Google Analytics offers several tools to assist marketers by tracking what users do during a session. Savvy marketers are able to narrow down where their users come from, what pages they visit and how their efforts have improved over time. These functions will become a part of your daily Analytics routine. Learn to interpret this data and you will see improvements to your display advertising campaigns.

Assign a Value to Goals

Assigning a value to the goals on your page basically puts a dollar amount on your visits. You can use a little math to figure out how much each session cost you, based on the dollar amount you received from a completed goal. You can also see what each lost lead costs you, and develop a clearer picture of where those leads leave your goal funnel.

Review Top Converting Pages

Each session involves a user visiting a certain URL. When you set goals, Analytics tracks your goal from the first step in the funnel to the place where the goal code is placed. If you don’t place this code on the first page the user visits, you will only see what happened after the user started your form. Analytics can track where users go on your website, and provide a simple list of which URLs are most active. You can retrace the steps of your goals to determine which of your landing pages are most effective.

Compare History

Analytics keeps a detailed record of all sessions that occur on the pages you have chosen to track, and this data stays with your profile. Use it to compare how your campaigns have performed in the past, and formulate theories on how to scale.

Bio: Ted Dhanik is the co-founder of engage:BDR, and an expert in lead generation and business development. Ted Dhanik has over fifteen years of experience selling advertising space for websites like and Read free tips on Internet marketing from the blog of Ted Dhanik, or from engage:BDR.

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