Recently we welcomed a new client and asked their old developer to give us administrative access to our client’s Google analytics. But we discovered that the developer had set up analytics incorrectly. The result?
Well, in this case it’s goodbye to years of data. Here’s what you need to know about setting up – and owning – your Google analytics so you don’t get caught in the same trap.
If you’re selling something for which demand greatly exceeds supply, such as beachfront property in the Florida Keys, you hardly have to do any marketing at all. But in competitive markets, business owners who fail to think things through will lose out to those who do. If you have Google Analytics installed but you’re not monitoring it, you can only guess where your online sales cycle is breaking down.
The mere thought of analytics can make some people break into a sweat, but they can teach you a lot about the effectiveness of your marketing and guide you toward improvement. Even if you’re not looking at your website analytics (yet) you should still have them. It’s always possible to go back to analyze data but never possible to invent data that wasn’t collected in the first place. Ok, so once you’re sitting in front of all that data, what should you be looking for? Here are 7 key metrics to look for and the things they’re trying to tell you about your website and your marketing, if only you’ll listen.
If you don’t have web analytics and aren’t obsessing about them then take whatever you just invested in your site and throw it out a car window on a busy highway. It’s that important. Without analytics you have absolutely no way of knowing what kind of business your site is generating.
To measure the success of your website you must review and act on your analytics reports, which will tell you how many visitors there were to your site, how they got there and what actions they took while visiting, among many other important statistics.
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