Performance Tracking System
$499
Fail Faster. Grow Smarter.
Simply put, marketing and advertising campaigns are a series of experiments. Some will work, others will fall flat. But with Google and HubSpot’s powerful tracking technologies and a consistent reporting process, you can unlock valuable insights and get measurably better with each new iteration.
Our Approach
Data-backed marketing and sales decisions drive growth, but only if the data is complete, accurate and representative of what’s actually happening.
L2 Digital’s Performance Tracking System is designed to set up and clean up fundamental tracking technologies, build easy-to-review dashboards, and provide consistent analysis and insights.
1. Discovery
What are your goals? Who are you reporting to? What do they care about? What are the key performance indicators (KPIs) you need to regularly monitor?
2. Tracking Tech
Google Tag Manager and Google Analytics are powerful, free tools that enable you to understand how many people visit your site, how they get there and what they do after they arrive.
3. Data Visualization
Getting your team or boss to read a marketing report is often a lost cause. However, when your data is visualized in charts and graphs, presented with context, and aligned with the metrics they care about, your reports become a lot more interesting.
4. Analysis
What happened? Why? and Does it get us closer to our goals? These are the most important questions to routinely ask of marketing data. When done right, the answers can unlock valuable insights that can propel your marketing forward.
Services
Tracking Tech
Google Tag Manager and Google Analytics are powerful, free tools that enable you to uncover how many people visit your site, how they get there and what they do once they arrive.
L2 Digital will configure:
Internal traffic filters
Bot traffic filters
Channel source alignment
Traffic segments by user type (where possible)
Form completion tracking
Form abandonment tracking
External link click tracking
Scroll tracking
Site search tracking
File download tracking
Embedded video tracking
This service is required for Dashboards and Performance Reports.
Dashboards
L2 Digital can build dashboards using Databox, and HubSpot that tell key parts of your marketing and sales performance story.
Includes:
Goal definition
Account setup (where needed)
Custom dashboard
Data visualization reports
Data source integration (where possible)
Ongoing dashboard management also available starting at $49/mo. Pricing can range up to $350/mo. based on platform, data sources, custom metrics needed, and security requirements.
Performance Reports
Every month, L2 Digital will generate and deliver a full analytics report detailing what happened with your website traffic, blog performance, and goal completions. Specifically, it will focus on answering what happened and why, and then offer recommendations on action items.
Ongoing pricing is per website and varies depending on if technologies other than Google Analytics are required to inform reports.
FAQ
What is a Google Tag Manager?
Google Tag Manager is a powerful platform that enables you to control when and how different technologies (i.e. Google Analytics, HubSpot) work on your site. The best part, it expands the data you can capture, and you don’t need a developer’s help.
What if I already have Google Analytics?
If you have any existing Google Analytics account, great! Historical data is valuable for benchmarking and trend analysis. At the same time, it’s important that the data is clean, accurate and representative. To that end, L2 Digital will review your account and where necessary adjust settings to strengthen data collection.
What are some traffic segments?
Your site is more than just a marketing tool. It’s the central hub for anyone associated with you, including customers, partners, competitors, distributors and more. In many cases, a specific activity (e.g. a specific pageview) can tip a visitor’s hand, giving you a good idea as to who they are. By identifying these actions, segments can be created to group these individuals together, and then add or filter them out of reports.
What data visualization tool do you recommend?
There are a variety of data visualization tools on the market. We suggest Databox because of the vast tech integrations, ease of use, price and beauty of their dashboards. That said, there are other tools available, and we will work with what ever program you rely on now.
What if I use other tracking tools?
In most cases, the more data you have access to the better. If you’re already using other tracking technologies, great! The trick then becomes integrating your technology stack, so data can be shared back and forth, used for context and reported on in a single dashboard.
What’s included with ongoing dashboard management?
As new campaigns launch, goals adjust, milestones occur or priorities shift, your dashboards need to reflect these changes. Ongoing management is time spent tweaking tracking technologies, annotating, updating dashboard metrics, and advising on and adjusting goal settings.
What’s included in the dashboard mobile app?
If the data visualization tool you select has a free app, we’ll train you on how to access and use it. Some of the platforms, like Databox and HubSpot, have powerful apps that will give you easy access to a lot of valuable data.
What’s included in a performance report?
Our performance reports answer a series of questions about your website traffic, blog performance and goals. It will highlight what happened with traffic and conversions, detail how engaged these visitors were, and then explain why any performance fluctuations happened. Throughout, all metrics are compared to a previous timeframe (e.g. the previous month).
What data sources does the performance report use? Can it include others?
Right now, performance reports look into Google Analytics data only. Depending on your account level, it can also pull in HubSpot data. Custom reports can be built using additional tracking tools, but monthly pricing may vary and it may require a set up fee.
What’s included in a report presentation?
If you need to present marketing data to your leadership team, it may help to have a polished presentation and talking points to help explain what the visuals are showing. We can work with you to build out these types of presentations (up to 10 slides). If you have a PowerPoint or Keynote template, we’ll work with that, otherwise we can pull together a deck that aligns with your brand.