This is the first of six posts as we delve deeper into each of the six steps of our free available guide - "6 Steps to Assessing Your Online Marketing Spend". If you haven't already you can sign up below to download this guide.
This first post logically concentrates on step one of the guide, validating your data.
Within the guide, we ask whether you know if the marketing data you capture is truly accurate and how reliable is it? To find this out we recommend comparing your analytics conversion data to your backend system, i.e. your source of truth. This can be a simple but incredibly valuable exercise for your business as you need to know the data is reliable before making decisions. In this post we help run you through exactly how to run this analysis and even created a template free for you to use.
Click the link below to access our template analysis sheet we have created. This provides a template to run the required analysis. Follow the instructions detailed in the Google Sheet to complete this process and check for any data discrepancies. This will help you quickly identify if you do have any conversion tracking issues and how big a problem it is for your business.
When digging into this data, do remember it is likely that not all conversions will be captured. Although 100% accuracy is desired this isn’t always possible and is unlikely. We feel 95%+ accuracy is acceptable and important to keep in mind not only for this analysis but for future reviews/analysis pieces too.
If you unfortunately do find that you have some concerning data discrepancies than further investigation will be required. This template only helps understand any issues at a higher level. However, we have included some ideas on how to tackle this further analysis in the guide. Failing this do feel free to contact us to see if we can help.
Sign up below to access the full FREE guide to "Assessing the Effectiveness of your Online Marketing Spend".
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