Q: What is the best way get started with Google Analytics in support of our marketing efforts?

Posted by on Mar 10, 2016 in Communications, from Q to A, Marketing, Strategic Planning | Comments Off on Q: What is the best way get started with Google Analytics in support of our marketing efforts?

Q: What is the best way get started with Google Analytics in support of our marketing efforts?

A: Google Analytics is a powerful tool in a company’s marketing plan. You can learn so much about the impacts of your communications efforts, not to mention your online visitors, their behaviors and their preferences. To begin tracking data, you must first have Google Analytics set up on your website.

In just a few weeks, you’ll have some immediate data to analyze, or you can wait to do a month by month, quarter by quarter or eventually a year by year comparison.

Then the best way to fully leverage Google Analytics information in your marketing efforts will come as a result of having solid goals and knowing what is important to measure. Do you want to know people are reading your blog posts, and if so, which ones are most popular so you can provide more relevant information on a given topic? Do you want to see if you’re attracting new or returning visitors? Or maybe you want to make sure your visitors are staying on your site long enough to understand your unique story.

Using Google Analytics is both easy and overwhelming at the same time. I usually recommend that you ‘snoop around’ to explore the data to start, see what is available and what is of interest, and go from there. Over time, the best way to review and leverage the data will become clear. And hopefully, if you do it right, your communications will influence the results in the exact way you intended, or you will change your communications to achieve the desired results.

 

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