Lecture Notes: Understanding Marketing Metrics and Analytics with Whatagraph

Introduction

• Key Difference in Campaigns: Successful campaigns know their marketing metrics, analytics, and numbers.
• Knowing your numbers can lead to significant profits; not knowing them leads to losses.
• Despite the overwhelming amount of data, there are tools to help sort and focus on what's important.

Why Metrics Matter

• Why Most Marketing Fails: Lack of understanding and tracking of key performance metrics.
• Essential to know your metrics to make informed decisions and create profitable campaigns.
• Important to laser focus on the most relevant numbers for your business.

Whatagraph: An Overview

• Sponsored but Personal Endorsement: Speaker has used Whatagraph for years, attributing client retention to its capabilities.
• Cross-Channel Reporting: Allows viewing different marketing channel metrics in one dashboard.
• Real-Time Monitoring: Stay up-to-date on what’s working and what isn’t.
• 40+ Integrations: Compatibility with multiple platforms such as Facebook Ads, Google Analytics, and Google Ads.
• Time Efficiency: Automates the process of compiling data from various platforms, saving significant time.

Features of Whatagraph

• Smart Builder: Create reports quickly with a few clicks, highly customizable.
• Pre-Made Templates: 75+ templates available for different needs (e.g., Facebook Ads, Google Ads, SEO overviews, etc.).
• Overview Feature: Quick glance at the performance of various campaigns, especially useful for managing multiple clients.

Practical Walkthrough

1. Creating a Report Using Smart Builder:
   • Choose data sources (e.g., Facebook Ads, Google Analytics, Google Ads).
   • Select what kind of data to track (e.g., traffic, conversions, e-commerce).
   • Generate the report automatically.
2. Customizing Reports:
   • Edit and add widgets to include desired metrics.
   • Allows tracking detailed metrics like impressions, click-through rates, total costs, etc.
   • Example given: Facebook ads performance, Google ads metrics.
3. Pre-Made Templates:
   • Access and Use: Select from various pre-made templates to save time.
   • Variety: Templates for social media reports, PPC, SEO, and more.
   • High-Level Overview: See performance of multiple campaigns in a single glance.

Importance of Using Analytics Tools

• Impact on Campaign Success: Campaigns with tracked metrics are more profitable.
• Avoiding Losses: Not tracking metrics can lead to significant financial losses.
• Simplification: Tools like Whatagraph simplify the complexity of digital marketing analytics.

Conclusion

• Call to Action: Emphasize the importance of knowing your numbers and using tools like Whatagraph.
• Further Resources: Link to an additional video on marketing basics for business.