It is not uncommon for companies to overlook the process of tracking their analytics. Their website becomes an ever-expanding mystery to them, and that valuable stitch in time might well be missed. Interpreting the statistics, formulating and adapting marketing strategies, improving your website’s online marketing should all be an ongoing process which is adapted to the seasonality that you are familiar with in your market. It may be that you have 6 months of very regular activity, but if you miss the opportunity to ramp up at Christmas and Easter, for example, you can be sure that your competitors will be on the ball and can you afford to miss out?
The software generates detailed statistics about the visitors to a website, by using first party cookies and tracking codes. It is the most widely used website statistics service. Analytics goes much farther than this though and can be used for detailed conversion monitoring and ROI tracking.
- Google Analytics can track visitors from all the major sources of traffic.
- The service allows users to identify trends across a period of time.
- Through the use of Analytics, poor performing pages can be identified.
- Bespoke dashboard creation via integration into Digital State Group reports.
Google Analytics can track visitors from all the major sources of traffic including rival search engines, Ad Words also known as Pay Per Click (PPC) campaigns and specialist campaign tracking such as e-shot tracking. It can also track non-personal data about specific users, for example, Analytics tracks how many people visit your site using which browser or if they are using a mobile browser.
This level of data has great implications in the increasingly competitive world of digital and search marketing. The service allows users to identify trends across a period of time and use this data to enhance their user’s experience. This means that by using this data you can adapt your website based on how people are using it and be able to work out which parts of the site are gaining the most traffic and which traffic is ultimately converting into sales.
When integrated with Google Ad Words, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. By using analytics, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns. Through the use of Analytics, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from, how long they stayed and their geographical position. All of which are very useful when fine tuning SEO campaigns.