Deliverable 7 - Cross-Platform Digital Marketing Plan/ PowerPoint 12-16 Slides

Costa’s Customs Website Analytics Report

Google Analytics is a web application that tracks and reports website traffic. Google Analytics records the number of visits to the website, the conversation rate, and the number of repeat customers. Google analytics enables the user to understand the customer's needs and also compare the performance of methods of marketing. For example, it can compare the performance of Google ad words campaign and Bing Ads campaign. Tracking metrics through Google Analytics enables the user to examine the ads with the highest amount of traffic. The business goals of Costa’s customs are to grow online clothing sales by 50% within six months and to increase website traffic by 100% within 18 months.

Analysis

According to the data, the Bing Ads campaign cost significantly less than the Adwords campaign. The Ad words campaign had an average of 23.86% conversation rate, while Bing only had 12.12%. Google ad words are the best performing method because it generates the highest conversation rate.

Conclusion

Tracking metrics

1. Website traffic

It tracks the number of visits to the website. Therefore, Costa customs can analyze whether it will successfully increase website traffic by 100% within 18 months.

2. Traffic sources

It identifies the method of marketing that contributes to the highest number of traffics. Therefore, Costa customs can compare the performance of Google ad words campaign and Bing Ads campaign.

3. Top pages

It identifies the best-performing pages on the website. Consequently, Costa's customs can identify the trending type of clothing.

4. Conversation rate

It tracks the amount of conversation among subscribers, customer care, and customers. Conversations can lead to successful sales. Costa customs can thus analyze whether it can grow online clothing sales by 50% within six months.

It is essential to pursue website traffic using Google analytics because it enables Costa customs to understand customer’s needs and also compare the performance of methods of marketing. It is essential to track digital marketing because it allows Costa customs to identify and eliminate methods of marketing that perform poorly. It also enables Costa's Custom to implement strategies that can assist it in achieving its business goals.