When it comes to data it true to say that if you put rubbish in, you can only get one thing out. Google analytics allows you to track your websites performance against your websites goals. The only things that consideration of your website goals rarely gets the look in it deserves.
Take for instance a publishing company. Some competing goals for them may be website engagement, eg number of pages, time on site etc but another goal may be to track email subscriptions and sign ups. These goals important, but if we were to ask which behaviour we need to prioritise on the website, the answer may be different depending on who you talk to in the business.
Website goals need to connect and reflect the broader strategy of the business and perhaps in larger organisations there are several layers of strategy to bear in mind.
A solid analytics implementation requires a good understanding of the business strategy and the online strategy as a starting point. Time invested here now will reap rewards soon afterwards.
Dave Birchall is a Sydney digital marketing and sales expert with a love for conversion rate optimisation, eCommerce and online growth. He is accredited in Google Analytics, Tag Manager and Adwords among other things. He has owned and run large and small ecommerce businesses in Australia, New Zealand, the US, UK and China.
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