags without developersFaster implementation of trackingReduced risk of breaking your siteVersion control and easy rollbackBuilt-in testing and debugging What You Can Manage...

How do I know if my digital marketing is working? Measuring marketing success requires looking at the right metrics for your business goals, not vanity metrics that look good but mean little. Meaningful Metrics by Goal Ecommerce GoalsRevenue: Total sales attributed to marketingROAS: Return on ad spend (revenue divided by ad cost)CPA: Cost per acquisition/purchaseAOV: Average order valueCustomer Lifetime Value:...

What is attribution and why is it complicated? Attribution determines which marketing touchpoints get credit for a conversion. It has become increasingly complex in a privacy-focused world. The Attribution Challenge A customer might: See a Facebook ad on their phoneSearch your brand on Google laterClick an email the next dayFinally purchase on desktop Which channel deserves credit? All...

What is A/B testing in email marketing? A/B testing (split testing) compares two versions of an email to see which performs better, helping you make data-driven decisions. What You Can Test View Testable ElementsSubject Lines: Length, personalisation, emojis, urgencyPreview Text: What appears after the subject lineSend Time: Day of week, time of dayFrom Name: Brand name vs...

What is UTM tracking? UTM parameters are tags added to URLs that help you track where your traffic comes from in Google Analytics. The Five UTM Parameters View UTM Parametersutm_source: Where traffic comes from (facebook, google, newsletter)utm_medium: Marketing medium (cpc, email, social)utm_campaign: Campaign name (summer_sale, product_launch)utm_term: Paid keywords (optional)utm_content: Differentiate similar content (banner_a, text_link)...

What is conversion tracking and why do I need it? Conversion tracking measures when users complete valuable actions on your website, allowing you to understand which marketing efforts drive results. Why It Is Essential Know which campaigns generate revenue, not just clicksCalculate true return on ad spendEnable smart bidding algorithms to optimiseIdentify your best-performing channelsMake data-driven budget decisions Common Conversions...

What is Google Analytics 4 and why did it replace Universal Analytics? Google Analytics 4 (GA4) is Google's current analytics platform, which replaced Universal Analytics in July 2023. Why Google Made the Change Privacy-first design for a cookieless futureCross-platform tracking (web and app together)Machine learning for predictive insightsEvent-based model vs session-based Key Differences from Universal Analytics View Key ChangesData Model: Events and...