Tracking with Google Analytics: The Importance of Measuring Your Marketing Campaigns
By definition, insanity is repeatedly performing the same action and expecting a different outcome. You wouldn’t continue to run into a brick wall after discovering that it hurt. So then – why are you repeatedly spending money on marketing tactics that aren’t delivering the results you want? That’s just plain crazy making!
Google has a tool to resolve this mind boggling, marketing gridlock. It’s free, it’s a one size fits all kind of solution and no; it’s not a straight jacket! It’s called Google Analytics and it could save you and your marketing team a trip to the insane asylum. Here’s why you should start implementing this analytics tool, stat!
1. It’s Simple to use
Beyond the fact that Google Analytics is going to provide insight into a world of data you didn’t know existed, it’s easy to set up and customize! Pick which reports you want, arrange data within an intuitive drag and drop interface and integrate with other tools like AdWords to enrich your data collecting experience!
Why does this matter? Vigilant tracking is essential to your inbound marketing success but time spent tracking is time taken away from creating and implementing new campaigns. Tracking tools need to be comprehensive and easy to understand so you can take that data and run with it!
2. Fortune 500’s Are Implementing It
Nearly 20% of Fortune 500 companies utilize Google Analytics. Enough said…
Why does this matter? These businesses are at the top of the charts for a reason. If Google Analytics is powerful enough to support their inbound marketing evaluation, it’s powerful enough to help you grow. Sometimes, following the leader is a smart move.
3. It Offers over 80 Different Types of Reports
That’s right. Over 80! Not every report will apply to you and the interface allows for complete dashboard customization. But just think of the data that can be collected! The most basic reports track:
Impressions: The number of times any URL from your site shows up on a search query.
Clicks: The number of times your URL is clicked on.
Rank: The average position your URL falls on a search list.
Click Through Rate (CTR): The rate at which a visitor clicks through your site (Clicks/impressions).
Geographic Location: The country from which the visitor is searching.
There are also reports that break down data regarding:
Landing page statistics
Real time organic search details
In short, Google Analytics is like hooking your website up to every piece of medical monitoring equipment in existence! You’re going to gain insight into the health of every function.
Why does this matter? Knowledge is power. With this level of tracking, your inbound marketing strategy can be picked at and refined until every single action you take produces an equal or greater reaction in favor of your marketing goals. You’ll also learn everything that can be known about your visitors to better formulate a target persona. Who they are, what they’re interested in, how they search, what devices they use, where they live. The more you know about your target persona, better you can craft a campaign that will capture their attention and earn their trust.
4. It Eliminates Questions
It’s all those lingering questions that will drive you and your marketing team mad.
Why are shoppers abandoning shopping carts?
Is my website design effective?
Which marketing initiatives are working?
What do visitors like on my site?
Google Analytics provides an answer to almost every question you could have about the source of traffic, the effectiveness of your website content and design, the precise activity of a visitor on your site, how much time a visitor spends on your site, whether that visitor is new or returning and what keywords were used to get them there. Google Analytics will tell you if a landing page isn’t getting enough action or a CTA button isn’t attracting clicks. In essence, it takes the guessing out of the equation.
Why does this matter? Answers give you the opportunity to fix elements of your site or marketing campaigns that aren’t serving your cause or your investment. It makes your marketing highly adaptable so you can change what isn’t working until it does work. When all parts and pieces are serving their intended purpose, the results can be astronomical.
5. It Provides a History
Google Analytics will showcase how activity has changed over a large span of time. This allows marketers to identify trends or patterns in success or lack thereof. When marketers can predict trends and patterns, they can combat depressed points with more effective promotions or bolster high points to raise the bar.
Why des this matter? The key to growth and continued success is constantly aiming a little higher. Zooming out and examining what campaigns have worked over the course of a year can help marketers tailor each subsequent year’s marketing efforts to reduce depression points and ultimately produce higher numbers.
Allow us to reiterate – knowledge is power. Google analytics provides exclusive insight into the intricate inner-workings of your online identity. Understanding how the world perceives you puts you at a major advantage over competitors who aren’t taking advantage of the same. Use this data to drive perfection and kick the crazy to the curb! Enlist the help of a digital agency that will design and develop a custom website, create or refresh your inimitable online image and support your marketing ambitions. With expert support and incredible visibility, your potential is limitless!