Analytics is the measurement of website performance.
Most organisations recognise the knowing how many visitors to the website is important information, but amazingly, most organisations don’t look at this information.
If you run a campaign, spoken at an event or run some advertising, a quick check of your analytics will show how much additional traffic you have generated. Looking at these spikes in traffic will show if your efforts have worked and then you’ll know whether to repeat what you did.
And it’s free.
Cross referencing traffic to calls or sales enables you to start to put a value on the investment you’re making in marketing, and analytics is a crucial part of making this connection.
So, every business should apply a piece of Google analytics to its website and regularly check the fruits of their labours.
TIP: Get your web developer to install google analytics on your site (or do it yourself if you can) and examine the traffic levels regularly. Then see if you can identify why some days you get more traffic than others – is this just because it’s a certain day, or is it something that you are doing?
As a social media consultant one of the first things I encourage clients to do is to install Google Analytics on their website so they can see what visitors are doing, in my social media training sessions I teach exactly how to integrate this data in to the wider social media monitoring and social media ROI functions of the strategy.