Digital analytics are the cornerstone of your business efforts on the web. With correct planning, implementation, measurement, and analysis you can learn more about your digital audience than with any asset.
But there’s more to it than that. How often have you looked at Google Analytics and been unable to tell which graph is most important? Do I look at sessions or unique visitors? Bounce rate or time on site? Segments or sources?
This is How We Do It
Step 1: Planning
To get the most out of your Analytics, you need to think ahead to what you actually want to know. Our first steps are always to:
- Identify: What are the goals of the business? What are the goals of the website specifically?
- Quantify: What is the best metric to use to measure that goal?
- Justify: What marker will indicate success?
Step 2: Implementation
While it involves a small amount of technical know-how, correct analytics implementation is the foundation that will determine that quality of your data. When we begin with a campaign, we will always check and correct:
- Implementation of all tracking codes and tags
- Basic settings for Google Analytics, Ecommerce tracking, Google Tag Manager, and any other systems in place
- Goal set up and tracking
- Presence of backup accounts
- Filters for bots/spiders, internal IP addresses, and any other unwanted data
Step 3: Interpretation
Once the data has arrived, how do you make sense of what the numbers are telling you? In our monthly reports, we don’t just tell you what happened, we try to explain why:
- Why has a particular metric changed this month? What has been changed on the website that might explain this? What changes have occurred offsite that might be responsible?
- How does this change connect with your digital marketing efforts? Are these changes the result of deliberate actions we have taken?
- Where do the most recent results sit in the long-term trend? How can we expect this metric to change in the future?
- What can we do to respond? What are the concrete actions we can take to secure further growth or turn around losses?