Well, the last question you have to ask yourself is, will this video help drive sales? I’m sure you’ve been in a situation, like me, where your boss, your client comes to you and they’re like, “I made a video! I’m really excited about this video and I think it should go Anywhere on the website, I think it’s going to make me a lot of money and you’re like, “Well, sure, customers, yeah. “But maybe they’re right, maybe it will make a lot of money, but you can’t know for sure until you test it. How are you going to test it?”
In GA4 you can build audiences, if you’re not familiar with GA4 Audiencesthey’re great, I really like them, and I have a Friday Whiteboard on this site talking about audiences, so I recommend checking that out as well. Now, what we’re going to do is create two audiences. We had an engaged audience and that’s where people agreed to start the film. Now we’re going to have a negative audience, which is where people don’t start playing the film at all. Of course, you would normally report this in a boring table, you would say we have so many session consent videos, and then we have so many key events, conversions and the same thing, but no, number of sessions, key events/conversions quantity.
When you look at this data, can you tell immediately whether a video is performing well? No, because numbers are boring and tables are boring. Instead, we’ll use the same trick we saw in the first table and change the numbers to percentages of the total. Again, in Looker Studio, to do this, hover over the metric, click on the pencil icon, and select % of total from the dropdown, and then you can see that we have about the same number of sessions, but you can Watch out that this video actually does a great job of driving more conversions/key events for this particular client. I think the client is right, I think it’s a good video. You can tell them. But by presenting it as a percentage again, you can see what I always say about punching above your weight or punching below your weight, because I used to box, I think that’s how this data is presented Good approach. How well did it do relative to the whole? Instead of focusing on those specific numbers, which may or may not be true.
So here are three examples for you where you can take what’s already reported and then change the report in a targeted way. I find it really helpful to have conversations about how accuracy, ad blockers, third-party consent, and all these other things can make our analytics data inaccurate, and you can have those conversations and display the data in a different light, and it has Help eliminate the idea that you have to fix something to make it accurate, unfortunately you can’t, it won’t be accurate, that ship has sailed, instead you focus on the data you have and what you can Use it to generate good results and help you gain insights so you know what to do to improve your marketing, sales, and ultimately your website and whatever you want to achieve with your business.
I hope you find this helpful. If you have any questions, feel free to contact me, I’m usually on LinkedIn, thank you so much for looking.
