{"id":12575,"date":"2023-08-16T10:37:11","date_gmt":"2023-08-16T16:37:11","guid":{"rendered":"https:\/\/www.topspot.com\/blog\/?p=12575"},"modified":"2023-08-31T08:35:53","modified_gmt":"2023-08-31T14:35:53","slug":"how-analytics-supports-integrated-digital-strategy","status":"publish","type":"post","link":"https:\/\/www.topspotims.com\/blog\/2023\/08\/how-analytics-supports-integrated-digital-strategy\/","title":{"rendered":"How Your Data Supports an Integrated Digital Strategy\u00a0"},"content":{"rendered":"\n

Originally published April 13, 2022 by Brooke Beatty<\/em>, updated August 17, 2023 by Stefanie Thompson<\/em>. <\/p>\n\n\n\n

You are running paid search and an SEO program, but how do you know they are working together? Paid search supports organic and organic search supports paid. Understanding how they work together gives you a more holistic view of your marketing efforts. In fact, 48% of online search queries<\/a> have paid ads above the site\u2019s organic listings, so brands not taking an integrated approach could be losing opportunities to competitors. <\/p>\n\n\n\n

Below are two ways to view your data and see how your customers enter your site and interacting with it once there, using Google Analytics 4 and Loop Analytics. <\/p>\n\n\n\n

What is a Conversion Path? <\/strong> <\/h3>\n\n\n\n

According to a recent survey of TopSpot customers, almost 90% said they visited a vendor\u2019s website at least two to four times before converting (Techvalidate: 47F-8BA-265<\/a>). We also know that these customers don’t always go to a website directly and utilize organic search results and ads to lead them there.  <\/p>\n\n\n\n

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Another Techvalidate survey shows us the variety of result types our customers click on.<\/em><\/figcaption><\/figure>\n\n\n\n

This road traveled prior to submitting a form or calling is referred to as a conversion path. The Conversion Paths Report in Google Analytics is a unique way to look at conversion data coming in from users who used multiple channels across their conversion journey\u2014most popularly organic searches, paid searches, and direct-to-site users. This sequence of visits can reveal advertising trends and help make beneficial decisions about strategy and action.   <\/p>\n\n\n\n

\"Conversion<\/figure>\n\n\n\n
\"Conversion
You can find this report in GA4 by going to Advertising > Conversion Paths > increasing rows to more than 10 (full screenshot below).<\/em> <\/figcaption><\/figure>\n\n\n\n

How Does This Apply to Me?<\/strong>  <\/h3>\n\n\n\n

The Conversion Path Report shows us more than just the steps taken to conversion. It sends us deeper into that user\u2019s behavior and allows us to target them more accurately. It answers the questions:  <\/p>\n\n\n\n

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  1. What channels are they frequenting the most?  <\/li>\n<\/ol>\n\n\n\n
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    1. What searches are users typing in to find me?  <\/li>\n<\/ol>\n\n\n\n
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      1. Which landing pages are they visiting?  <\/li>\n<\/ol>\n\n\n\n

        By taking an integrated approach to marketing, we open ourselves up to understanding user behavior more fully to target relevant users more accurately.   <\/p>\n\n\n\n

        What channels are users frequenting the most? <\/em><\/strong> <\/strong> <\/p>\n\n\n\n

        After evaluating the conversion paths, let\u2019s consider how users are getting to your site. <\/p>\n\n\n\n