These days, just creating and hosting a website is not enough if you’re marketing to potential customers digitally. You’ve given them a place to “land” from your digital marketing asset, such as an ad or email, but how do you know what happens next? Web Analytics is the method of tracking, measuring and analyzing web user behavior, and gives the webmaster invaluable insight for optimization purposes.
It’s all about…
- CUSTOMER INSIGHT
- SALES/LEAD GENERATION
Knowing where a potential customer came from, at what time, from where, and what pages on your website they viewed, allows you to optimize not only your website’s content and how its organized, but the paid media placements that originally drove the click (engagement).
EVALUATE THE EFFECTIVENESS OF YOUR ONLINE MARKETING!
How to Use Web Analytics
The door is wide open for opportunity, showing the path a user takes from first website touch point to conversion. Does a user get lost within your website? Do they take an unexpected path in order to find what they came to your site for? These are all very important questions when it comes to optimizing the conversion funnel in digital marketing.
Campaign tracking is another crucial element of web analytics. Making sure that proper nomenclature, linking and other factors are in place when launching a digital campaign allows you to properly monitor performance and evaluate success against your goals and KPIs (key performance indicators). This knowledge will help you determine which campaign placements and channels should be discontinued due to underperformance, and increase traffic in areas that produce a positive ROAS (return on ad spend).
How Can We Help?
Middle Out Media offers a variety of program options in terms of web analytics. If you already have an analytics account set-up and synced to your website, we offer an audit program to check the vitals of your account, and suggest additional ways that the analytics program can be used to monitor your media mix traffic.
Consulting is also available for one-off questions or strategy recommendations for your internal team.
A monthly maintenance option is a plug and play, all-inclusive package. Middle Out Media will create all tracking links for your digital campaigns, set up domain accounts with goals and dashboards, and provide reoccurring custom reporting to align with your business needs.