12-MINUTE READ · By Danielle Canstello

It’s important to measure success, make improvements and measure again if you want to be successful as an app developer.

Like any other business venture, you don’t just launch an app and move on to the next one. You have to track performance, measure return on investment, and use data to inform decisions and make enhancements.

How do you do that? With the data available to you, to help you understand how users interact with your app and reasons why they interact in those ways, as well as whether the app is making money.


12-MINUTE READ · By Misty Faucheux

Google has completely revamped Google AdWords — even changing the name their ad serving platform to Google Ads. While this updated platform promises to improve the ad serving experience, it comes with both pros and cons.

What’s New About Google Ads

Besides the obvious difference in layout, there are also plenty of new features that come with this updated platform. In the old platform, the first item that you saw was the Campaign overview, which would show all your campaigns as well as the latest stats. …


With paid search, we are often segmenting our campaigns or ad groups into branded and non-branded keywords since we know both are relevant to capturing the attention of current and new customers. Yet, looking at both branded and non-branded keywords in terms of SEO is also important. Why? Before we dive into that, it’s imperative to do a quick refresher on the difference between branded and non-branded keywords.

Difference Between the Two Types of Keywords

Branded keywords are any keywords intimately connected to your company. These could be a product, the name of company itself or any other copyrighted name of something, i.e. …


Do you know which metrics matter for your business or do you measure whatever is available in your analytics tool? It’s easy to jump in and view numbers such as pageviews and time on site without thinking about why we measure those things or if they even matter. We can do better.

Understanding what to measure starts by not using your analytics tool. Think about what success looks like in your business before crunching numbers. What type of business do you have? What problems do you solve for customers? Are you a new business or established? Ask yourself these questions…


Traffic to your website is nice. But it doesn’t put money in the bank. The goal of any website should be to to increase the number of visitors who convert. It’s about getting that traffic to take some action that drives them closer to becoming a customer. I have seen a number of paid campaigns, specifically AdWords, with ads that send people to the website, but there is not a defined goal or clear action step when the visitor lands on the site


Voice search is the new mobile. More than a passing trend, it’s a technology that businesses need to pay attention to as the use of it continues to grow. People use voice search everywhere — whether at home where no one can hear them or in a public setting while out with friends. This change in consumer behavior has implications for how businesses present themselves online.


We all want to be found online. Our websites and the content on them are there with the goal of attracting prospective customers and generating revenue with new business. A site that’s designed with SEO in mind makes it more likely that it will show in search and structured data contributes to SEO by making search results more appealing.

Google defines Structured Data as “a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.” Although we…


There is no shortage of ways to reach people through AdWords. With the Display Network reaching 90% of people online and remarketing an option to connect with past site visitors, it seems impossible to escape from Google ads. (Even with the recent changes in ad-blocking on the Chrome browser.) As marketers, our approach for B2B versus B2C audiences varies slightly from each other, which I’ve discussed in an earlier post. In this post, I want to introduce Custom Affinity Audiences and explain why they matter for B2B.

Affinity audiences are not new. Google introduced them almost five years ago. They…


Artificial intelligence (AI) and machine learning are new-ish buzzwords. AI is the science, the ability for computers to get smart on their own, doing things that require human intelligence. Machine learning is taking available data and learning through algorithms. And it’s incredible how fast things are moving in this space. Computational power has increased exponentially; presenting new opportunities we could not have imagined years ago. Our phones today do more than our computers once did.

If you are not one of the 39 million who now own a smart speaker, you are at least familiar with devices, such as Amazon…


We should all know why Data Studio is so awesome by now. Clear visuals, enough customization options to sink a ship, and data from many, many sources in one place. The benefits of reporting through Data Studio are strong and you should have little trouble convincing your team that it’s the future. However, as this author learned first hand, there are certain challenges to introducing a new reporting system, particularly in an agency environment. So;

How can you ensure the benefits of Data Studio are taken full advantage of?

How can you ensure your clients will find the changes beneficial?

Supermetrics

Get all your business data in one place. Easy-to-use report automation tools for web analytics, social media and online marketing.

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