Insights & Reporting
Tracking, measuring and learning from website activity is a vital component of digital marketing
Gain Actionable Insights
from Website Campaign Data
Website analytics and digital marketing campaigns generate huge volumes of tracking data – but the data can quickly become overwhelming. We help you to find and report key metrics, segment data effectively and gain actionable insights from your website and campaign data.
What we track
- Website Traffic (Unique Visitors, Visits)
- Visitor Engagement (Bounce Rate, Time on Site, Average Session Duration)
- Conversions (Goals & Event Tracking)
- E-Commerce Sales & Products (for Online Retailers)
- Keyword Rankings
- Acquisition Channels (how visitors came to the site, e.g. organic, paid, social, referral)
- Behaviour (where visitors arrive and exit. what they view and search for)
- Conversions (what visitors buy, download, make enquiries about)
- Geographic & Demographic (location of visitors. Age, gender)
- Technology (mobile, desktop/laptop, tablet)
- Insights (click/tap, move and scroll heatmaps)
What we learn
Traffic Growth
Every website owner wants to increase the number of visitors to their website. We track weekly, monthly and annual traffic growth, filtering out unwanted data such as internal traffic and fake visits.
Channel Value
We track where website visitors come from: organic search, paid search, referrals from other websites, social media referrals, email marketing, display advertising, social advertising and more.
Campaign Performance
We measure the effectiveness of paid advertising campaigns and SEO projects. We identify traffic growth by campaign vs target; the level of engagement / interest these visitors had when they arrived and the return on investment determined in conversions (sales, enquiries or other defined goals).
Social Referrals
Organisations who invest time in social media, track and report on volume, reach, frequency, amplification and share of voice. We help build on this data by measuring engagement and conversions from visitors who clicked through to the website from a social channel.
Device Performance
More than half of all Google searches take place on mobile devices. We measure and report website traffic, engagement and conversions segmented by device type (mobile, tablet, desktop).
Content Effectiveness
We track the effectiveness of individual website pages: bounce rate, exit rate, average time on site. Event tracking allows further granularity such as number of video views, document downloads and more.
Conversion Insights
Knowing who, how, where, when conversions take place on a website can guide decisions on content, user experience, ad campaigns and more. We track conversion sources and paths.
Keyword Rankings
With search results personalised for each user and location, it can be difficult to identify true ranking positions. We use market leading tools to track keyword ranking positions in Google and Bing; on mobile and desktop; and in multiple geographic locations.
Our Insights & Reporting Services
We use Google Analytics 4 (GA4), Google Tag Manager, Hotjar and campaign specific social media tags/pixels to track and record website visitor activity.
We use Google Search Console, Bing Webmaster Tools and Pingdom for website health monitoring.
Client reporting is provided through third-party digital marketing reporting tools.
Tag Management
In order to track and record website activity, tracking tags & pixels must be correctly added to a site. From basic Google Analytics 4 tracking code to advanced event tracking, e-commerce tracking, Google Tag Manager and visitor session recording.
Tag Management
We recommend using Google Tag Manager (GTM) to manage tracking tags. Once the GTM tag is added to a site we can add tracking tags for Google Analytics 4, Facebook, Hotjar, LinkedIn, Twitter, Live Chat and more. For Google Optimizer we add tags direct to your pages.
Contact usWebsite Activity Reporting
Monthly website reporting with comparison, KPIs and insights covering traffic levels, engagement metrics and conversion actions. Identifies areas of performance improvement as well as potential issues/concerns.
Website Activity Reporting
Understand your website traffic levels, where people come from, what they look at, how long they stay on the site, what actions they carry out. We also implement IP tracking so you can know which companies / organisations are visiting.
Contact usCampaign Insights & Reporting
Digital marketing campaign performance reporting – Google Ads (AdWords), Bing Ads, Facebook, Twitter, LinkedIn – including clicks, impressions, CTR, reach & frequency, conversions and Return on Ad Spend (ROAS).
Campaign Insights & Reporting
Comprehensive monthly reporting of paid advertising campaigns across all channels. What are you getting for your ad spend?
Contact usHealth Monitoring
Google Search Console and Bing Webmaster Tools provide detailed insights into search appearance, index status, crawl issues and security issues. Inbound link monitoring tools track new and lost links and spam link evaluation. Uptime monitors track website availability.
Health Monitoring
Is your website running 24×7? Is Google reporting problems indexing your site? Have you been hacked? Have you gained new links or lost links? Our website technical health monitoring service identifies and alerts on these (and many more) problems and we step in to resolve.
Contact usWe help with digital insights & reporting
for customers focused on:
Lead Generation
We help our clients track the level of enquiries generated by the website over time, segmenting by geography and device. We help them analyse which channels are generating the most conversions and have the best/worst conversion rates.
Brand Awareness
Our brand clients are interested in volume, reach, impression share and new vs returning visitors. We also help measure visitor engagement levels through standard metrics and activity/event based triggers.
eCommerce Sales
We help our online retail clients measure traffic, conversions and channel effectiveness.
Return on Advertising Spend (ROAS) is tracked by medium/channel.
We identify potential website and campaign issues by finding poor performing campaign, device, geography and channel segments.
We agree a number of KPIs and provide monthly reporting packs including KPIs and performance comparisons to previous months.
Our Insights & Reporting Tools
Frequently Asked Questions
We are big fans of the Swydo reporting suite which offers easy to build KPIs and widgets and comprehensive integration with Google Analytics, Google Ads, Bing Ads, Facebook Insights, Facebook Ads, Twitter Ads, Google Search Console and Mailchimp.
We also recommend Google Data Studio – the best free reporting tool available for Google Analytics 4, Google Ads and Google Sheets data.
We set up Google Search Console and Bing Webmaster Tools services for your website. We use these to provide technical site health monitoring. We use Google Analytics alerts to highlight any unusual traffic patterns. We use Monitis for site uptime monitoring and application monitoring where relevant.
Yes. We often provide these services as one element of other digital marketing services such as SEO or paid ad campaigns. However, for some clients we just provide monthly reporting and health-check monitoring services.
From our base in Bury St Edmunds, we work with organisations predominantly in London and the East of England. We work across a wide-variety of industry sectors. For small companies we can help you set up basic website tracking and reporting which you can run yourselves. However, for most of our clients we provide a monthly insights & reporting service and comprehensive website health monitoring.
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