{"id":22224,"date":"2021-01-20T01:00:00","date_gmt":"2021-01-20T01:00:00","guid":{"rendered":"http:\/\/ecommercemasterplan.com\/?p=22224"},"modified":"2023-01-20T15:30:30","modified_gmt":"2023-01-20T15:30:30","slug":"google-analytics-luke-carthy-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/google-analytics-luke-carthy-podcast\/","title":{"rendered":"Marketing Foundations: Analytics. Getting the data you need to Keep Optimising with Luke Carthy (episode 030)"},"content":{"rendered":"\n<p>Luke started his eCommerce career client side, then after being invited to speak at MozCon 2019 (oh yes!) he decided to go it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. In order to do that he\u2019s often getting into the details of analytics setups to make sure what we\u2019re seeing in our reports is (a) useful and (b) an accurate representation of what actually happened!<\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"http:\/\/ecommercemasterplan.com\/wp-content\/uploads\/2021\/01\/KO030-Landscape.png\"><img decoding=\"async\" src=\"http:\/\/ecommercemasterplan.com\/wp-content\/uploads\/2021\/01\/KO030-Landscape-1024x536.png\" alt=\"\" class=\"wp-image-22226\"\/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free: <\/h3>\n\n\n\n<div style=\"width: 100%; height: 170px; margin-bottom: 20px; border-radius: 10px; overflow:hidden;\"><iframe style=\"width: 100%; height: 170px;\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/player.captivate.fm\/episode\/9d55280d-0713-424e-83c2-c5df228a0715\" frameborder=\"no\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Luke Got into Analytics<\/h2>\n\n\n\n<p>At some point, Luke realized that everything he was doing came back to evidence and data. <\/p>\n\n\n\n<p>He says it was important to him to do it himself and he\u2019s really focused on building a lot of depth in his expertise.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Analytics Out of the Box<\/h2>\n\n\n\n<p>A lot of people assume that one click google analytics reports are showing face value truth, but Luke says those are just the bare bones. <\/p>\n\n\n\n<p>To turn analytics into information is far more complex. Asking questions and creating information is so critically important. Luke says you have to, at some point begin to ask the right questions. <\/p>\n\n\n\n<p>For example, page KPI\u2019s are a great example of the importance of going deeper. If you see 85% of people are bouncing the logical question is why is it so high? If 60% are converting,&nbsp; you\u2019ll want to paint the picture of why.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Consider Using Heat Maps<\/h2>\n\n\n\n<p>Heat Maps like Lucky Orange, Crazy Egg and Hot Jar will help you understand what your customers are doing on the site and will help you begin to address problems.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Start Customizing<\/h2>\n\n\n\n<p>Enrich GA data with your own systems. A great example of how to do this is using a custom dimension to add error messages into your Google Analytics. <\/p>\n\n\n\n<p>If you can collect error messages that customers are seeing you will be able to easily line them up with GA data to quickly solve customer problems.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Data To Look For<\/h2>\n\n\n\n<p>It all comes down to you vertical. Luke says, for instance, if you&#8217;re a lead generation business, pay attention to messages around your contact form. <\/p>\n\n\n\n<p>If your captcha widget breaks, you\u2019ll be losing leads like crazy for instance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Data Studio<\/h2>\n\n\n\n<p>The right hand of Google Analytics, the two integrate very tightly and allow users to add in custom data sources.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Custom Definitions<\/h2>\n\n\n\n<ul><li><strong>Custom Metrics<\/strong>\u2014Any with calculus against it is a metric<\/li><li><strong>Custom Dimension<\/strong>\u2014Anything not mathematical is typically a dimension<\/li><li>Metrics are based on a hit for a specific page<\/li><li>Dimension can stick on hits, sessions and users.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Google Tag Manager<\/h2>\n\n\n\n<p>The easiest way to get data into GA is Google Tag Manager. Simo Ahava is The Godfather of this technique.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Events<\/h2>\n\n\n\n<p>Events are actions\u2014things you complete. There are easy ways to set flags in GA that can be really helpful. You can also set them up as a goal.&nbsp;<\/p>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">If we\u2019ve inspired someone to take their first step with Foundations Marketing \u2013 what do they need to know to give themselves the best chance of success?<\/h4>\n\n\n\n<p>Get the Basics Right. Nothing is more painful than seeing someone miss the basics.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Once you\u2019ve started of course you\u2019ve got to \u2018keep optimising\u2019! So what\u2019s your favourite way to improve foundations marketing performance? <\/h4>\n\n\n\n<p>Ask people who have very little technical experience to play around with a new feature. Take notes to make it better.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">It\u2019s impossible to improve our marketing unless we\u2019re monitoring the performance \u2013 but the list of stuff we could monitor can be overwhelming. So what, for you is the number one foundations marketing KPI?<\/h4>\n\n\n\n<ul><li><a href=\"https:\/\/www.analyticsmania.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Analytics Mania<\/a><\/li><li><a href=\"https:\/\/www.simoahava.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Simo Ahava<\/a><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for in foundations marketing?<\/h4>\n\n\n\n<p>Prepare for the unknown. 2020 showed us that sticking with the typical way of doing things didn\u2019t work in 2020 and might not in 2021. Pay attention to your analytics instead of standards. Look at what you&#8217;re doing and ask if you could make it better.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interview Links <\/h2>\n\n\n\n<ul><li><a href=\"https:\/\/lukecarthy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Business<\/a><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Luke on Social media: <\/h4>\n\n\n\n<ul><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/in\/lukecarthy\/\" target=\"_blank\">LinkedIn<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"90\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Klaviyo_300.jpeg\" alt=\"\" class=\"wp-image-24679\"\/><\/a><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">Klaviyo<\/a>\u00a0is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. <\/p>\n\n\n\n<p>The company\u2019s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">www.klaviyo.com<\/a>.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download:<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/q087v0dm3ehwkj4\/KO%2030%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Luke started his eCommerce career client side, then after being invited to speak at MozCon 2019 (oh yes!) he decided to go it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. In order to do that he\u2019s often getting into the details of analytics setups to [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":23675,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[60,37,34],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Foundations: Analytics. Getting the data you need to Keep Optimising with Luke Carthy (episode 030) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/google-analytics-luke-carthy-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Foundations: Analytics. 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