One area that seems to elude many digital marketers is the relationship between conversion tracking and website analytics.
Often, when businesses get started with online advertising, they have established each piece of the puzzle separately, with Google Analytics monitoring site traffic, and paid channels (like Facebook and Google Ads) tracking conversions individually within their respective dashboards.
This set-up may be effective on a small scale, but it will inevitably cause issues when your efforts expand. Having the proper tracking to view granular paid channel performance in Google Analytics will allow you to add another layer of attribution to hold each channel accountable for what’s really happening on your website.
In addition to Analytics, Google offers tools to streamline the process of managing website pixels and conversion tracking for each channel. With the combination of clean conversion tracking and reliable analytics, you should be able to scale your paid programs without having to worry about whether the information you’re looking at is accurate.
In this post, I’ll walk you through how to use Google Tag Manager and Google Analytics to improve your paid channel performance reporting in four steps. – Read more