Introducing our new Facebook Ads connection
We're excited to announce a new Facebook Ads connection in the Littledata app! The integration automatically pulls ad costs and campaign data into Google Analytics, and the open beta release is free to try for all users. How do you know if you're getting the highest possible ROI on your Facebook Ads? For ecommerce sites, it's a difficult question. By their very nature, PPC platforms can provide only a limited amount of reporting, tied to their own network and performance data. Ecommerce sites need an outside view of marketing channels, and a way to connect that ad performance with shopping behaviour and product performance. But where should you start? You can trudge through Facebook's limited reporting, make endless spreadsheets and play guessing games. Or you can take advantage of the latest data tech for automated reporting and comparative attribution models. New Facebook connection We built a robust Facebook integration to automate everything so you can get back to business.Our goal is to show you the real ROI on your Facebook Ads. And to do so as painlessly as possible. It's an easy connection in the Littledata app, with numerous core benefits: Fix your campaign tracking Automatically pull ad cost data into Google Analytics Enterprise-level reporting on marketing channels and product performance Complete view of how your ad spend contributes to product and subscription revenue In addition to the automated reporting in your Littledata dashboard, which includes reports on social referrals, checkout funnels and recurring billing, this new Facebook connection gives you unlimited access to accurate Facebook campaign data directly in Google Analytics. Data geeks can drill down into PPC details and build models of their own as well. Fix your campaign tracking The Facebook Ads connection has its own succinct set of audit checks to make sure you're tracking things correctly. It's a natural extension of our popular analytics audit tool. Once you connect your Facebook Business account, the app automatically checks for accurate campaign tagging and ecommerce event tracking. Sites change and new campaigns are added or adjusted on a regular basis, so our app takes care of the busy work to monitor your campaigns and keep everything up to date. Focus on the most important metrics Littledata offers a range of AI-based reporting directly in the app, from dashboard visualisations to ecommerce benchmarks. The Facebook Ads connection extends your reporting capabilities to reveal essential metrics such as: Google Ads vs Facebook Ads conversion rates and revenue share Multi-channel attribution Top products sold from your Facebook Ads, including subscription products Landing page performance No need to wade through data in GA. With report packs, it's easy to get useful analysis with just a couple of clicks. Top report packs for Facebook Ads connection users include: Social traffic pack, with reports on social channel referrals from sites like Instagram, Pinterest, Twitter and Facebook, including untagged social traffic and top campaigns Ecommerce performance pack, with reports on average order value (AOV), days to transaction, sessions to transaction, and details like product subcategory performance A dedicated Facebook Ads pack, with reports on revenue contribution, Google vs Facebook PPC stats, landing page performance, multi-channel attribution and more! Not a Littledata user yet? Find the plan that's right for you, whether you're on Shopify, BigCommerce, Magento or any other platform. Every subscription plan includes at least two free report packs, and enterprise plans include custom tracking and reporting. Plus, integrations like ReCharge, CartHook and Shopify are included at no extra cost. Try the new Facebook Ads connection today and let us know what you think! We're confident that this powerful new integration will help you get a higher ROI on your ad spend, with more sales from your best types of customers.
New in Littledata: an improved navigation, trend detection algorithm, and more
We’ve got some exciting news! We’ve launched some great updates on our web app, which will make your lives a little easier. Find out how the navigation has improved and new in-app messaging will help you find out more, get a glimpse into our trend detection algorithm and new reports on mobile devices! Our mission is to make the way you gain access to important analytics, an all-around easier process and we know we’re heading in the right direction with these updates. We already give you actionable and easier to understand insights of your Google Analytics and now we’ve made the experience more friendly based on your invaluable feedback! Find your reports quicker We’ve improved the navigation of the web app, giving you one new category, and two updated categories on the left-hand side of your profile, which are now simpler to find and easier to understand. There are currently three categories: Dashboard, Benchmark, and Reports, which will be visible to you depending on your Littledata package. Instead of having them in separate locations, we brought them together into one navigation panel so that you can find specific reports and findings quickly based on your current questions or company needs. Under the reports category, we have changed types of reports into tags. Now you can select one or multiple tags, and decide how you prefer to view the different types of insights you get. For example, if you want to view your trends reports with tips you’re getting, then all you need to do is select those two. The benchmark category brings together all the benchmark metrics available for your site, and to see more detail click on the individual benchmark you’re interested in. You can still see the category you are being benchmarked against just above your benchmarks. If your current category is ‘all websites’ then you should make this more specific by updating the category in the settings. The Dashboard is the latest addition to these categories, which we added to be able to provide a flexible and customised solution that is perfect for reporting needs that go beyond standard Google Analytics reports. See below for more detail. Get our custom dashboard This is a new feature, available to clients who are also receiving consulting services on top of our Pro package. Please contact one of our lovely experts if you’d like to know more about these features, and how they can give you the results you strive for. The dashboard category is completely customisable, which we develop through consulting services by going over what your goals and needs are, and then creating these reports for simple and actionable insights of your data. These reports are completely flexible and allow you to see metrics that are difficult to view in Google Analytics, which include: Calculations, such as performance changes in percentages and conversion rates Combined metrics and dimensions from different reports Custom visualisations of trends based on how you prefer to see the data. Want to include a pie or bar chart? Not a problem. A custom schedule for dashboard data refresh. If your reporting requires weekly, quarterly or annual updates, we’ll set it up for you. Customised reports based on your formatting preferences, so if you'd like to include your brand colours, it's a possibility! Our smarter algorithm When we started Littledata, we developed a trend detection algorithm to find significant changes in your data and send you alerts, reducing the time spent wading through data in Google Analytics. But as times change and data gets busier, we needed a better way to serve your reporting needs. So recently we collaborated with mathematicians to improve the algorithm, which is now sensitive enough to pick up small changes in low traffic website, but also specific enough to ignore the random noise of daily traffic. Want to hear more about this intriguing story? Find out more in our blog post: Making the detection of significant trends in your traffic easier to see! Are mobile devices losing you customers? Analytics from mobile devices is extremely important. Through our web app, you will find out how many transaction or users you lost due to poor experience on mobile devices. According to Dave Chaffey at Smart Insights, 80% of internet users own a smartphone. A growing number of people are searching through their phones and as a result, we’ve incorporated mobile devices reports. They will spot and highlight potential issues around responsiveness, layout or bugs. Finding out which devices are the worst will allow you to optimise your website and campaigns to capture all of these individuals. Your personalised communication We completely agree with Intercom’s belief that “customers today want to communicate with the people behind the business, not with a faceless brand”! This is why we’ve integrated their messenger into our web app so that you can chat with us directly and quickly. There’s a great deal of custom features available, including formatting, delivery, and most importantly the different ways to respond. You can choose your own way to chat and react, with images, audio, emojis, video, and more. If you want to know more about the expert you’re talking to, you can view their profile within the app. Our customer experience is key in our business model and we hope this function delivers that. If you have any questions regarding any of the new features, please contact us, or use the in-app messenger! Image credit: Image courtesy of Smart Insights and Intercom
Vital Google Analytics custom reports and dashboards for ecommerce
Standard reports are useful to an extent. Custom reports and dashboards, on the other hand, allow you to compile metrics that give you much more useful insights of how your online shop is performing. Monitoring and reviewing the right data is essential for deciding which tactics or initiatives you should try, or marketing platforms to focus on, to help you sell more. If you are very familiar with how Google Analytics (GA) works, then you would set up some custom reports and dashboards to quickly access your key metrics. But if you are not as knowledgeable about the quirks and inner workings of GA then you should take advantage of the many custom reports and dashboards available for import. We can also help you build custom dashboards. There is a huge number of reports available in Google Analytics Solutions Gallery; used, created and shared by experts. They’re all done from scratch and designed to maximise your use of Google Analytics, but the huge amount of solutions from dashboards and channel groupings to segments and custom reports do require some time to find what’s right for your needs. From our experience setting up ecommerce tracking and reports for companies like MADE.com, British Red Cross Training, Pensions and Lifetime Savings Association, these reports and dashboards are valuable when analysing purchase data. Don't lose sight of your conversion rate Keep an eye on your ecommerce conversion rate across five different tabs covering channels, keyword, mobile devices, cities and campaigns. Focussed on high traffic sources, each section shows where it's not up to scratch and needs your attention and tweaking. Get ecommerce conversion rate performance custom report. Find duplicate transactions Duplicate transactions can greatly skew your numbers and affect your reporting, making you doubt the accuracy of your data. Duplicate order data is sent to Google Analytics typically because the page containing such information has been loaded twice. This can happen when the page is refreshed or loaded again. To find whether your data contains duplicate transactions, add our custom report to the view you want to check. Get a custom report to check for duplicate transactions. If you have more than 1 transaction in any row (or per an individual transaction ID), that means you have duplicate transactions stored in your data. It’s worth checking the report on a regular basis, eg monthly, to make sure that there are no duplicates or they’re kept to the minimum. Lunametrics blog has a number of suggestions for how to fix duplicate transactions. Overview of ecommerce performance This overview dashboard brings important top level metrics into one place, so you don’t have to go searching for them in multiple reports. You will quickly see which of your campaigns, channels, and sources are bringing in the most revenue, whilst comparing conversion rates across each. Get ecommerce overview dashboard. How is your store content performing See how your customers are engaging with your site, content and product (or page, depending on the setup) categories. You'll get information on what they search for, and which categories and landing pages bring in the most revenue. Get ecommerce content performance dashboard. Looking for improving your ecommerce tracking and reporting? Get in touch with our qualified experts. Further reading: Take your ecommerce website to the next level Attributing goals and conversions to marketing channels Tips to optimise your ecommerce landing pages Image credit: Image courtesy of Juralmin at Pixabay
Setting up common email software for Google Analytics
Many of the popular email providers make it easy to automatically tag up links in your emails to allow Google Analytics to track them under the 'Email' channel. Without this, the traffic from email links will be dispersed under 'Direct' and 'Referral' channels, and you won't be able to see which emails really drive engagement or sales. Here are the links to set up some common email services: MailChimp Campaign Monitor ActiveCampaign Benchmark Email ConstantContact iContact Emma MadMimi GetResponse Mail Jet If your email provider is not in the list, or you send emails from your own platform, you'll need to manually paste in tagged up email links. Still need some help? Contact us and we'll be happy to answer any questions!
Why do I need ecommerce tracking?
Do I need the Google Analytics tracking code on every page?
Attributing goals and conversions to marketing channels
On most websites, the conversion journey involves many different routes and across many sessions: few customers buy from the first advert. You may have heard of the ‘rule of 7’. In reality, it varies from maybe 2 or 3 touches for a $20 purchase and definitely more than 10 for an enterprise business service. Your company is buying prospects (or traffic) from a number of online channels, and in many cases, it will be the same potential customer coming from different sources. To be able to report on this in Google Analytics, we need to get the basic setup correct. Tagging campaigns for attribution The first step is to make sure that the different traffic sources can be compared in a multi-channel report are consistent and have complete inbound link tagging. Be sure to tag your campaign correct with our URL Builder. Some tools (such as Bing or Mailchimp) have options to turn on link tagging for GA - although it's buried in the settings. With many others, you will have to add the necessary ‘UTM’ parameters onto the link. Without this tagging, many sources will be misattributed. For example, affiliate networks could send referrals from any of thousands of websites which will appear under the ‘referrals’ channel by default. Facebook ads, since the majority come from the Facebook’s app, will appear under the ‘direct’ (or ‘unknown’) channel. From when full tagging is in effect, the channels report will start to reflect your genuine traffic acquisition source. But don’t expect a 100% match with other tracking tools – see our article on Facebook – GA discrepancies. Importing cost data The cost for any Google AdWords campaigns can be imported automatically, by linking the accounts, but for any third party campaigns, you will need to upload a spreadsheet with your costs on. The benefit is that now you can see the return on investment calculation update in real-time in the multi-channel reports. Model attribution The final step is to decide how you will attribute the value of a campaign if it forms part of a longer conversion pathway. The default for Google Analytics (and most others) is ‘last non-direct click’. That means that the most recent TAGGED campaign gets all the credit for the sale. If the user clicks on 5 Facebook ads, and then eventually buys after an abandoned basket email reminder, that email reminder will get all the sales (not Facebook). This attribution is what you’ll see in all the standard campaign and acquisition reports. You may feel that it is unfair on all the work done by the earlier campaigns, so ‘linear’ (sale equally credited to all tagged campaigns) or ‘time decay’ (more recent campaigns get more credit) may be a better fit with your businesses’ goals. Conclusion Multi-channel marketing performance attribution is not a luxury for the largest companies. It’s available to you now, with the free version of Google Analytics. It will require some setup effort to get meaningful reports (as with any measurement tool) but it has the power to transform how you allocate budget across a range of online marketing platforms. But if this still is not working for you then you may have a problem with cross domain tracking. Need a bit more advice or have any questions? Get in touch with our experts or leave a comment below! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
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