Understanding how the user metric is measured in Google Analytics (GA) is a more complex process than its straightforward definition. In layman’s terms, a user, is a person who has visited a website within a reported time frame. Where this understanding gets more complex is when reporting criteria is layered into that count in GA and forces the metric to be processed in the form of a pre-aggregated table or recalculated based on the dimensions being used. It is not as simple as a static counting metric like sessions, which is why so many people get confused as to
There is a point in every business's life where an agreement must be made about which visit-based metric, sessions or users, should be used to calculate conversion rates at each step of a sales funnel. This metric is the leading barometer of performance and the first to be scrutinized for drops in performance. While it may seem like a schoolyard debate that ultimately has no major impact on business performance, standardizing one metric for reporting and understanding the differences in how they are calculated will assure that data is consistent across all reports and ensure that any performance changes are
Auction-based keyword advertising, or paid search marketing, is a type of advertising that operates in a similar manner to a traditional auction, with users bidding for a top position, but also contains a technical component that makes the process more than a factor of investment. Users make a maximum bid for a specific keyword or keyword phrase and the winner is the one who has the best balance between their willingness to pay for the top position and supplying content that is deemed relevant by a quality score algorithm. This balance between investment and relevancy makes this type of advertising
Data Analysis for Copywriters from Connor Phillips Slide 3 Why Does Data Matter? Importance Content Data to Observe Acquisition Data Pageview Data Dimensions/Metrics of Interest SEO (Search Engine Optimization) Data to Observe Keyword Rankings Backlink Data Dimensions/Metrics of Interest SEM (Search Engine Marketing) Data to Observe Acquisition Data Quality Score Ranking Dimensions/Metrics of Interest Key Takeaways Slide 4 Why Does Data Matter? Importance Improves Decision Making Accuracy The power of data analysis is that it improves the probability of making successful decisions by examining historical evidence. This evidence comes in the form of quantitative and qualitative data.
A big component of successful marketing in 2016 is having a good content strategy in place. Content strategy is the key to acquiring free users through organic search engine rankings, which is a crucial element of keeping acquisition costs down. We would all enjoy a scenario where we avoid using our checkbooks to acquire users by focusing only on driving organic channel traffic, but in reality it is not as easy as it sounds. As search engine technology has evolved into a generation filled with machine learning search algorithms it has become increasingly difficult to rank organically without publishing content
Connor Phillips is a Senior Marketing Analyst located in New York City. He enjoys digging into data and making data-driven marketing decisions. In his spare time he bartends, works on coding and loves to run.