Customizing Your Website Data Tracking
According to Wikipedia, web analytics is the measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage.
Data collected by W3Techs shows that Google Analytics is used on more than 51 percent of all websites.
Many sites are using it. But marketers assume that the data they need is automatically being tracked in Google Analytics — but this might not be the case. Google Analytics is a great platform but customizations are often required to track the specific key performance indicators (KPI) that are most meaningful to a business.
Five Frequent Google Analytics Tracking Oversights:
1. Form Completions: Using a contact form or a button to capture leads and subscribers? Google Analytics does not track your forms or buttons unless you tell it to.
2. Downloadable Content: You have invested the time and money to develop groundbreaking case studies and enlightening white papers. Wouldn’t it be great to know if anyone is downloading them? Special scripts or tags must be put in place to track this important information.
3. Video Interactions: On-site video content is a major marketing asset, but the standard implementation of Google Analytics does not track any video metrics.
4. Outbound Links: Want to know how many people are going to your LinkedIn page from your website or to your external application site? You have to take a few extra steps to make this happen.
5. Single-Page Sites: So you have a sleek, modern single-page website? If you did not take tracking into consideration during the design process, you may soon realize that your single page website is tracking as just that … one big, single page view. If you want to know what people clicked on when they arrived on your site, or the paths that they took to conversion, your team will need to make some changes.
Customizing Google Analytics:
These common tracking oversights can be avoided with a little planning and some help from your web developer. There are many ways to customize the standard Google Analytics tracking script to add value to your data. However doing so will require access to the back end of your website and a little coding knowledge.
An alternative to hard coding your site with custom analytics scripts is to use a tag management system such as Google Tag Manager. Google’s marketer-friendly tag manager streamlines the process of creating custom Google Analytics implementations without any major coding to the website.
Whichever method you choose, taking the time to plan and customize your Google Analytics implementation will reward you with richer and more actionable marketing data.