Following our last article on Paid Ads for Your Website, this topic on analytics and reporting will be quite dry, overwhelming but essential.
For every effort that you put into your digital marketing activities, you want to analyze the results achieved so you can tweak and improve, it is an iterative process.
Assuming your website is your primary digital asset, then Google Analytics (GA) is the most important analytics tool you would need.
Google Analytics provides information about traffic to your website, the number of visitors over a defined period of time, new vs repeat visitors, the demographics of these visitors etc. You can also see whether the traffic is driven by social media links, directly to your website or through organic search.
You should use Google Webmaster (mentioned briefly in How To Do SEO) in conjunction with GA as Google Webmaster also provides the keywords used by visitors coming to your website.
GA is a free tool, so make full use of it. GA is actually a powerful tool and certification course is provided for proper GA training. Having said so, most of the useful information for you to meaningfully analyze the parameters important to the management of a website is quite intuitive. Below is just a snapshot of the sessions information over a one-month period.
Besides GA, if you are managing a Facebook Page, Facebook provides good analytics and reports as well on the performance of your FB page, new likes, page views etc. When you run Facebook ads (Facebook Marketing in Singapore), again you derive lots of data almost instantaneously so you can make changes to your ads if necessary.
I suggest the following video to get you started with Google Analytics.
We hope you start to adopt analytics and reporting as part of your business SOP as knowing what works, what doesn’t work and quickly change your digital marketing plans is a key success factor for your digital marketing campaigns.