Guide · digital marketing
A playbook on insights
The Data Insights Hub’s 2021 playbook brings together, in a single document, the digital marketing analyses we run with Google Analytics 360 and Campaign Manager. Each analysis has a sheet with the goal, prerequisites, platform and estimated time. Here we redesigned the map and the sheets, with illustrative data.
- Format: Playbook · 2021
- Tools: Google Analytics 360 · Campaign Manager
- Analyses: 25, in four pillars
The map
The 25 analyses are split into four pillars. The map works as a menu: the team starts from the business question and finds the analysis that answers it.
- Audience: Audience profile, Time to conversion, Device overlap, Specific audiences, Engagement on other sites
- Behaviour: Trends and traffic, Search terms, Site speed, On-site search
- Performance: Conversion funnel, Assisted conversions, Conversion paths, Traffic quality, Region: campaign, Region: site, ROAS, Dimension correlation, Internal promotions, Revenue by hour, Revenue by category
- Reach and frequency: Exclusivity and reach, Overlapping channels, Conversions in overlaps, Optimal frequency, Reach optimisation
The playbook’s 25 analyses, by pillar
Four pillars
Each analysis uses Google Analytics 360 or Campaign Manager to draw conclusions that are useful for the business.
- Audience: Who the users are and how they change over time.
- Behaviour: Seasonality, searches and site speed.
- Performance: Funnels, conversion paths, regions and ROAS.
- Reach and frequency: Site exclusivity and overlap, and optimal frequency.
Audience
Five analyses with Google Analytics 360 to understand who the users are, how they change over time and how they move from one device to another.
- Audience profile across different periods.
- Time and number of steps to conversion after the first ad.
- Device overlap along the journey.
- Behaviour of specific audiences.
- Engagement index of your own audience on other sites.
Conversions by time since the first ad
- Same day: 38 %
- 1 day: 14 %
- 2 to 3 days: 13 %
- 4 to 7 days: 12 %
- 8 to 14 days: 10 %
- 15 to 30 days: 13 %
Example with illustrative data
Behaviour
Four analyses of what users look for and how the site responds, from brand seasonality to the speed of each step.
- Trends and traffic: brand seasonality.
- Search terms that triggered ads.
- Site speed at each step.
- On-site search and what converts best.
Load time per step, in seconds
- Home page: 2.1 s
- Category: 2.8 s
- Product: 3.4 s
- Basket: 2.6 s
- Checkout: 4.2 s
Example with illustrative data · the dark bar is the slowest step
Performance
Eleven analyses that go beyond total conversions: the funnel steps, the paths that lead to purchase and the return on each channel.
- Conversion funnel and assisted conversions.
- Top conversion paths.
- Traffic quality by source and medium.
- Performance by region, in campaigns and on the site.
- ROAS: which sources generate the most revenue relative to spend.
- Correlation between custom dimensions.
- Internal promotions, revenue by hour and by product category.
Users at each step
Conversion funnel
- Sessions: 100 %
- Product viewed: 46 %
- Basket: 18 %
- Checkout: 9 %
- Purchase: 4 %
Analysis sheet · example with illustrative data
Reach and frequency
Five analyses with Campaign Manager to allocate budget better: which sites reach different people, where there is overlap and what the ideal frequency is.
- Sites with the highest exclusivity and reach.
- Channels that reach the same people.
- Conversions in overlaps.
- Optimal frequency for reach, at minimum cost.
- Reach optimisation to maximise conversions.
Audience overlap between sites
Example with illustrative data · percentage of users in the row who also saw ads on the site in the column