In October 2020, Google announced its new Analytics platform, GA4. Universal Analytics would come to an end in June 2023. The problem? At the time, GA4 was TERRIBLE! It was difficult to use, and because it relies on predicative metrics (machine learning), it’s not applicable at all to small manufacturers’ unique data sets.
Worst of all, it was impossible to get the conversion data I needed in a usable format. The tweet pictured below sums up my experience with trying to learn how to use GA4.
Behind the scenes . . .
After weeks of frustration, I began searching for alternatives and discovered Matomo Analytics, which I began trialing with our Ongoing Marketing clients in November 2022. We all loved it so much, I moved everyone over in May 2023.
Also in 2023, I unveiled my new Conversion Report. A beautifully formatted spreadsheet, clients can now see at a glance where all their leads come from.
My team and I created this report using Matomo and its API. First, Rachel Cunliffe designed the report in Excel.
My son James then did some expert coding so that conversion data is now automatically exported from Matomo to this beautiful spreadsheet. It saves me a ton of time; I no longer have to create reports manually each week.
One client immediately emailed to say, “I love this new format. Thank you HIM team!” My pleasure. 😊
Since its unveiling, James has been instrumental in making continual updates to the report and the data we provide.
What I track using Matomo
Depending on the client, their marketing program, and goals, I generally track the following:
- Form submissions: RFQs, Contact, Job Applications
- Events: Email and Phone clicks
- PPC conversions: Ads, MSN, LinkedIn, etc.
- First click attribution: We compare apples to apples
- Traffic from marketing campaigns: Newsletters, sponsored emails, organic search and social — I track it all
The spreadsheet includes data tabs by month as well as a lead / ad spend summary for the current month and year. This way, clients can see everything at a glance. No more guesswork.
Focused on your success
I share clients’ Conversion Reports with the entire HIM team; we all take pride in the success of our work and the results we get for clients. We also collaborate on how to continually improve website performance and reduce advertising spend.
My old boss, a world class sailor, once said, “You can’t rest on your past laurels. You have to go out and make new ones.”
That’s the philosophy by which I run Huff Industrial Marketing.
If this is the type of relationship you want with your marketing team, let’s have a conversation!