Measuring Lead Generation with Google Analytics to Improve ROI
Google Analytics is a robust tool for measuring who is coming to your website, what they do when they get there and how they leave. Many firms attempt to make sense of the data but fail because they do not understand how to maximize the potential of Google Analytics to measure campaign ROI.
In an easy-to-understand style, this ebook explains what you need to do to optimize your campaigns and improve your ROI.
You’ll learn about:
Key metrics, such as the difference between sessions and users, to use as a framework for analysis
Tagging campaigns properly to measure online and offline traffic sources
How to create and implement conversion goals
Google Tag Manager, a tool to measure campaign conversions and website events
Goal Values for leads; a necessary metric to measure conversion value and ROI
How to mix key dimensions and audience segments for granular conversion analyses
How to give credit to each of your lead generation channels using assisted conversions, multi-channel funnels and attribution
Content marketing and lead nurture measurement concepts
After reading this e-book, you will have a better handle on what Google Analytics is and how to use the data it collects to make better marketing and media decisions to improve your lead-generation campaign ROI.