GA4 Predictive Audiences

Wyeth LeemonBlog, Web Analytics

GA4 Predictive Audiences

Agency POV Google recently rolled out their highly anticipated Google Analytics 4 that leverages machine learning models to provide marketers with some unique tools that can help improve performance and drive results across Google Ads. Perhaps the most intriguing of these is the ability to create Predictive Audiences. Before diving too deeply into this article it must be noted that … Read More

The Digital Marketing Analytics Checklist

Parallel PathBlog, Web Analytics

A Digital Marketing Checklist to Make Your Data Work for You   Digital marketing analytics can provide a wealth of information regarding consumers’ preferences, behaviors, and desires. It can also help marketers measure the effectiveness of their marketing practices and strategies. There are hundreds of ways for brands to use data to grow their business.   Unfortunately, many businesses don’t know … Read More

Google Analytics 4

Greg GarrisonBlog, Web Analytics

Everything you need to learn about Google Analytics 4

Google’s most significant change to its analytics platform launches in response to a cookie-less future. What you need to know to keep your competitive edge. Introduction to GA4 Google recently released its newest analytics offering, Google Analytics 4, and that’s a big deal. GA4 is an entirely new analytics platform from Google that is meant to address and combat the … Read More

Enabling Enhanced Ecommerce With and Without Shopify

Greg GarrisonBlog, Consumer Packaged Goods, Matrix, Web Analytics, Wellness Industry

Enhanced Ecommerce is an extension of the reporting available via Google Analytics Ecommerce reporting. As the name suggests, enabling this reporting expands upon what e-commerce information is available within Google Analytics. Enhanced Ecommerce provides additional information around shopping behaviors and checkout behaviors.  Examples of Enhanced Ecommerce Reports Enabling Enhanced Ecommerce (EE) looks to populate the information highlighted in the screenshots … Read More

Better KPIs for Wellness Digital Marketing

Greg GarrisonBlog, Matrix, Web Analytics, Wellness Industry

wellness digital marketing kpi

High-performing digital marketing strategies rely on a built-in feedback loop that pulls regular analytics reports, analyzes marketing activities, and optimizes based on those findings. But marketing teams (and their analytics specialists) can sometimes get overwhelmed by the sheer amount of data that is accessible to them. It’s easy to wonder what are truly important key performance metrics to put at … Read More

Tips for Better Digital Marketing Analytics for Outdoor Brands

Greg GarrisonBlog, Lifestyle Industry, Matrix, Outdoor, Web Analytics

google analytics for outdoor brands

You know the saying: “you can’t manage what you don’t measure?” Even if your wellness brand is in a moment of growth, without truly understanding how your digital marketing efforts are affecting that growth, it will be difficult to craft a strategy that ensures that growth will continue. Here are four analytics tips for better tracking of your digital marketing … Read More

More People are Searching for “Coronavirus” Than “COVID-19” Right Now

Megan JoosteMarketing, Matrix, SEO, Web Analytics

We are certainly at an odd moment in time, and today there are more questions than answers regarding the development of the Coronavirus pandemic. The vast majority of those questions are being made as online search queries. As news and updates on the rapidly evolving Coronavirus pandemic continue to inundate inboxes and newsfeeds across the country, many of our clients … Read More

How to Use Google Analytics Segments: An Illustrated Guide

Greg GarrisonMarketing, Matrix, Web Analytics

Google Analytics offers a ton of up-front/top-level information. The way Google provides information and allows users to slice and dice the information works well for many cases. However, there are some shortcomings where utilizing filters and secondary dimensions can only get you so far, and on top of that, it can be relatively time-consuming. This is where segments come in … Read More

Maximizing ROI on Your Hospital’s Digital Marketing

Megan JoosteHealthcare, Matrix, Web Analytics

Why Read This Paper Since 2006, Parallel Path has been crafting and deploying highly-effective marketing solutions for clients that include some of the country’s top hospitals and insurance companies. This article draws from insights we have gleaned from our work to help our client partners achieve unprecedented marketing growth and performance. This paper offers the following five-point framework to help … Read More

Your Customer’s Journey Is Not Siloed – And Neither Is Your Marketing

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

Customers may encounter many different marketing touchpoints before they ever take action on your website – a social media post, a display ad, a radio or TV commercial. Unfortunately, marketers oftentimes credit only the marketing channels that drove the visit that resulted in a sale or a lead. Called ‘last-click attribution’, this analytics methodology ignores the fact that other marketing … Read More

Branded vs Non-Branded Keyword Performance: Why Does It Matter?

Nick MillerBlog, Marketing, Matrix, PPC, SEO, Web AnalyticsLeave a Comment

If your PPC and SEO programs include both branded and non-branded keywords, it is critical to analyze performance across these keyword categories separately. Using blended data will lead to inaccurate assumptions that can negatively impact your budget allocation and keep optimization opportunities hidden from view. Branded vs Non-Branded Keywords As the name suggests, branded keywords contain your company’s brand name in … Read More

7 Tips for Measuring the Impact of Your Awareness Campaign

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

Awareness campaigns are very important for companies, especially if they are newer brands or looking to enter new categories. Unfortunately, it’s not always easy to determine whether an awareness campaign is providing a positive ROI. With the right strategies, expertise and web analytics implementation, you can get accurate insight into whether your awareness efforts are driving revenue or just wasting … Read More

How to Track Dark Social in Google Analytics

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

  What is Dark Social? The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost. Dark social is really just another channel so we’ll be changing how analytics groups users into channels. … Read More

Google Analytics Misattributes 70% of Social Traffic

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark social, why doesn’t Google track … Read More

How to Turn a Passion for Analytics Into Successful Sports Management

Matt O'KeefeMatrix, Web AnalyticsLeave a Comment

The analytics profession has grown substantially with the advent of new technologies and the integration of powerful statistical software. Across the profession we now see Business Analysts, Risk Analysts, Healthcare Analysts, and Web Analysts to name a few. While the context of the content being analyzed differs, by-and-large the math that is used remains the same. Statistical tests can be … Read More

Applicability of R in Online Marketing Analysis

Matt O'KeefeMarketing, Matrix, Web AnalyticsLeave a Comment

In any industry, data analysis is often supplemented by powerful statistical packages. Currently, competition exists between some of the big named programs like SAS and SPSS, both of which are used extensively in educational and professional settings. Powerful and efficient, these programs have paved the way for major improvements in data analysis, and are often the cornerstone backing research and … Read More

Organic Keyword Data: 100% Dead (not provided)

Matt NeSmithMarketing, Matrix, SEO, Web AnalyticsLeave a Comment

  Recently we published an article on our blog about the increase of organic visits being attributed to (not provided). In that post, Chris Thompson uncovers data that shows how (not provided) has infectiously spread across our clients’ sites and, at the time of Chris’ post  in early August, 51% of visits to our clients sites were being attributed to … Read More

Do You Need to Clean Up Your Data?

Matt NeSmithMarketing, Matrix, SEO, Web AnalyticsLeave a Comment

  Analytics is one of the best tools available for tracking a wide variety of metrics related to your website. Want to know how much traffic you are receiving for any given time period? Covered. Want to see how visitors are moving through your site after they reach it? You can do that too. But Analytics is only as good … Read More

Web Analytics is a Valuable Agency Offering

Lora BakerMarketing, Matrix, Web AnalyticsLeave a Comment

  Understanding complex website data is becoming increasingly important for companies. How do visitors find your website? Once they arrive, how do the visitors interact with your site? What content do they consume? What pages on the site most often lead to a desired action? Are your visitors converting? Companies tackle these questions daily, and many choose to hire internet … Read More