Tag Archives: Analytics

Analytics alone are meaningless

Google Analytics is a free meter for web traffic. Not simply a traffic counter, it also tracks sources of visitors, as well as time spent on each page. All the info is gleaned & graphed into report format. You can even create custom alerts to tell you when your site is being overloaded.

Installing it will require some cutting and pasting HTML into the header of each webpage you wish to track. No big deal. You can watch any number of YouTube videos showing how to install Google analytics.

All this information at your disposal is a good thing, right? Well…. No not really. It’s quite meaningless.

Having a report telling you about your web traffic is kind of like having that dusty old thesaurus. Most people don’t REALLY USE it for all it’s worth. Even many sharp companies don’t leverage their use of analytics. They maybe use it as a lagging indicator of how their marketing is doing, noting spikes in web traffic, uncertain about how or why the spikes occur.

What can you DO with all the information you get in a google report? How can it be used proactively instead of reactively?

I want to suggest to you a 3-step strategy for better using analytics by measuring the effectiveness of an ad campaign.

Step 1
Buy a domain- any domain related to your business. Registering a domain costs $10-12 for a year. No need to buy hosting. You want a site that is more unique and easy to remember. (I bought “researchbygeeks.com” to promote my marketing research company.)

Step 2
Forward the site to your company domain.

Step 3
Run an advertisement with mass media, using the new website in your call to action. For example, in a radio ad, the copy includes: “Check out researchbygeeks.com for a free evaluation of your company’s market research.” Plug: If you are trying to write this ad without help from a seasoned copywriter, you aren’t going to have the optimal result.

Now you have a SYSTEM to count the number of leads you get from your marketing campaign. Your google analytics report will indicate the traffic you get from the campaign. If you aren’t getting the response that you hoped for from your campaign, it’s time to change your copy platform.

Why settle for making assumptions about the effectiveness of your ad campaign? Hard data is superior.