I've been involved with countless online marketing campaigns over the past five years, all of which have focused primarily on driving traffic to the client's website and, ultimately, converting visits into profitable transactions. However, I have noticed consistently one tactic that gets pushed aside, that actually contributes more to a campaign than you might think.These campaigns all involved tactics such as:
- Pay-Per-Click (PPC) marketing
- Search Engine Optimization (SEO)
- Display/banner advertising
- Social media
However, one tactic that often falls completely off the radar - often nixed for budgetary purposes - is the proper implementation, customization and ongoing tracking and analysis of Google Analytics.
Here are the top 3 reasons you can't afford to cut Google Analytics from your (or your client's) marketing budget:
1. It's free
They say there's no such thing as a free lunch, but there is such a thing as free, world-class website analytics. All you need to install Google Analytics on your website is a Gmail account (also free), and someone with the technical skills to add the proper tracking code to your site (that one might cost you a few bucks, but it's more than worth it).
Once Google Analytics is installed on your site, you'll have access to robust data that will tell you in near real-time exactly how visitors are using your website. Smart analysis of this data will help you make informed decisions on where you need to add, trim or edit content, what content visitors are finding most useful/valuable, how you can better entice potential customers to make a purchase or contact you... the list goes on. In a nutshell:
Google Analytics will help you make better marketing decisions
2. It's powerful
Google Analytics isn't the standard because it's "okay" - it's f***ing fantastic. The quantity and - more importantly - quality of the data it provides is incredible. Not only will Google Analytics tell you how many people visited your website last month, it'll also tell you:
- Where they came from
- Where they were when they logged on (geographic location)
- Whether they were on a desktop computer or a mobile device
- What browser they used
- How long they stayed
- How many pages they viewed
- Which pages they viewed
- What actions they took (purchased something, watched a video, downloaded a white paper)
- If they'd been to your site before
- And much, much more
You can use this information to consistently improve your website in an effort to drive more conversions. We call this process conversion optimization.
3. It tracks everything
In addition to all of the great metrics listed above, Google Analytics (when set up properly) will track the effectiveness of all your online marketing activities. Let me say that again:
Google Analytics (when set up properly) will track the effectiveness of all your online marketing activities
Did I mention it's free? What other software on the market allows you to track and gauge the effectiveness of your entire online marketing plan for free? Heck, if you're savvy enough you can even measure your offline marketing and sales conversions, too.
For both marketers and agencies, this is a dream come true. By using filters, funnels, goals, URL tagging and other advanced Google Analytics features, you can track the effectiveness - and ROI - of every tactic within your online marketing arsenal. To have all that data and insight together in a single interface is both convenient and extremely powerful.
Want to talk about how you can start using Google Analytics to enhance your website and make more informed online marketing decisions? Click below and schedule a free consultation:
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