Here’s your summary of what happened over at Google Analytics in February, and why it should matter to you.
Monday, February 10, 2014
The gist: Zillow, a mobile-focused real estate company founded in 2005, made the switch to Google Analytics Premium and reaped huge rewards.This case study showcases exactly why they upgraded, and how they benefited.
Why it matters: If you’re a site with “zillions of data points” like Zillow, using data to draw a complete picture of user behavior between devices and how your marketing is affecting that movement can be difficult. However, if you’re considering the paid version of GA, you may want to check out this post and read a bit more about Google Analytics Premium, to see if it’s right for you.
Thursday, February 13, 2014
The gist: Google shared a case study about a brand, Watchfinder, who successfully used Remarketing with Google Analytics and increased their ROI and AOV. Watchfinder found that less than 1% of their site visitors make a purchase on their first visit to the site, and they wanted to recapture those potential customers.
Why it matters: Like many other online businesses with high purchase prices, the time between initial site visit and conversion may be very long. If this is something you’ve been struggling with, you may want to examine your analytics and take advantage of GA’s remarketing capabilities to better target visitors who show intent to purchase, but for some reason, do not. While you may not see an average order value increase of 13% like Watchfinder, you will almost certainly glean insights that may help you to reduce your CPAs and better market to your customers.
Wednesday, February 26, 2014
The gist: GA explains how linking your AdWords account to your mobile analytics for mobile apps account can provide richer, deeper insights into how your ads are driving users to Google Play.
Why it matters: Even if you’re not currently tracking your mobile app performance (or even have an app to track), it’s a good reminder of why you should be linking this data. Getting data on any of your ad campaigns is always important; being able to track your mobile app campaigns is icing on the cake.
That’s it for this month! We’ll see you in April with March’s recap of Google Analytics’ monthly happenings.