Tracking Performance of Website and Digital Marketing Activities
Google Analytics is a key tool that you can use for free to track the performance of your website and digtial marketing activities.
Only 20% of those using Google Analytics use it correctly
Therefore learning to use Google Analytics properly could give your business a real competitive advantage over the 80% who are not. (This stat is based on e-commerce websites, although it is likely to be similar for non e-ecommerce sites as well). Analytics help you to identify which website and online marketing activities are working well and which are not so that you can pinpoint areas for improvement.
For instance, you can see how many website visitors you have each month, on average how many pages they browse and on average how long they spend on your site.
The stats on Google Analytics are not 100% accurate, but they are still a very good indicator of online performance.
You can also get a break down of where traffic to your website is coming from. For example, you can see how many visits come from Google, other sites or social media platforms and how many visits come directly to your site. (Read more here on understanding the stats.)
You can get an indicator of what keywords your website visitors have used to find your website within the Google search engine (may have to look at historical data over a year for this).
You can sync Google Adwords with Analytics to gain further data on how your Google Advertising campaigns are performing. It is reported that 60% of ecommerce sites do not have these two correctly synced. This is another thing that could give you a potential competitive advantage. It can be particularly useful to know the exact keywords your visitors are using in Google searches that lead them to click on your Ad. This data will help you to optimise advertising campaigns and identify keywords to use on your website and in other marketing activities.
You can sync Google Webmaster with Analytics to obtain further data on how your website is performing in the Google search engine. As mentioned in a previous blog, Google Webmaster will crawl through the whole of your site. As a result, Google will know a lot more about the sub-pages of your website than it did beforehand, improving your listing in search results. Google Webmaster will then continuously obtain data about your website. This can be best seen via Google Analytics once it is synced with Google Webmaster. You can see which search terms lead to the website and sub-pages of the website being listed in search results, even when people don’t click-through the links. Some of these search terms you may not even have previously considered. Once again, using this facility could give you the edge over your competitors.
Chris Wood - digital marketing specialist
Stats mentioned are from an eConsultancy Article: 80% of online retailers are using Google Analytics incorrectly