Website Analytics Data is Plentiful
Digital marketing provides an enormous amount of valuable data. Website analytics is the center of the digital marketing data universe.
Digital marketing revolves around a website that engages targeted visitors to take some mutually desireable action, i.e. call, email, complete an online form, join a mailing list, buy. Website analytics measure not only the effectiveness of websites to convert targeted visitors to customers and prospects but also the effectiveness of efforts to drive targeted visitors to the website in the first place.
Website analytics is the first to alert problems with website effectiveness or marketing initiatives. The primary website measurement categories using Google Analytics are:
- Traffic Sources
- Content, and
Intelligence - Alerts scheduled daily, weekly or monthly to address issues quickly
Visitors - Identifies who are they, whether they are new or returning, trends and loyalty
Traffic Sources - Advises where the visitors came from and search terms used to get there
Content - Identifies content visitors find most interesting, top landing pages (first page viewed upon website arrival) and exit pages (last page viewed before exiting website).
Goals - Reports total conversions (mutually desireable actions taken by visitors), conversion rates and goal attainment, such as newsletter sign-ups or form completions.
Goals are assigned values for analytics purposes. If in the past, 1 in 10 who signed up for a newsletter become customers and the average lifetime customer value is $1,000, it's logical to assign a value of $100 ($1,000 x 1/10) for converting that visitor to a newsletter subscriber.