The majority of businesses have Analytics installed on their website. This is good.
The majority of businesses have broken or no implementation, and the ones who have proper implementation of Analytics don’t have a setup that’s in line with their business goals. This is bad.
WebSavvy has seen far too many clients spend thousands or even hundreds of thousands on their campaigns only to find out that nothing was being tracked or that their setup was broken. All that spend and nothing to measure its effectiveness. Nada.
The first goal of an Analytics Audit is always to ensure that the data you’re collecting is the right data! Double checking that all your traffic sources are being tracked and that conversions on your website are recorded is valuable endeavour. Reliable data gives you the foundation you need to make key marketing decisions.
With accurate Google Analytics implementation (confirmed with an analytics audit of course) you can make the following decisions on:
Marketing Channel Performance – is your marketing budget being spent in the right places? With accurate data you can see how traffic from things like AdWords, Facebook, Youtube behave. You can also measure results of your e-mail campaigns and evaluate your most consistent referral traffic. Once you know how the traffic from the usual sources behave, you can optimise by adjusting budgets, landing pages and keywords to name a few!
Page performance – Some pages on your site are going to perform better than others. With the right data you can make informed decisions to replicate features on successful pages on the ones that aren’t performing as well. With a thorough page analysis you’ll know which pages are profitable and which ones aren’t. You might find, through a conversion path, that your blog is indeed helping site visitors convert – it may be certain topic that you need to cover more of. Or you might find that your blogging efforts aren’t even looked at. It may be a case of evaluating your blog approach or style, or just reducing time there. There’s valuable information with ecommerce as well – tracking not only sales, but product performance as well!
User behaviour – You can get a firm understanding of who you your user is based on their geo, demographic data and device info. With this knowledge you can better customise your site to your audience. You’ll also be able to chart a users path to conversion, you may find aspects of your marketing campaigns that are focused on the wrong areas. Knowing with certainty the steps your traffic take before making a relevant decision can prevent excess marketing spend, letting you divert budget into more profitable areas.
One of the real benefits of a healthy Analytics account is to report on your website comprehensively. You can get a clear picture of how your paid traffic (from all sources) is working as well as identify what aspects of your marketing funnel need improvement. Being able to report with a holistic view of your website (and business) is an excellent asset for any marketing manager and essential for any small business owner!
There’s no hard and fast rules for this, but it’s certainly worth doing at least twice a year. Any time you make changes to your site, especially on key pages that track conversions, it’s worth a brief dive in analytics to ensure everything is still working!
WebSavvy does offer a thorough Web Analytics Audit. If you need assistance identifying problems or even fixing the setup, let us know.