When it comes to reviewing the data associated with clients and potential customers visiting your website, the number one resource used is Google Analytics. However, there are other ways to capture historical data as well, ranging from your website hosting provider, or marketing platforms like HubSpot, as well as data reports provided by Facebook, YouTube, LinkedIn, and other analytics that can, when used together, paint a picture of your overall online presence.
Looking at Metrics Beyond Google Analytics
Aside from Google Analytics, other resources can use Google data or create their own data to provide a picture of how your website and blog are performing. Other services worth a look include Klipfolio, Leadfeeder, Kissmetrics, and GoSquared. These services provide additional insight about which companies’ employees are visiting your website, where customers are going after they arrive at your website, how online chat is being used, reactions to email campaigns, and more. With so many data analysis options available, it’s likely that you may want to seek additional advice as to which analytics platforms should be used based on your unique online assets.
Knowing that analytics go beyond what Google can offer, be sure to think through exactly what your “online presence” means and be sure to analyze all aspects of your digital efforts.
Trusting the Data
Data validity is a significant challenge. Several factors can play a part in data accuracy. For example, anomalies such as the activity of bots on your site can skew data analysis. Be sure to locate anomalies and investigate deeper to see if the resulting data should be adjusted or removed from the analysis. And, when it comes to data analysis from Facebook, YouTube, and other social media platforms, sometimes thoroughly understanding the data is difficult.
It is often best to watch for trends over actual numbers when it comes to social media platform reporting. Focus on what made the peaks high and the valleys low.
Discover What’s Missing
During this retrospective review process, you may find that you have not been tracking the performance of all your channels, sites, and blogs. Take the opportunity to start now, so that when it’s time for your next review, you’ll have data to evaluate and compare future efforts.
With all these data points to review, getting a clear picture can be difficult. Take a step back and see if you can summarize or combine some of the data in order to get a clear view of general performance. Use specific data to drill down when and where necessary. It can be easy to fall into data overload.
Ready, Set, Review
Step 1 is to review your performance history and prepare for an online-enhanced future. A clear picture of where you have been paves the path for future efforts in improving your online presence.
If you need help with any aspect of these preparations or strategies for a new online future, Vector Firm is here to help. From planning to execution, our team can help you through each of these steps.
Get started today by contacting our team for advice.
