2013 articles with this tag
Bringing data from several platforms into a report that answers a business question. What is at stake Every platform reports in its own favor, and summing them...
Personalization (spelled personalisation in British English) means changing what a visitor sees based on what is known about them. That can be as modest as reme...
Tools that record how individuals used a page, and aggregate where people clicked, moved and scrolled. Where most projects go wrong The usual mistakes: Recordin...
The relationship between how fast a marketing page loads and whether visitors complete what they came for. Why does it matter? Marketing pages carry more third-...
Establishing whether a campaign caused additional business, rather than taking credit for business that would have happened anyway. At a glance Holdout testing...
Understanding what competitors are doing in search, paid media, content and positioning. What is at stake Competitive analysis is useful for finding gaps and mi...
Making paid, organic, content and product teams work from the same understanding rather than against each other. The key figures Common conflicts campaign pages...
Adding UTM parameters to links in emails, social posts, ads and partner placements so analytics tools can report which campaign and source each visit came from....
A 1 to 10 rating Google Ads reports for each keyword, estimating how the quality of your ads and landing pages compares with other advertisers on the same keywo...
The US rules for sending marketing text messages: getting the right consent before sending, honoring opt-outs and respecting calling-hour limits. The key figure...
Google Ads features that send hashed first-party data, such as the email address or phone number a customer entered, to match conversions to ad clicks more accu...
The settings that control which searches can trigger a search ad: broad, phrase and exact match for keywords, and negative keywords to exclude searches you do n...
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