Analytics shouldn’t be a numbers game; spotting and sizing up trends is far more effective.
In an earlier post about key metrics, we said that absolute numbers are often not as important as trends. This is something we feel strongly about, so much so that we decided it deserves its own post.
Before we go into trend spotting, let’s take a step back. When you started your digital marketing campaign, you had targets in mind. To increase online sales by 20%, maybe, or grow visitor volume by 35%. You then went about to put together a campaign of ad groups, keywords, sites, locations and the like.
A major campaign can have thousands, if not millions, of such segments. Each segment contributes to your overall results but every segment performs differently and is measured differently. Looking at absolute numbers won’t give you the big picture perspective you need. Looking at trends will.
Is your campaign moving in the direction and at the speed you want? Trends will tell you that and more. They point out which segments are really producing the results and how they are changing with time and with the optimisations you implement. These are powerful insights.
To give an example, imagine that your account went up by 5% in the span of a week. It’s highly unlikely that this happened because everything in your account rose by exactly 5% across the board. What probably happened is that your key drivers increased significantly and pulled up your overall result. You’d want to know which segments are doing this and why. The converse holds true too—which segment is dragging you down? How can you fix it?
This is why we find that having a clear understanding of the segments that are trending the most is really useful. We came up with the Trend Spotting Nugit to bring this to your attention.
[pods name=”post” slug=”trend-spotting” template=”Analytics fields”]
These are all important questions that you should ask yourself each time you spot a new or changing trend. To stay on top of things, we’d suggest keeping the Trend Spotting Nugit close. Check it out now; it’s in your Nugit Stream.