Roland DGA is the US-based marketing, distribution and sales arm of Roland DG, a leading worldwide provider in the sign, graphic arts, fine art, vehicle graphics, UV, photography, engraving and 3D modeling industries. Roland DGA has been a longtime client of Marketing Mojo for SEO. In the process of looking at the metrics around SEO investment for ranking improvements, we wanted to be able to track all the way to revenue impact for true ROI reporting.
To make that happen, our developers devised a solution using Google Tag Manager and strategic code edits that we implemented for Roland DGA through our hosted collaborative workshops to enable Google Analytics Ecommerce Tracking for their custom-built online store.
Roland DGA can now see performance metrics for their online store that they never had before, but more importantly, they can make intelligent data-driven decisions about campaigns going forward. For example, in Google Analytics they can now view the breakdown by channel of revenue, transactions and conversion rate for their online store to see where their marketing dollars and resources are working, not working as well, or can be improved. Additionally, the true value of organic search SEO and digital advertisements such as Google Ads can now be assessed through revenue impact (see below):
And now that they have started to collect this data in an accessible, usable way, the insight for analytics can only get better. How do the numbers change month over month, year over year? Is there seasonality that affects the online revenue? What changes are we making that are working? And as new marketing campaigns kick off, how do they compare?