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See "Our traffic balance” chart on the Figure 1: "Overview – 30 days” and "Overview – 365 days” analytics tabs. You’ll see percentages (and counts when you mouse-over any pie section) for the sources of your web traffic.
Search engines and sponsored websites appear here, as well as a catch-all "direct” category. It’s easy to see how well your online marketing is working – and what you need to change.
A great rule-of-thumb here is a quick ROI calculation. How much time and money have you invested and the return you have received?
IF you spent $2,000/month on your Pay-Per-Click (Paid) traffic, which is 30% of your overall digital marketing investment and you are experiencing anything less 30% of your OVERALL traffic for 2017 THEN the outcome of this review is ADJUST OR DECLINE YOUR INVESTMENT IN PAID TRAFFIC. This is a super logic step if the ROI of your investment is not providing a good return. Wasn't that easy? No pouring over screens and screens of stats. By the way, the analytics are straight out of the native integration with Google Analytics.
And, on the flip side, if you are see more than 30% of your Paid Traffic resulting from your investment than you can make a confident decision to increase your (Paid) traffic investment in 2018.
On the "Email marketing” analytics tab, at the top you’ll find another great pie chart, "How does email compare against other channels”) that shows percentages (again, mouse-over to see counts) for key online marketing channels, including email, social, organic search, direct, and referral.
This is a great way to review your digital marketing mix and indicate whether you need to bump up or complement marketing campaigns utilizing your different channels.
Jeff is a solutions-driven data scientist with 20+ years of progressive sales and marketing experience, plus broad customer experience in IT. He received his Master of Science in Analytics from Texas A&M University and earned the Roland H. Acra Master of Science in Analytics Award in recognition of producing the most outstanding Masters project in Analytics. He serves on the Captavi Advisory Council.
Follow him on Twitter @JeffW_Analytics