{"id":7555,"date":"2018-10-02T15:10:06","date_gmt":"2018-10-02T19:10:06","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=7555"},"modified":"2020-05-19T15:57:32","modified_gmt":"2020-05-19T19:57:32","slug":"why-your-business-needs-web-analytics","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/why-your-business-needs-web-analytics","title":{"rendered":"Why Your Business Needs Web Analytics"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Increasingly, companies both large and small are realizing that web analytics are an essential tool in optimizing their digital offerings, understanding their users, and utilizing data-driven decision making to stand above the competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And yet, most companies also feel they could do even more to capitalize on the world of information now at their fingertips. A 2018 digital trends <\/span><a href=\"https:\/\/www.adobe.com\/content\/dam\/acom\/en\/modal-offers\/pdfs\/0060629.en.aec.whitepaper.econsultancy-2018-digital-trends-US.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">study<\/span><\/a><span style=\"font-weight: 400;\"> by Adobe and Econsultancy found web analytics to be one of the top priorities for companies, with 51 percent of respondents indicating plans to increase their analytics budgets for 2018.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why are these companies focusing on analytics? At a high level, web analytics: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Can identify how people are finding your website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Provide granular data on customer behavior<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Give you the data needed to make informed decisions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a closer look at how you can use web analytics to grow your business. <\/span><\/p>\n<p><b>Determine a Measurement Plan<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Before you start on this journey into web analytics, you had better know your destination.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sheer amount of data and information available can be overwhelming instead of empowering if you don\u2019t think first about your digital marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, define your key performance indicators (KPIs), then create a plan to implement your tracking, and finally determine how \u2013 and how often \u2013 to handle reporting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA measurement plan is key,\u201d said Trevor Martin, Manager of SEO for BrainStation. \u201cThat will help you set up your own goals for your business, and determine what actions will help you achieve those goals.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As just one example, the public TV broadcaster PBS recently embarked upon a <\/span><a href=\"http:\/\/www.lunametrics.com\/wp-content\/uploads\/2016\/03\/PBS-Case-Study.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Google Analytics campaign<\/span><\/a><span style=\"font-weight: 400;\"> with a focused goal. They wanted to allow the producers of each TV program to see only their show\u2019s performance, and to track such key site elements as registrations and video views. As a result of the campaign, PBS managed a 30 percent increase in traffic, a 30 percent boost in registered users, and the broadcaster created two new video portals based on newly discovered demand.<\/span><\/p>\n<p><b>Setting Up Goals<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Once you have a roadmap for your analytic exploration, it\u2019s time to <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1032415?hl=en&amp;ref_topic=6150889\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">create goals<\/span><\/a><span style=\"font-weight: 400;\"> to measure whether you\u2019re meeting \u2013 or missing \u2013 your target objectives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A goal is a completed activity \u2013 or conversion \u2013 that helps your business, whether it\u2019s a customer purchasing a product or a user filling out a contact information form.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Goals can be divided into four types: destination, where a user visits a certain location; duration, which seeks to keep user sessions lasting beyond a specific amount of time; pages\/screens per session; and event, where a user employs a very specific interaction (for instance, an ad click or a social-media share). There\u2019s also a fifth conversion tracking method called <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/6153083\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Smart Goals<\/span><\/a><span style=\"font-weight: 400;\">, which automatically assesses your website and determine which visits are the most valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to dive deeper with your goals, Google has tutorials to help you set up <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/2976313\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Flow and Funnel reports<\/span><\/a><span style=\"font-weight: 400;\"> (which provide more information about the user journey), to manage <\/span><a href=\"http:\/\/analytics.blogspot.com\/2012\/06\/ga-advocate-justin-cutroni-answers-your.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">goal sets<\/span><\/a><span style=\"font-weight: 400;\">, and to understand <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1012040?hl=en&amp;ref_topic=6150889\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">best practices<\/span><\/a><span style=\"font-weight: 400;\"> for assigning goal values.<\/span><\/p>\n<p><b>Segments, Audiences, and Customer Match<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Segments allow you to divide the mass of visitors to your website into smaller groups, giving you a deeper look at underlying demographic trends in your users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, one segment could look at people of a specific age, gender or geographic location, or you could congregate a group of users who visited a specific page on your site or who purchased a specific product. Up to four segments can be applied at once and you can compare the data side by side. You can also <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/3124493?hl=en&amp;ref_topic=3123779\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">build new segments<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best applications for isolating subsets of your data is using those segments to build and analyze potential remarketing audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those are the users you want to target with AdWords campaigns based on their likelihood to convert, based on their past behaviour on your site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Further, Google\u2019s <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6379332?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Customer Match<\/span><\/a><span style=\"font-weight: 400;\"> tool lets you use your online and offline data to get in touch with customers across platforms including Gmail and YouTube with advertising campaigns based on the information you already have about their consumer habits.<\/span><\/p>\n<p><b>Google Tag Manager, UTM Codes, and Google AdWords<\/b><\/p>\n<p><a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6102821?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Google Tag Manager<\/span><\/a><span style=\"font-weight: 400;\"> will let you efficiently update tracking codes on your website and organize them into containers, which is especially helpful for smaller companies who don\u2019t have a developer on-hand to continually make changes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, UTM codes \u2013 a brief snippet of code added to the end of a URL \u2013 allow you to find out more about how users found your website. UTM codes can help you appraise the effectiveness of your digital strategies, as well as identify opportunities to better leverage certain channels for more traffic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, it\u2019s definitely worth linking your <a href=\"https:\/\/brainstation.io\/course\/online\/google-analytics\" target=\"_blank\" rel=\"noopener noreferrer\" data-wplink-edit=\"true\">Google Analytics<\/a> and Google AdWords accounts, so you can gain a clearer view of the ROI of your advertising and give you a better understanding of your conversion funnel.<\/span><\/p>\n<p><b>Dashboards, Data reporting, and Decisions<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Creating custom <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1068216?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">dashboards<\/span><\/a><span style=\"font-weight: 400;\"> will allow you to probe multiple metrics at once, compare reports or share your findings with others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Data reporting is an art unto itself, with data visualization tools \u2013 including <\/span><a href=\"https:\/\/brainstation.io\/blog\/how-to-make-the-most-out-of-tableau\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Tableau<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 allowing you to take your raw data and tell meaningful stories about your company\u2019s digital offerings that can empower your employees and effect change in your organization. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s important because, ultimately, all of the information you\u2019re gathering about your business is only valuable if it informs what you do next. Adopting data-driven decision making is therefore the most crucial part of the entire process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, once stakeholders begin to see web analytics at work, most are excited by the opportunity to act upon the lessons in the data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA lot of people don\u2019t fully understand it until they actually see it in action,\u201d Martin said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThen, once they realize that the data is there and that it\u2019s shedding light on their business and revenue, all of a sudden they realize how important data-driven decision making is.\u201d<\/span><\/p>\n<p><em>If you&#8217;re interested in learning more about web analytics, BrainStation offers a part-time <a href=\"https:\/\/brainstation.io\/course\/seo-sem-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Search Engine Marketing<\/a> course and <a href=\"https:\/\/brainstation.io\/course\/online\/google-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics training<\/a>.<\/em><\/p>\n<p><em>Header image designed by\u00a0<a href=\"https:\/\/public.tableau.com\/profile\/staticum#!\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Sebasti\u00e1n Soto Vera.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Looking to grow your business? Here&#8217;s how web analytics can help you make data-driven decisions and stand above the competition. <\/p>\n","protected":false},"author":7,"featured_media":7558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[328],"tags":[279,136,524,333,579],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Your Business Needs Web Analytics | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"Looking to grow your business? 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