Website analytics tell you all about the visitors to your website; how many, where they came from, and how they navigated your website. The ultimate benefit is deep insights into the effectiveness of various marketing initiatives in terms of impact on traffic to or within the company websites.
Periodic analytics reports summarize website traffic, with interpretations presented in terms of the expectations set in the measurement plan (see below).
Analytics reports can and should be used to inform future marketing initiatives.
How it Works
During our targeted communications plannning process a separate measurement plan is created. The measurement plan defines success or progress in terms of visitor interactions with your company websites, and in terms of your particular business scenario. The measurement plan identifies the standard website metrics and any custom metric definitions that may be required to provide insights into the website visitor activity of most interest to corporate leadership.
Your websites are then each connected to the world's most powerful website analytics service: Google Analytics. Data is collected automatically for a variety of standard user activities. Custom goals and events can be defined for tracking things like files downloaded, forms submitted, etc.
As users navigate your company websites, data tracking their activity is sent to the Google Analytics platform. The analytics service immediately filters and aggregates the data, ultimately producing charts, graphs, and a wealth of summary statistics describing traffic patterns to and within your company websites.
Having a well-crafted measurement plan and subsequent analytics service integration yields knowledge and insights into these aspects of your website visitors:
- Demographics: Age and gender.
- Location: Country, state, and city.
- Technology: Percentage of users with mobile phones, tablets, and desktop computers.
- Traffic sources: How users arrived at your website, whether direct link, other websites (each specifically listed), and organic search results like Google Bing or Yahoo search.
- Custom Events: Typical examples include number of times a file was downloaded or a form submitted.
- Behavior: New users vs. returning users. Most visited pages. Average time per page, and similar measures of engagement with the pages in your website.