Launching or redesigning a website is a considerable commitment of time and resources.  The investment must provide an acceptable rate of return. To determine the ROI please consider the following:

1. Is the site attracting appropriate users (qualified traffic)?
2. Is site tracking available (i.e. how do users arrive at the site; after leaving the site, where are users going; what might prompt users to convert to customers)?
3. What are user preferences and online behaviors?
4. How are users using the website?  Is it as expected?
5. Does the site meet or exceed business goals?
6. How much revenue is the website generating?
7. Are email campaigns worth the investment? 

Google Analytics answers these questions, and ensures the company gains the most from its website.

What is Google Analytics?

Goals and Funnels

Google Analytics provides a means to measure business objectives through use of goals and funnels. The goal may be to ensure users visit a page (e.g. a landing page), or take specific action (e.g. sign up for a newsletter). When a user completes a goal, it is referred to as a goal conversion. For example, if signing up for a newsletter is the goal; the “thank you” page following successful registration may be used as a goal, indicating the user successfully completed the registration process.

A funnel represents a series of pages, or path users are expected to take toward completion of a goal. This isn't necessarily the exact path taken, but rather the assumed path.  For example, the assumption is a user will visit the following pages when signing up for a newsletter:

1. Homepage
2. Contact Us
3. Newsletter Sign up Thank You page (goal)

In Google Analytics, creation of the funnel begins by defining the “homepage” as the first step, “contact us” page as the second, and the “thank you” page as the goal. By defining a funnel and linking it to a goal, Google Analytics provides visual data showing the pages visited as the user works their way toward completing the goal. This data also reveals problem areas, or areas in the site where the user leaves the funnel leaving the goal incomplete. By identifying these areas, administrators can take steps to correct the problem and increase goal conversions.

Why is analytics important?

Answers to these questions indicate how users find the website; how they navigate and interact with the site; and steps taken leading to the final purchase of products. Generation of this data is essential in making informed business decisions prior to website updates and/or marketing efforts.  Google Analytics also provides information about users and how they interact with the site.  The following data is generated from Google Analytics: 

1. Geographical information including  user’s country, state and city;
2. Most frequently used browser for viewing the site;
3. The Internet connection speed of website users;
4. User loyalty and
5. The operating system of website users.

This data serves as a guide in making informed marketing decisions and website updates.  It provides information on who uses the site, and how they use it.  Are they using and navigating the site as expected? If not, then changes conforming to site users may beneficial.  Are users completing goals (i.e. product purchase)?  If not, Google Analytics provides details on what prohibits users from completing desired goals.

Google Analytics is an essential tool ensuring website success.