Optimizing Inwedo's Analytics and Digital Marketing
Introduction
Inwedo, a prominent software development service provider, encountered several challenges with their digital analytics and online marketing strategies. These included issues with Google Tag Manager (GTM) and insufficient tracking metrics, hindering their ability to effectively manage and optimize their digital presence.
Goals
Our mission was clear: equip Steven's marketing team, particularly their employee Iwona, with the knowledge and skills to run their Meta Ads campaigns independently. This training was designed to reduce their reliance on external agencies, allowing them more control and flexibility in their marketing strategies.
Problems and Solutions:
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Non-Functional GTM Tags and Triggers: Key GTM tags and triggers were found to be non-functional, which obstructed the collection of important event data on their website.
- Solution: We revamped the GTM setup by creating new tags and deactivating obsolete ones, allowing for precise data collection on key site events and better audience targeting
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Solution: Customized reports were set up in Google Analytics to specifically track these metrics, enabling more informed decision-making.
Insufficient Engagement and Exit Metrics: The absence of critical metrics to measure engagement sessions and identify high bounce rate/exit pages.
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User Session Tracking Enhancement:
- A Microsoft Clarity account was established to track detailed user interactions, such as clicks on specific elements and page visits, providing deeper insights into user behavior.
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Implementation of Consent Mode Like many companies in the EU, Inwedo faced the challenge of adhering to the new regulations requiring the implementation of Google Consent Mode. This was necessary to ensure that user data was collected and processed only with explicit consent, a crucial step for compliance with stringent EU data privacy laws.
- Solution: Google Consent Mode was implemented to ensure compliance with EU data privacy regulations, safeguarding user data, and enhancing trust.
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Centralized Conversion Tracking:
- A comprehensive dashboard in Looker Studio was developed to consolidate key conversion metrics in one place, providing a clear view of performance changes over time and event analytics.
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Preparation for Targeted Advertising Campaigns:
- Implementation of remarketing scripts including Google Tag, Google Ads Remarketing, Facebook Pixel, and LinkedIn Insight within GTM. This strategy was tailored to enhance targeting for upcoming paid campaigns on LinkedIn, Facebook, and Google Ads.
Results
The strategic overhaul of Inwedo's digital analytics and advertising tools significantly enhanced their capability to monitor, analyze, and engage their audience more effectively. The new setup not only improved data accuracy but also optimized their marketing efforts.
Conclusion
With their improved digital analytics, Inwedo can now track user interactions more accurately. This will make their digital marketing more effective in the future. They'll be able to adjust their strategies based on clear, detailed insights, leading to better campaign results and overall business success since precise data is essential for shaping effective marketing plans.