A week in the life of PAB’s Digital Marketing Apprentice- Week 2

Week 2 of my year at PAB Studios went just as well as the first. The only downside was failing my Google Analytics exam! Even though I have watched so many videos on how Google Analytics works, metrics and dimensions, ecommerce and different ways of reporting I was still not where I needed to be when I did my exam.  “Pick yourself up Hannah and brush yourself down”, this is what I keep telling myself, I am an apprentice after all, I am here to learn so every fall means I learn more and will become more successful as a result of understanding where I have made mistakes.



Moving on from this, I have had many opportunities to actually use Google Analytics to work out bounce rate, demographics of users and sessions for clients. I think I am finally getting it now.

I am going to try and explain Google Analytics in the easiest way possible as I found it hard to understand the first time I heard about it. It is a way of looking at a website/ mobile phone app’s data to see general statistics such as; where your users are coming from (country/city), average page duration and the average amount of pages users look at.

PAB Studios use Analytics for every website that they look after. For PAB it is an easy and quick way to let owners of websites know how their website is performing and also to see what effect any marketing campaigns are having, and help understand any given campaign’s ROI. As Shaun (head of digital) likes to say a website which is not performing or meeting goals is like having a business card you keep in your pocket! It may look pretty but ultimately it is a waste of investment!

Spreadsheets are definitely a bigger thing within Digital Marketing than I thought. I feel like I spend at least 60% of my time filling them in. I think in spreadsheet format now, everything that I look at fits into a column and a row somehow! As you probably guessed a lot of my week was based around spreadsheets and Google Analytics but that’s something that I will have to get used to and honestly it is not as bad as I am making it out to be.

The current spreadsheets I was am using are designed to find out what a campaign, that PAB Studios have created, would do to a websites data for example, I was working out whether their bounce rate would increase, whether their amount of organic traffic would increase and what could potentially happen to the amount of new users that visited. I was measuring the base point before the campaign started and then predicting how the campaign would influence various aspects of the website.

Working out Goal Stages is another way of using spreadsheets. PAB generally put ‘Goal Stages’ into two categories Stage 1- soft goals, and Stage 2 – hard goals. These stages will determine whether a user has taken a definite step on your website or whether we are just inferring intent. For example PAB count opening the contact page as a  ‘soft goal’ or ‘Goal Stage 1’ which may indicate finding an address or contact number, ‘Goal Stage 2’ could be filling out the contact form and making an enquiry into a product such as a car.

PAB use Google analytics, and take the relevant information and put them into a spreadsheet, which is then presented to the customer to help demystify the analytics and remove some of the jargon for clients – at the end of the day all they need to know is that the campaigns are working and the website is generating them business – and the process I have been learning this week is the foundation of finding that out for them!




Hopefully by the end of this year I will have an ending that will be used for every blog but for now I’ll just say goodbye. I hope you have a good week and I will talk to you next time.