"Information that does not improve our orientation is mental ballast."
Analyze data - identify opportunities
Who would want to evaluate the effects of marketing measures with gut feeling alone? Meaningful figures and evidence are required. However, it is not easy to evaluate the data from Google Analytics. We know what is important and can therefore understand customer behavior pretty well.
Web analysis with metrics and KPIs
The task is to find meaningful metrics for web analysis. These should state in a nutshell whether the website is on the right track or whether we have to make a 180 degree U-turn. We use a maximum of 2 to 3 key performance indices (KPIs) per topic, which answer the most important questions at a glance.
Visualization in reports / dashboards
Even people with a weakness for numbers find it easier to capture and evaluate columns of data with the help of visualizations. Using the data for the comprehensive control of a company is only possible through meaningful visualization.
Key performance indices
Customer journey: Every user is at a very specific point within an information or purchasing process. To do this, you first have to know how the user behaves or where you can lose him. With different metrics we can recognize, understand and improve the positive actions and neuralgic points.
The customer journey shows how prospects move to the point where they buy your products. Even more: The customer journey shows how prospects become customers, brand ambassadors and fans of your company. The right data and metrics will reduce long-term marketing expenses, maximize profits and thus do their part to make a successful business.
For Online shops digital sales come first. Expenditure and sales or potential of future sales must be in relation to use in the digital area. With a sales evaluation as part of a web analysis, we can evaluate and assess the proportionality of the individual actions, measures, but also the big picture.
A customer's worth
Quality of visitors
A website can only become effective if the right users are on it. A website no matter how beautiful it is, it will not work without users. But the quality of the users is also crucial. If sessions last only seconds despite good content or if the bounce rate in Google Analytics is very high despite further links, the wrong users are likely to be addressed and optimization is necessary.
Here the metrics give a clear indication to change something in the marketing measures or the site and to align them better ... or to repair the Google Analytics tracking.
Loading time of the website
Even if this is not immediately obvious at first glance, it belongs to one fast page loading time one of the most important metrics. It is one of the factors that stand out when they don't work. Both Google and the customer penalize a long loading time with lower rankings. Most users have patience up to 3 seconds of loading time, but after that the bounce rates in Google Analytics skyrocket. Uncompressed images that are too large and poor code quality are major factors in slow loading times.
Concept & process
The tracking concept in digital analytics includes planning, setting and configuration as well as quality control. We plan together which questions we want to answer with the help of tracking and develop the concept from this.
Implementation: We then integrate the tracking codes with all the necessary tags and triggers. This is done in compliance with GDPR using the Google Tag Manager on single sites or across domains on several websites. The quality control takes place in a joint workshop in which we jointly check and evaluate the first data obtained.
All required tags, variables and triggers are entered and documented by us in the Google Tag Manager. Finally, the data is checked together in Google Analytics and initially evaluated together.
A meaningful evaluation of data is only possible if various data sources are combined across the board and put into simple relationships. The aim of our reports is to present relationships as simply and meaningfully as possible. With the help of Google Data Studio, we create simple reports with which trends can be easily identified.