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The most important metric in Google Ads campaigns is the one that best measures your required business outcomes.

So for example, if your business sells directly to a consumer online, your most important metric will be Revenue (Conversion Value in Google Ads) or Return on Ad Spend (ROAS – Conversion Value/ Cost in Google Ads).

Depending on your goals, you will rank one of these as more important than the other. If your highest priority is to get top-line revenue then Revenue is the most important metric for you. If your highest priority is to be efficient with your marketing budget, and to spend as little as possible while getting a decent return then ROAS is the most important metric for you.

This distinction is important, because it is possible to get a great ROAS but low Revenue. These two metrics work independently of each other. Of course the best outcome is when you have high revenue and high ROAS as well!

For businesses that work with leads, you may rank Conversions or Cost Per Acquisition (CPA) as your most important metrics. If Conversions directly matches your leads you can find out how many leads you are getting from your campaigns. CPA will be your most important metric if you need to preserve your budget and keep your costs down. In this case, the best outcome is high Conversions and low Cost Per Acquisition.

This tip and many others are found at https://www.petramanos.com/category/tips/

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020