Is Your Advertising Budget Working? Understanding eCommerce Campaign Data

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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker

Well, it doesn’t have to be that way. In this episode, Manuel Gil del Real and David Gil dissect the analytics data that that you should be looking at to gauge your campaign performance. We talk about:

Analytics and overall campaign tracking
Google Analytics Metrics. Understanding Sessions, Visitors, Data Discrepancies among different platforms, Time on Page, Avg. Pages Visited, Bounce Rate, etc.
Cookies versus Pixels, Tags and other methods to track visitors
Browsers settings, cookies expiration, java script, incognito mode
Facebook Analytics, Google Tag Manager functionality
Cross domain tracking – when the conversion takes place at a different domain
Retargeting Windows. Finding the proper time frame for each campaign.
Measuring Click Through and View Through conversions.
Impression Assisted Conversions. How much weight should you assign to them.
Attribution Models (First Click – Last Click, Linear, Weight Based), Pros and Cons of each of them.
Putting it all together. Focusing on the big picture.