Video Details

Today, Rand looks at why basic web analytics can often fail and mislead marketers. At the bottom of the funnel, you will see the method people used to get to your site and made you money. But how did they get there? If you can answer that, you may get more people into the later stages of your inbound marketing funnel to lead to more conversions.

Action Items

  • Set up first touch attribution

  • Segment content that drives early vs later visits and conversions

  • Track actions that likely lead to transactions

  • Be careful not to over-assign value and resources that bring in visits at the bottom of the funnel.