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We’re assisting a Shopify Plus client where you can buy leisurewear online. Our engagement is to assist them in the migration of their domain and optimization of their site to drive more growth through organic search channels. We’re also educating their team on SEO and helping them to set up Semrush (we are a certified partner). They had a default instance of Google Analytics set up with ecommerce tracking enabled. While that’s a nice means of measuring basic analytics for ecommerce, it can provide far more detail on user behavior as well as more accurate data.
if it’s fully utilized to its fullest potential. We deployed Google Tag Manager with a ton of additional events to integrate with Google Analytics. We also set up comprehensive steps in their Goals for improved funnel visualization. Default Channel Grouping in Google Analytics If you’ve ever navigated to Acquisition > Overview in Google Country Email List Analytics, you’ll see a comprehensive breakdown of the acquisition channels that your site’s visitors are organized into: google analytics channel grouping What you may not realize, though, is that these channels are not always accurate… and can be further optimized for improved reporting. Our client does a great job of deploying UTM campaign codes on every platform they use to drive business to the site. When they began looking at campaign reports and compared them to the channel reports, they identified a few issues.
Mobile messaging campaigns (SMS) were being classified as Direct Traffic. You may even notice that mobile messaging really doesn’t even have a channel in Google Analytics. When someone clicks on a link in a text message, it can often come into the site with no referral source since it just opens a browser to the destination page. Email campaigns were being classified as Referral Traffic because the email platform they were utilizing wasn’t passing the appropriate data. Paid traffic wasn’t providing input on whether the ads were targeting brand terms or non-branded terms. Thankfully, Google Analytics provides its users with the ability to create, update, and edit the channel groupings within Google Analytics. If you navigate to Admin > View > Channel Settings, you’ll find some helpful options for managing your brand terms as well as your channels.
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发表于 2023-11-29 11:58:02