Following up to my last post on Google Analytics, I ran across a podcast from the Creating Wealth Show that has Justin Cutroni, the author of Google Analytics. He explains exactly what we, as marketing professionals, should be tracking with web analytics.
Listen to the full interview with Justin Cutroni on the Creating Wealth Show. The interview starts at 16:15 into the episode.
You would be absolutely crazy not to install web analytics on your website. The point is to drive traffic to your website, isn’t it? Web analytics allow you, the owner, executive or marketing professional, to track where visitors are coming from, which pages they are viewing and whether or not they are reaching the conversion.
Web analytics help marketing professionals determine whether our marketing efforts on and off-page are working. For instance, in Google Analytics, they give us reports on keywords from search engine referrers. This is directly affected by the on-page search engine optimization. Web analytics also tell us about specific direct link referrers, which is based off of websites pointing to your website through a link.