The other day I answered this question on Quora: “How can Google Analytics help you prove the success of your inbound marketing campaign?”
It’s an interesting subject because over the years we’ve seen a huge amount of clients that come to us and that aren’t using Google Analytics for their website. Some of them didn’t even know you could track what happens when someone visits your website. It reminded me of an article I wrote some time back "Bad News For Small Businesses Marketing Online".
When set-up correctly, Google Analytics can give you a wealth of information and insights about your website’s performance and the impact of your marketing strategies. It should be your “go to” when it comes to analysing how things are working.
So here are a couple of points from my Quora answer that I wanted to share with you.
Firstly, if you are running marketing campaigns, you MUST identify and set up tracking for your conversions:
- What are your conversion metrics?
- Do you sell a product?
- Are you looking for newsletter signups?
Whatever it might be, you want to make sure you are tracking that KPI (Key Performance Indicator).
Once you’ve identified what success looks like, then you can track it. Not only can you track when you succeed, but you can see how you are succeeding.
- What channels convert for you?
- What adverts bring more people to your site?
- Which landing page or call to action works better?
Using the platform will help you to develop all your future marketing efforts and using the data will help you to create better results.
Once you’ve established your KPIs you can then use Google’s Campaign URL Builder to track your campaigns, traffic sources and acquisition channels. Even down to which ad brought the traffic to your site.
You can also set up event tracking on analytics. This can include specifics such as: when people click certain buttons on your site when they fill out a form, when they purchase, or any range of events that you might need.
Certain E-Commerce sites will automatically connect purchases and events to your Analytics account.
All these factors will allow you to track exactly what is happening on your website and how your marketing campaigns are performing.
The outcome is a precise representation of which channel, medium, campaign, and even advert gets you your desired results per product or event.
After you gain results, you start to analyse the data.
You will be able to optimise your inbound marketing and most importantly, you can direct your marketing spend only towards the campaigns and ads that work.
I’m not saying you should spend all day every day on your Google Analytics account, trying to decipher what your analytics mean. But I would recommend that once a week, maybe even once every two weeks, you spend some time looking at the details.
Try to understand what is going on with your digital marketing.
If that doesn’t satisfy your data and information needs, nothing will.
REMEMBER what Peter Drucker said: "If you can't measure it, you can't manage it."
Written by Chris Bruno, CEO Social INK
Chris started Social INK back in 2008 and since then has helped hundreds of clients develop and implement successful marketing strategies online.
To get in touch with Chris, you can email him directly on email@example.com