B2B marketing is done very differently than B2C marketing. There is no shortage of information available on how to best use Google Analytics for B2C, but B2B is harder to come by. Surprisingly, B2B measurement should be much easier, but is simply not done by most companies. The reason it should be easy is, unlike most B2C companies, B2B have clear definitions of who their target audience is and should have a wealth of information around personas, demographics, and even target companies they are going after. This allows for much higher focus around developing content for only those audiences. In this post I will cover the six most important measurement elements every B2B site needs to do. We will cover form tracking, form engagement, firmographics, content engagement, CRM integrations, and most importantly the audience integrations with Google. Continue reading
In October 2012, Google Analytics announced Universal Analytics and now it is the standard for all Google Analytics users. Much of Universal Analytics benefits are tied to its capabilities around measuring the internet of things. In this video from Analytics Pros, I walk through the benefits of Cross Device Tracking, how to stitch Users together across devices and instructions and resources for getting started. Having put Google Analytics on more than 10 platforms(Xbox, Apple Watch, etc), I have learned that getting Cross Device measurement done correctly, requires careful planning. I will talk you through what you need to plan for.
Cross-Device Tracking Video:
For websites that have an authentication method, login and signup tracking are critical to have implemented correctly in Google Analytics. Often, I see businesses get these metrics incorrect. They may accidentally pass the data on submit instead of validation, forget to track failed submissions, or worse yet implement a naming convention that is not human readable. Having performed hundreds of Google Analytics audits and implementations I would like to share my best practices for tracking and naming conventions for Login and Signup metrics. Once you have these correctly implemented you can monitor your authentication forms to determine when things go awry, capture lost signups through the GA/AdWords Remarketing integration, and scale with future login/signup events such as form field tracking.
I will share with you my ideal Signup/Login report and also provide code for you to pass to your developers for either Google Tag Manager or Universal Analytics.