 ond join us, I'll let them in now for this week, will you? Welcome everyone, I hope you're doing well, this autumnal day feels quite autumnal. Unfortunately, the clocks are going to change this weekend, so I can't help with that, but what I can't help you with today is a topic that's very dear to my own heart in our agency is measuring marketing return on investment. This is webinar number six of part of the Recover and Rise SME Digital Accelerator Programme. We had series one getting online, series two, this series, Customers and Marketing. We've got two more series to come as well, so Systems and Productivity, all those efficiency tools, you can get tickets for that right now, and then series four growth and expansion. We're not even halfway through the programme yet, there's already been some great content, and some more great content to come. Before we get into the content of this session, I just want to remind that as part of this programme, and I know there are a few of you on this call today, this gives away of digital champions, there is a free resource for West Coast businesses called Digital Champions. The Digital Champions, it's free resource to help you guys if you come to a course like this or any of the courses, and you think actually I need some more help in that particular topic, you can get in touch with the Digital Champions, and someone will be dedicated to you to give you eight hours of support with that problem, to help shift the dial on whatever that problem be, whether it's marketing or business strategy, whether it's productivity, etc. It's a great resource, I'm going to share a slide at the end, which is going to exactly tell you how to get in touch with them. Now, before I go into the content as well, so there's lots of different Digital Champions, so we've got Andrew, Kerry, Bailey about websites and CRMs. Malcolm, I know you're on the call. Hello, Mr E-commerce. We have Lisa for productivity and processes. Rachel, I've seen her on the call as well, is our SEO expert marketing plans, tactical activity advice. We've got Rob for Digital Transformation. We've got Susan Winchester. He's going to help you with digitally focused product questions, and Roya is about digital graphs. Again, I'll share a slide of exactly how you can get in touch with. If you are in West Essex and you are small business, this is free. You'd be a fool not to take advantage of it, I think. So there we go. So this is webinar number six from our series of customers and marketing. So this is measuring marketing return on investment. So before I go into this, I'm going to launch a small poll, and I would just like you guys to fill in the poll for me. Just get the technology to work. Here's the poll just coming up now. Just hopefully you can see a poll that's been launched. I just ask you to type in today, how confident are you about measuring marketing performance? I'm interested to see exactly how everyone's doing. A few more struggles is to input that into me. There we go. Two more. One more. I'll just share the results. You should be able to see that seven somewhat confident, four not very confident on one's confidence. Hopefully at the end of this course, we will shift that dial for the majority of you. So I'm Stu Davies. I'm a Head of Agency of Creative Blooms. Creative Blooms are a search marketing agency. So we specialize in helping our clients get found in Google and we specialize in helping local businesses, SMEs such as yourself, green sector and charities. So, marketing measuring performance. So here's a rough agenda of what we're going to look at. So I'm going to talk about how we in the agency, how we measure digital marketing return on investment. You could get so lost with digital marketing, but how do I actually measure it's worth? How do I know what's working? How do I know if I put my investment in one area or another? What's working? So this is ultimately what we need to get to. How does it impact my sales? How does it impact my bottom line? What works well and what doesn't? We're going to do a lot of focus on one particular platform that we use in digital marketing called Google Analytics. Google Analytics is free and it kind of pulls everything together for your digital footprint. So we're going to be quite Google Analytics heavy, but we are also going to talk about some of the offline and online performance reporting that how we kind of join some of these things up. So just before I talk for the next hour, I'd like everyone to find a chat for me, okay? Just say hello and what I'd like you to do is just to say, what's your current challenge with your marketing? It's like measuring marketing performance. Like why are you on this course? Just tap that into the chat for me to say hello and what your current challenge or issue might be just so we can capture those for the course Q&A. Did you find a chat for me, Chaps? There we go. Alison, so many metrics available and always should we want to focus on. Definitely talk about that on this course. Know what to look for in terms of measuring. Exactly. There's so much to measure. What do I measure? How do I measure? The slides will be available and the recordings will be made available by West Sussex at a later date. Where's the best place to pull all the data together? Okay, brilliant. Okay, so someone's just new to it. So how do I get out? Okay, yes. There's some very, very common, very common questions that we see with measuring, measuring marketing performance. Okay, keep putting them in there. I'm going to move through the deck next. Okay, so there we go. A few more coming through. So measurements. Okay, so measurements. Let's just talk about what the word measurements when applied to digital marketing. Okay, so what are we trying to achieve with our measurements of our marketing? So, you know, what we're trying to do is trying to tether, so attach marketing activity to our bottom line. Ultimately, you know, we're trying to say, hang on, how much business does my marketing bring me? Okay, and I do different things for marketing and I put different effort into, you know, my different marketing. I need to know, I need to know what works, because if you don't, you are trying to drive your, here's my first nautical analogy, Ollie, you are trying to drive a submarine without a sonar. Okay, you're quite blind in terms of knowing what's working. You know, something might be working, but what you're not sure. So we're trying to market, we're trying to tether marketing activity to bottom line, ultimately, and there's ways we can do this. We also want to know what's working for what we call optimisation. Okay, so the word optimisation means to continually improve something. Okay, so we optimise our efforts. So we can use measurement to say, well, what works? What doesn't work? You know, I did this on a Tuesday and that worked, or I did this on a Friday and that particular work, or it didn't. So, you know, we can use measurement to help us through that journey and through that process. And we're also looking for signs of poor performance related to our marketing, so we can change our strategy, our tactics accordingly, because as well as being important to know what's working, therefore do more of it, we also need to understand, well, what maybe didn't work, if we do less of that, or what are the reasons why that didn't work? Again, the process of measurement helps inform our strategies and our tactics for marketing. So, this is the only formula in this slide deck, you'd be pleased to know, and customer lifetime value, okay? It's a very important metric that we use a lot in the agency. So it is a formula to calculate a customer lifetime value, or you can use a free calculator. I use free calculators, and it's easy. But effectively, what you're trying to do is, I guess the purpose of this is, you know, if we're thinking about sales, okay, sales versus marketing activity, trying to get to a return investment figure, so we're going to take our costs fairly straightforward, costs of marketing, costs of effort, might be time, you know, okay? You might put your time in as a time sheet, it's easier to get to the cost. But what we're not looking at, the value, certainly the value for a marketer, is not just the direct sale that you get from that marketing, okay? It's what we call the customer lifetime value, okay? What is the lifetime value of a customer to me, okay? And this will help you calculate it. So, you know, it looks at, you know, the average sale, the average sale per week or by month, you know, how often they visit, what the average goes profit is, and then the average customer lifetime in terms of years. Now, you can calculate this stuff using, if you go on to series three, there's going to be a lot of talk on digital tools, counting tools, things like that, that can help you kind of get this information quite quickly about your client base. So, again, just another pitch for series three on that. Okay, so net profit lifetime of a future customer, okay? That's, for us, marketing, measuring its true value, because I want to know, for every person we bring into the business, what is the lifetime value, okay? What's that worth to us? It's more important than just the direct sale on that date. And here's the important bit, okay, of that metric, okay? So, say my average customer lifetime value for a customer is £1,000, okay, over one year, okay? So, I've got, on average, a customer brings me £1,000 a year, okay? And that is, I only have customers for a year. So, I'm not willing to spend more than that to acquire one customer over one year. Otherwise, I'm not making any money. And that's kind of, where you can start to build a good return on investment figure. Now, what we can do is we can then start equating that back to our marketing statistics. And what we're going to do is start talking through all the marketing measurements that we can apply. So, yeah, we can use tools like Google Analytics to then put stats like that customer lifetime value into a bit more kind of granular use. So, say, you know, I need to get one new customer on a direct debit, you know, worth £1,000 customer lifetime value, okay? I know that I need to get 20 people signed up to my newsletter in order to get one customer through my digital marketing funnel, okay? And I know roughly because I use Google Analytics to be able to track all of this stuff. I know that I need to get 500 people onto a specific landing page on my website in order to get 20 people signed up to the newsletter. So, if I get 500 people on the website, 20 people signed on the newsletter. And in order to get 500 engaged people onto that landing page, I need to get 5,000 people on the entire website, okay? So, I'm looking at the metrics and cast saying it down. So, I'm able to say, actually, I'm not willing to pay more than £50 per newsletter lead, £2 per person who engage in my landing page and 20p session a website hit. So, what I'm able to do is then use that data to be able to count how much am I willing to be prepared on a website investment, on a search engine optimisation investment, on a content strategy on, you know, resources. You can start to help start to drive the decisions of where is the best bang for your book on your marketing by taking the customer lifetime value, starting to kind of peg it back into some of these granular metrics which I'm going to talk to you next about Google Analytics. So, how do we, so I just, I might have just introduced a few terms which might have been gobbled with people there. So, you know, I talked about sessions and hits and so where's all this coming from? So, let's talk first about Google Analytics. So, just in the chat for me, just why I continue talking. If you just put your experience of Google Analytics, whether you've got it, whether you've used it, whether you've got it and you don't know how to use it, whether someone set it up for you and it's that gathering dust or whether you're, you know, fairly adept at using it. Yeah. Never used it. Most people have it, never used it. Okay. Yeah, similar. Okay, perfect. I just love it and use it a lot. There's Andrew. Yeah. Okay, good. Yeah. So, yeah. Okay, good. Right. Okay. So, what is Google Analytics? Okay. It's often talked about. People might not know what it actually is. So, here's what I think it is. Here's what it's used for. Okay. Here's what the benefits of Google Analytics. So, it will help you track your marketing return investment. Okay. That's pretty, that's pretty, pretty useful. Right? Google Analytics is free. It's free platform. It's a little bit of code that has to go onto a website. So, if you're not very comfortable doing that, you will need to get a developer or someone like us to help install it. It can also track user behaviour and grouped attributes of users. So, as a user, someone who comes to your website. Okay. So, we can track our digital marketing return investment by the different marketing channels. Very useful. We can track user behaviour. We can see what happens when people arrive on the website and we can see the demographics and the attributes of them. And that gives us the data to help inform our strategies whether it's working or not. So, I think, you know, there's some of the main, main benefits of Google Analytics. So, before I jump into the platform itself. So, I'm going to spend about half, good half an hour or so today, maybe a little bit longer if we've got a little bit more time in the end. Just taking you through how to use Google Analytics and what we use it for in the agency as well and how we use it on, say, a weekly basis on a monthly, quarterly and a yearly basis to assess our strategies. Okay. So, accounts terminology. Okay. So, we're in the world of Google Analytics now. And so, Google will talk about an account. Okay. So, an account will be anchored to an individual. So, the account is probably you or your business Google Gmail account. Okay. So, Google will have an account which will attach things to. So, that's, you know, so creative bloom have got a Google account. Okay. And within there we have many different Google Analytics reports. Okay. Next, they will talk about a property. Okay. So, a property is a individual website or an app. Okay. So, if you have multiple websites, you look after, you'll have multiple properties within your account. Okay. So, a property is each entity. I think entity is a better word but you know, there we go. I'm not in charge of the naming of things in Google. Maybe I should be. Maybe I should apply for that job. But yeah. So, each entity, each property because you know, the data needs to be collected independently. Okay. Because they're different digital touch points for you. Okay. And then within each property, there's something called a view. A view is just a different way we might change a data set. So, without trying to jump into too much jargon, we can actually change the configuration of our reports. We can include or exclude certain data. We can move things around a little bit. We can set different reporting goals or conversions which we're going to talk about later within the view. So, it's just a way of us to be able to kind of have different views of our websites. And I'll explain how it all kind of fits together when I jump into the platform overview. Okay. So, now I'm just going to go through some of the jargon. But these are actually some of the metrics that Google uses and that, you know, we use and Google uses within Google Analytics. And these are some of the things we want to measure. Okay. So, Google talks about sessions. Okay. So, a session is a visit to your site. Okay. So, each time a person or potentially a computer robot. Okay. Now, Google is pretty good at filtering out computer robots from your traffic, but not entirely. More advanced Google Analytics users will put in filters so you can actually kind of keep all of that away. But, you know, generally, it's going to be a visitor, a single visit. Okay. By a person. Okay. Now, that visit I think lasts about 30 minutes in Google's Google Analytics. So, every 30 minutes, if I came back a few times in a day, it would repeat it as multiple sessions. Okay. Okay. But that's an important thing for us to measure. That's what we call the overall traffic for a particular website or a particular marketing channel. Then we've got users. Okay. We are users. Yeah. Okay. Here's Tron. Okay. I don't actually know why Chewbacca was in here. But Tron was quite big on the users if you like your 1980s sci-fi. And, you know, so Google will use ratios a lot. And ratios are quite helpful because ratios helpers take two metrics to combine them to be able to see performance. So, Google will talk about percentage of new users and percentage of returning users because they're quite useful metrics for us to measure. Yeah. Of the total users who come to my website, how many of them are new? What percentage? And how many of them are returning? Again, you know, think about your marketing funnel and the different things you might measure. So, one's measuring customer loyalty and advocacy and one's measuring how well the top of your funnel is working in attracting new people into your marketing. So, again, that's two nice metrics in there. And you can cut all of Google Analytics data by those metrics. So, quite useful. Okay. Page views. So, our website is our digital anchor point. Unless you've got an app or you are using a social platform as a digital anchor point, but Google Analytics won't help you there. So, but page views is quite important because we're actually, this is a big, big metric of engagement, you know, and how well the content on the structure of the website works. So, we're quite big on page views in our agency as a metric, you know, and Google will display as a decimal, you know, for each visit, how many pages do people navigate through the website? Okay. Do they get to the places where I want them to get to? Are they going into deeper content? Because we know that people, users with higher page views are more likely to convert and convert means take the action you want them to do when they land to your website than lower page view metrics. Page views, useful metric as well. So, then there's some other metrics in here. So, a metric called bounce rate. Okay. So, this is usually expressed as a percentage. Now, what a bounce rate means is that someone comes into the website, lands, then leaves. Okay. Why isn't that good potentially? Someone pop into the chat for me. Why that might not be a good thing for us? Why would a high bounce rate not be great? Someone pop that into the chat for me. Show us poor web content, can't engage and develop a business purchase. Yep. And we don't want people leaving straight away. Are you going to get that person back? So, you know, we've spent, you know, if you've been to any other webinars, okay, you know, you know, you might have been writing a lot of content. You might have been investing in SEO. You might have been doing a lot on social media. You might have jazzed up your website, et cetera. If you're spending all that money and coming back to the customer lifetime value and the business case and they come in and leave, are you going to get them back quickly? No, you are not. And it costs much more money to put new people into the top of your marketing funnel than it does to engage with people who have already landed on the website and you've taken them through into conversion and, you know, from consideration into conversion. It's much harder. So, it's an important to start to pay attention to high bounce rates. I mean, that people are coming in and they're leaving quick. So, Summit doesn't quite add up that a website's not working or what you're saying you're doing doesn't quite match up to what happens when people arrive. Okay. And this is why it's an important strategic start. So, Clare asked, what is high? So, I would say for us, okay, best practice below 35%. Now, without a big web team, it's hard to get under that figure. So, with very small businesses and micro, as we say, anything under 50 is where you want to be aiming for. Okay. Anything over 50, start to take a look at it. Okay. Okey-dokey. Okay. So, some more engagement stats here and metrics, things we can measure. Average session duration. So, the average time a user spends on the site. So, again, it's just a metric. Google expresses it as hours, minutes, seconds. Okay. How long is someone spending on my website? So, again, you know, generally what we find is people who tend to spend longer on the website are higher converters. Okay. So, we want to be looking at this metric and having a look, how do I improve this metric? And we do that through the signposting on our websites or looking at the pages that people land on and then what happens after they move on from those pages. And Google Analytics can help us all with all of these questions. It's all there. It's all completely free to use as well. Okay. Now, one of the most important metrics for you to get your head around in Google Analytics and digital marketing, measuring digital marketing. It's something called a conversion or a goal. Okay. So, this basically is a successful visit to your websites. Okay. So, this needs a little bit of work, I think. And you don't have to be technical to do this. And this will help you with your website strategy as well. So, not now, key takeaways. Ask yourself, honestly, what is a successful visit of someone coming to my website? And then, or what should be? And then, is my website set up to be able to handle that? Okay. Does it actually work? And then we can configure it. Then we can configure it. So, this does need a little bit of configuration. So, for example, a successful visit to the Creative Bloom website could be a number of conversions or goals. It would be, certainly, if people sign up to my newsletter, okay, the Creative Bloom boom, not just your average digital marketing newsletter. See what I did there? Because that's people coming into the top of my marketing funnel because I know that marketing, email marketing is very, very engaging, okay, in terms of converting, you know. I know I can then start putting special office, I can put our training out, et cetera. It might be someone booking onto one of our training courses coming out. Again, that's kind of like high funnel things for me, okay. It might be, you know, these are kind of my primary goals. Certainly, it's for someone to hire us, okay. So, these are my kind of primary goals, okay. So, it's a lead generation website. I don't have products I'm selling. I'm trying to get people into one of those funnels, okay. So, I can even develop them if they're kind of visiting or they actually want to hire, okay. And again, so you need to do the work and kind of map this out as well. I might have some secondary goals, okay. So, I might be looking at, you know, you might have time someone spends on a site. I might be having a look at, you know, someone wants them to download a case study or download a how we work document, et cetera. Now, these are kind of, these are good kind of metrics of engagement, but I just kind of want my primary return on investment goals set and then I've got my, I've got my secretary. If I am an e-commerce website, okay. So, I sell things on my website okay. And, you know, the customer puts their money into the website. I want to make sure, damn sure, I've got e-commerce set up on the website. So, I can actually see the monetary values that are going through the website and you can pull all of that into Google Analytics and you get all of that rich, you get all of that rich data in there as well. Okay. So, I'm just going to continue with some of the metrics here as well. So, landing pages, okay. Because I'm going to talk when I'm going to talk, go through the platform, I'm going to show you some of these reports. Okay. So, landing page is the first page that somebody lands on on a new visit, on a new session on your website. Okay. So, we call them splash pages because it's like, you know, someone's jumping from their, their boats into your website and they splash on the page. That was my second nautical analogy in the session only. I hope you're making a count of these. And, yeah, these are important. We need to take, we need to really look at these pages. What's working when people are coming in and where are they coming in and how well do, you know, we've just introduced a concept of bounce rates. Certainly, I want to be looking at the bounce rates for my landing pages. And I might be having a look at the total pages per session after someone lands on a landing page and, you know, start to go and what happens, what happens when they go on that page? Are they moving on or are they not? Again, so, you know, this is quite an important, important, important page for us to, to, to work through. I know there are lots of questions coming in. What I'm going to do is kind of get through all of this and then I'm going to have a big QA session at the end. And I know Ollie's kind of on the chat answering so many questions on that. Otherwise, I'm not going to get through it. Okay. Exit rates. Okay. Exit rates. So this is slightly different to bounce rate. This is, this is where actually people are leaving. Okay. So, yeah, a bounce rate is someone lands and leaves. Exit rate is someone, you know, what tip, what pages typically do people leave on? Okay. So, again, you know, this is going to help me with my use journeys. Do I want people to leave on that page? Is that okay? Because it's an end of, it's the end of the user journey for them. Or if not, then why aren't people leaving on that page? Because I want to take them there. And I'll be having a look at the steps before. Okay. And work out where people, people are just going. So, again, it's just helping this programme, programme, our use journeys a little bit. Again, it's quite a, quite a useful stat for us to be able to try and get our, try and get our heads around. Okay. So, Google also talks about channels. Okay. So, a channel is the marketing source. Okay. That a user has travelled along to get to your website. Okay. So, I think that these, these are the main ones that you'll come across. You as a small business, it's not a comprehensive list, but I think these are some of the main ones you're going. So, Google will talk about organic. So, that's a organic search. So, that's your SEO, search engine optimisation. So, we did do, of course, an SEO by Ollie. There will be a video coming out from it. So, that is basically how well you've been found on search engines, natural rankings. Okay. Then there's a channel called Paid. So, that will lump all of your paid advertising via Google and other search engines into that one channel. Okay. Google, Google will do that because that's one of its main sources of income. So, it makes sense that it's got one channel dedicated to it all. It will then talk about referrals. So, referrals are your website on other people's websites and the traffic that that brings to your website. So, that's quite useful if you have strategic partnerships with the website. You might be paying, I know architects will have to pay it to be on re-burn. They will say, oh, well, you get so much traffic. You can use it to validate any claims of any, any kind of website associations, anything like that. You have to pay to have a presence on. It's also an important SEO metric because third party websites help drive up your authority. So, you want to know, it helps give us a bit of a list of where the traffic is coming from. Okay. Coming in important part of the strategy, social. So, social media all grouped in one bucket. That's quite helpful. Google will talk about a channel called direct. So, direct is mostly people typing your website URL address into a browser or coming from a book link and they come straight on to your website. So, they haven't found you in a search engine. They've not come through anything else. They've gone through a little bit at www.crateblingrocks.com. Mostly. There's a little bit of noise in there, but for you guys, I think that's enough to understand what that channel is a little bit. Email. So, email marketing will appear in there. If you use platforms such as MailChimp or HubSpot or anything like that, you can configure it and it's quite easy to configure it so that all your email traffic will go through the email channel. Okay. And there's a channel called other where Google doesn't quite know what to do with. So, it can be, I don't know, it could be a new social media channel, like brand new till Google works out, you know, it's a social channel or if you're using kind of, I don't know, like scheduling software to post stuff like Google might get lost with what actually is where the traffic is a little bit. Now, I'm not going to talk about that in here, but we can move stuff around. So, it's just, you know, again, you might need help with an expert. If you've kind of gone a while, my email traffic is going into other, you can move that stuff and we will send out a few links of resources. So, if you are quite hands on with this, then, you know, there's a guide on how you actually can spot where stuff's in the wrong place and move it. Generally, you know, this will give you enough data to be able to assess these channels accurately. Okay. Nearly there with the terminology. There's some search engine terminology, so searching, you know, so we can actually see queries and keywords. So, the search terms that people are using to find our website. Okay. It will use the term impressions. The amount of times our content is served to search engines. That's quite an important stat for SEO. Is Google indexing my content? Is it being shown in more keyword searches? And then clicks is very important. How many times are people clicking through from a search engine into my website? And again, Google uses these helpful ratios, click through rates, percentage where it takes clicks over impressions. I think the ratio is often you'd use a Google and help us quickly benchmark things and see what's going on. Okay. So, without further ado, let's take a look at Google analytics. Okay. Okay. Doki. Can everyone see my Google analytics? Okay. Someone just give me a thumbs up. Yep. See it. Okay. Yep. Brilliant. Okay. All right. Let me just make it a little bit bigger. Here we go. Right. Okay. So, what I'm not going to do is talk to you about how to install configure Google analytics. There's a lot of stuff online about that. Okay. I'm going to show you how you use it. All right. So, when you log in to your Google analytics counter, it has been installed and configured. Okay. This is the home page. And on here is, you know, the interface itself has got more user-friendly over the years. It just used to be used by webmasters and SEOs like ours, but it has got a little bit more user-friendly. So, on the left here, this is your report tree. So, this is where you can access all of the different types of reports. Okay. This here is kind of how you navigate through your account and property and views if you've got them set up. So, you can see that we've actually got a lot of accounts and a lot of properties and a lot of views because we're a digital marketing agency. If it's just you, you'll probably have one account, maybe one property and a few views depending on how you configure. Well, that's accessible there. This is often underused, the search bar. All right. If I've got a question, try typing it in. So, if I want to go, here you go. Google, you know, so top search terms. That's quite useful. Time user spends on pages. So, what questions can I ask? So, again, you know, I might be looking for, you know, I don't know, landing page report. I can't remember where it is. Yeah. There we go. Google is telling me where these reports are. So, again, it's quite useful just to navigate your way through the interface. Oh, okay. This little bell here, pay attention to that. Okay. If you've got any problems at all, I guess it's like security notifications, anything like that. Google will ping you a notification a malware attack, for example, if this is configured with Google Search Console, it will appear in here. So, again, just pay attention for any kind of notifications that come up in here as well. Just on this little right hand side bit as well. This has been relatively new in the last few years. It's called Insights. There we go. Hang on. Doesn't want to appear. There we go. It's just some Google AI learning starting to come into basis. So, you know, I've got a few, you know, website performance week on week, and then it's pulled out an insight for me to look at fewer users in return to my site in September. So, I can, you know, I can click on that and have a look at that report. And there's a few, you know, common insight reports in there. So, again, if you're not that comfortable with navigating to the right reports in a tree or work out what you should be measuring, Google's been quite helpful to kind of give you a few steers in the right direction. So, that itself is very useful. So, then we come on to the home page of Google Analytics, and it produced these in the last few, I think it was about four or five years ago. This is like a dashboard, okay? It's like a widget dashboard. And you did introduce these into response of the whole thing being a bit clumb to someone a bit difficult for non-techies to be able to get the head on. Now, we use this a lot in the agency kind of in our daily spot checks, probably a little bit weekly as well. And I think as a small business, these are great little reports that you can just go into and just check, well, what's happening with my marketing. So, you know, I've got an overall traffic, okay? So, I can see, you know, Google starting to introduce some of these metrics that we were talking about yet. So, users, people like me, yeah. So, this particular website is getting, you know, 15,000 users in this time period, okay? I've configured my e-commerce, all right? So, I'm actually seeing the money that that's brought in. I've got a conversion rate to how many people come to the website actually buy something, okay? So, I can see that stat, okay? And I can see my total traffic as well, okay? Now, Google will put these little comparison metrics underneath where we see our numbers. What I was doing is that is Google comparing the time metric that you're looking at now versus the previous period. Now, what time metric is being set on here? So, I can see here, this little report here is actually, it's a seven day report. It's usually quite standard, but I can change this. I can change that if I want. These little widgets here can go actually, let me just have a look at the last 28 days. And there we go. That's the month, yeah, okay? And you can see, yeah, this is my month on month performance. So, immediately, I've got a quick view of how overall is my digital market performance versus, you know, the prior time period as well. So, quite useful report. We use that daily. That's a daily check we use just because we're, you know, having that quick look on there. There's a real time report. Again, if you've got quite a big complicated website and you want to know that stuff's working, this is quite a useful report to just keep an eye on. Yeah, okay. Google, this is quite a reasonably useful one as well. I don't think this one's quite easy to see. I mean, I'm colour blind as a fruit bat and I can't, I can see not a million, these colours are two similar shades. But, you know, basically it's trying to break out the channels for you. So direct, paid, affiliates, display, other. So, you know, it's just trying to give me a bit of it. And if I hover over it here, I can actually see that this website is only getting paid search and direct. This is one of Google's demo accounts. So, that's why it looks a little bit funny. But, you know, at a glance, I can see my daily traffic stats and it is breaking it into the different channels there. So, again, it's useful at a glance, at a glance website, at a glance review. If I am selling to different countries, yeah, someone else colour blind, yeah, and just my spreadsheets are colourful, Olly will tell you. You know, if I sell by different countries, you know, I can, this is quite cool. I can see right how we're doing in India at a minute. Okay. You can change this to the UK if you're just doing in the UK as well. There are better reports than this, I think. Now, this report I like. The time of day matrix. All right. So, just to note, if you're going to use this report, make sure you have set your time zone in Google Analytics. I know someone who is using this, a client who is using this. So, we can't understand, you know, we were having a look at the time of day report and we were sending out content. It didn't work and it turned out that their time of day was Eastern Seaboard, so they were sending out content, you know, trying to do engagement pop-ups when everyone was asleep. So, make sure you check that. But this, what it shows is a visual representation of when there are the most users on your website in a week at a specific time. So, why is that useful for me as a marketer? That tells me when people are most engaged with my brand because that's when I'm on my website. So, if I'm thinking about whether I might be scheduling emails or social media or promotions or anything like that, this is the time to get them. All right. This is your sweet spot zone. Okay. I've also got a page report here as well. Okay. So, you know, I could see the actual pages within here that people are arriving on. Okay. And the page value. I'll talk to you about that in a little bit, but, you know, just basically how much each page is worth. Okay. Again, there are more detailed pages, more detailed reports, give us more, much more granular data around this. But I think, you know, is he daily check or, you know, if you're not comfortable within the reports, I think this is good. Sessions devices. So, I can see, you know, I've got desktop, 70% of my traffic and how mobile is doing and the movement. Again, this will help me just keep an eye on, you know, have I got any, do I expect more mobile traffic? More or less. Or is, you know, if mobile suddenly takes a drop, might be something wrong with one mobile site. I could also just see a profile of users over time. Okay. So, we can kind of see all of these things in here. Okay. So, again, I'm just talking you through the dashboard. Google's built in dashboards. Okay. It will also have a retention stats. Okay. As well. I think unless you're kind of more advanced in your Google Analytics, you're probably not going to interpret these reports easily, but it's basically just a view of how often the people come back over what time period. But I think most people will look at returning user stats, the returning user stat and then kind of go into there as well. And then most importantly, it will have a summary of your goals. So, goals are things that we have to set up in Google Analytics. Okay. So, might be someone that clicks a form, submit button on a form, go to a certain page, thank you page, download something. And then the engagement stats as well. Yeah. Mount time of site, et cetera, et cetera, et cetera. And then more importantly, if you are e-commerce related, you need to set up your e-commerce goals because Google will pull in your product SKUs, your product data, if you set it up properly. It is quite technical. You've got to get all your product data in there. You've got to give it a specific code, get all the price variants in there. And then Google will then link up to when the payments get triggered through the payment gateways and it will pull that information into Google Analytics. Okay. And I know there's going to be, if anyone's interested in that, the next session Visitor Economy is going to tell you how you can use some of this data to then remarket to market to people who have dropped off that for some of those data points and data capture. Very exciting stuff. So, that's session seven Visitor Economy. There we go. Plugging more sessions. And it's got my product. It's got my product overview as well. So, again, you know, just on that dashboard, I've got some quite interesting information there that I can actually see, you know, as a small business, you know, what's going on, what's going on, what's going on with the marketing. So, so I'm going to, I'm just going to show you some of the typical reports that we use in the agency. And you know, we like to use them. I just want to show you how to interpret them. So, my go-to reports in the agency that after this kind of little dashboard is this acquisition report. Okay. So, you can see here, I just clicked, you know, I've got my report tree over here. Okay. I like the acquisition report. Okay. Now, you can see again, all Google would be doing here is it's expanding its report tree, you know, so there's, you can get a bit lost in here. So, I'm going to show you. So, you don't need to know all of these reports. It depends what you're actually doing, but I'm just going to go in the overview section. Okay. So, I'm just going to click overview. Okay. So, here's a typical Google Analytics report. So, Google Analytics will have two types of report. One is that graphical, a bit like this. And one is that a bit more like a data table. And so, what I would say is, you know, be curious with these reports. Okay. And, you know, just have a look and see what they're doing. And, you know, one of the things that you've got to work out, what you need to measure. Okay. What is it I'm trying to measure? You know, if you can, if you say, you know, and say, think about like what activities am I doing? Okay. Therefore, I need to measure those marketing channels. What is a successful visit to the website? Therefore, I need to measure that. Okay. What's important to me? Is it content strategy? Is it people coming through a market? You know, so I need to measure these things. So, again, have those questions laid out before we start working out how to do those. So, this is a typical report. Okay. Now, just so you know, Google Analytics, it's got quite a useful timeframe widget. And all the reports, you'll see this little, you know, this little kind of date metric. So, I usually click on it. So, what I can do is, I, yeah, Google usually by defaults has the last week. I usually like to look at a month. Okay. All the months to dates. It's typically, that's how we agencies work. I can actually see what's happening in the month versus the previous month. So, just using that little widget there, I can change, I can change my data range. Okay. So, I can change my data range in here. So, you can see I've gone from a week to a day. Now, I can see it's quite gradual. So, this is a channel report. So, Google's actually showing me, you know, what, where's my traffic coming from? Okay. So, what percentage in this pie chart? It's giving me some trend lines as well. And it's also, you know, if I scroll down a little bit, it's starting to break it into a bit of a data table. Okay. So, it's actually got, well, here are your marketing channels. And here are some of those, you know, you should now understand, or at least these shouldn't be alien terms for you now. And basically, Google's data tables will always kind of run some variation of this. So, acquisition stats, where am I getting people from? So, you know, I've got users, new users and sessions. So, I've got total people come to the traffic, certain gels are new, total traffic. Okay. Behavioral stats. I've got bounce rate, pages session, average session generation. That's great. And then I've got my conversions. So, if configured, it will have either goals or it will have your e-commerce kind of pulling through. So, again, that's quite useful. So, you know, you start to, you start to get very, very familiar with just that layout, that acquisition behavior conversions. And if you always know that pretty much whenever you're in a Google Analytics report, you're going to be seeing a report that's got acquisition behavior conversions. That's kind of when you know, you know, you know, you can start measuring stuff on Google's always kind of cutting and dicing things in various different ways. Now, just going back to this date widget. Okay. So, if I want to compare my performance this month versus last month, I can just click this and I can compare to the previous period. I can set this how I like. I can do it to the prior year. So, I can do a year on year analysis. Depends on what I'm looking at. I want to try to measure. Okay. But for now, I'm just going to dig the previous period. So, how am I doing this month's a date versus the same time period last month? Okay. So, this is useful. So, Google then, you know, gives me, I can actually see I'm doing a lot more on paid search this month than last month. So, how is that actually performing? So, then Google, you know, this overview report, it's quite useful to say at a glance. Yeah, it's very visual. I can actually see, you know, I've got these traffic lights. So, I can actually see, you know, I've got, you know, more users but less new users. My bounce rate has deteriorated. Okay. But my other engagement stats are up. But, you know, most importantly, my e-commerce transactions are up on my goals might be up. So, that's my win. Yeah. Okay. Jumping to that conversion. And I can actually see which channels are contributing to that with this nice easy to read bar graph. So, I can actually see that this channel, my other, it's not very helpful, is it? This is a bunch of stuff grouping. Again, this is a demo account. So, it's not going to be as rich with the data. But what we can see is my other channel is actually kind of contributing towards my uplift in sales. So, again, you know, just with this one report, I've been able to, at a glance, see which of my marketing channels is working well or not. Okay. And, you know, that took us a couple of minutes to measure that marketing performance. Again, it's important that we've configured these goals. Otherwise, and these, you know, e-commerce transactions, otherwise you're not going to have any data in here. Okay. That's a whole different workshop and there's lots of stuff online around it as well. Or you can speak to a professional. I'm pretty sure there are some of the digital champions who are experts in this as well. I know Andrew Bedall is pretty good at listening. That's free support. There we go. All right. So, what I did there is I just clicked on, it said click here to show me a bit more data. So, you know, with Google Analytics, you can always click through and drill down. Okay. So, what this does is I've moved from the graphical report into the data table behind it. Okay. Which I think is just a little, a glance just shows you the data a little bit easy. It's in a table rather than kind of graphically as well. So, again, you know, very typical, I've got a trend line up here. So, I can see the trend of my traffic. So, again, I might be having a look at patterns here. Okay. You know, I could do this annually. So, if I wanted to, let me do this annually. Okay. So, I can stretch this out. What was it October? Let's just have a look at October. So, okay. So, seasonality, very important to get your head around your business of seasonality. Okay. When are my peaks and troughs, okay, in a year? So, here I can actually see I've got a few peaks and troughs. Now, you can use Google's just report grouping here. So, you can see the weekly traffic profile. Okay. And I can actually see Christmas, selling army toys. And here's my summer peak. I'd expect to see that. So, you want to be having a look at seasonality, because if I'm doing a report month on month and actually I just know that I would have a good August compared to a poorer September or vice versa. Support for you to notice in my measuring. Okay. Go ahead and have a look at monthly activity. Okay. So, I'm looking for patterns here. Patterns on my traffic profile. Okay. All right. And then, you know, within here, within this data table, okay, I can then see I've got, again, acquisition stacks, metrics, behaviour metrics, and I've got my conversions. Okay. And it's all split by something what we call a dimension. So, the dimension here is, no, I'm not talking about Doctor Who. Okay. Dimension is what is the thing we are cutting it by. So, in this report, marketing channel. Okay. So, I'm going to show you some other dimensions. Probably the fifth dimension. No. I am a sci-fi geek. So, this is, you know, so actually, you're able to cut this data. So, again, you know, I'm able to see it at glance. Okay. You know, where am I getting the most users from by marketing channel, which was a percentage of new users. Okay. You know, where's my highest bounce rates I can hear actually paid searches my highest bounce rate. I'd expect that from paid search. Yeah. You're generally kind of you're bidding to kind of pull people in and you would expect a bit of a bit of a higher bit of a higher bounce rate. So, again, but you know, you know, actually, I can see what's called display marketing, which is the type of paid advertising at the much higher bounce rate than paid search. If I'm thinking about where and put my budget next year, you know, I might want to just make sure I'm happy with the return on investment for each of these. You know, but I can see that organic search. So, people finding me on Google actually gets me the highest engagement stats, one of the highest engagement stats on my website. So three minutes on average, but actually it's one of the lowest channels for bringing me traffic. So I might start driving me towards a specific course of action. I need to invest in my search engine optimisation because I know from these stats, if I bring in more people to my website through this channel, I get higher engagement rates. Okay. And also I can see, you know, very important. I can see my conversions. Okay. So I'm looking at my transactions, the value it brings and what we call the conversion rate as well. Again, so, you know, again, it's a super, super useful report to be able to just see what's happening on our marketing performance. Okay. So as well as acquisition, okay, Google analytics also gives us some audience metrics. Okay. So within this, what I can do is I can see some of the attributes of users, okay, who come to the website. So that's quite useful. Okay. So what's the behaviour of people who come to the website? And what does Google know about them as a group? Okay. So, again, you know, the overview reports, again, so, you know, it gives you some key stats. So again, you know, users versus new users, you know, what's the average bounce rate? This useful pie chart here, new users versus returning users. Again, if I'm thinking about the different ways of the market, following on trying to, I'm trying to measure, again, I've got this information in here and Google will let you cut dice by that information as well. And there's a few useful reports in here. So I think the demographic report is very useful. Okay. So demographic report, what is the age bracket of people who come to the website? That's useful. Okay. Now, what you want to do with this report is work out what is the age bracket of the people targeting? Do the two match? Is there a splice? Because it's, you know, your content strategy theoretically would be aligned to, you know, maybe the age brackets as well. And also the gender bias. Okay. So, again, these are quite useful things when you're thinking about who's actually coming to the website. So we can actually cut and dice our information in there as well. There are some interest reports. Now, Google knows this through people's browsing history and through, you know, by the types of websites you go to, it creates a profile for you, or this detail is in your Google account. Okay. Yeah, we all sign the data. You can use my data Google to consolidate this data and then use it in reports like this. Okay. Can be a little slow to load sometimes Google analytics. So I'm just loading the interest report. Doesn't want to load. Okay. Now, I'll come back to that one. Okay. I'm just going to go to the geo report. Here we go. So here we go. So we've got a geographic report as well. So again, this is quite useful. So if you sell internationally, I think most of you probably don't, but if you do sell internationally, again, it will tell you can no stats acquisition where people come, you know, how many people are getting behavior, what happens when they arrive, and then, you know, the conversions, et cetera. So I actually see a breakdown by country. Okay. If I then want to focus in laser in on the UK, very easy to do. I can just click on the UK. Okay. And then show me this report. And if you just press that little city button there, oh, I can see where I've got my hotspot. You know, this kind of shows me where I'm getting my hotspot of users. I can then scroll down here and I can see actually where are, where are most of the users IP addresses located who come to the site. If you use paid advertising, this can be extremely valuable because it's actually giving you some of the hotspots where you might be getting more traffic and you might be able to kind of, you know, focus in some of your marketing efforts paid advertising in around some of these, some of these cities. Okay. Same, same metric, acquisition, behavior, conversions. Okay. All within, all within, all within that one report. So, you know, it's very, very, very useful. Okay. So that's just some of the, the geo reports as well. So the reason why I'm showing you these guys as well is, you know, ideally you or someone in your business needs to be looking at this. Okay. And in our experience, certainly with a smaller business, it's going to be you or it's going to be someone in your marketing team. So the important thing is that someone's looking at this. So you've got somebody who can look at this for you or you, or from this session, you've got a bit of an idea of how to direct someone to, you know, look at, look at what you need to do. So the, the final, just some of the final reports I'm just going to go through before we kind of move on to actually what we use this stuff for. Okay. It's just in the behavior section. There's some very, very useful things in here. Okay. So site content. Okay. Site content just in here. So landing pages. Very useful. Okay. So again, I can see what are the top pages that people are arriving on the website to. That's extremely useful. You know, I can actually see, you know, where they're actually coming from. I can, you know, they're a bit more advanced stuff, but it's a bit called segments. So it's basically a way to be to put it. I can click that and select social media. And then this would just become a landing pages by social media report. Ken got acquisition stats, behaviour, conversion. So, you know, looking on this report, I can see that my third, fourth highest landing page has got a balance rate of 90%. So 90% of the people coming on that page leave without taking an action. It's got really low transactions. So something's wrong with that page. Or I'm marketing, I'm marketing it badly. Okay. And when people arrive, you know, it hasn't matched up from what I've said it was. Okay. So immediately this is helping me pull out what the problem is in these reports. There's a few of the useful reports in here as well. So we've got all pages. So rather than just a landing page, this is looking at the entire traffic that all of your pages get, which is quite useful again, because this, this then takes into account, you know, the journey that people take through the site, the total number of pages visited. And again, it's just really, really, really, really useful for me to be able to assess my website performance by looking, by looking, by looking at the pages. Okay. By looking at the total pages that we're in here. And again, within here as well, I've got slightly different metrics. It's talking about page views because these are pages now. So, you know, how many times has the page been viewed, the average time on the page, entrances, people who've come through it as well. I've got bounce rates by page as well. And then I've got my exits, my exit rates. So where are people actually exiting? Okay. And again, with any Google Analytic report, you can just kind of click on a metric and it will sort it by the highest value. You can actually see, you know, where am I getting, getting my exits rate. There's a, there's a more detailed report on there as well. Okay. So again, just exit rates. And I could see a bit more, bit more detail where am I biggest amount of exits. So again, if I'm thinking about these experience or, you know, where are actually people leaving, you know, most people leaving on my homepage, isn't probably great. All right. I might want to have a look at that. So that's what this report tells me. Okay. There's a few, probably just one more to get your head around and it will be again, so it's in the acquisition, mobile reporting. Okay. Again, if you forget where this report is, you can find it by just popping it into this search bar. Yep. Okay. So what traffic are you getting by desktop, mobile and tablet? Okay. And it's basically cut all of that data. Now, you can, you can use those segments through any of the reports I showed. You can see traffic by location or by audience age, et cetera. But, you know, this just tells you, you know, where are you getting your traffic from by the different kind of devices? There are reports that break this down into actual devices. So you can check how well your website is served on, you know, iOS versus what's the Google one? The Google one. I can't remember what that operating system is called anymore. It's Android. God. It's great. And also it'll have a look at different popular devices like Samsung versus an iPhone versus a tablet, et cetera. Again, but it's the same thing, acquisition, stats, behaviour, conversion. So this might be one for you to review with your developer if you have one, but it will show you how well the mobile version of the site is it bringing in traffic, getting call to actions, getting people through then your desktop. And this is increasingly important. Mobile first websites is what we preach in today's web infrastructure. You design your mobile first and your desktop kind of should then be a bigger extension of it because year on year more searches are going on to mobile from desktop platforms. Not for every sector, some professional sectors, B2B, it kind of still on desktop, but it is a growing stat. And also a screen size is increasing. It's important to keep on top of them. So one last report and then I'm going to go back into content and then we're going to have a QA section and then there's lots of questions flying in. Okay. I'm just going to go into conversions. I'm going to go into my goals. Goal overview. Okay. So the goal overview I think is very useful because it will just say once we've configured goals within our Google Analytics, a successful visit at the website, it just gives me a summary on one page of how that's doing. Again, I've got this trend line. I can actually see for this account, I'm pretty happy with the goals because it's going in a northward direction. It's overall trajectory and I can start to use this little filter to check out which goals actually working where as well. So I've got a purchase completion. I've got someone's edited a check out. I've got a registration. I might have a newsletter or a download. So I can filter all that in here and I can quickly see how well is my website performing. And again, if you then customer lifetime value, if we know, if we've got those stats, I know how many newsletters I need to send out to in order to get one customer, I'm starting to get some ROI metrics. Now you can program those values into Google Analytics, into the goals. So I can set a goal value. So I can say that this goal is worth, if someone downloads a newsletter, it's worth 20 pounds to me because that's how I've worked out in the metrics. Then you can get all of that return on investment data flowing through your analytics. So that's quite useful to set those up. Again, there will be some documentation going out around how you set goals and put values to it, but all you need to know as a business owner is that you can set financial values in Google Analytics to your customer lifetime or whatever metric you want to do, even if you don't sell e-commerce on the website. So you can put values of sales into it. You can actually upload sales as well, but it's getting a bit more done. So this is quite useful so I can see the locations that the goals are triggering on as well. Again, there's so many reports in here, but I think these are probably some of the main ones that you might want to use on a more frequent and regular basis. So what I'm going to do now is I'm going to hop back into the slides and I'm just going to talk about how we use... There's a whole smorgasbord of other reports in there as well. So there's SEO reports, which will give you keywords, search terms, there's social media reports that have a look at where the traffic's coming from, so social channels. Again, you can just click through and keep going through. But again, we could spend three hours going through all of this and we'd probably still be here. Attribution is quite important. What do we mean by the word attribution? Attributing the sale or the goal conversion or whatever it is to the actual channel that it comes from. What Google Analytics will do is a tendency to report something called last click. This is an example of a user journey to them to buy. So they came through display advertising, which is paid media. It's like digital graphics on other websites, on third party sites. So someone's come through there. They've then gone away at some point and then googled for what I do, found it and then clicked on one of my adverts, come on the website, gone back away. Then when they wanted to buy it, they typed in my URL directly into a web browser and then they bought. That's my top attribution value. It's called a conversion path. Now, this report exists in Google Analytics. It's under the section called attribution. I'll quickly show you it. Again, it's a little bit more advanced, but what we want to do is at least have a bit of a view for what are the top paths that people will come through because generally Google is going to report on these, what we call the last click. It's ignoring the work being done by the other channels. Just down here in attribution. In fact, no, it's not that one, is it? It's being moved. This is the channel funnel down here. There we go. I can see my top conversion path. Here we go. It will pad it out in here for me. This one's not very rich with data because it is a demo account. Most of it's coming through direct, but again, that top conversion path, have a look at it once it's set up. If it's set up, then it would surprise you. It just shows you what's the most common pathway for a user, digital church points, via the channels to come to your website and convert. Very useful, very useful. Measure and marketing performance. What we want to do is we want to pick some metrics. We want to have something that's comparative. This month versus last month, this quarter versus last quarter, this year versus last year. That's understandable, so you can understand it. Instead of someone coming up with a report that's full of gobbledygook. It's relevant to action. These are our highest exit rates pages, therefore we need to have a look at how we've set up those pages in our next month's website activity. A ratio rate helps condense things. Then we've got granular metrics versus general. We can get very lost in the granular, but it is going to be important to have some detail, but also general. Total traffic, that's going to get us so far, because I'm having a look at the total traffic of my top marketing, but it doesn't actually tell me which digital channel to focus in on. That's where the granular comes in. Avoid what we call vanity metrics. The total traffic I got this week, I'm going to report it, or the total followers I've got, what does that actually tell you about your business? What does that actually tell you about your marketing performance? That's why you want to have some kind of comparison, or something that leads to action. Don't just say, oh, great, we've got 500 visits to our website this month. What have you been doing? What is that versus the last period versus last year? Has that changed? Where does that actually come from? Who's coming there? Again, just make sure we've got some good things to know. What do we measure? On a weekly basis, typically we're running campaigns or we're running activity. I think you want to be measuring the engagement of the content of your campaigns, whether you're doing emailers or social media to push people out, or whatever the campaign might be for you. I would be having a look at the campaign's success. There is a way in Google Analytics to tag a campaign. Again, we'll send documentation out that, but you can create a link which basically says whenever someone clicks on any of my content, put it in this campaign bucket and there is a campaign report in Google Analytics. Monthly, what should I report on monthly? I think you're looking at your month-on-month digital performance on here. I'd be looking at my channel reports, which I showed you in the acquisition. I'd be having a look at my landing pages, a report I showed you. I'd probably have a look, because I'm an SEO, if I'm doing much more an SEO search, or I'd be putting in my traction channel report, so because we're an SEO, I'm going to put search metrics in here, but if your traction channel is email marketing, I'll be putting my email marketing channel in there, et cetera. I'll be just having a really good look at my traction channel. Then quarterly. I think quarterly is a strategic check. I think you're having a look at this quarter, this is the last quarter. Also, this quarter versus the same quarter last year. I'll be having a look at channel performance. Good look at all of the marketing channels. I'll be having a look at behaviour reports. I'll be having a little bit look on the technical. There are a few reports in there which shows you site speed. Within there, you can put in bounce rates and exit rates. I'll be having a content performance, so there's landing page reports, there's page reports, what's working, what's not on the website. Again, none of this will bear much fruit if you haven't got goals or conversions out. There is some data you can get from it, but without that, how do you know whether it's worked? Again, this is the key for it. Annually, I think this is your end of year strategic check. Four year versus last year. How do we do versus last year? I'll be looking at channel return on investment. That's when I'll be bringing in how much should we spend on all of this stuff versus what it's actually brought in. This is where I'm bringing in my sales data as well. I'll be having a look at those behaviour reports, pulling out any problems on the website. I'm really setting my plan for next year here. I need to know what pages work, didn't work, what do we need to get developed to do, what's the site speed like, what's the mobile like, what devices are working. I'm just getting much more into those things. I'll be having a look at all of the campaigns I've run as well. Acquisition, behaviour, conversions on all of this kind of stuff. I'll be digging into all of these different types of reports. It's typically how we run things in creative bloom. So, nearly get to the end of the Q8 section. All I can see is questions just flying into the chat. Offline is a broad subject to talk about. There's so much we could talk about. Offline reporting is very important. You can get some advanced customer relationship management software, of which Series 3 have a webinar on. But if you don't, which will actually tie everything up for you. So, it will actually put your sales in, and it brings in Google Analytics, and you can actually cross-pollinate, lead opportunity, plus your sales with all of the GA data, Google Analytics data. If you don't have that, and most small clients don't tend to have that, just make sure you've got a spreadsheet which captures sales inquiries, sales spreadsheet. It's got the name of the person, the company, the date, service type, how they found you. If they found you through search marketing, the keyword that they used, any specific piece of content. So, people don't mind answering this question. So, when someone calls creative bloom, will ask, can I just ask from marketing how you found us? I'd say, oh, yeah, sure. Yeah, I found you typing in the best kick-ass digital agency in Brighton. Or something like that. And then I go, oh, okay, right, great, thanks for that. And this is great, this is marketing gold, because I absolutely know this is where my leads have come from, okay. And I can use this at the end of the year just to cross-check, or in my quarterly review, just to cross-check what I'm seeing in Google Analytics. So, very, very useful. And whether it actually turned to a sale, and then I could put the value of the sale on it, it's going to help with my marketing ROI as well. So, very useful to have that. So, if you haven't got a good configuration of Google Analytics, and you haven't got a nice piece of software that does it for you, then this is the vanilla minimum requirement, yeah, spreadsheet, Alex spreadsheet, spreadsheet that captures your inbound and requires. If you've got other people who work in the business, make sure that they use this, okay, this will really, really help. It's marketing gold, marketing gold. All right. So, very quickly, okay. So, on with this knowledge, all right, I'll just let you to pop into the chat for me, okay. So, I've just gone through how we actually measure marketing return investment, how we actually use the main tool, free tool in digital marketing, Google Analytics, and gone through some of the things that you can measure, and I've gone through how we as an agency do a spot check. So, if you put into the chat for me, how do you think, what do you think you should measure now for your business? What do you think is important for your business to measure? Pop that into the chat for me. Okay, I've got form fills, sales conversions, okay, how customers use and page visited, brilliant. Conversion rate by channel, very good, yep. So, by marketing channel, how's it actually working? Okay, any more? Results of ad campaigns, okay. Someone's using Google AdWords, okay. How many people reading our emails? Time and location of sales, there's a huge amount coming here. So, the main thing is, make sure you've got your business objectives, all my business objectives. If you haven't got business objectives, they were covered in series one, and those videos will be coming out. And there are some digital champions who can help you on this call today, who can help you, put your business objectives together. Okay. How can I measure how local marketing and social media work start? You can work all of that out, because you can look at the local traffic, you can look at the social media channels using Google Analytics. So, what are my objectives? What then do I need to configure in tools like Google Analytics to be able to answer those business objectives? That's key to this. So, I know I've used one specific tool here. There are others available, but I think this is the industry-wide digital marketing analysis tool, okay. So, just for a rapid, we've got the Q&A, and I will go into Q&A. There are some quite cool other tools out there, something called Data Studio, which you can use to configure real time, just more graphical reports, and that will pull in data sources from everywhere. Google Analytics, if you use SEO tools, pulls that in, you can hook up spreadsheets to it, you can hook up your CRMs to it, you can just hook up everything to it, basically, and it will combine all of the data sets, and you can have everything, you can have your sales in there, you can have your Google, so you can create these excellent data reporting dashboards, and it's all real-time, pretty much, as well. So, people who aren't comfortable using Google Analytics, you can create a dashboard for them, or even get a template off the website for free. You've got to configure it, you need a bit of help getting it together, and then you've got these nice real-time dashboards that you can use that make things a little bit easier. And if there are more advanced reporting for SEO, I'll track all of your keywords and your competitors and the social media analytics platform, there's a whole smorgasbord of stuff out there. As a small business, I think Google Analytics is going to be everything that you're going to need, and probably, if social media is very important for you, make sure you're looking at the social media insight analytics reports, as well, because that's where you're going to see all your engagement stats, because not a lot of that comes with Google Analytics, Google Analytics just looking at what happens when people arrive on the site. OK, right. OK, before I move on to the next slide, we've got a bit of time for QA. We're going to start off the QA, Stu. So, there's been good jobs, Stu. That was really good. There's loads to cover on that I was spot on. There's been loads of people asking questions in the chat, so I just wanted to cover a few things firstly, just to maybe answer a few questions at once. But it's important to remember that Google Analytics doesn't give user information, so it's giving data about sessions on your website. So, if let's say someone had access to your analytics account, they can't do anything untoward with it, it's just someone will be able to see if you're getting traffic to your website, what pages they're landing on, and that kind of thing. Now, saying that, a lot of you may be in the situation where a developer will install Google Analytics for you, and you need a Google Account, an email address, the Google one, to actually view this information and to get your address added to your Google Analytics account. So, if a developer has set up your Google Analytics account for you, to get access to that, you need to have a Google email address, and you need to get them to just add you as an administrator to that analytics account. And then, if you want to remove them afterwards, you can remove them yourself. But, most developers, it may be something that they've set up and maybe forgotten about, so they're very unlikely to be doing anything malicious with it. They probably have hundreds of analytics accounts, so you should be able to just ask them. And, as I said earlier, worse comes to worse, if you really feel comfortable and you can't get in touch with them, it's just a bit of code that's been installed on the website, so you can take off their code and you can set up a new analytics account and just install that new code, but the data will only collect from the day that you reinstall it. So, I know there might be some more questions on that, so does anyone have any more questions on analytics while we're just kind of talking about the kind of setup and access to it? Feel free to jump on. So, you might be muted, so you might have to unmute your microphone just so you know. Just while we're waiting, because we've got four minutes without the closed session, I'm going to relaunch the poll. Okay, just ask everyone to answer that question for me again. Okay, so I'm relaunching the poll, hopefully that's coming up. And then we can ask and answer another question. Okay, right. So, there was a question from Yvette Olly. Sorry, was there a question from Yvette? Where is that? That's not coming through on one. Okay. It said, can I measure how local marketing and social media work is driving traffic to the main website? Gotcha. So, yeah, depending, I mean, what do you mean by local marketing? I mean, essentially, any channels that you're using as your marketing, you could jump into that source acquisition channel, so the source, that's where traffic's coming from. And immediately, you can break it down into different social channels, you can break it down into your email marketing, whether you're doing Facebook ads, that kind of thing, and individually look at each channel and how they're performing, you know, the conversion rate of each, the bounce rate, whether people are leaving straight away. So, it's exactly one of those reports you showed you. And as we say, the best thing to do is don't be afraid, jump in, you can't mess anything up. So, dive in there and just kind of dig around as much as you can. Let's have a look. Does it measure revenue if you're using third party embedded stores, as opposed to WordPress e-commerce plug-in, for example? You have to just set it up, don't you, Stu? Just have to kind of link it together. Obviously, whether you're, you know, if you're talking about having a Shopify plug-in or something like that, there are definitely ways to link it together. And I mean, analytics is very versatile. So, you can pretty much do whatever you can with it. It just depends how technical it gets. Yes. There are usually three. You can always get it done. There's usually a really easy one where whoever's built that third party platform has made it really easy and you just put in your Google Analytics code and it works. It does all the work for you. There is kind of in the middle where you've got to use plugins to interface, or there's what we call the kicking and screaming. So, the kicking and screaming is you need to get a developer to write a fair bit of code, data tables, things like that that works in the background that will then shove the Google Analytics session data into the third party platform and then rips it back out and puts it into Google Analytics. But if you get to that point, you will definitely need the help of an expert. Okay. I am going to stop the questions there because we unfortunately have run out of time. But we will be having a QA session on time. Let me just share my screen. Okay. Two more webinars left. Okay. So, we are having a Q&A with all of these marketing panels and quite a few of these digital champions are going to be on to answer a lot of these questions. We've been capturing these questions as well. So, that's going to be a great, great session. All the trainers from this series on as well and plus digital champions plus a whole host of the people are going to be the host. It's going to be like blankity blank does marketing. On a pirate ship. So, we're working out how we're going to try that. That's going to be a great section and we're going to answer lots of questions. On next Tuesday, digital tools for the visitor economy, it's going to talk about some of this cool stuff you can do if you've got e-commerce sites here, you've got hotels, you've got events, augmented reality, remarketing, data capture, all those whole host stuff in there plus a case study from a business who digitised their business. So, you can book those places following this link or just search for recovery and rise where Sussex on Google. A few more just to go. Also, series three of these courses is available. Okay. Excellent stuff. I've booked on to a few of these as well. Productivity tools, some great, great, great content on here as well. How you can use tools to free up more of our time as business owners or people to actually spend it on marketing or other things working on your business. Okay. So, if time's your problem with your marketing, you need to go on one of these courses because you need free up your time and this is going to help you. Okay. So, one last from us as well. We talked about the digital champions. There's a few of you on here if you want to give us a wavechats. Okay. To contact the digital champions, email growth.hob at coastscapital.org.uk and you will get these slides as well. Just give them, pop in your details in there. Someone will get back to you and assign a digital champion to you if you get the support as well. And there is other information that is in there as well. And with the link that follows this, of course, there are details of how to contact the digital champions. Okay. There's some other funding available as well. The business hot house, Locate and Rise, they have funding available like match funded projects for innovation, for low carbon projects as well and expert guidance and grant funding from business hot house. But again, the digital champions will help me navigate through those particular areas of funding. So, if you're with Sussex business, there's free support and there's money. So, get on. I'd take advantage to it as my take home for you guys. Okay. Good job me. Very much for all coming. Okay. Thanks everyone. See you at the next one.