When it comes to any kind of marketing, there are many numbers that you can use to monitor and improve the efficiency of your efforts. It’s amazing to realize that if you’re paying attention to your analytics, one small change can make all the difference in the results you get from your traffic.
However, we frequently see online business owners run websites without implementing any kind of analytics. Tracking users on the web has gotten a lot of bad press lately, but when done correctly and legally, your website can help you determine what content, products, or services resonate with your audience. This way you can stop guessing about what resonates with your,audience and stop shouting about your products and services hoping to catch the attention of people who are interested.
It’s relatively easy to set-up tracking on a website. Remember, you don’t need a complicated set-up in order to start gathering useful data. Here are some of our favorite tools to help you understand what’s going on under the hood of your website:
Facebook (and Instagram) Pixel
Facebook and Instagram are both owned by the same company, therefore ads are run from the same management platform. The Facebook pixel can be used to track all sorts of actions on a website like page visits, downloads, buttons clicks, add-to-carts, purchases, and more.
The data the pixel collects can be very valuable in your marketing efforts because it’ll give you the opportunity to
- remarket to people who’ve expressed an interest in your products or services
- share targeted offers to specific segments of people who take certain actions on your website or visit specific pages
- create Lookalike Audiences that consist of people who share similar characteristics to those who interact with your business
And this only scratches the surface on what can be done using the data collected by the Facebook Pixel.
Even if you’re not going to do any paid advertising with Google, it is absolutely worthwhile to set-up Google Analytics on your website. It’s free! Setting it up can be a bit confusing, but once you have it in place, the information it gathers for you will be worth it! (P.S. We can help!)
Google Analytics is a tool that will give you insight into information like the number of visitors to your website, the average length visitors stay on your website, bounce rate, referral channels, and some demographic information.
We highly recommend to our clients that they become familiar with Google Analytics because even a basic understanding will help one make more educated decisions in their business. In fact, setting up a ‘GA’ account is standard with all of our website packages.
Google Search Console
Google Search Console will give you insight into how your website performs in Google Search. Interested to see what searches your website appears in or whether Google is having any issues indexing your website?
Google Search Console is the place to go- you’ll be able to turn to the Search Console to see how people are searching for businesses like yours!
Remember to Follow Best Practices (and the Law)
As with most things, there is a right way and a wrong way to do this.