I’ve come across many clients or business owners who have their website, have their social media and may even have a paid advertising campaign. All of these things are great if that works for you and your business. One thing that seems to be missing is some sort of analytics to help prove that what you are doing is working for your business.
You want to see if there is some sort of return of investment, right? How do you determine where your leads are coming from? Where is your traffic coming from? You are running a paid campaign and you can easily tell how many visitors are clicking thru on your ads, but are they leaving as soon as they get there, how many pages do they visit, is your landing page the right page for your campaign? So many questions, how does one know?
Google Analytics is fairly easy to set up and it’s FREE! It is a great tool to determine how many visits (# of people to your site), how many pages views (total number of pages that are seen via all of the visitors to your site) and how many of those visitors are new or is returning (within the selected time period). Another data point that is helpful is where your traffic is coming from. You can find out if it is coming from someone directly typing in your web address, whether it is coming from organic search (a means of search engine optimization efforts), from paid advertising if you are running a campaign and if it is referral traffic, among many other things.
Referral traffic can be a number of things – such as social media like Facebook or Google +, it could be from Superpages, Yelp or basically any number of pages. The thing that would be helpful to know is who these referrals are. What if you are running an Adsense campaign and you want to know which sites are referring the most traffic? What if you have an ad or just a listing/citation like on Yelp and you see you are getting traffic there? A good thought here would be to ensure all of your information that is listed there is correct.
In my business, seeing the traffic from social is important so I can track whether my efforts from social to my site are working. Ideally I want those that go to my website to follow me on at least one social media platform. Those that follow me on social media, I’d like to get to know more about my business in hopes of converting and/or sharing with others. So, having this information can be helpful in my business for me personally and for clients that I am helping. I always ensure clients that I am working with have some form of analytics!
So, my parting thought, Google Analytics if free but costs your time; however if you are spending money on any form of marketing, it is worth your time to verify that your money and efforts are working…. unless, of course, you don’t care, then by all means, throw your money away! 😉 Check out my time is money blog for more on this sort of thing. 😉
Thanks for reading; I’d love to hear what you have to say so please feel free to leave a comment. If you need any help with your website as far as search engine optimization, paid advertising or social media marketing, I’d love to help so contact me and we can chat!