“Half the money I spend on advertising is wasted: – the trouble is I don’t know which half” (John Wanamaker 1832-1922).
And prior to the evolution of digital, that remained true, but these days we don’t have that problem.
That said, neglecting to track what happens on your website and to identify and track goal conversions is by far the most common problem that I deal with.
Tracking simply means adding Google Analytics to your website – preferably via Google Tag Manager. It takes an hour or so, for the basic set up, but as soon as it’s implemented, you have something to work with.
Without it you’re flying blind, almost literally. And in business that’s just not going to work.
Most audits that I do, already have Google Analytics in place.
50% of audits that I do, either the tracking is badly set up, or there are no goals configured.
A goal is a sale (with associated revenue data) for an ecommerce website, or an enquiry for a lead generation website. Often too it’s phone calls generated from advertising.
Want to know how many people download that handy pdf guide you put on your site? That’s trackable too as are most user engagements.
So why don’t website owners track visitors and monitor goal conversions?
Often it’s just a priority thing. When a website first goes live, it usually has very little traffic, so tracking doesn’t seem inportant. And it can take anywhere from an hour to a day to set up depending on complexity; so web designers don’t tend to include tracking as standard.
Once you start getting visitors to your website though, it’s helpful to know where they come from and what they do when they get there. And if you’re paying for any form of advertising, it’s essential.
What will Tracking tell me?
Where website visitors come from eg. google, facebook, Linkedin, other websites, Google Ads.
What they do – which pages they look at and how many pages, which pages they bounce off, which pages produce revenue or leads.
What devices they use – are your visitors on mobile, desktop or tablet.
Where they are located, in which countries and which cities.
Which traffic sources generate sales or leads and how do they compare against each other. That tells us if it’s worth spending time and money on Google Ads, Facebook, Instagram, or any other platfrom.
Because let’s face it, as business owners we’re not that interested in how many people visit our website, we’re interested in how many people buy something, or fill in an enquiry form, or phone us.
What do Goals do?
Well, they’re a bit like goals in a football match, they keep score and tell you who’s in front. Imagine a football match where there were no goalpost, just 22 blokes running round a field kicking a ball. That’s what analytics without goals looks like. You can see a lot of activity, but what’s the point?
We can, and do, assign a value to a goal and that’s very useful in determining which traffic sources convert well for us at an acceptable cost.
If you need help, setting up tracking and goals, just get in touch.
And if you’re already tracking your traffic, but want help to find out how to improve things, I’m your man.