Ryan Levander's Linkedin Analytics

The less mature the organization, the more they think "analytics is a project" and "just setup my tracking and I'll be good"... ...which is kind of like going to a hospital and saying, "Just let me stick my foot into this MRI machine because I can self diagnose" (Don't be like Michael Scott) There is some sense of reassurance when "we have the data" we'll be good. Let me tell you (from experience), one of the WORST things you can do just skimp on your setup (by avoiding a proper Discovery + Define process) and "just collect everything and we'll be able to 'pull a report' later"... ...which is a great way to watch a business lose tens of thousands of dollars (from experience). How do you know you'll lose tens of thousands of dollars? You probably haven't monetized the situation to figure that out: https://lnkd.in/gCaU27-p

Seems impossible to know what are the "best metrics” to track, right? That's because it is... ...and if you aren't doing a dedicated Discovery/Define process with your Measurement, you aren't doing it right. Everyone is always "running to optimization" but they don't know what to optimize because they didn't have a process for the Measurement...

One of my clients is in need of an ads specialist/agency…who’s the best in my network? (All ad platforms and DM me if you want)

This one might be helpful to anyone in (or finding themselves in) sales. I usually post about nerdy technical Marketing stuff, but I was in sales long before Analytics or CRO... ...and I think this will be a refreshing one based on the times we find ourselves in.

Companies that fail: “Do we have to do qualitative research?” Companies that win: “What hypotheses have been validated this month through research and experiments? What have we learned about our customers?” Notice how I didn’t even say “companies can win” if they avoid research…it’s getting to be black and white. Which one are you in? P.S. Clayton Christensen wrote Competing Against Luck, a super relevant read for this topic that I highly recommend.

Classic. Even if AI makes this better (it boggles my mind why people aren't using LLMs for cold outreach as they would never suggest this non-sense) I would still respond the same way. I have a TextExpander snippet saved to reply to these in 2 seconds 😂 (even though I usually just block them).

I recently helped a client realize they were lighting $34k/month of 💰 on 🔥... ...tons of Facebook ads traffic goes to site (almost all to a form) and the form takes upwards of 7 seconds to load... ...I asked the Agency to update some analytics to better see visibility of the form loading and sure enough, 70% were bailing before the form even loaded 🤦🏼‍♂️ That represented $34k/month in ad spend literally going out the window (or about $2k/day). I've been using/testing site speed tools for many years (back to my SEO days)...if you are interested in my top recommendation (and no it's of course not Google PageSpeed 🙄) I'd be happy to share... ...comment NEED FOR SPEED (sorry, nostalgia from middle school and that cool car racing game...) and I'll happy DM you the tool with a Loom of my top 3 tips (that I use for clients on a regular basis).

If you run Ads on behalf of a client and don't talk to their customers on a regular basis, you are performing malpractice. I see this SO often...both B2B and D2C, doesn't matter, both seem to be allergic to doing actual research and guess what? ...Their ads get mediocre results because of it. And yes, there are other ways to do research than having 1/1 interviews with buyers, but the reality is they don't do surveys, user testing, or talk to the sales teams either... ...my hypothesis is that they are trying to focus on scale...and scaling qualitative research isn't easy. That's also why a lot of ad campaigns fail. They cut corners on an offer/hook/insight that was valuable to their audience and just focus on "Sign up" for SaaS or "Talk to us" for Lead Gen and didn't craft something they knew the market wanted (or bother to find out their jobs to be done). How do I know this? When we do "Optimization" for a client, we look at the entire user journey. Ads, pages, emails, etc... ...the first thing I do is go through the entire customer journey just like the customer would. I do it while I'm fresh and umbiased to the brand. I jot everything down in Miro and share it with them. 99% of the time it's the first time someone has done this for their business... ...gaining empathy for a market can be hard. It's a lot easier when you become the market and experience it. Stop looking for shortcuts and start sucking less. Pick up the phone, talk to your customers. That conversation will be worth 20+ hours of GA4 time...