With the growing number of digital marketing campaigns in various states of development and implementation, you realize that you need to get a handle on how to analyze and report on the performance of each. After discussing this with your administrator, she has given you a spreadsheet from a paid search campaign on the Adwords platform and has asked you for a report analyzing this historical data. Your administrator has given data from the case company’s previous campaigns in the form of two Excel spreadsheets. One is a Google Adwords campaign, and the other is a Bing Ads campaign.

You have been asked to create a report which includes the following:

• Introduce the importance of website analytics through an executive summary focused on how best to use Google Analytics to track metrics that align with Costa’s business goals.
• Analyze paid search campaign results in the supplied spreadsheet and summarize insights, optimization recommendations, and trend identification.
• Conclude your report.
  • Why it is important to track digital marketing campaigns and ensuing website traffic for Costa’s using Google Analytics?
  • What are some key metrics to track? How do you turn that data into actionable decisions?