Tracking visitors from arrival on your website through to departure is an essential component of any online marketing campaign.
It is only through effective analysis of this information that campaigns can be improved and developed to grow performance and improve user experience.
Key factors we can determine from the use of an effective tracking system include:
- Keyword targeting: which keywords generate the highest return on investment (both sponsored and natural)
- Website targeting: which external websites drive the most traffic and revenue for your site (including search engines)
- Quantitative analysis: Number of visitors to your website and average length of stay
- Qualitative analysis: Which pages result in the highest number of visitors leaving your website (may help identify pages -with errors)
- Identify trends: show any correlation between new visitors and returning, as well as the impact of each media channel on the performance of others
Various tracking options
- There is a variety of tools available which can provide these functions individually, but few which operate as a complete service.
- The suitability of each tracking tool also depends greatly on the needs of the campaign.
Google Analytics
In-depth website analytics provide a valuable insight into the user experience, search engine performances and traffic levels. Google Analytics can be very effective, providing much of this information as standard, but also has the opportunity to expand on the standard services to include e-commerce information relating to products sold and the revenue generated.
Another important benefit is that it is free!
To find out more about our range of analytics and other online marketing services, send an email or call us now on 0845 177 0088
