GOOGLE ANALYTICS
& REPORTING
We looove data and we truly understand the importance of tracking your marketing ROI.
ROI Calculator
Analytics & Reporting
OBSESSED WITH NUMBERS
With today’s tracking tools, you needn’t spend a dollar on marketing without having some form of measurement, attribution or financial objective in mind. A lower cost-per-conversion, a 30% increase in organic search traffic. Or simply consistent sales growth each quarter. Go on, set us some goals. We’re up for almost any analytics or reporting challenge.
TALK DATA TO USMeaningful Insights
There are literally billions of Google Analytics metrics we could spew at you, but we’d prefer to focus on the outcomes that matter for your business.
DIGITAL MARKETING ANALYTICS
Track, Optimise, Repeat.
Data-driven marketing isn’t just a “nice to have” – It is critical to the success of any modern business. Our tracking capabilities are always improving as technology evolves.
We’ll take a flexible approach and we’ll make sure you’ve always got a solid understanding of how your marketing channels are performing.
Tracked Outcomes
Granular Reporting with Clear Insights
CORPORATE HEALTH COMPANY
Clear, Granular Reporting & ROI Insights
We recently helped a corporate client in the healthcare industry with an advanced Google Tag Manager and Google Analytics implementation. This particular client has over 50 physical locations across Australia and prior to engaging us they had minimal visibility on how each was performing online. They also had no idea how to track the ROI on a significant monthly Google Ads investment.
To make things a little more complicated, they also use some third party tools which were not actually hosted on their own website. This meant we needed to collaborate with their software teams and employ some cross-domain tracking with Google Tag Manager to make sure everything was being tracked correctly.
Metrics and reporting
- ROI tracking and Life Time Value modelling on a monthly Google Ads budget in excess of $35,000
- Where each location is ranking in search engines
- How much traffic is coming to each local landing page
- Which marketing sources are driving traffic to each clinic
- How that traffic is converting into leads
- Which content users are engaging with most
- A heap of other fancy numbers to help their marketing team make great decisions and win more market share.
- Simple dashboards to help the client’s internal marketing team easily communicate key insights to their board.
We’re not going to lie, this project was a tricky one. We enjoyed it though! Does that make us weird?
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An International Disruptor
CAMPLIFY Camplify
In early 2015, our director Dave also co-founded a little Newcastle-based startup that had big dreams of becoming the “Airbnb for caravans”. A bold new plan, Camplify had this big vision of activating people’s under-utilised RVs to more people experience the joys of camping. Starting life as a twinkle in CEO Justin Hales’ eye, Camplify was just another “peer-to-peer marketplace idea” at the time. With no funding, no customers and no idea of what the future would hold, all we really knew was that there were a tonne of RVs that were sitting on people’s lawns not being used. That was enough for us to take a leap of faith and become part of Camplify’s digital marketing team.
Channels and tactics
- An international SEO strategy built for scale
- Google advertising automation and profit optimisation based on utilisation modelling
- Hyper-targeted social media advertising
- Marketing automation management
- Tests of every growth hack under the sun
- Much, much more
Outcomes
Camplify is currently valued in excess of $30m and boasts the largest RV rental fleet in Australia and the UK. A sensational story of growth, this star Newcastle tech company now sends thousands of people on holidays every month and holds a dominant share of the RV sharing market and has just expanded into Spain and New Zealand. Our role in the journey? Well, much of Camplify’s user growth has come from the digital marketing activities we’ve helped ideate and execute. Camplify is no doubt one of the jewels in our crown and we’ve loved every second of our involvement with this awesome Aussie startup!
Here are a few nice things Camplify’s CEO said about us:
“Redback continually surprise me with their professionalism, expert knowledge and ability to smash the KPI’s I set them out of the water.”
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Jets' Official Digital Marketing Partner
Newcastle Jets FC Newcastle Jets
After a stellar 2017/18 season, we’re pumped to have been appointed as official digital marketing partner for the Jets’ 2018/19 A-League campaign. We’ve got some crazy football nuts in our office who are very keen to help achieve the following for the Jets this year:
- Drive ticket sales and maximise membership numbers from digital channels
- Re-configuring and managing the clubs’ digital analytics, tracking systems and marketing audiences to help the Jets make sense of their data
- Increase awareness engagement on social and messaging apps
- Improve the user experience and engagement rates of the clubs’ web properties within the confines of FFA site templates
- Get the ball rolling on the clubs’ long term digital strategy
Check out the Jets’ internally produced season launch video “Made of Newcastle” right here!
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Offline + Digital Attribution Insights
PROBLEMS WE LIKE TO SOLVEProblems we like to solve
Offline + online marketing attribution. There’s no question, it can be a tough challenge to nail accurately. Especially when you’ve got a diverse mix of online and offline touch points in your typical customers’ buying journey.
Shifting media budgets from tried-and-true channels across to modern digital channels can also be a scary process when you’ve relied on traditional channels for decades. Although we’ve always been a 99% digital-focussed marketing company, we totally understand the role offline media still plays within many business’ marketing strategies. So in recent years, we’ve worked super hard to help draw some tangible correlations, causations and conclusions to help our clients’ make better business decisions.
Here’s a handful of examples:
- Tracking real-world in-store visits and tying those conversions to digital campaigns
- Analysing how offline PR and media campaign schedules influence website traffic and conversions
- Integrating digital tracking techniques into offline media (eg. Placing tracked and recorded phone numbers in newspaper and yellow page ads)
- Monitoring and interpreting branded search traffic on the back of offline marketing activity
- Aligning offline sales data with digital dashboards and campaigns
Go on, throw and offline + online attribution problem at us!
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Over $1m in New Product Sales
ELECBRAKES Elecbrakes
Elecbrakes is Australia’s first Bluetooth electric trailer brake controller. This innovative device was invented on the NSW Central Coast / Newcastle by an innovative team of engineers and trailer manufacturing experts. With the Elecbrakes system, a controller is fitted to the trailer and wired into the existing electrical circuits. A remote control or smartphone with the Elecbrakes app is then used to monitor, change settings and control the trailer’s brakes.
Channels and tactics
- Google search ads
- Facebook ads and groups marketing
- Instagram lead-gen ad campaigns
- On-site SEO
- Traditional database marketing
- New website
Outcomes
In under 2 years since launch, we were able to help Elecbrakes achieve over $1,000,000 in sales for this new product. The launch of their new website and remote control saw their monthly sales increase by 160% in the first month and they now enjoy a dominant search market share in the electric brake controller category Australia-wide. Their month-on-month growth is still trending UPwards aggressively and we’re very excited to see how Elecbrakes will continue to disrupt the traditional brake controller industry – both here in Australia and abroad!
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43¢ Cost Per Conversion
BRISBANE AIRPORT
Brisbane Airport
The friendly folks at Brisbane Airport Corporation were excited to let Queenslanders know about their new service to Vancouver with Air Canada. We were even more excited to exceed their expectations with Facebook ads!
Channels and Tactics
- Mapped out highly targeted ad creative and messaging to specific audience segments
- Drove prospects to a high-converting contest landing page with viral social sharing built-in
- Tweaked audience strategy throughout the campaign to further optimise cost-per-lead metrics
- Leveraged retargeting to build email list from BAC’s large volume of website visitors
Outcomes
We went above and beyond what the Brisbane Airport was hoping to achieve from their campaign. Monitoring the conversion data closely, we tweaked and tested the ads to find the best cost per conversion, ending up at just 43 cents per new subscriber.
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Search Ads Cost-Per-Lead Down 59%
RENTAL BUSINESS Rental Business
When we took over this rental business’ search marketing from another agency, we had some high standards to maintain. However, with a little sideways thinking and some clever execution by our campaign management team, we were able to reduce CPA significantly. In non-geek speak, that means our client now pays less for every new customer we bring to their business from search engines. Yippee!
Channels and tactics
- Aggressive Google and Bing Ads campaigns
- Cross-device conversion rate optimisation
- Ad split testing
- Careful budget management across 10+ locations
- Dynamic objectives based on search impression share and ROI
- Social remarketing to improve overall CPA
- Online reviews strategy to boost conversion rates
- Other bits and pieces
Outcomes
- Search Ads Cost Per Lead Improved 59%
- Overall conversions UP by 33% in 2 years
413,526 Mobile Website Conversions
OUR CLIENTS LAST YEAROur Clients on Mobile Last Year
Do you remember the first time you laid eyes on an iPhone back in 2007? One of your initial thoughts may have been “Wow, I can’t ever see consumers accessing my website on this little thing!”… Don’t worry, we thought the same thing! Oh, how wrong we all were… According to leading web intelligence site SimilarWeb, mobile now accounts for over 65% of all website traffic and this figure is only growing by the day.
Last year, we saw our clients’ results from mobile skyrocket – with some sites seeing in excess of 80% of their total leads coming from smartphones. Crazy, huh?
Big numbers on small screens
Here’s just a few of the ways we can keep your mobile users in mind:
- Mobile-first website experiences (it’s no longer enough to just have a “mobile-friendly” site. To maximise ROI, your site should be designed with all screen sizes in mind)
- Close attention to conversion rates and cost per conversion across all devices
- Consideration of mobile-specific search, display, video and social ad formats
- Including “near me” keywords in search ads
- Relevant structured markup optimised for voice search
- Messenger bots, live chat and other mobile lead magnets
- Mobile commerce solutions eg. Selling through Facebook Messenger
- Progressive web apps and smartphone notifications strategies
- Content load speed improvements via new technologies like Google AMP and Facebook Instant Articles
- Cross-device analytics and conversion attribution
- Emails that look nice and pretty on mobile
- And the list keeps growing…
Mobile is here and we’re here to help you tackle it.
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Coherent, Actionable Reporting
NOT FOR PROFIT
Not for Profit
We love data, so when a national Not for Profit approached us for help with reporting we were pretty excited to be involved. The client was running nationwide campaigns on multiple platforms with low visibility of each campaign’s performance.
Metrics and reporting
- Individual campaign and promotion performance
- Which marketing sources were driving traffic and conversions
- Which content users are engaging with most
- Simple dashboards to help the client’s internal marketing team easily communicate key insights to their board.
Over $100k of Ad Spend GOOONE.
PROFESSIONAL FIRM
Professional Firm
In business, it can be scary to let go of things that worked for you in the past. This mid-sized professional services firm had sensed for years that they were no longer getting value from their annual investment in traditional advertising. However, they couldn’t be certain that this channel wasn’t still working for them and were worried that they could lose business if they dropped their ads. We were more than happy to step in and help them make a data-driven decision to focus their budget into measurable digital channels.
Channels and tactics
- Successful shift of budget from print to digital advertising
- New website focussed on mobile user experience and conversion rates
- Google advertising optimisation
- Technical SEO and content strategy guidance
- Tests of every growth hack under the sun
- Lots more
Outcomes
- 27% YOY increase in monthly organic search traffic (from a 5 digit base)
- Overall advertising spend reduced significantly
Thousands of
New Client Leads
WELLFIT PERSONAL TRAINING
WellFit Personal Training
WellFit is Newcastle and the Hunter’s leading group of specialist personal training studios. We’ve been with them since day dot back in 2011 and we’re proud to have helped them grow to where they are today – having helped so many local people achieve their health and fitness goals.
Channels and tactics
- Google Adwords Search Engine Marketing
- Localised Search Engine Optimisation
- Facebook and Instagram Advertising
- Daily YouTube video series
- New website…coming soon!
Outcomes
- Several thousand new client leads
- Consistent YoY growth in traffic and leads
- Almost 500,000 video views on YouTube
- A number of successful campaigns on social media
363,736 Phone Calls from Google Maps
OUR CLIENTS LAST YEARRinging off the hook
Over the course of one quarter, we saw over 360,000 inbound phone calls to our clients’ Google My Business listings. Based on these numbers, we reckon that ranking well in Google’s localised search results matters – alot.
Learn more about our Newcastle SEO services here and phone call tracking here.
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$3 Million Increase in Yearly Revenue
HOME SERVICES COMPANY Home Services Company
Sometimes, the only thing our clients care about is revenue growth. With this home services provider, that what definitely the case. We started working with this client in 2015 after they’d been through a rocky few years. Their website was looking tired and couldn’t be found anywhere. Their traditional marketing channels weren’t cost-effective anymore and we were brought in to turn that all around.
Channels and tactics
- Aggressive Google Adwords pay per click search advertising campaigns with strong focus on optimising for a lower cost-per-lead.
- Ongoing localised Search Engine Optimisation (SEO) and content strategy
- Careful attention to the clients’ mobile website experience and conversion rates
- Commitment to encouraging customers to leave great reviews on Google and Facebook
- Marketing automation processes setup to re-engage customers who have bought in the past
- Above the line advertising spend shifted from traditional media to Facebook and Instagram
- Adaptive approach to budgeting and tactics based on seasonality and market factors
Outcomes
Fast-forward to 2018 and we’ve played a key part in growing this small business’ annual revenue by over $3 million per year and still trending UPwards.
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OUR CLIENTS LAST YEAR
Our Clients Last Year
Nobody likes a bragger, but hey – the proof is in the pudding. Last year, we helped our clients (mostly small to medium sized companies) generate over 80,000 conversions from Google Ads alone. We’re not talking “Contact page visits” or “Clicks”. We’re talking leads.
- Inbound phone calls
- Enquiry form submissions
- Quote requests
- Appointment bookings
- Online sales
- and more…
Real Conversion Numbers
If you haven’t already guessed, we’re big on data and accountability. The graph above shows real numbers from our real clients and for the majority of our wonderful clients, Google Ads are still the most cost-effective advertising channel for new customers. We’re honoured to be one of just a handful of Google Premier Partner agencies in Australia. This partnership gives us and our clients access to top-notch training and support directly from Google. The best part? Things are only getting stronger. Year on year, we’re seeing insane results for our clients’ businesses via Google’s advertising suite, including:
- Google Adwords / Pay Per Click search ads
- YouTube video advertising
- Google display and remarketing
- Google mobile app advertising
We’d love to send some conversions your way too!
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New Patients
up 34%
HEALTH CLINIC CHAIN
Newcastle Health Business
When a business has been around since the 90s, it goes through many rounds of change. A few years back – this iconic Newcastle brand was rolling along OK, but they knew they needed to change their approach to acquiring new patients for their range of healthcare services. We got introduced to the CEO in April 2012 and their numbers have only moved UPwards ever since!
Channels and tactics
- Ongoing Google pay per click search ads, always aiming for the lowest cost-per-patient scenario.
- Gradual Search Engine Optimisation (SEO) and helpful content strategy
- A beautiful, seamless mobile website experience
- TV advertising spend shifted to Facebook and Instagram for a stronger return on ad spend
- Numerous successful campaigns and promotions
Outcomes
Year on year, we’ve been able to help this awesome Newcastle business grow their intake of new patients and in turn help more people improve their health and quality of life!
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Enrolment Enquiries
UP 43% YOY
EDUCATION PROVIDER
Education Provider
We recently worked with an Education Provider to improve leads across their 30+ locations across Australia. This client needed help to capture potential customers searching on Google for their services and increasing brand awareness in local regions.
Channels and tactics
- Website analytics / conversion tracking implemented
- Localised Google Ads across 30+ locations Australia-wide
- Localised Facebook lead-gen campaigns across 30+ locations Australia-wide
Outcomes
- New booking enquiries UP by 43% year on year
- Over 500,000 people reached on social media
ZERO Marketing
Bullsh!t.
Vicinity Marketing
These are all genuine, no BS.
All of the results we’ve shared on our website are real outcomes we’ve helped produce for our clients. Of course, we can’t take 100% of the credit – Great client collaboration has been key in all of these results. Here are a few things we’ve noticed all our most successful clients have in common:
- They’re committed to working with us as a true partner in their business
- They’re open to ideas – taking a few risks and trying new things
- They’re willing to do their part to make the most of their marketing activity. eg. Following up on leads, participating in the content production process, giving feedback on performance metrics, etc.
Our Reviews on Google
We love it when we’re able to make a difference to our clients’ businesses. It seriously gives us warm fuzzies! It’s even better when they share their kind words publicly over on Googs. Check out our Google reviews right here!
close [x]Our Process for
Analytics & Reporting
Whether it be a tricky Google Tag Manager implementation, an advanced data analysis project, or simply installing your Facebook pixel – marketing analytics requires solid planning and processes.
Assets & Objectives
First, we’ll take stock of your existing and potential data assets. Then, let’s work together to produce some clear goals for marketing efforts – short, mid and long term.
Audit & Recommendations
We’ll perform a thorough audit of your current marketing analytics and reporting processes. We’ll spot any holes in your tracking and reporting systems and provide recommendations to get them sorted asap.
Implementation & Testing
The doing part. We’ll get all your tracking codes and tags installed, plus setup any necessary data sources and integrations. We’ll also test it all to make sure your data is as accurate as possible.
Reporting & Insights
There’s a big difference between raw marketing data and truly actionable insights. Our approach is to cut through the confusing fluff and report on the numbers you care about most.
Location-based Analytics
Trouble tracking your marketing efforts across multiple locations?
One of our specialties is digital marketing for multi-location businesses and brands. Location-based marketing analytics requires a different approach. You want to know how each of your locations is faring on a granular level. We’ll help you gain clarity so you can make more educated marketing decisions.
Omnichannel Attribution
A very fancy buzz term that can be quite tricky to master.
We have a number of clients who are still investing big dollars in TV ads, radio and press. Throw search, social and email into the mix and it can be hard to know which of your channels is moving the needle. Can we help you figure out the big challenge of cross-channel marketing attribution? We’ll have a red hot crack!
Track Leads & Optimise for Conversions
Let’s use your data to improve stuff.
What does a conversion mean for you? Is it a sale over the phone? A brochure download? An email list subscriber? A store visit? A contact form enquiry? Whatever matters to you, it can probably be tracked. We’ll track the events that matter to you, crunch the numbers, then tweak your marketing to get more people to do those things you want them to do.
Spy on Competitors + Trends & Insights
Let’s get a little creepy.
We’re not going to lie. We love creeping on our client’s competitors. If you’re in a competitive industry, it’s likely that the market is doing some interesting things online. We’ll do some digging and give you an idea of what they’re up to. We can then apply those learnings to your marketing… borrow a few ideas and tweak them, maybe.
Get clear on your numbers
Use our handy calculator to understand your marketing return on investment.
TRY THE CALCULATORYOUR MARKETING TEAM
Here are the data-loving nerds who can help you get your numbers in check.
Dave
Managing Director
Dave
Managing Director
Guitar's Name: Thelma
A kid from the bush who grew up in tiny mining towns, Dave has an infectious passion for marketing, creativity, technology and people. After graduating with a degree in Business Marketing & Psychology, Dave spent 7 years working with hundreds of businesses via gigs in large marketing & advertising firms. One day, he woke up and decided to start a digital marketing consulting business from his bedroom, with a vision to do things a little differently, to help businesses grow and stay ahead of the curve.
Fast forward to 2019 and Dave’s role at Redback is to ensure we are well equipped to deliver the best possible outcomes for our clients now and well into the future. Dave is also the co-founding CMO of star Aussie caravan sharing community Camplify. He sits on the board of Australia’s first SingularityU chapter and is also director of Interactive Minds Newcastle, a series of educational events for marketers and agencies.
What drives this creative + analytical + happy lump of a lad forward?
Well, in Dave’s simple words, it’s the “real weird, awesome buzz” he gets whenever we achieve tangible, meaningful growth results for a business.
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Ben
Optimisation & Automation Manager
Ben
Optimisation & Automation Manager
Worst habit: Laughing when he definitely shouldn’t be!
Ben joined the team in July 2017. After managing to grow and monetise his own Instagram accounts to over 900,000 followers, Ben wanted to apply his skills to a range of businesses in agency land. Since joining the team, Ben has worked heavily on optimising our clients’ Facebook ad campaigns for maximum results across a wide range of industries and business objectives.
Ben is a natural problem-solver – a real modern day growth tactician with a strong focus on numbers. We love unleashing his brain on interesting digital marketing problems when they arise!
What drives this clever young man forward?
“The awesome feeling of always growing & improving my skill set in the industry I love!”
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Jazz
Copywriter & Messaging Strategist
Jazz
Copywriter & Messaging Strategist
Favourite Colour: pink
Jazz is a cat obsessed content creative with 6 years of experience as a freelance writer and media officer.
(He has several years of experience prior to that as a market researcher, landscape gardener, news radio presenter, sourdough baker, aspiring novelist and software developer — but not all at the same time.)
Jazz sharpened his skills working as a speech writer and media officer for a Member of NSW State Parliament. He then went on to work closely with researchers and academics at the University of Newcastle, as part of their media team. Recently, he’s helped tell compelling stories about start-ups and innovative entrepreneurs for commercialisation consultancy gemaker. He now keeps busy helping our clients develop remarkable content for their websites, digital media and content marketing strategies.
What drives this passionate communicator forward?
People. Every business has people and their stories at its core and every customer is a person. As a writer and a human being engaged with the world, it’s the people around Jazz and the endless complexity of their inner worlds that fascinates him and motivates him to be the best communicator he can be.
close [x]Analytics & Reporting FAQs
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What is Google Analytics, and why is it important to my business?
Google Analytics (GA) is a free web analytics tool offered by Google to help businesses analyse almost every element of their website traffic.
GA is able to give you insights into where your traffic is coming from, how long people stay on your site for and what people are doing while they are visiting. It can even tell you if your visitors are new or returning!
For digital marketing campaigns, GA can give you a holistic view of the effectiveness of all the campaigns you are running such as social media, search ads and display ads.
With over 50 million websites worldwide now utilising Google Analytics, if you are not using it, you need to set it up right now!
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What are Google Analytics 'Goals' and why should I use them?
Google Analytics Goals are a great way to track your businesses key performance indicators (KPI’s). A goal represents a completed activity, called a conversion, that contributes to the success of your business, e.g. submitting an online enquiry form (for marketing efforts) or making a purchase (on an eCommerce site). Identifying and defining goals is a fundamental component of any marketing plan. Creating properly configured goals in Google Analytics will enable you to access vital information, such as the number of conversions (goals) are coming from your website. Over a longer period of time, the information from “Goals” will also be able to show you trends over a longer period of time. Without this information, it’s almost impossible to evaluate the effectiveness of your website, online business and digital marketing campaigns.
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Which is more important – Bounce Rate or Exit Rate?
Bounce Rates and Exit Rates are two metrics shown in Google Analytics which are often misunderstood and used interchangeably. It is however their subtle differences that make them very useful metrics when analysing your web analytics data.
A Bounce Rate is the percentage of people who landed on a page and immediately left. Bounces are always one page sessions. The user comes to your website, and leaves the website on the exact same page. They don’t go exploring other pages while they are on your site. For example: Google search > Page A > Exit
In this instance, Page A will be given a Bounce Rate.
The importance of a Bounce Rate is relative to the page and its purpose. Some search queries on Google may inherently generate high bounce rates for a site. For example, a search for “how to boil an egg” might result in high bounce rates. If the page fulfills the search intent, there may be no further reason for the user to engage. It doesn’t mean it was a bad experience, it just means they got exactly what they wanted.
A high bounce rate on a home page however, can be a sign that something is wrong on the site. “StumbleUpon” traffic also has a high bounce rate by nature, which can also impact upon your home page’s overall bounce rate %.
An Exit Rate is the percentage of people who are leaving your site on a particular page, after exploring other pages on your site. For example: Google search > Page C > Page B > Page A > Exit
In this instance, a person explored other pages on the website before reaching Page A then leaving. Here, Page A will be given an Exit Rate.
Similar to bounce rates, high exit rates can often reveal issues on your site, however, the same amount of awareness needs to be applied.
Exit rate should be looked at within a relative navigation context. Pages that should naturally create further clicks, but don’t, are ripe for optimisation. Those pages such as “Your order has been confirmed” are expected to have high exit rates.
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What is Acquisition report in Google Analytics?
The Google Analytics Acquisition Overview report provides insight into the performance of various traffic sources (known as channels and include sources such as Google, social media and email) through behaviour and conversion analysis.
It includes analysis of how the user gets to your site (acquisition), what the users are doing on your website (behaviour) and where they visit before they actually perform an action you want them to (convert).
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What is a Report in Google Analytics?
Custom and standard reports in Google Analytics provides you with better insight into the performance of your marketing campaigns.
Some of the most important reports you should be looking at include; Traffic Acquisition report, Mobile Performance report, Bounce & Exit Rates, and New vs. Returning Visitors.
FEEL LIKE WE’RE A FIT?
WE’D 💛 TO MEET YOU!
Please complete our quick form to request an analytics consultation call. We hope to be speaking with you very soon!
