Web analytics involves generating, displaying, and interpreting both web metrics and dimensions for metrics.
Why is it important to set conversion values? Without it, you won't know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.
To configure search campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.
This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.
We may likely also request a login to the backend (Administrative access) area of your website. Typically this is needed when we anticipate installing plugin's such at the GTM plugin, or a call tracking plugin.
To configure video campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.
This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.
We may likely also request a login to the backend (Administrative access) area of your website. Typically this is needed when we anticipate installing plugin's such as the GTM plugin, or a call tracking plugin.
To configure display campaign web analytics, we link the associated web analytics accounts. This will include Google Analytics, Google Tag Manager, Google Search Console, and any similar Microsoft Advertising accounts.
We may also request a login to the backend (administrative access) area of your website. Typically this is needed when we anticipate installing plugins such as the GTM plugin, or a 3rd-party call tracking plugin.
Google Tag Manager places a container on your website which facilitates the installation, removal, and modification of other tags, without requiring modification to the site itself. Its capabilities go well beyond that.
Google and Microsoft search console account(s) contain organic search queries and search engine crawl data, along with other information that can be helpful to campaign optimization.
Whether a search campaign is for lead generation or eCommerce, each type of conversion needs to be assigned a value. Here, we are focused on lead generation campaigns, which include the majority of search campaigns. For example, advertising a service business where leads (sales inquiries) are handled by a sales organization. We have a separate article about this topic for e-commerce search campaigns. By assigning a conversion value, we are able to measure the two most important metrics for a search campaign: 'return on ad spend', and 'advertising margin'. Even more importantly, we are able to inform the automated bidding system in relative terms how valuable a conversion is. So the automated bidding will be more aggressive in bidding for more valuable conversions.
To configure web analytics for search campaigns, we link to the associated analytics accounts during project onboarding. This typically includes Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Center, and similar Microsoft Advertising Accounts.
We may likely also request a login to the backend (Administrative access) area of your website. Typically this is needed when we anticipate installing plugins such as the Google Tag Manager plugin or 3rd-party call-tracking plugins.
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