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Okay, the last question you will ask yourself, is this video helping to increase sales? I’m sure you’ve been in a situation like me, where your boss, your client comes to you and they say, “I made a video! I’m so excited about this video, I think it should go everywhere on the website, and I think I’m going to make so much money .” And you say, “Okay, sure, the client is.” But they might be right, it might make a ton of money, but you can’t be sure until you test it. How will you test it?
You can create an audience in GA4, and if you’re not familiar with GA4 audiencethey’re great, I enjoy them and I have a Whiteboard Friday right here on this site that talks about audiences, so I recommend checking that out as well. Now, what we’re going to do is create two audiences. We have a positive audience, here people said YES to the beginning of the video. Now we’re going to have a negative audience, here people haven’t started the video at all. And of course, you’d usually report that in a boring spreadsheet where you’d say we had this number of sessions that said yes to video, and then we had this number of key events, conversions, and the same thing with no, this number of sessions, this number of key events/conversions.
When you look at this data, can you immediately tell if the video is doing a good job or not? No, because numbers are boring and tables are boring. Instead, we’ll use the same trick we had in the first table we looked at, where we change the numbers to a percentage of the total instead. And again, in Looker Studio, to do that, hover over the metric, click the pencil icon, and then select percentage of total from the dropdown menu, and then you can see that we have about the same number of sessions, but you can tell that the video is actually doing a fantastic job in driving more conversions/key events for this client. I guess the client was right, I guess it’s a good video. You can tell them that. But if you present it again as a percentage, you can see what I always call punches above your weight or punches below your weight because I used to box, and I think that’s a great way to present this data. How good is this thing relative to the whole? As opposed to focusing on those specific numbers, which may or may not be true.
So there are three examples for you, you can take things that you’ve already reported and instead change the report in a targeted way. I think this really helps get to those conversations about how accuracy and ad blockers and third-party consent and everything else happens to make our analytics inaccurate, you can take those conversations and put the data in a different light, and it helps take away that idea that you have to fix something to be accurate, which unfortunately you can’t, it won’t be accurate, that ship has sailed, and instead, you focus on the data you have and what you can do with it to generate good results that help give you insights to knew what to do to improve your marketing, your sales, ultimately whatever goal you are trying to achieve with your website and your business.
I hope that helped you. If you have any questions feel free to reach out, I’m usually on LinkedIn and thank you for looking.