Service Spotlight: Google Analytics

Date: Tuesday, 30th August 2016 | Category: , , , , ,

Plan. Implement. Analyse. Repeat.

In its most basic form that is the core process for most things in life, especially marketing. You set your objectives, plan what activities need to happen to achieve them, put those plans into action and finally use analytics to measure the success of the project.

That last point is the most crucial one – not only to evaluate how the project performed but also to know how it can be improved on next time. There are a variety of tools out there to help you do this but when it comes to evaluating your website statistics there is none more popular than Google Analytics (GA). Although Google haven’t released a figure since 2012, it is estimated that 30-50 million websites use it worldwide.

Helping you stay ahead

We’ve spoken before about the importance of websites in this ever-growing online world, and it seems nearly everyone has accepted this fact now. With this however, comes millions of websites competing to out-do each other and be the one the customer chooses. This is where factors like usability, engaging content and appealing design come in. You need to know who is visiting your website, where they are coming from, what they are looking at, the path they are taking, the buttons they are pressing and the return you are getting out of it, to name a few. GA can tell you all of this and more, allowing you to alter and adjust any factors that aren’t fulfilling their potential.

We could go on about how useful GA can be if used correctly and the amazing insight that it can give but chances are that you are part of those 30-50 million people and already know. So instead, we thought we would share with you three tops GA tips to make sure you are getting the most from your results…

 1. No to Spam

Many people would be shocked to see the difference between the figures pre-anti-spam selection and post. Although you might like seeing the higher figures that appear without the ‘anti-spam’ selection on, they are not truly reflective and therefore any take-outs that you derive from them would be false.

 2. Internal v External

Not necessarily the case for everyone, but consider taking yourselves out of the results. Are you getting an accurate representation of results if you include visits from inside your organisation? Personally, we like to know what our audience has been looking at, not our internal team who are most probably visiting the pages to edit or update them.

 3. Campaign Tagging/ Tracking

Want to be able to differentiate the results from your email campaigns, social media ads, paid ads etc.? Then this is what you need to be doing. You may think that a campaign is doing well until you actually look at the results and see that this might not be the case. Or maybe it is attracting people to the website but then no further action is being taken – you know you need to work out why this is; could it be information on the advert is being misunderstood? Is there not a clear enough call-to-action on the webpage? Or maybe the campaign is proving very successful and you decide it’s time to invest more in it – all these things are crucial to increasing your business’ profitability.

Sounds good but all a bit confusing still? No problem, we can help with it all. We set up Google Analytics as standard for all our websites and can help provide extensive reports to tell you whatever you need to know. Get in touch online today, call 01234 779054 or email me directly at jazmine.brace@phew.org.uk and we can start planning for your business.