As Direct Marketers, we all love data. We love pouring over analysis to find new ways to improve our campaigns. One of the best things about digital marketing is having immediate access to your website analytics. Let’s look at how these analytics can help you understand the impact of online and offline campaigns.
If you’re using Google Analytics (and most people are), you may be a bit intimidated at first. It’s a sophisticated, highly-customizable system that will allow you to track a complex set of metrics, including the performance of your digital marketing campaigns. But never fear – most of the work is already done for you! There are many built-in data views for you to peruse. Here are four key areas to get you started:
In addition to those metrics, you can use Google analytics to better understand the demographics of your website visitors, how often they come, what time they come, and how traffic compares year to year, month to month, week to week, and even day to day. Access to so much information may seem daunting, but it’s not difficult once you understand how to make this data work for you.
To accomplish that, you must first determine what’s important to your website in the form of goals, or Key Performance Indicators (KPIs). The KPIs will vary from organization to organization and campaign to campaign. Eric T. Peterson, author of Web Analytics Demystified, writes “KPIs exist because there is already too much data available to any business of any size.” This is particularly true with digital marketing.
Here are some things to consider when developing your KPIs:
What KPIs are not
KPIs are not raw numbers. They may consist of, and be determined by raw numbers, but KPIs require analysis and must be associated with tangible goals. KPIs are typically presented as averages, percentages, rates, and ratios.
What KPIs are
KPIs are specific areas related to your campaign that will help you make decisions and determine success (or failure). Peterson describes the concept as metrics that either “drive action or provide a warm, comforting feeling to the reader.”
Determining your KPIs
Identifying the correct KPIs will require breaking your overall goals into components or incremental gains, and isolating the metrics associated with each. “It’s essential to determine your KPIs before a marketing campaign, evaluate them frequently during the campaign, and review them at the conclusion.”
And there you have it – website analytics demystified! By spending some time understanding your website analytics and developing a clear definition of your goals, you’ll take the mystery out of improving your website’s performance.
The PS Digital Team has extensive experience in website design, email marketing, Search Engine Optimization, campaign strategy, and analytics. Contact a partner on our team today to help you take the mystery out of analytics.