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Customer journey & webanalytics

Measuring is knowing - that is one of the cornerstones of modern marketing. But which decisions do you make if you have too much data? Or if you're not gathering the right data? If you can't see the wood for the trees, you cannot draw the right conclusions or make the right decisions.

What is webanalytics?

Webanalytics in general and, more specifically, Google Analytics, is extremely good at gathering information and linking to other (Google) platforms.

But we frequently find that the wrong information is measured or that comparisons are made of different data, i.e. comparing apples with pears.

Webanalytics, for many users, is the same as Google Analytics. It is not the only package on the market but Google Analytics is the most up-to-date. Contact us for more information on other options.

Analysing what?

When you log into Google Analytics, you should already have a good idea of what you are looking for as the type of analysis is very extensive due to an overload of options.

  • Are you looking for the impact of social media campaigns?
  • Are you looking for the impact of Adwords campaigns?
  • Do you want to know about the difference in traffic over the past 30 days and last year?
  • What is the behaviour of the mobile visitor to your website?
  • Is your desktop traffic still the best conversion channel?

These questions can be answered very quickly via the Webanalytics package.


And now we come to the many different views within the Google Analytics system. Be careful; not all views are as important for your company or marketing aims.

It is important here that we work with the customer and harmonise what we need to be aware of.

Alongside standard views such as the acquisition views, the E-commerce information and target-group views, we can also use adapted reports and personal dashboards.

These dashboards and adapted reports make it very easy to find the information that you really need.

Adapted reports

Adapted reports provide direct information in a more intensive manner. You can compare and contrast information that is not directly visible in the standard web analysis package.

A good example is the option to see e-commerce data per e-commerce partner. Another example is the inclusion of user data and then only letting these reflect the relevant information.

If we go a step further, we can see options such as cross-device tracking, attribution channel modelling, spreadsheet API linking for the KPI documents and, of course, mobile app tracking.

Besides managing the marketing channels on the basis of Google Analytics tags, it is also important that the data is accurate. We always check that the Google Analytics settings are functioning correctly and then review the potential improvement points.

Charting the customer journey

Every customer has his own pathway to ending up at a purchase, but similarities can be uncovered in these paths.

This is referred to as the Customer Journey. How does a customer or potential customer end up making a purchase or where do they stop?

This information is very important in terms of making decisions on the content of your website. Do you currently have an e-commerce website or an information website about your company? Every website visitor goes to the site with a specific aim and the task of the website is to provide the expected information and invite the user to take the following step. A number of concepts often recur when we talk about Customer Journeys.

Cross device tracking

Cross device tracking is a concept for charting the behaviour of your visitors via various devices.

The modern consumer and professional uses different devices to obtain information and complete e-commerce transactions. They move from the laptop to the desktop and from the tablet to the phone. All at different moments.

How can we effectively chart these users? This can be done via customer numbers, for example, or with other unique information for this user.

Attribution model

Besides the fact that people use different devices, the visitor also ends up on the website via different channels. And every channel or reference route has a different function within your inbound marketing plan.

For example: if someone comes via a price comparison website, they already know which product they would like to buy; it is only the price that is the issue. If they come via Facebook, they may have been referred by a friend to find out more about the product.

How do you deal with this? And how can you define which channel is useful for you even if they don't go straight to conversion?

Contact us about the attribution model.

Soft conversions

Soft conversions are mini-checks that you can use to more effectively chart the customer journey. They are processes that the user carries out on your website but that are not yet a conversion.

This could be watching a video but also visiting various articles within the same category.

Or if you click on a link in an article to view a blog post. This means, for example, that you want more information.

Data import

If you have gathered insufficient information to make the right decisions or just want to go a step further and, for example, wish to compare offline shops with the online data, we can do so by means of data import.

This was originally cost import. In other words, the import of the costs of external advertising networks within Google Analytics.

This has now expanded, however, to include a number of powerful, new options:

  • Product data: would you like to expand the Google Analytics product data further than the standard views and, for example, would like to see which colour or which material converts most effectively?
  • User data: what is the total Life Time Value of a user? In which branch is this person a fixed customer? What is the age of the customer?
  • Content data: who is the author of a specific book that is suddenly selling so well? What formats do the products come in? What are the related categories for these products?
  • Returns data: has anyone returned a product? You would like to see this reflected within the Google Analytics E-commerce data. You can thus also gain a good overview of which channel generates the most returns.

What can OMCollective do for you?

As already mentioned: measuring is knowing, but do you have the right data to carry out analyses? This is the key question that we will always pose when we retrieve data from Google Analytics. Only once this question has been answered, can we analyse the campaigns and achieve the KPIs for our customers.

It is important that the decision-makers have sufficient information or knowledge to draw the right conclusions as this helps define the growth opportunities for the company.

Contact us today to analyse your web analysis package and then your attribution model. Then we can raise your company to the next level.

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