Regardless of the size of your business, web analytics (such as Google Analytics) is a must; it allows you to understand the behaviours of your visitors, what pages they visit, how long they stay and can avoid unnecessary costs. The biggest player in the marketplace to help you is of course Google – their Analytics software is not only free, but links to other Google platforms such as AdWords to give even the small fish a chance to compete in the vast online pond. However, there are a couple of pitfalls to look out for:
Google Analytics are regularly updating their User Interface, so if you’re in the early stages of your web analytics use, it can be difficult to know your ‘Audience Demographic’ from your ‘Acquisition Overview’. The interface isn’t customisable so be prepared to see your screen view change with the next update.
Being a free service has its issues: as it’s used by so many, Google Analytics has fallen victim to spammers and this can affect your reporting figures and web statistics. Google do clean the dark corners where spammers lurk, but you too can preserve your Analytics by setting up filters to prevent your statistics from being skewed.
If you’re still in the dark when it comes to Google Analytics get in contact to see how we can help.