Tracking and Analytics | ROAR Digital Marketing https://roardigitalmarketing.co.uk/category/tracking-and-analytics/ Newcastle's Data-Driven Digital Marketing Agency Thu, 16 Oct 2025 13:40:07 +0000 en-GB hourly 1 https://roardigitalmarketing.co.uk/wp-content/uploads/2025/07/cropped-new-favicon-32x32.webp Tracking and Analytics | ROAR Digital Marketing https://roardigitalmarketing.co.uk/category/tracking-and-analytics/ 32 32 How To Set Up a GA4 Account (And Finally Take Control of Your Website Data) https://roardigitalmarketing.co.uk/blog/how-to-set-up-a-ga4-account-and-finally-take-control-of-your-website-data/ Thu, 16 Oct 2025 13:40:07 +0000 https://roardigitalmarketing.co.uk/?p=11408 If you’ve been wondering how to set up a GA4 account, you’re not alone. Thousands of businesses

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]]> If you’ve been wondering how to set up a GA4 account, you’re not alone. Thousands of businesses have made the switch from Universal Analytics, but are still unsure if their new setup is tracking the right things. 

That’s because GA4 isn’t just an update, it’s a completely new analytics platform built around event-based tracking, user journeys, and predictive insights. Many business owners and marketing teams are still trying to figure it out. You may be aware that GA4 is essential, but unclear about how to make it work for your website. 

Maybe you want to measure leads and conversions more accurately. Maybe you’re tired of “not provided” data in Google ads. Or perhaps you just want clearer, more reliable data to review your marketing strategy. 

This guide will show you exactly how to set up a GA4 account from scratch, so you can move from confusion to clarity and start using your data to make smarter business decisions.

 

Step 1: Create and Configure Your GA4 Property

When setting up a GA4 account, the first thing to understand is that GA4 uses properties and data streams rather than simple “views.”

  1. Head to Google Analytics and log in with your Google account.
  2. Click Admin → Create Property.
  3. Enter your business name, time zone, and currency.
  4. Select your data stream type: Web, iOS, or Android.

Each data stream sends event-based data into your property, giving you a more unified view of user activity across platforms.

 

Step 2: Add Your GA4 Tag to Your Website

You’ve created your property, now you need to collect data.

The GA4 tag is a snippet of JavaScript code that communicates user actions (events) to Google Analytics.

Using Google Tag Manager (recommended)

  1. Open Tag Manager and click Add a New Tag.
  2. Choose Google Analytics: GA4 Configuration.
  3. Enter your Measurement ID (from your GA4 property).
  4. Set your trigger to All Pages → Save → Publish.

Once installed, visit your site and check Real-time Reports in GA4. If you see your own visit appearing, you’ve done it right.

Are you wanting GA4 set up but don’t know where to start? Get in touch today or have a look at our GA4 setup service.

 

Step 3: Configure Events and Conversions

GA4 tracks everything as an event, from page views to button clicks and video plays. But to truly measure ROI, you’ll need to define key conversions that align with your goals.

Examples:

  • Lead generation form submissions
  • Purchases
  • Phone clicks
  • Newsletter signups

In GA4:

  1. Navigate to Admin → Events.
  2. Use Create Event to define new ones based on parameters (e.g. “page_location contains /thank-you”).
  3. Mark these as Conversions by toggling the switch next to their name.

 

Step 4: Build Custom Reports and Insights

Now the fun begins, turning your data into decisions.

Under the Explore tab, GA4 lets you create custom reports that show where your best traffic comes from and how users move through your site.

Useful explorations include:

  • Funnel Exploration: Track how users navigate from the landing page to conversion.
  • Path Exploration: Understand common drop-off points.

 

Step 5: Test, Validate, and Iterate

Even a perfect setup needs testing. GA4 includes DebugView, which lets you see live event data.

Use it to confirm your key interactions are firing correctly:

  • Pageviews
  • Form submissions
  • Click events
  • Scroll depth

 

Our final thoughts

Learning how to set up a GA4 account may feel complex at first, but once configured correctly, it becomes one of the most powerful tools in your digital marketing strategy. You’ll move from guessing which campaigns work to knowing what drives performance, with cleaner, faster, and more privacy-compliant data.

GA4 isn’t just about reporting. It’s about insight, prediction, and strategic decision-making. With events, conversions, and custom reports properly set up, your team can make data-backed decisions that drive growth, not just traffic.

Want to see how this works in practice and discover more about how to set up a GA4 account? Schedule a Discovery Call or read our recent case studies. 

The post How To Set Up a GA4 Account (And Finally Take Control of Your Website Data) appeared first on ROAR Digital Marketing.

]]> Server Side Tracking: A B2B Businesses Edge In a Privacy First World https://roardigitalmarketing.co.uk/blog/server-side-tracking/ Thu, 14 Aug 2025 09:36:06 +0000 https://roardigitalmarketing.co.uk/?p=11099 In today’s privacy-first digital landscape, accurate data isn’t just valuable—it’s a competitive advantage. With cookie restrictions, iOS

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]]> In today’s privacy-first digital landscape, accurate data isn’t just valuable—it’s a competitive advantage. With cookie restrictions, iOS updates, and stricter privacy regulations steadily eroding tracking accuracy, it’s becoming increasingly difficult to build marketing strategies that truly resonate with your ideal customer profile (ICP).

For B2B decision-makers, this poses a real challenge. Justifying marketing spend depends on having reliable, complete data, yet standard client-side tracking is falling short. That’s where server-side tracking comes in. As Stape explains, server-side tracking gives you full control over the data you distribute to third parties, making it a strategic fix for today’s growing data restrictions.

Client-Side Tracking vs. Server-Side Tracking

 

The Old Way – Client-Side Tracking

In the traditional setup, most digital marketing tracking happens inside the user’s browser.

When someone visits your website, small snippets of code—like the Facebook Pixel or Google Analytics tag—fire directly in the browser, collecting data about what they do.

That data is then sent straight from the browser to third-party platforms like Google, LinkedIn, or Meta.

It worked well for a long time. But in 2025, this “old way” is running into serious problems:

  • Browser Privacy Changes: Safari, Firefox, and now Chrome are blocking more tracking scripts by default.

  • Ad Blockers: Many visitors have extensions that stop tracking pixels from firing entirely.

  • Short Cookie Lifespans: In some browsers, cookies expire in as little as 24 hours, killing your long-term attribution data.

  • Data Gaps: The data that does make it through is often incomplete or inaccurate.

For B2B businesses—where deals take months and every lead matters—these gaps aren’t just inconvenient, they’re expensive.

Client Side Tracking Diagram 1

 

The New Way – Server-Side Tracking

With server-side tracking, the tracking process moves away from the user’s browser and into your own server.

Here’s how it works:
When someone visits your website, their actions are first recorded by your server. Your server then sends the data on to platforms like Google Analytics, LinkedIn Ads, or Meta—bypassing many of the blockers that cripple client-side tracking.

Why this is a game-changer:

  • Higher Data Accuracy: Fewer lost events from ad blockers or browser restrictions.

  • Full Control Over Data: You decide what gets tracked, stored, and shared—helping with GDPR/CCPA compliance.

  • Better Attribution for Long Sales Cycles: Track leads over weeks or months instead of losing them after 24 hours.

  • Optimised Ad Campaigns: Cleaner, verified data helps ad platforms’ algorithms work more efficiently, lowering CPL and boosting ROAS.

Think of it like this: Client-side tracking is a note passed around the room where half the words get smudged before it reaches the right person. Server-side tracking is sending a clean, sealed message straight to the recipient.

Server Side Tracking Diagram 1

Why Server-Side Tracking Matters for B2B

When you strip away the technical jargon, server-side tracking boils down to one thing: better, more reliable data that actually works for your business goals. And in B2B—where one lead can be worth tens or even hundreds of thousands—that difference is massive.

 

Let’s break down the main advantages:

 

1. Data Accuracy

Client-side tracking loses data. It’s not your fault—it’s just the reality of modern browsers, privacy settings, and ad blockers. With server-side tracking, your server becomes the gatekeeper, capturing a much more complete dataset before anything gets stripped away.

That means you’re no longer missing half the picture when reporting on campaigns. Instead of wondering, “Did this ad really work, or is my tracking broken?”, you can make confident, data-backed decisions.

 

2. Compliance Without the Headache

GDPR, CCPA, and other privacy regulations aren’t going away—they’re only getting stricter. Server-side tracking helps you stay compliant by letting you control exactly where and how your data is processed.

Instead of sending raw user data directly to third parties, you can filter, anonymise, or store it securely on your own infrastructure first. It’s like having a security checkpoint before your data leaves the building.

 

3. Longer Attribution Windows

In B2B, sales cycles are rarely quick. Your prospect might click an ad today, download a whitepaper next week, attend a webinar next month, and finally sign a contract six months later.

With client-side tracking, most browsers kill the tracking cookie long before that deal closes. Server-side tracking allows you to extend cookie lifespans—sometimes to months instead of days—so you can connect the dots across the entire buying journey.

 

4. Improved Ad Platform Performance

Google Ads, LinkedIn Ads, and Meta Ads all rely on the quality of the data you send them to optimise targeting and bidding. Feed them patchy, incomplete data and you’ll get patchy, inefficient campaigns.

Server-side tracking sends clean, verified conversion data—which means ad platforms can better identify your ideal audience, optimise bids, and stretch your budget further.

The result? Lower cost per lead, higher ROAS, and less wasted spend.

 

When you add it all up, server-side tracking isn’t just a “nice to have” for B2Bs, it’s the difference between making decisions based on assumptions and making decisions based on the full truth.

 

If you’re not already using Google Analytics to track your sites performance then you are essentially flying blind with your digital marketing strategy. Read more on what website analytics allows you to do.

 

Challenges and Considerations for Server-Side Tracking

Like any shift in technology, moving to server-side tracking comes with a few hurdles. These aren’t deal-breakers—they’re simply factors to plan for so you can get it right the first time.

 

Initial Setup Complexity

Server-side tracking isn’t a simple “copy-paste” like dropping a pixel in your site’s header. It requires a more strategic setup—configuring a server container, mapping event data, and connecting it to your ad and analytics platforms.
The upside? Once it’s configured correctly, you get a streamlined, centralised tracking system that’s easier to manage in the long run.

 

Cost Implications

Yes, there’s an initial investment—both in the form of server hosting and developer time. But compared to the cost of wasted ad spend caused by inaccurate tracking, that investment pays for itself quickly.
For most B2B businesses, even a small increase in lead tracking accuracy can equate to thousands in recovered ROI within months.

 

Ongoing Maintenance & QA

Like any digital marketing tool, server-side tracking isn’t “set and forget.” You’ll need occasional checks to make sure data is flowing correctly, especially if you update your website, CRM, or ad platforms.
The good news? With the right setup and processes in place, maintenance becomes a light-touch task rather than a constant headache.

 

Why Partnering with a Professional Pays Off

The easiest way to avoid pitfalls and maximise the value of server-side tracking is to work with a specialist partner. A professional setup ensures:

  • A Smooth Launch – No broken tags, missing events, or botched configurations.

  • Compliance Confidence – Data handling aligned with GDPR, CCPA, and your internal policies.

  • Seamless Integrations – Your tracking works perfectly with CRM systems, analytics, and all major ad platforms.

  • Ongoing Support – Someone on hand to troubleshoot, optimise, and scale as your campaigns evolve.

By working with an experienced agency, you get all the benefits of server-side tracking without the trial-and-error headaches—and you can start seeing ROI faster.

 

Server-Side Tracking and Accurate Data is Your B2B Edge

In today’s privacy-first digital landscape gives you the competitive advantage you need to close leads. With browser restrictions, ad blockers, and shrinking attribution windows chipping away at traditional tracking methods, the businesses that thrive will be the ones that adapt.

Server-Side Tracking delivers:

  • Accuracy – More complete datasets, unaffected by many browser and ad-blocker limitations.

  • Compliance – Greater control over data processing to meet GDPR, CCPA, and other privacy regulations.

  • Full-Funnel Visibility – The ability to connect ad clicks to CRM entries, sales calls, and closed deals.

  • Higher ROI – Cleaner data powering better ad optimisation, reduced wasted spend, and stronger lead quality insights.

For B2B businesses, this isn’t just about tracking—it’s about making smarter, faster decisions with the confidence that your numbers are real.

 

If you are worried your current tracking setup is not giving you the full picture, now is the time to find out. Schedule a free discovery call with us today and see how we can help you take control of your data with server-side tracking.

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]]> Why A Strategic SEO Agency Is Essential When Google Ranking Suddenly Dropped https://roardigitalmarketing.co.uk/blog/why-a-strategic-seo-agency-is-essential-when-google-ranking-suddenly-dropped/ Thu, 31 Jul 2025 08:00:46 +0000 https://roardigitalmarketing.co.uk/?p=10866 When your SEO rankings suddenly plummet, it’s easy to panic. But the truth is, in the world

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]]> When your SEO rankings suddenly plummet, it’s easy to panic. But the truth is, in the world of algorithm updates and search volatility, sudden drops are often temporary. What matters most isn’t just reacting quickly… It’s responding smartly.

At ROAR, we’ve helped countless clients with their SEO concerns using a strategy rooted in data, not drama. That’s how we’ve not only recovered lost rankings but driven long-term growth, even during major Google updates.

If your SEO performance just took a hit, here’s what a calm, proven SEO agency like ROAR can do to help, without making things worse.

The Truth About Sudden SEO Ranking Drops

You’re not alone. When Google rolls out an update, SERP volatility is not just common, it’s expected. But rash decisions in this phase often backfire.

Want to learn more about core algorithm updates? Read our Broad Core Algorithm Update Survival Guide

 

Why SEO Dips Happen, and Why Panicking Is a Mistake 

Google’s algorithm updates often take days or even weeks to roll out fully. Early changes in ranking can be misleading. Making rapid edits to pages, switching strategies, or overhauling site content based on a 24-hour drop can damage performance in the long term.

We’ve seen this firsthand:

  • A recent software client saw a dramatic drop overnight. Instead of jumping to conclusions, we monitored analytics, waited for the dust to settle, and spotted that competitors dropped even further.
  • Within one week, rankings recovered stronger than before. With just two small, strategic page adjustments, we improved performance inside 72 hours.

 

Want to see results like this? Book a free SEO review with ROAR

 

The 4-Step Framework We Use to Handle Sudden SEO Drops

Not only does this approach work, but it’s repeatable. Here’s our proven process when rankings take a hit:

  1. Monitor Analytics, Don’t React Immediately

Data first, always. We set up tracking to identify what changed, where, and when. Sudden dips can often reverse just as quickly.

  1. Wait for the Algorithm Rollout to Complete

Google doesn’t flip a switch overnight. We resist the temptation to change anything until we know what’s happening.

  1. Benchmark Against Competitors

If your competitors are also seeing volatility, that’s a key signal. It’s likely not your site, it’s the algorithm at work.

  1. Review Affected Pages After Stabilisation

Only once rankings settle do we make precise changes to specific pages, informed by real data, not guesswork.

 

When a Temporary Drop Isn’t Temporary 

If rankings have been falling for weeks or months, or traffic is flatlining, that’s not a blip, it’s a red flag.

This is where our team steps in to conduct comprehensive technical audits, content performance reviews, and backlink profile checks, uncovering any deeper issues that may be holding your site back. We then create a clear action plan to reverse the trend, fast.

Whether it’s Core Web Vitals, poor crawlability, toxic backlinks or outdated content — we know where to look, and how to fix it.

Our final thoughts

At ROAR, we don’t chase vanity metrics. We don’t make guesses. We don’t panic.

Instead, we focus on long-term search health, data-led decision making, and keeping you informed at every stage.

We’ve helped brands across SaaS, industrial, retail, and service sectors recover from dips and outperform their pre-update benchmarks — all with clear communication and full transparency.

 

Ready to Turn That SEO Dip Into Growth? If your site’s rankings are fluctuating, don’t risk making it worse. Request a Free SEO Audit and we’ll help you understand what’s really happening, and what needs to happen next.

Let’s get your search performance moving in the right direction — with calm, clear, confident strategy.

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]]> How To Do A Google Analytics Audit https://roardigitalmarketing.co.uk/blog/how-to-do-a-google-analytics-audit/ Mon, 28 Jul 2025 08:00:38 +0000 https://roardigitalmarketing.co.uk/?p=10848 If you’re making decisions based on messy, inaccurate data, you’re likely wasting time and money on your

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]]> If you’re making decisions based on messy, inaccurate data, you’re likely wasting time and money on your business. 

A Google Analytics audit is the process of reviewing your GA setup to make sure everything is tracking correctly, your goals are aligned with business outcomes, and your data is clear and actionable.

In this blog, we’ll walk you through what a Google Analytics audit is, why it matters, and how to carry one out step by step — no technical background needed.

Why a Google Analytics Audit Is So Important

You may be wondering why a Google Analytics audit is so important. Well, let’s talk about it. 

You’d be surprised how often tracking breaks without anyone noticing (well, not here at ROAR!). A plugin update, a developer change, or the addition of a new page can all cause tracking code to misfire or stop working altogether. A regular audit helps you spot these issues early, so you’re not left wondering why your conversions suddenly dropped off. 

Another important point to note is that an audit can help you eliminate spam traffic. Spam traffic can skew your metrics and give you a false sense of performance. These could be, for example, random bots inflating your sessions, but an audit provides the opportunity to filter out such instances and maintain accurate data.

If your goals are outdated or your events aren’t appearing, then you’re not getting the full picture of how your site is performing. An audit allows you to review what you’re measuring and ensure it aligns with your actual business objectives, which may include form submissions, product purchases, or resource downloads. 

It is also beneficial to understand which content and channels drive the most traffic. Some channels drive awareness, while others drive action; however, some content may appear popular but fail to convert. An audit helps you focus on what’s genuinely delivering value to your business. 

Your analytics should work for your strategy, not the other way around. That means ensuring your setup tracks metrics that matter to your business, not just page views or bounce rate, but also leads, sales, engagement, and everything in between. An audit brings your setup back in line with your business KPIs. 

The Risk of “Set and Forget” Analytics 

One of the biggest issues is that people set up Google Analytics once and then never review it again. 

Over time, websites change, new pages are added, and campaigns are created. Google Analytics properties may not be updated to reflect any of these changes. 

If you’re not regularly checking your setup, you may be missing important data—or worse, reporting on completely inaccurate numbers. 

Want to learn more? Check out our beginner’s guide to: How to set up GA4.

How to do a Google Analytics Audit Step-by-Step

Now that you know why it’s important, let’s break down exactly how to run an audit.

  • Is your tracking set up correctly?

First things first, every page on your website needs the correct Google Analytics tracking code. Without it, you won’t be collecting any useful data. 

Most websites use Google Tag Manager to add their code. We’d usually recommend GTM, as it lets you manage all your tracking tags in one place, without having to mess around with the code on each page.

To check things are working properly, try Google’s Tag Assistant tool – it’ll flag any issues with duplicate tags or missing pages.

 

  • Have you switched on enhanced measurements?

GA4 can automatically track features like scrolls, outbound clicks, site search, and video views—but only if enhanced measurement is enabled. 

To check this:

  • Go to Admin > Data Streams > Web
  • Make sure the Enhanced Measurement toggle is turned on (click the gear icon to tweak individual settings)

This makes your tracking much more detailed without needing any extra setup.

  • Are your data streams set up properly? 

You only need one data stream for your website, unless you’re also tracking a mobile app. Some businesses accidentally create extra streams, which can make your reporting a mess. 

Head to Admin> Data Stream and ensure you’ve only the streams you need. 

  • Have you updated your data retention settings?

By default, the free version of GA4 retains your data for only 2 months, which isn’t ideal if you want to compare performance across the year. 

We suggest changing your retention period to 14months, which is the maximum available on the free version of GA4. 

You can do this by going to Admin > Data Settings> Data Retention and adjusting the settings from there. 

If you have a paid subscription to GA4, you can access data for up to 50 months.

 

  • Are you linking other platforms, such as Google Ads and Search Console?

 To get a full picture of your marketing performance, make sure Google Analytics is connected to tools like:

 

Go to Admin > Product Links to connect these platforms. This ensures that all your campaign data is fed into GA4.

  • Are you tracking users across different domains?

If your website links to other domains (like a booking system or a shop on a separate site), you need to set up cross-domain tracking. Otherwise, GA4 might count users as new visitors every time they switch domains.

This is easily configured in the GA4 settings; simply ensure your development team or agency is aware of the domains that need linking.

 

Making the Most of Your Data Post-Audit

Once your audit is complete, it’s time to think forward. Your goal isn’t just a clean setup. 

What to do next, after the audit: 

  • Document everything: What changed, what was fixed, and what still needs work.
  • Set a schedule: Revisit your GA setup every 6 months or whenever you launch new campaigns or new pages. 
  • Share results: Ensure your team understands the data’s meaning and how to utilise it effectively.

Audits aren’t just a technical aspect. They’re an opportunity to reconnect your data with your business strategy, aligning your goals. 

Our final thoughts 

If you’ve ever felt unsure about what your Google Analytics data is telling you, you’re not alone.

Running a Google Analytics audit helps clear the fog. It gives you clarity, confidence, and control. 

By checking your setup regularly, you avoid costly mistakes and make your data work for you, not against you.

 

Ready to take control of your analytics? Take a look at our website analytics services. 

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]]> What is Website Analytics – and Do You Really Need It? https://roardigitalmarketing.co.uk/blog/what-is-website-analytics-and-do-you-really-need-it/ Tue, 08 Jul 2025 08:15:15 +0000 https://roardigitalmarketing.co.uk/?p=8610 Website analytics are an important feature to have if you want to succeed in SEO and PPC.

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]]> Website analytics are an important feature to have if you want to succeed in SEO and PPC. They tell you what people are actually doing when they visit your site.

It helps you understand what’s working, what’s not, and then you can decide how to make things better.

In this blog, we’ll break down what website analytics is, why it matters and how you can use it to make smarter decisions for your business.

What is website analytics?

Website analytics is the process of tracking, measuring, and understanding what people do on your website. 

You can use tools like  GA4 and Google Search Console to collect data about your website visitors – like how many people come to your site, where they come from, what pages they look at, and how long they stay.

This helps you answer questions like:

  • Are people finding why they need it?
  • Which pages are most popular?
  • Where are visitors dropping off?

 

Understanding this data helps you improve your website so more people take the actions you want, like making a purchase, filling out a form or clicking the call us button, ultimately increasing your ROI.

Why Should You Care?

You might think your homepage is doing a great job, but what if most users are bouncing after three seconds? You could be investing time and money into content, landing pages, or ads that just aren’t working, and you’d have no idea.

Analytics puts the truth in front of you. It shows you:

  • Which pages are driving conversions, and which are driving people away
  • Whether mobile users are struggling to navigate your site
  • If your latest blog post actually brought in traffic or just sat there gathering dust
  • Where people are dropping off in your sales funnel, and why

 

This isn’t just about data, it’s about making smarter decisions. Spot problems early, test ideas before wasting budget, and track improvements so you know what’s actually working.

If you’re not looking at your data, you’re leaving performance and profit on the table. And your competitors are looking.

 

Want to learn more? Check out our beginner’s guide to How to Set Up GA4 the Easy Way.

 

What does website analytics track?

Most website analytic tools give you key data like:

  • Pageviews: The number of times a specific page on your site was looked at. For example, if your product page had 500 pageviews this week, that’s 500 chances to make a sale.
  • Users: This tells you how many individual people visited your site. It helps you understand how many real visitors you’re attracting, not just how many times they clicked around.
  • Bounce Rate: The percentage of people who landed on your site and left without clicking anything else. A high bounce rate could mean your content isn’t what they expected, or that it’s not engaging enough to keep them.
  • Traffic sources: This shows where your visitors are coming from. Are they finding you through Google, clicking a link on social media, or typing your URL directly? Knowing this helps you focus your marketing where it’s working.
  • Conversions: These are the actions you want people to take—like signing up to your newsletter, filling out a form, or buying a product. Tracking conversions shows you what’s actually driving results.

 

You can also set up events to track things that matter specifically to your business, like video views, button clicks, or contact form submissions. 

How do you get started?

It’s easier than you may think. Most people start with GA4 – it’s free and gives you loads of useful information. All you need to do is set up an account, connect it to your website, and you’ll start collecting data automatically. 

Once it’s running, you can log in any time and see your data. The more you check, the more you’ll learn about what’s really happening. 

Why not discover the key B2B metrics to monitor in GA4?

Our final thoughts 

Website analytics is like having a behind-the-scenes look at your website.

It helps you understand your visitors, fix what’s not working, and succeed faster.

You don’t need to be a tech expert to get started — just a bit curious and willing to learn.

Ready to set up your website analytics but don’t know where to start? Let us help you with our website analytics service. Contact us today. 

Photo © by StockSnap from pixabay.

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]]> What Is A Digital Marketing Dashboard? https://roardigitalmarketing.co.uk/blog/what-is-a-digital-marketing-dashboard/ Mon, 07 Jul 2025 14:28:41 +0000 https://roardigitalmarketing.co.uk/?p=8623 Trying to make sense of all your marketing data can feel overwhelming. If you’ve ever found yourself

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]]> Trying to make sense of all your marketing data can feel overwhelming. If you’ve ever found yourself drowning in spreadsheets, reports and endless tabs, trying to figure out what all the data means. That’s where a digital marketing dashboard comes in. 

A digital marketing dashboard is a simple, visual tool that pulls all your key marketing data into one place. It can display your results in real-time, making it easier to track what’s working and what isn’t. 

In this blog, we’ll discuss exactly what a digital marketing dashboard is, why it matters and how it can make your marketing much easier to manage. 

 

Why use a digital marketing dashboard?

A digital marketing dashboard helps you see the bigger picture of how your website is performing. 

Instead of logging into different platforms, you can see everything in one place. 

This saves time, reduces stress, and helps you spot trends faster.

Most importantly, it helps you make better decisions. With all your marketing data in one place, you can see which campaigns are driving better results and which ones aren’t.

 

Key Features To Look For In A Digital Marketing Dashboard 

Not all dashboards are the same. A good digital marketing dashboard should be:

  • Easy to use: you shouldn’t need to be a data expert to understand 
  • Customisable: every business is tracking different metrics, so you should be able to have the data that matters to you. 
  • Real time: Some dashboards can show you the active users on your website in real time, like a live window into what your website’s visitors are doing, which pages they’re on, etc. 
  • Integrated: it should connect with the tools you already use.

 

Many tools on the market offer these features, but it’s worth double-checking before you commit.

Want to learn more about making sense of your marketing data? Check out our blog: Website Analytics Training: ROAR Recommends 

 

How Can A Digital Marketing Dashboard Help You?

The biggest benefit of using a digital marketing dashboard is clarity. When all your data lives in one place, it’s much easier to:

  • Monitor your performance daily, weekly, monthly or even quarterly. 
  • Track your return on investment (ROI)
  • Identify which channels need more attention
  • Share results with your team or clients easily

 

In short, it turns messy data into clear, helpful insights.

 

Common Mistakes To Avoid

When setting up a digital marketing dashboard, many people fall into the same traps:

  • Tracking too much: Focus on a few key metrics, not everything at once.
  • Ignoring context: Numbers alone don’t tell the full story, always look at trends over time.
  • Forgetting about goals: Make sure your dashboard is tied to your business objectives.

 

Take it slow, start simple, and build as you go.

 

Our final thoughts 

A digital marketing dashboard isn’t just another tool, it’s a way to simplify your work and make smarter marketing decisions.

By pulling your most important data into one easy-to-use place, it save time, reduces confusion, and helps you stay focused on what matters most.

Ready to take control of your marketing data? Start by simplifying what you track and focus on what matters. If you’d like some inspiration or tips, feel free to explore our blog or get in touch.

Photo © by Nataliya Vaitkevich from Pexels.

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]]> How to Set Up Cross-Domain Tracking in GA4 (And Why It Matters) https://roardigitalmarketing.co.uk/blog/how-to-set-up-cross-domain-tracking-in-ga4/ Tue, 10 Jun 2025 09:00:03 +0000 https://roardigitalmarketing.co.uk/?p=8517 If your website sends users between multiple domains and you’re not using cross-domain tracking in GA4, you’re

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]]> If your website sends users between multiple domains and you’re not using cross-domain tracking in GA4, you’re flying blind. Learning how to set up cross-domain tracking in GA4 allows you to follow user data and behaviour across websites as in a single session. Without it, your data becomes fragmented and misleading. 

Whether you run an ecommerce website where users use check out on another domain or a business with multiple subdomains, understanding how to set up cross-domain tracking in GA4 is essential to gain accurate insights. 

In this post, we’ll walk you through what it is, why it matters, and how exactly you can implement it.  

What is Cross-Domain Tracking in GA4?

Cross-domain tracking in GA4 ensures that when your website visitors move across different domains that they are recognised as the same user in the same session. 

Without this, GA4 would essentially treat a visit to your second domain as a new session, drastically skewing your data. 

It’s very useful for these particular scenarios:

  1. Ecommerce checkouts that are hostess externally to the main website
  2. Tracking users across booking platforms
  3. Measuring behaviour data across a blog subdomain
  4. B2B businesses that have lots of smaller micro sites. 

I Understand, But Why Does This Matter?

GA4 is the most recent version of Google Analytics, its predecessor was called Universal Analytics. Previously, Universal Analytics needed something called a ‘linker parameter’ to enable cross-domain tracking. 

Google Analytics 4 does not need a linker parameter, it has a built in cross-domain tracking configuration implemented either through Google Tag Manager or the gtag.js. 

In order for this post to be as useful to you as possible,  especially if you’re just starting out in the wide world of website analytics, I’d encourage you to check out our beginners guide to connecting Google Analytics 4 before you go any further. 

If you already have your website tracking working properly, please continue! 

How to Set Up Cross Domain Tracking Using Google Tag Manager

If you’re already using Google Tag Manager, this is the easiest and most efficient way to implement cross-domain tracking for your business.

Step by Step Instructions for Google Tag Manager

  1. Open your Google Tag Manager account 
  2. Navigate to your GA4 Configuration tag
  3. In ‘Fields to Set’, add a new filed:
    1. Copy the following as the ‘Field Name’: linker:autolink
    2. Use your other domains or websites as the ‘Value’: For example, ‘blog.yourdomain.com’ or ‘yourdomain.shop’. (If you have multiple domains, you must add them as a comma-separated list)
  4. Stay in Google Tag Manager, find the ‘Tag Settings’ and ensure that ‘Cross-domain tracking’ is turned on. 
  5. Publish the changes you have made to the container and test them using the preview mode and tag assistant. 

How to Set It Up Using gtag.js Instead

To be honest and frank, if you have little to no experience with tracking and analytics then we would not recommend that you use the gtag.js method at all. 

This requires you to manually change code on your website and this can have unforeseen complications that might hinder your website performance if done incorrectly. 

In this instance, we’d highly recommend engaging an agency that is more proficient and has the knowledge and technical experience to carry this out for you. 

Our Final Thoughts 

Learning how to set up cross-domain tracking in GA4 isn’t just a technical task or exercise, it’s a necessary step for every business that wants to understand the full user journey across multiple websites and domains. 

Whether you’re using Google Tag Manager or the manual gtag.js method they key here for you, is to make sure you’re tracking users properly and accurately. Your reports need to reflect real data and behaviour, not broken sessions. 

  • Cross-domain tracking in GA4 ensures accurate user data by recognising the same user across multiple domains or subdomains – without this session data is not accurate.
  • The easiest way to set up cross-domain tracking is using Google Tag Manager
  • Manually setting it up is possible but not recommended for beginners, as it involves editing your website code and carrying more risk – working with an agency or specialist is advised. 

Do you want more tips on how to get the most out of your GA4? Explore our blog for more guides on tracking, tagging and analytics.

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]]> What Is Event Count In Google Analytics? A Simple Guide https://roardigitalmarketing.co.uk/blog/what-is-event-count-in-google-analytics-a-simple-guide/ Tue, 03 Dec 2024 11:54:03 +0000 https://roardigitalmarketing.co.uk/?p=8163 If you’ve been exploring Google Analytics, you may have seen the term ‘Event Count’, but what is

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]]> If you’ve been exploring Google Analytics, you may have seen the term ‘Event Count’, but what is event count in Google Analytics, and how can it help you understand your website’s performance? 

 

What is Event Count In Google Analytics?

To put it simply, event count in Google Analytics tracks the number of times a specific user’s actions occur on your website. These actions, known as ‘events’, go beyond basic page views, and give you insights into user interactions with different elements of your site. The following are examples of events:

  • Clicking a button (such as “Buy Now” or “Subscribe”)
  • Watching a video 
  • Downloading a file 
  • Submitting a form 

 

Each time something like this is carried out, Google Analytics logs it as an event, and the event count tells you how often this action has been performed. 

Why Is Event Count Important? 

Acknowledging what event count in Google Analytics means is key to understanding the deeper insights into your website’s performance. While page views tell you how many people visited a page, event counts provide more detailed information on how they interacted with your website. 

For example:

  • Are your users actually clicking on your call to actions (CTAs) like “Contact Us”?
  • How many visitors are downloading your resources from your website?

 

By tracking these specific actions, you can measure user engagement more accurately and alter your strategy in relation to your performance metrics. If a button isn’t getting enough clicks or users aren’t downloading your resource, you’ll know what aspect of your site needs reviewing. 

At ROAR Digital Marketing, we’re here to help you make sense of the numbers and improve your website’s user experience. Ready to dive deeper into your site’s performance? Contact us today and start turning data into actionable insights!

How to View Event Count in Google Analytics  

To view your event count, you need to have a Google Analytics account connected to your website. 

When you log into your GA4 account you can see your event count. To access it:

  1. Go to the Google Analytics dashboard for your website.
  2. Navigate to the ‘Engagement’ section on the left.
  3. Under ‘Events’ you’ll be able to see all the events you’ve set up, along with the event count for each one.
  4. To dive deeper into each event, simply click on the individual event name.

 

This report will show you how many times a user has triggered each event, giving you an understanding of how users interact with your website. 

If you’ve not yet got your Google Analytics set up, you can visit Google Analytics help centre.

How Event Count can Improve Your Website 

By tracking event count, you can gain valuable insights into user behaviour and make data-driven decisions to improve your website performance. For example:

  • Optimise your CTA buttons: If you notice a low event count on some of your CTA buttons like ‘Buy Now’, you may want to experiment with new designs, colours,  or placement to increase conversions.
  • Monitor content engagement: Event counts can tell you whether users are interacting with content such as blogs. If engagement is low, this might suggest that the content strategy needs addressing in order to better resonate with your audience.
  • Measure the success of forms: Whether it’s a contact form or a newsletter sign-up, tracking form submissions as events can help you understand the effectiveness of these key touch points. 

 

Understanding what event count in Google Analytics can do for your website helps you make smarter decisions. As you identify areas where users are highly engaged and others that need improvement, you can take action to create a better user experience and ultimately drive greater outcomes for your business.

 

Our final thoughts

  • Gain Actionable Insights: Tracking event counts in Google Analytics allows you to understand user interactions beyond page views, offering deeper insights into how your audience engages with key elements of your website.
  • Improve User Experience: By analysing event counts, you can identify underperforming areas and optimise features like CTA buttons, content engagement and forms, leading to a better user experience and higher conversions.
  • Make Data Driven Decisions: Using event counts to monitor key actions on your site enables you to make informed adjustments, driving website improvement and boosting overall performance.

 

Start using event tracking today, and take control of how you measure and improve your website’s success with the help of our SEO services. Contact us now!

The post What Is Event Count In Google Analytics? A Simple Guide appeared first on ROAR Digital Marketing.

]]> Website Analytics Training: ROAR Recommends https://roardigitalmarketing.co.uk/blog/website-analytics-training-roar-recommends/ Mon, 04 Nov 2024 09:00:08 +0000 https://roardigitalmarketing.co.uk/?p=7962 Understanding the concept of analytics is not just important; it’s crucial for businesses aiming to optimise their

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]]> Understanding the concept of analytics is not just important; it’s crucial for businesses aiming to optimise their online presence. After all, nearly 30% of all business is now conducted online. By effectively leveraging website analytics, you can gain insights into user behaviour and, most importantly, measure the success of your marketing campaigns. Enhancing your website analytics skills is key to unlocking marketing success.

 Here’s a guide to some of the best website analytics training resources available today.

 

Google Analytics 4 Academy

The Google Analytics Academy offers a range of free courses you can complete to deepen your understanding of the fundamental and advanced aspects of Google Analytics 4. These courses can help you become a much more valuable marketer. They can be a great starting point for beginners entering the industry and experts looking to deepen their knowledge on very advanced topics. Here are some essential courses:

 

  • Google Analytics For Beginners: Learn how to create an account, implement tracking code, and set up data filters.

 

  • Advanced Google Analytics: Explore more profound data analysis techniques and understand custom dimensions.

 

These courses from Google Analytics Academy offer numerous benefits. They are free, allowing you to learn at your own pace. With video lessons, quizzes, and practical exercises based on realistic scenarios, you can apply what you learn directly to your work, making them a valuable resource for enhancing your website analytics skills.

 

 HubSpot Academy: Digital Marketing Certification

As a HubSpot partner, the ROAR team has been able to take advantage of the platform’s wide range of training resources. In particular, ROAR recommends the HubSpot Digital Marketing Certification, which contains a dedicated section on website analytics and will help you become a much more rounded marketer!

Key Topics:

 

  • Analytics: Introduction to analytics tools.

 

  • SEO: How analytics can improve search engine optimisation.

 

  • Content Strategy: Using analytics to inform content marketing.

 

This course combines analytics with many other digital marketing skills you can take directly and apply to your role. It also provides you access to a community of professionals and additional learning materials to help you maximise your knowledge. Alongside this, you will also receive an industry-recognised certification, which enhances credibility and can even improve your career prospects!

To learn more about HubSpot and its features, check out our blog, ‘How To Get The Most Out of HubSpot.’

Alternatively, contact ROAR today and learn how our HubSpot Management Services can support your business growth.

 

LinkedIn Learning: Learning Web Analytics

While on LinkedIn, if I’m not laughing at the relatable work memes, I’m taking advantage of its multiple training resources. LinkedIn Learning provides a variety of courses on web analytics, which are great for professionals seeking a quick and thorough introduction to the world of website analytics.

The content of the course covers a basic to intermediate level of web analytics and is delivered by industry professionals who focus on delivering real-world applications. Furthermore, LinkedIn Learning also gives you the option to delve deeper and expand your knowledge into related topics to help you become a better marketer!

Not only this, but investing in website analytics can help you better understand how your website is performing and provide insight into how you can improve performance. So whether you’re just starting or looking to deepen your expertise, various high-quality courses are available to suit your needs. From the free training resources Google offers to various paid resources, the world is your oyster when it comes to training. 

 

Our Final Thoughts

  • With such a wide variety of training available, you must research to ensure you get the most out of the training resource.
  • Completing additional industry-recognised certifications doesn’t just improve your knowledge but improves your career prospects, too.

 

Learn more about our Website Tracking and Analytics Services and how they can improve your digital strategy today.

 

Photo © by Natee Meepian’s Images.

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]]> What Do Website Analytics Allow You to Do? https://roardigitalmarketing.co.uk/blog/what-do-website-analytics-allow-you-to-do/ Mon, 14 Oct 2024 08:00:45 +0000 https://roardigitalmarketing.co.uk/?p=7957 Imagine having a powerful tool that could give you a deep understanding of user behaviour, help you

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]]> Imagine having a powerful tool that could give you a deep understanding of user behaviour, help you make informed decisions, and positively impact your online performance. That’s precisely what website analytics does. In this blog, we explore the crucial role of website analytics in shaping your digital marketing strategy backed by actual data.

 

Understanding User Behaviour

Understanding how users behave is the cornerstone of our marketing efforts. Like a precision tool, website analytics lets us see and interpret these behaviours accurately. This reassures us that we’re making informed, data-driven decisions to enhance our strategy. From the moment a user lands on the website to the point of conversion, every interaction leaves a digital footprint that we can confidently dissect and apply to improve our strategies!

By dissecting these interactions, we can identify the user’s patterns, preferences, and pain points, and that’s precisely what website analytics allows us to do. The most popular web analytics tool for this analysis is Google Analytics 4, a trusted companion currently employed by a staggering 14.2 million websites worldwide.

14.2 million websites worldwide are using Google Analytics 4

Tracking and Measuring Performance

If you run marketing campaigns without accurate and robust conversion tracking and reporting, you operate in the dark. Website analytics, the beacon of effectiveness, enables marketers to assess the performance and success of their marketing campaigns through precise conversion tracking. With this invaluable data, you can optimise your digital marketing strategy and allocate resources efficiently to maximise ROI.

If you need accurate conversion tracking, explore our website analytics services and discover how ROAR can propel your business to new heights!

 

Enhance Your User Experience

A seamless user journey can differentiate between a fleeting visitor and a loyal customer. Website analytics can help provide valuable insights into optimising your website to improve user experience by identifying user pain points and bottlenecks in the user journey. Heatmaps offer a full-picture view of how users interact and behave while on your site, which helps you streamline your navigation and understand what content resonates with your audience.

 

Informing Your Decisions

When dealing with high-level marketing problems, you might get away with the occasional guesswork and gut instinct. Still, if you ever need to drill down and decide based on data, you’ll need a firm understanding of your website analytics. So whether it’s allocating the appropriate budget to specific marketing channels, launching targeted Ad campaigns or optimising your website content to provide users with the best experience, analytics removes any need for guesswork and provides the necessary insights to steer your team towards success.

To learn more about website analytics, read our blog, ‘Understanding Website Analytics Terms.’

Alternatively, learn more about our Website Analytics Services and how they can improve your digital strategy.

 

Our Final Thoughts

  • Website analytics can help you understand how users interact with your website. They can also help you optimise pages with content that resonates with your users, providing a better user experience.
  • Website analytics removes the guesswork and helps you make decisions backed by data and evidence.
  • Website analytics can help you streamline the customer’s journey for users and provide them with the path of least resistance.

 

Learn more about our Website Tracking and Analytics Services and how it can improve your digital strategy today.

 

Photo © by fizkes from Getty Images.

 

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