Archive for the ‘Analytics’ Category
As mentioned in my previous post, Making an Analytics Choice, every marketer needs to be able to measure their online marketing campaigns and website performance in order to improve and succeed.
Using Google Analytics is a great way to get started tracking your web stats. Google provides the tool online at no cost. The web-based tool allows you anytime, anywhere access to your website analytics information. Before you can get started with looking at your stats, you need to create an analytics account and get the tracking working on your website.
First, you will need a Google account. If you don’t have one, it is the first step. After that, you just need to sign into the Google Analytics. Google will ask you a few simple questions to create your account.
Next, you will need to install the tracking code provided by Google at the footer of your website. If you have a website that is a series of standalone HTML pages, you will need to install the script on every page in order for it to be tracked. You just need to copy and paste the script just above the tag. If you have an include that automatically generates information for the footer of every page, you will most likely need to put it in there.
On the tracking code screen, you will notice a lot of options including Advanced and Customer Options. We will cover more advanced configurations of Google analytics and when to use those features. Once you get the script installed, you can come back and check to make sure it is tracking correctly. Once your script is tracking, you can start to use the Google Analytics reports and all of your website visitors.
Now that you have analytics up and running, we will start to focus on the Google Analytics Reporting Interface during the next post. Until then, keep measuring!
P.S . . . If you ever need to back to your account to find your tracking code, it can be a bit tricky to find it. Here is how you do it:
- Log in to Google Analytics
- From the Overview page, select the account that has the profile for the tracking code you’re looking for, as the code is profile-specific.
- Select the profile from the accounts Overview page.
- From that profile’s Actions column, click Edit
- At the top right of the ‘Main Website Profile Information’ box, click Check Status
Your tracking code will be on this page.
There is a saying that you cannot improve what you don’t measure. This tome is the foundation for online marketing analytics. If you don’t really know how your work is performing, do you really expect those efforts to do more for you?
Over the next few weeks, I am going to be writing about how to use analytics to help you measure and improve your online marketing efforts. From choosing an analytics tool, to setting goals and understanding how to make improvements, there are a lot of different aspects of analytics.
Let’s start from the beginning – the analytics tool. If you are not measuring, start now. If you are measuring, make sure you can get enough detail to make decisions. There are several analytics packages available with multitude of price ranges and complexities. Avanish Kaushik, the current Google Analytics Evangalist, put together a great web analytics tool comparison.
If you are just starting out, I would recommend Google Analytics as a solution. Google does not charge you for an account, you only need to have an gmail account to sign up.
One of the benefits of the Google Analytics platform is that is gives you a good view of basic information out of the box, but it allows you to build a high level of complexity as you want to get deeper into the data of your online marketing campaigns.
Contrary to popular thinking, analytics is not only for your website. It can be attached to any of your online marketing in order to measure campaign effectiveness. For example, you can add parameters to the end of the URLS in your email, online display or paid search ads.
In my next post, I am going to cover how to set up Google Analytics on your website and configuring your profile. It isn’t a huge task, but it is one you want to do correctly.
Until then . . . keep measuring!