Unless you have the money for sophisticated paid Analytics tools, using Google Analytics - which is FREE - is something of a no-brainer. But first an explanation of what Google Analytics is for and why you need to have analytics for your web site.
What is Google Analytics for?
GA tracks every visit and visitor to your web site. When set up properly it can tell you;
- Where each visit came from (e.g. another web site, an email you sent out, a search engine)
- How many pages they looked at and from what page they left (exited) your site
- What keyword they used on the search engine
- If they clicked on a PPC advert or the natural search results
- Where in the world they are located
- What browser they are using
- Which of your visits lead to enquiries or sales (conversions)
- Where these converted visits came from
It can also discriminate between your internal visits, the automated visits from search engines and other automated systems ('robot' traffic) and real external customer visits. So giving you a true picture of your genuine customer visits. It can do more too, especially when integrated with other systems, but these are the essentials.
Google Analytics is, therefore, an incredible source of valuable information about your customers and their online behaviour. And it certainly gives you more detailed and usable information than a 'hit-counter' or the analytics data provided by most hosting suppliers.
How to start with Google Analytics
This does require some technical input. You are going to need to have some basic technical skills and access to the underlying technology of your web site
First of all, check to see if someone has already set it up (but has not given you access). Visit the home page and in your browser select View Source (Ctrl + U in Mozilla). Then select Find (Ctrl + F in Mozilla) and search for "ga.js" and "urchin.js". If either are found you already have GA set up - you just don't have access! You first port of call should be the people who created your site. Contact them and ask for full access. Remember it's YOUR web site! It might be worth checking that it's on every page by using SiteScanGA
- If the code is not present - or you cannot access the Google Analytics Account, you need to start from scratch
Create a Google Account - this will identify you to Google when using any of its online tools
Sign into Google Analytics (using your Google account)
Select 'add a new account' and enter the URL of the site you want to track - and enter your contact details
You will now be given a block of code which needs to be pasted into the source code of every page you wish to track (it starts.. <script type="text/javascript" etc..). Copy this into an email or into notepad or wordpad (to save it). This now needs to be added to your site - and either you will know how to do that - or you won't and someone is going to have to help you (you just need to send them the saved code). If you want Chilli Digital to help - just contact us and we can advise you for free - or do the whole thing for you
Once the code has been entered you need to set up the following;
- Filters - to remove your own visits from the data
- Goals - so you can track visits and visitors who convert
These will be covered in a later article. Or you can find out more from Analytics help.
The Chilli Digital "101 Online Marketing actions you should take before your business dies" is designed to help you get started with SEO, Email Marketing, Web site management, Social Networks and Digital Asset Optimisation. It is also available via the Chilli Digital Twitter feed and via Facebook. If you want to get serious about Online Marketing, contact Chilli Digital via 020 8241 8818. If the line is busy please try again later.
