One of the main most memorable quotes coming from a data driven environment I can remember is: “If you can measure it, you can manage it.” Finding out it comes from Drucker it really does not surprise me. The bigger surprise I see in the quote is how strongly it is lately applied in Digital marketing and how reporting on digital marketing has become essential in the development of any bigger start-up. Surprisingly the bigger the start-up’s success, the more focus they have on measurement. Not necessarily just on ROI and revenue, but also on metrics that drive and precede them.

This week we are focusing on the Top 5 reports we use and see are most useful to our clients for understanding the bigger picture and for making important strategic decisions for digital marketing.

 

  1. Channel performance report

WHERE TO FIND IT: 

Channel report Analytics

This report is very useful for the overview of all digital efforts. Seeing how different traffic sources contribute to the overall performance and how they compare to each other gives us many great insights – what to improve and what to invest in more as it brings more returns. Remember: The channels need to be set in the property Settings, otherwise this report will be all over the place. This is one of the most common mistakes. More on this and how to set it up here.

One of the key observations with different clients is how different is the structure and the results on each channel based on their industry, actions, investment and their performance. Observing our data aggregated just from the crowdfunding campaigns we can see that standard deviation between different campaigns is quite big and that often there are different outliers and many different paths to success.

Keep in mind that this data is biased as analysis is usually done in mid-campaign where adoption of Facebook advertising (“Other”) is higher than Google solutions due to better initial results and initial complexity users need to overcome with AdWords.

Figure 1: Percentage of traffic of crowdfunding campaigns per channel (Max. % in peer set and st. deviation included)

Channel Report

Source: Nuuk Digital, Google Analytics

 

  1. Country performance report

WHERE TO FIND IT:

Country Report Analytics

Second report that makes sense to look at is the geographic report as it gives a good overview how successful the company in the different geographic areas and cities. Relating back to one of the previous blog posts, you can see more specifics, but for crowdfunding campaigns we usually see between 50-65 % of traffic coming from the US, which is so far the biggest contributor for new projects. A really cool overview of this is here. 

 

  1. Interest report

WHERE TO FIND IT:

Interests Reports

The key here is to understand affinities and in-market interests of your customers. Here the key insights can be gathered by looking at your top affinity interest (eg. technophiles) and how it relates to their in-market searching behaviour. Where this report really starts shining is, when you compare different segments and their interests. One of the ideas for you to check is to compare how different are the interests between traffic acquired on Google Ads & Facebook vs your converted traffic. This way you can compare, if you are driving the right type of traffic to the site or are they completely different to the visitors who convert. Find the guide to setting segments on Google Analytics HC.

 

  1. e-Commerce report 

WHERE TO FIND IT:

Ecommerce Report GA

This report is useful from the end outcome perspective as it gives you a good insight into how trends are moving, giving you a good overview of e-commerce conversion rate and revenue earned – the latter one is in my opinion one of the key advantages Kickstarter offers over Indiegogo as it has enhanced e-commerce options available.

This report is however only available for accounts/properties, that have turned on e-commerce reporting and that have set-it up properly on their website as well. We will discuss this in future blog posts separately.

 

  1. Assisted conversions report

WHERE TO FIND IT:

Assisted Conversion Report

One of my favourite reports as it signals a bit better picture how channels are interacting with each other and how do they contribute to the final results. You can see in the example below, how each channel impacted assisted conversions (were included at some point of customer journey, but didn’t directly drive the result via last-click) and how each channel contributed to the last-click conversions (last click before the customer converted).

Even with cross-device data loss affecting this report substantially, it is interesting to see how strong is the involvement of each channel on the last click conversion. Here, often the assumption was, that for example Facebook ads (due to the fact of click originating on the social platform) will have a strong assisting value, yet very little direct involvement in the last click conversions. This still sometimes holds true, however for the most successful crowdfunding campaigns, Facebook traffic is a strong contributor to the last click conversions (equivalent to the branded traffic ratio), flipping this theory on its head and challenging claims of many influential analytics experts.

Figure 2: Example of an Assisted Conversion Report

Assisted Conversions Report Example

Source: Megalytics.com

 

So this are some of the main reports we like to check to understand the performance of the clients and some of our insights into them. I hope they will be of help to you and do let me know if I missed any that you find more interesting.