Data I Look at to Analyze Year Over Year Q4 Performance
Conversion Tracking Playbook
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How Do You Segment Your Traffic by Channel?
So where's traffic going this year compared to last year? Is it highly custom landing pages? Is it the home page? Is it collection pages? is it product pages? How did that funnel perform? Once you have these, then you can start layering down this by channel. Again, if it's consistent on a channel by channels of source, medium, campaign name, etc., I'll start digging into this as well.
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