Web Analytics

Our team utilizes the full suite of Google Analytics tools and a three-phase process:

• Web Analytics Audit
  What tools and versions are you using? What events are you tracking beyond visits? We assess your current measurement capabilities to:
  • Develop an appropriate Project Scope
  • Create a Measurement Plan to identify target metrics – including any custom metrics and dimensions
• Google Analytics Implementation
  We will provide recommendations or actual implementation services according to your needs, including all appropriate code required to execute your measurement plan. Implementation typically involves deployment of:
  • Safe and up to date tracking code
  • Google Tag Manager to streamline the tracking process
  • Google Universal Analytics
  • Google display features
  • Site search
  • Campaign tagging
  • Custom dimensions and metrics
  • Custom segments
  • Custom dashboards and reports
• Optional ongoing optimization and consulting services are available for an additional fee, including:
  • Site, content and conversion optimization
  • Paid search and display campaign optimization

Audience Insights

For clients who want more audience data than what is available through Google Analytics, Silverback Strategies offers a range of audience analytics capabilities:

• Heatmapping to capture how users interact with your site pages 
• Facebook Audience Pixels, for a more granular look at how well your site visitors match your audience objectives
• Google Consumer Surveys provide an easy tool for conduct market research to discover more about audience preferences
• Conversion rate optimization services let you test how your audience responds to different ad formats, web pages and creative versions 
• • Path-to-purchase analysis gives you a holistic view of the customer conversion process

Attribution Modelling

Go beyond last-click attribution to quantify the impact of each channel in your mix on awareness and conversions, online and off. We’ll tailor your attribution model to your specific KPIs.

In addition, our offline media attribution capabilities enable you to measure and optimize:

• The contribution your radio, print and other non-digital efforts make to your online results
• How online campaigns affect in-store traffic