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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

Why conversion rate optimization is important

Conversion rate optimization is a top priority for marketers, to continuously fine tune performance and see where air is leaking from the system. You have to remember what conversion rate optimization means for customers, it means a more effective experience for them, a more streamlined process. And you want customers to have the best experience possible. So having your team focus on it, is vital. If not, your competitors certainly will. Some metrics to look at could be: Conversion by… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Low CTR but good conversion rate

A low CTR but high conversion rate can be a confusing datapoint. It can often be seen with content recommendation ads. However it can be a good thing. The reason is, potential customers are reading the headline before clicking. And if the headline is accurate, it is self selecting as to who this will be most relevant for. Then the most relevant people click through and then do convert at a higher rate. So where you see this happening, is… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How to get a higher conversion rate

The best technique to getting a higher conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone. That is the best way to find opportunities for higher conversion rates. You can also use data to help you zoom in on particular areas, to understand why customers are dropping off at a certain… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Which UTM parameters are required?

Only one is required, to pass the data. You don’t need to use them all, in fact modern browsers prefer if you use less and just the essential. For privacy concerned customers, this is a better approach, to just use what is necessary. So whether it is 1,2 or 3. It’s up to you. You also don’t have to use the parameters for what they are named, you could put anything, anything that is helpful for you to analyze. But… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why use UTM parameters

Marketers use UTM parameters to help them see how engaging different traffic sources are. They let them unpack a traffic source from just say ‘Facebook’ to ‘Facebook Campaign 1’ and ‘Ad Creative 1, 2 & 3’. They can use this fidelity to see how each has performed and make adjustments accordingly. It’s also a bit of an insurance policy, you may not know what you need to improve over time. But if you have set up UTM parameters at the… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How to test UTM parameters

Go to a new device, click on the links, and see if the data shows up in your analytics system. You may want to edit the UTM parameter to show it is a test. That way, you can check that it is working and maintain data integrity for your analytics. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How do UTM parameters work?

The parameters are placed on the end of a website URL. When the user clicks that URL, the browser, seeks the web server that hosts that content, requests the URL, including the parameter. This is then logged by the web server. When the page is rendered by the browser, the parameter is also picked up by the analytics on that page. This then tells the analytics system, the extra information in the parameter. And it can store and analyze it… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why do you have to use UTM parameters?

You don’t have to use UTM parameters all the time and everywhere. But it is helpful to get greater granularity on how different activities are driving customer engagement. And if that is valuable to you, then you should use them. It is worth considering, that sometimes you aren’t going to act on this data, or the size of the initiative doesn’t warrant it. But given the ease of adding UTM parameters, you may as well. Its like insurance, for future… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How do i use UTM parameters for SEO

UTM parameters are not often used for SEO. It is better for websites to link directly to the content. You should make sure that UTM parameters aren’t in the canonical URL. As many browsers and analytics use that for other functions. Such as to check social preview images, to generate share URLs. There is a risk that you fragment your SEO between different unique URLs, whereas a canonical URL helps address this problem. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

When should you use UTM parameters?

You should use UTM parameters when you want to get greater granularity around various traffic sources driving to a destination. This enables your team to get a better idea of how each traffic source is working for you. When you use an analytics system like Nudge, you can see how engaging each of those traffic sources are. And to then optimize to quality. For example if one source, drives traffic at 30 seconds of attention and another at 20 seconds,… Continue reading

Ben Young
Ben Young
October 28, 2022