Redback Solutions

Analytics & reporting

We’re nerds for numbers, tracking your marketing ROI on the regular with Google Analytics and more.

Marketing Analytics Newcastle

Track, optimise, repeat.

our analysts look beyond the figures themselves, focusing instead on what they actually mean for growth. In other words, we translate all those strings of data into deep insights and tangible outcomes for your business.

With today’s tracking tools, you shouldn’t spend a dollar on marketing without having some form of measurement, attribution or financial objective in mind – be it a lower cost-per-conversion, a 30% increase in organic search traffic or consistent sales growth each quarter.

So go on, set us some goals. We’re up for almost any analytics or reporting challenge! Our team will develop strategies for results that matter most to you and your business.

Why we’re a great fit

  • Practical solutions

    We'll recommend marketing strategies, channels and tactics that suit your business, your audience and your budget.

  • We focus on data

    Our number nerds analyse and optimise the things that matter, ensuring your marketing translates into tangible outcomes.

  • We embrace change

    New technology is constantly coming out. We’re always adapting to the latest tools, keeping you ahead of the pack and bringing the best possible results.

  • We're reliable

    There's a reason more businesses trust Redback than any other Newcastle digital agency.

Digital marketing analytics

Meaningful insights

Data-driven marketing isn’t just a “nice to have” – it’s critical to the success of any modern business. Whether it be implementing retargeting pixels, monitoring onsite performance or reporting on campaign success, our marketing analytics mean business. They also require expert planning and solid processes.

In fact, our tracking capabilities are continuously improving as technology evolves. We’ll take a flexible approach to make sure you’ve always got a solid understanding of how your marketing channels are performing. There are literally billions of Google Analytics metrics we could spew at you, but we’d prefer to focus on the outcomes that bring value to your business.

A website showing the WordPress admin interface

Our process for

Analytics and Reporting

1. Assets & Objectives

First, we’ll take stock of your existing and potential data assets. Then we’ll work together to produce clear goals for marketing efforts – short, mid and long term.

2. Audit & Recommendations

Our team will perform a thorough audit of your marketing analytics and reporting processes. We’ll spot any holes in your tracking and reporting systems, providing recommendations to get them sorted ASAP.

3. Implementation & Testing

The doing part. We’ll get all your tracking codes and tags installed, plus set up any necessary data sources and integrations. We’ll also test it all to make sure your data is as accurate as possible.

4. 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.

Analytics FAQS

Google Analytics (GA) is a free web analytics tool offered by Google to help businesses analyse almost every element of their website traffic. GA gives 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.

Google Analytics Goals are a great way to track your businesses key performance indicators (KPIs). A goal represents a completed activity – called a conversion – that contributes to the success of your business. Creating properly configured goals in Google Analytics will help you to access vital information, such as the number of conversions coming from your website. Over a longer period of time, you’ll start to see trends in this data to analyse the effectiveness of your website, online business and digital marketing campaigns.

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.

High bounce rates aren’t always a bad thing. 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.

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.

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.

Bounce Rates and Exit Rates are two metrics shown in Google Analytics which are often misunderstood and used interchangeably. Both metrics are important to look at to find the weak spots in your website. Bounce rates are important when the page is meant to be the first stop people make. It’s important to measure exit rates of all pages, except those that come after conversions. Optimising pages to improve these metrics over time will also help conversion and revenue.

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).

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 to look at include: Traffic Acquisition report, Mobile Performance report, Bounce & Exit Rates, and New vs. Returning Visitors.

In 3 years, we have grown from a product concept to doing over $4m a year and growing steeply. Redback was engaged from the start and we see them as an integral part of our long term growth plans.
Josie, Director – Ecommerce brand

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