Comments on: Brand Awareness is Basically a Meaningless Metric. Here’s Why.

By: Remco van der Beek

Remco van der Beek — Sun, 01 Sep 2019 09:44:59 +0000

Great article! One comment re. Direct traffic in Google Analytics: even if all your campaigns are tracked correctly Google Analytics still undervalues Direct traffic by an enormous amount because of its last non-direct click attribution model. So if a user comes to your site directly after having been to the site previously using another channel, the direct click goes to the other channel. The impact of this is enormous in terms of attributing traffic and revenue to marketing channels.

If I may add to the conversation, I actually wrote a somewhat related blogpost about measuring the value of display advertising campaigns last year: https://engage-digital.eu/2018/03/03/how-much-do-your-display-advertising-campaigns-really-contribute-to-conversion/. Perhaps you’ll find it of interest.

By: Mercy

Mercy — Thu, 29 Aug 2019 10:13:12 +0000

Hi Alex, This post includes tons of valuable data to build brand awareness on a website. Through social media platforms, we can target the right audience and quality traffic. Thanks for sharing valuable tips to build brand awareness I could go and implement to improve our product with your tips.

By: Evan Waters

Evan Waters — Tue, 27 Aug 2019 15:08:12 +0000

Nice post, one caveat on the branded search topic:

I think its important to not only look at branded search volume, but rather branded search clicks. If, for example, a high share of your brand search ends up landing on google news, wikipedia, or other non-owned properties the brand search metric may be more indicative of looky-loos than true branded interest,