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3 Easy Steps To Get Your Web Analytics Up & Running
Digital Marketing Associate. Executes the comprehensive back-end work behind all marketing campaigns from turning tightly targeted traffic into qualified leads, strategic and tactical marketing planning to critical analysis.
Have you thought about setting up web analytics?
A web analytics solution is essential to all businesses, whether it’s a SME or MNC.
By implementing a web analytics solution on your website, you can monitor and analyse where your traffic are coming from, how long do visitors stay on a page, which marketing channel resulted in the highest number of conversions, even identify problems such as slow page load time. Setting up web analytics will allow you to understand how visitors interact with your website.
Google Analytics is one web analytics solution we highly recommend due to its detailed statistics. It also has a feature that allows you to link your Google AdWords account. Hence, you can see both AdWords click and cost data and Analytics site engagement data side by side. You can even import your Google Analytics goals into AdWords as conversions.
Here are 3 easy steps to get your web analytics up and running:
1. Manage and gain control over all the codes in your website
Have you ever encountered this situation where you have numerous snippets of code on your website? Like Google Analytics tracking code, AdWords remarketing code, Facebook pixel code and more.
A change in any of these snippets of code will only add unnecessary burden and workload to your IT staff as they will need to change the code on every page of your website.
It is important that you use a tag management solution. A tag management solution will make it easier for you to collect website data because it is almost like a big umbrella.
A tag management solution like Google Tag Manager allows you to manage all your codes in one interface. You won’t need to edit the source code. Instead, you have control over your codes, specifying which codes you want to fire as well as where and when you want to fire these codes.
After you create an account and container in Google Tag Manager, you just need to add the container snippet immediately after the opening <body> tag on every page on the site.
To view the container snippet, select an account in your Google Tag Manager and choose the container. On the left navigation bar, under Admin, click on Install GTM.
By using a tag management solution, you will ease the burden and workload of your IT staff as well as gain control over your snippets of code.
2. Troubleshoot problems before they happen
One important step after adding snippets of code on your website is to verify whether the codes have been implemented correctly.
If they are implemented wrongly, the codes will not work and there may be errors on the page. The incorrect implementation of snippets of code will make things worse especially if they are meant to collect data because this will lead you to not be able to collect important information about your website.
There are many troubleshooting tools like Google Tag Assistant and Facebook Pixel Helper that check whether codes are implemented correctly on the page. These tools also suggest ways to fix the errors – which is extremely helpful. Thus, do download these tools and use them to check pages on your website before running any campaigns.
3. Track all traffic to your website
When you invest in marketing channels like Facebook or LinkedIn, there is no auto-tagging feature that helps to add additional information to the URL.
This auto-tagging feature, available in Google and Bing, automatically adds information such as the source and medium (google / cpc, bing / cpc), campaign name, ad content and keyword.
On the contrary, for Facebook and LinkedIn that do not have this auto-tagging feature, traffic from these marketing channels will appear as (direct) / (none), facebook.com / referral, m.facebook.com / referral or linkedin.com / referral traffic source to your website. This creates a huge problem – not being able to attribute your conversions to the right marketing channel or attributing them to paid traffic.
A vicious cycle will then be formed where you continue investing in various marketing channels but not knowing which channels are less effective. And hence, you might not be able to cut your losses in time since you would not know which marketing channel to reduce budget.
Therefore, tagging your campaigns with additional information (especially the traffic source and medium) is of utmost importance.
One simple way to do this is to add UTM parameters to your URLs. By appending unique parameters to your URLs, Google Analytics will then be able to identify the traffic source, campaign content and more. Tools like URL builder will come in handy at times like these.
Do remember to use “cpc” (cost-per-click) as campaign medium to identify the channel as paid traffic. This way, you will know which are the channels that you spent marketing dollars on that have yielded high conversions. Also, double-check whether the additional information is correct.
Without UTM Parameters: www.website.com
With UTM Parameters: www.website.com/?utm_source=facebook
Follow these golden rules:
For each ad across the various marketing channels, create a unique URL by adding UTM parameters.
For Google and Bing, just turn on the auto-tagging feature.
Also, don’t forget to connect the dots between your marketing campaigns and the data collected.
If you completed the tasks above, you will notice detailed in-depth data about your website like who are your website visitors, where are they from, when and how do they arrive on your website.
The most vital step is connecting the dots – analyse the data and form data-driven conclusions to support future decisions.
This is where a virtuous cycle comes into play. You make better marketing decisions with this data in hand, run campaigns with improved tactics, collect data to analyse and amend your marketing strategy again. Simply put, it’s a process of continuous learning, understanding and improvement.
Thus, the next time you intend to run a campaign, make sure that you have done all the above steps first. The benefits you gain will be endless – valuable insights from your marketing campaign like which marketing channels and tactics assist sales, generate leads or build brand awareness. Not to mention, the accurate and comprehensive data collected will be essential for future business and marketing decisions.
Are you exasperated by the tedious and difficult tasks involved to set up web analytics the right way? Find out how you can easily get all these tasks done and enjoy the fruits of your labour without lifting a finger. Send us an enquiry today!