“Knowing is half the battle to understanding if your marketing efforts are truly paying off.”
While some may find it acceptable to guess or trust hunches, I believe in taking a data-first proactive approach to marketing and campaign analytics.
Every digital marketing campaign needs to have a defined conversion point. These conversion points need to be monitored and measured to ensure the effectiveness of marketing efforts. I work with businesses to first define what is important to them and then set forth a means of tracking those actions.
Google Tag Manager
As Google Tag Manager becomes more widely used by the site owners, making configuration changes, adding new tags, and testing configurations before they go live become increasingly important.
I help our clients with all aspects of Google Tag Manager including troubleshooting, adding new tags, testing configuration changes, and more.
- New Container Setup
- Modify, pause, or delete existing tags and triggers
- Configuration of conversion tracking for lead generation
- Enhanced eCommerce reporting features configuration
As I work more with Google Tag Manager going into 2023, I am starting to explore the usage of server-side configurations as they are known for having optimum conversion tracking reporting. With Google Ads and social media campaigns being tied to conversions, making sure that conversion tracking reporting is working is more of a concern than ever.
Google Analytics 4 (GA4)
As Google has announced that their Universal Analytics product will be sunsetting in 2023, many online merchants and website owners are implementing GA4 tracking now. If year-over-year data is important to you, GA4 should be implemented now as the clock is ticking.
I pride myself on being able to explain advanced concepts. When clients have questions on GA4, I do my best to explain in an understandable manner, helping plan out strategies for implementations and answering the plethora of questions that come with this new application.
Working in conjunction with Google Tag Manager, I am working with site owners to implement GA4 into their WordPress websites and e-commerce stores. E-commerce can present specific challenges with GA4 and is something I am very familiar with in my role with Crimson Agility.
Once the configuration has been implemented and tested, the next logical step is to set up a means of reporting. I work with Looker Studio (formerly DataStudio) to produce reports and address any Business Intelligence (BI) needs.
Conversion Tracking Configuration
Most paid search providers, including Facebook and Google, require some form of conversion tracking configuration. Making sure that conversion tracking is working properly is a major concern for any website owner participating in paid search (PPC).
- Google Ads conversion tracking
- Facebook tracking pixel configuration
- Custom HTML tracking script insertions
When I work with clients, reporting is more than emailed Looker Studio reports. I host regular meetings to review progress and offer a wide range of reporting options that showcase organic SEO progress, technical SEO improvements, and keyword rank tracking, all while connecting together multiple data sources such as Google Analytics, Google Search Console, SEMRush, Screaming Frog, etc. The end result are easy to understand reports with regular touch points.