With so many different analytics tools being thrown at us from every direction, it’s hard to know where to turn first!
This is why Google Analytics comes in handy, as I think it’s the most robust, reliable free analytics platform available and always a great place to start wrapping your head around how your digital marketing efforts are performing. In this post, I’ll share four really helpful Google Analytics dashboards I guarantee will make your life easier and your digital marketing more effective!
The beauty of these dashboards is they can be easily shared with just a few clicks and I’ll explain how you can add them to your Google Analytics account in seconds later in the post. When you log into your Google Analytics account, you’ll see a tab in the left navigation panel called Dashboards. The website overview dashboard, as you might expect, gives you a 10,000 foot view of how your website is performing: traffic trends, referral sources, top viewed pages, top keywords, and so on.
While SEO tools, like SEOmoz, will be far more helpful in your search optimization efforts, the SEO Google Analytics dashboard gives a decent overview of what content on your website is attracting search engine visitors.
Everything from total revenue to conversion rates to which referral sources generated the most revenue and plenty more! Here’s the fun part: you can add these dashboard templates to your own Google Analytics account with only three clicks! 3) You’ll be taken to a page that allows you to add the dashboard to a selected analytics property. 4) After you select the property you want the dashboard added to, click Create and you’re done! One of the best things about Google Analytics dashboards is the ability to easily export as a PDF or set up a schedule to have them emailed on a periodic basis. You’ll also notice the Email option, which allows you to have these dashboards automatically sent to any email address(es) on a one-time, daily, weekly, monthly, or quarterly basis.
If you have a friend or colleague in the digital analytics world, share this post with them and see what they think! Back in November 2010, I wrote about the importance of, and what to include in a brief when looking to appoint a search agency.  Whilst much of the advice remains the same, an awful lot has changed in the last couple of years, which in turn impacts how a retailer needs to brief prospective agencies. Furthermore, retailers are operating in a complex multichannel environment where increasingly savvy customers expect a consistent and seamless experience as they move between different channels, such as desktop PC, mobile, store and catalogue.
The winners will ultimately be those who can effectively integrate their search, social media, content and online PR strategies, whilst also ensuring that their online and offline operations work in unison. As such, when multichannel retailers are looking to source a search agency they need to provide access to information, which on the surface, may appear irrelevant. With the above in mind, multichannel retailers should include the following information in a search marketing brief. It is useful for the agency to understand the context of why you are looking to engage them. The agency will be looking to assess potential keyword targets (based on the product lines you have cited above).
Describe your target audience (sex, age, geography, for example), whilst also outlining what your insight is based on. I cannot stress enough the importance of sharing your overriding commercial objectives, ideally for the next 2 – 3 years.  If an agency is to deliver an effective search strategy they need to understand the context of how it is expected to contribute to overall business goals.
At Leapfrogg, we work on the premise that objectives should be SMART (Specific, Measurable, Achievable, Realistic and Time-bound) and based on reliable market data. To develop a top line strategy and tactical plan at pitch stage, the agency need to understand the investment you have already made in the channels under discussion, as well as having access to data via tools such as Google Analytics.

Therefore, an overview of the tactics that you are currently employing or have employed in recent months, such as natural search, paid search, social media, content and so on, will be useful. Understanding your in-house resource is also essential in the spirit of developing a collaborative partnership with an agency.
All too often, time and resource is wasted during the pitch process (on both sides) because important matters such as timescales for moving ahead and budget are not discussed openly and honestly upfront.
When it comes to budgets, avoid a situation where you give no indication of what you have to play with.
Finally, outline the stages you will be working through in making a decision; how many agencies are you inviting to pitch, who will be involved and who will make the ultimate decision, as well as any particular conditions an agency has to meet.
Without establishing a brief you run the risk of making a potentially costly decision when it comes to your search strategy.
Anything less than this and you are likely to fall into the trap of buying an off-the-shelf, packaged solution…the polar opposite of a search strategy that is aligned to your business objectives and in tune with your wider retail strategy. Yes, the process takes time but in the long-run will ultimately deliver far greater returns.
Sign up to The Weekly Shop newsletter for the latest digital marketing and retail news, useful articles and insight. With PomeMailer you are able to create unlimited triggered email campaigns based on the data segments and variables that you choose from your marketing database. All you need to do is set up the conditions, and when they are met an email will be automatically generated and sent. Set-up auto-responses to recipients who reply to an email directly, to ensure they contact you through most relevant channel. From customers' birthdays, to their buying patterns, there are literally hundreds of 'custom event' triggers you can use to power your automated campaigns. Establish campaigns to broadcast automatically to individuals who open a particular email campaign or click on a particular link. Tags: animal, Equus caballus, express, expression, fact, facts, factual, farm, hear, heard, hearing, horse, horseshoe, horseshoes, pet, popular, popular saying, real, say, saying, straight from the horses mouth, truth. Instead of going to each section of Google Analytics and getting an isolated view of one metric, dashboards bring many metrics onto one page for easy scanning and analysis. You’ll probably be spending a good portion of your time on this dashboard as you try to understand the big picture. This may be a dashboard you can live without if you’re not operating an eCommerce website, but it’s still really cool and worth sharing! However, in the context of an evolving search landscape and multichannel environment, such information is integral to the delivery of an effective search strategy.
The agency can build a strong understanding of the business, which leads to the most appropriate solution being presented.
This starts with an understanding of where you’ve come from before we explore where you want to go. For the purposes of forecasting be open to sharing average order values and margins, as well as an overview of your product strategy i.e. This will involve identifying your competition in search results, as well as researching other marketing activity they are undertaking. For example, have you got an active database of customers where you have conducted surveys or focus groups?
Reiterating the point that search does not operate in a silo, it is important that the agency understands what other marketing channels you will be investing in to meet your objectives and in turn, how search might support them, for example new store openings and your mobile strategy.

This is a chance to outline other partners or agencies that you employ and that your search agency will be expected to work alongside, for example web developers and offline PR. You should not be looking to ‘outsource’ your search marketing in the traditional sense of the word. Have in mind a budget and be prepared to share it so that the agency can shape a solution that is appropriate. The briefing process should involve intense questioning by the agency and a willingness on the part of the retailer to share required information. In fact they could be viewed as the marketers secret weapon, a feature that can automate your lead and conversion generation.
This process not only demonstrates great customer service but can also save you valuable time that would have been spent generating the response. PomeMailer will schedule and send automatically, basically handling your email marketing for you! Our formats are guaranteed to work with any graphics application.Your LicenseWe want to make using our graphics easy.
If you connect your Google Analytics account to your eCommerce platform, you’ll have tons of great analytics pulling into this eCommerce dashboard.
Social media, content strategy and online PR are now all critical components of a successful natural search strategy (also known as organic search or SEO). The retailer benefits for the very same reason; a solution is developed which is most appropriate to their objectives, internal resource and budget, whilst being aligned to other marketing channels.
Therefore, this section should include a brief history of the business, recent market trends, how the company has performed and the challenges you are facing (both internal and external). It is worth noting that often your competition in search results is very different to your competition across other channels. Ultimately, if an agency is going to help you acquire more customers they need to have an acute understanding of who you are trying to reach. Instead, you should seek to partner with your agency, sharing roles and responsibilities where applicable.
Therefore, to avoid time being wasted, which also includes your time in sourcing and supplying information, it is helpful to know when you intend to start the project, whether you are in contract with an existing agency and any notice clauses.
Essentially, ensure there is a correlation between your commercial objectives and the amount of budget you are prepared to invest in meeting them. A small retailer selling black dresses, for example, may find themselves competing in search results with major players, such as Marks & Spencer and John Lewis, which in turn may make related keyword targets unrealistic. Drawing out your USPs and key benefits will be critical to shaping a content-driven, search strategy to increase customer acquisition.
As such, the agency needs to understand the skill, experience and desire of in-house staff to work on certain aspects of the strategy and tactical execution. You can't resell or give away our graphics as downloadableDigital resale where you are selling our graphics to people who will re-use them in projectsWhen in doubt please ask us.

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