Do You Have Website Analytics?
Whether you embark on an SEO campaign or you use offline advertising methods to promote your website, keeping track of your performance should be considered an integral part in the marketing process. If you do not track the performance of a particular marketing avenue then you may be pumping good money after bad without turning any kind of a profit. In contrast, if you accurately track data then you can tell which of your marketing ventures are working out, which are worth extra investment, which need a little more time and optimisation, and which should be dumped as quickly as possible to prevent further haemorrhaging of your marketing budget.
You should track the statistics that are typically provided with your advertising venture. For example, with SEO you should track where your site appears in the search results as well as other related information. With PPC you should track how much each click is costing and what your click through rate is. Most advertising methods provide some form of statistics like this and tracking and acting on that data is an important part of the advertising or marketing process - don’t overlook it.
You will also need data pertaining to the performance of that marketing. Whether you sell incontinence pads or have a Google Adsense website based on dog training you need to know how many visitors you receive, where they are coming from, the path they take while on your site, and whether they result in a sale (although, strictly speaking this last piece of information wont'come directly from your analytics package).
Fortunately, there are many great analytics packages out there, both free and commercial. Google Analytics is a free package that offers many basic and advanced features and can even be integrated with your Adsense results to give you even greater statistical information.
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