There are so many analytics tools to choose from. There are tools like Google Analytics, Heap Analytics that report on your website traffic. Then there are marketing pixels, like the Facebook Pixel and LinkedIn insights, which allow you to advertise and remarket to your audience.
Google Analytics is essential
At the most basic level, you should be using Google Analytics. It integrates into Google Ads and Search Console, so you get a bigger picture of how visitors are getting to your website.
But my website platform has analytics built-in, do I still need Google Analytics? Yes, yes and yes. What happens when your business changes and you need to change website platform? You still need to see your old analytics so you can see if the change was worthwhile.
Install your marketing pixels
If you advertise on Google Ads, Facebook, Twitter, or LinkedIn, you will want to install their respective marketing pixel. These pixels allow you to segment your audience into "Custom Audiences."
You can create a Custom Audience of people that have visited your Pricing or Book a Call page but haven't followed through. Then you can show them specific ads reminding them to come back.
Fullstory. The best-kept analytics secret.
I could not recommend Fullstory enough. It shows your visitor browsing through your website.
You can see their mouse movements and when they stopped scrolling. You can see heatmaps on what parts of the page they're interacting with. It's the perfect tool to see what pieces of your content are working well and what parts visitors are glossing over.
Will analytics tools affect my page speed?
By now, I'm sure you're excited and ready to install every and any tracking script. But be warned!
The more tracking scripts you add can negatively impact your page loading time. The longer the page takes to load, the lower your conversion rate and even potentially your Google ranking.
That's why I try to use tracking tools that do more than one job, so it's more efficient. It's also easier for you to manage because it's fewer tabs to switch between.
I'm going to give you a helpful tip to increase your Page Speed. You can choose when you want scripts to fire using Google Tag Manager. If you set them to load on Window Loaded it will greatly increase your load time and give you a higher score in Google’s Page Speed Insights.
Make sure you set goals!
Goals are essential to learning more about your visitor. A goal is a conversion, which could be a form submission, or a visitor scheduled a meeting, or a visitor signed up for your service.
You can create Goals by going into Google Analytics, choosing Settings, and click the Goals link. You are presented with this screen where you can set up a range of goals.
Destination goals can be set to fire when a visitor lands on a certain page. Custom goals are what I use the most, and I set these up on all my forms and third party tools.
Now, you can see what your conversion rate is for each of your goals. This can help you focus your efforts on what is giving you the greatest return on your investment (ROI).
How often should I be reviewing my analytics?
When you finally understand how the analytics works it can be tempting to look at them every day. This is unnecessary. I would set time aside every couple of months minimum, but no more than every month.
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