The top five analytics mistakes

When it comes to measuring the performance of your ad campaigns and marketing efforts, it’s probably safe to say you’re swimming in a sea of data. But are you tracking the right metrics and using the correct data sets to tell the story you want and need to tell?

Maybe so, maybe not.

If you’re on the fence, have a look at our infographic that breaks down the top 5 mistakes marketers are making with their analytics data–from misunderstanding conversions and click-thru rates to neglecting click to call data–we offer some suggestions on the best ways to correct them.

Mobium  The Top 5 Analytics Mistakes We’re big fans of data-driven marketing. But sometimes, even the numbers can be deceiving. Read on as we break down five of the most common analytics mistakes that can get in the way of delivering optimum results from your advertising campaigns. 	 5) Conversions Might Be Hiding in “Clicks to Call” More Google searches now take place on smartphones than desktops, and clicks to call can represent a key conversion for both B2B and B2C sites. But often those clicks to call simply aren’t being tracked.  Our advice? Be sure tracking is set up on clicks to call via your analytics platform to better optimize your site.  4) There’s More To The Conversion Than The Last Click The last traffic source that drove a user to convert on a site isn’t always the only one that produced the conversion. We live in a multi-screen world where users may first find sites from a paid search or email link, and then return later organically. Or, they may see a display ad, and use search later to find the offer.  We recommend evaluating the multichannel attribution reports in your analytics platform to better understand which traffic sources play an assisting role in producing site conversions.  3) Click-Thru Rate Rarely Tells The Whole Story A high click-thru rate doesn’t necessarily mean an ad performed well – and, conversely, a low one doesn’t mean it failed. While sometimes true, a high number of clicks might not generate a desired conversion, especially on mobile devices where accidental clicks often occur. Also, overly intrusive creative often leads to “bought” clicks, which don’t necessarily convert for your brand.  Instead, when evaluating campaign performance, focus on conversion and engagement rates from ad visitors for actions you know correlate with desired results. For emails, be sure to evaluate email visitor engagement and conversion alongside click-thru rate.   2) Track Every Promotional Link When it comes to email links, social media posts, sponsored news articles or promotional banners driving users to your site, oftentimes links are distributed without analytics tagging. This significantly dampens your ability to evaluate campaign effectiveness.   If you place the link, make sure it’s tracked. We suggest using campaign tracking tools like the Google URL builder or Adobe query parameter tracking to tag ALL links that lead users back to your site. For links that lead elsewhere, utilize a shortener like Bit.ly to at least track the number of clicks.   1) Bounce Rates – Why The Bad Reputation? Most people shun bounce rates like the flu; however, bounce rates aren’t always a bad thing, and they’re frequently misinterpreted. For example, if a user clicks to view a blog article, reads it and then exits, that interaction will register as a “bounce” when it actually represents great site engagement. In addition, true “bounces” often aren’t reflected correctly in data. Sites with only basic Google Analytics tracking will count clicks on site links that take the user away from your site (social media footer links, fore example) as bounces.   At Mobium, we recommend analyzing bounce rate by looking at the “average time on site” metric alongside the bounce rate for a holistic understanding of user engagement. Second, be sure the analytics tracking on your site is updated to reflect the true bounce rate of visitors.

Analytics and tracking are core components of a well-rounded marketing strategy, but it’s important to make sure you’re doing it right. Think you’re making any of these mistakes or have questions about your analytics program? Reach out to Pat McAuley (pmcauley@mobium.com) to learn more.

 

1 http://adwords.blogspot.com/2015/05/building-for-next-moment.html

 

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