Do you work with/for a small business that’s struggling with low-funnel ads? Look no further! Use Google Analytics to redefine your goals to make data-driven, informed decisions.

One of my former clients sold exclusive, high-end items. Their business model was incredibly unique as their online shop was only open a few times a year. During times they weren’t open, they built up excitement for their product launch and encouraged people to sign up for their email list. Essentially, they operated as lead generation for part of the year and eCommerce for the other part.

As an agency (and our client as well!), we were disappointed when sales were down. Our best practices for typical eCommerce clients weren’t working and with a limited budget, any solution required some extra creativity.

With the help of Google Analytics, we determined their audience size was too small for effective low-funnel marketing. In order to increase sales, we needed to take a few steps backward and grow their top-of-funnel audience list. My team and I presented a strategy focused on building up the prospect base prior to focusing on purchases. While this may seem counterintuitive and time-consuming, it ensures higher quality and higher quantity of customers (which long term results in more sales!)

By connecting your account with Google Analytics, you can obtain a plethora of information about your brand. The more data you have, the more confident you will be in delivering results. Ask yourself the…

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