Analytics in digital marketing is one of the most essential tools you can use, as it allows you to gather detailed insights and, from these, make informed and data-driven decisions.

Analytics Agency

At NoVoodoo, we are experts in using analytics software, and will ensure that all KPIs, goals and objectives are accurately tracked when working on your accounts. We’ll work with you to ensure that these metrics are delivered in an easy-to-understand report that makes sense to you.

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Google Analytics Funnels


Google Analytics Funnels

Creating funnels in Google Analytics will enable you to better visualise the key steps that users of your website take to become a customer and understand the conversion data between each of these steps using Google Analytics goals. This allows you to see where customers are dropping out of the funnel, possibly hitting stumbling blocks, meaning you know where optimisation needs to be made.


Multi-Channel Funnel Reports

Google Analytics automatically reports data using a last-click attribution model, meaning the credit for any conversion will go to whichever channel the user last interacted with. Understanding your user journey and the impact of each click that is made by users along the buying funnel. Google Analytics may indicate a large amount of your revenue comes through Google Shopping campaigns and that your social media advertising campaign isn’t bringing a return at all. However, it is actually the traffic that is being driven through social media that is coming back later via Google Shopping to purchase.


Assisted Conversions

The assisted conversions report allows you to understand which channels, source and campaign assisted (but wasn’t the last step) in your goals and website transactions, alongside the last click data that is ordinarily shown in Google Analytics.


Time Lag Report

The time lag report will allow you to understand the amount of time it takes your customers to convert, whether that be for specific goals or purchases through your site. If your product or service is a more considered purchase, such as a more expensive product like a conservatory, you would expect this time lag to be longer. This is because your customers are more likely to browse competitors, look for reviews, watch informative videos and read blogs while taking the time to consider the purchase.



Understanding this enables you to gain a better knowledge of your customers, your advertising campaign performance and also optimise your advertising strategy. If you find that your customers tend to convert within 7 days, it makes sense to put more money into remarketing during this time period, when the likelihood of conversion is highest.


Path Length Report

The path length report indicates how many interactions a user has with your website before they convert, whether that be a specific goal or a purchase.


Custom Dimensions and Metrics

Custom dimensions and metrics are similar to default metrics provided in Google Analytics, however you have to create them yourself. An example of these could range from specific user behaviour and acquisition to importing data on the weather. This can be incredibly beneficial when and looking deeper into your customer's journey, understanding the impact of external factors and generally gathering more informed data to make optimisations in your digital marketing campaigns. 


Custom Segments


More information about Conversions & Data that you may find useful

Learn more about Analytics

Which analytics software should I use?

There are many options when it comes to choosing which analytics tool to use. Google Analytics is a great, easy-to-use web analytics option for many businesses, as it shows analytical data for your entire website as well as data from advertising campaigns (as a bonus, it’s also completely free to use and easy to install).

For specific platforms - e.g. Facebook & Instagram Ads - you may choose to use Facebook Analytics on top of this.

What is Google Analytics?

Google Analytics has the ability to integrate all of Google’s marketing products (including Google Ads, Search Console, and Data Studio), as well as giving an in-depth view of your website performance.

It allows you to create detailed reports, including information on your site’s audience, content, conversions and real-time performance.

You can also view campaign performance from other marketing platforms through the use of UTM (Urchin Tracking Module) tagging, including Facebook Ads, Bing Ads and LinkedIn. This means you can have a more holistic view of your marketing efforts across multiple platforms, as well as diving into your user journey.

How do I install Google Analytics?

Installing Google Analytics to your site is simple to do - once you have made your account, all you need to do is either:

Install the Global Site Tag to the head of every page on your site
Install Google Analytics through Tag Manager

It is important to test your tracking is installed correctly, so you get accurate results.

What is Facebook Analytics?

Facebook Analytics is another free analytics tool that is incredibly useful for managing your Facebook performance, and it allows you to track a user’s journey across all of Facebook’s channels - including mobile, desktop and messenger.


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