Proficiency in Analytics is the ultimate “walk the walk” conundrum. On the surface, it seems so logical that if you just keep close tabs on your data and act intelligently, you will be able to boost your performance in a meaningful manner. Those two caveats have proven to be daunting for most organizations.
Here are a couple of base level questions to gauge your company’s analytics aptitude.
- Is your site properly coded? Check out Google Analytics checklist.
- Are you attributing conversions to the correct traffic sources?
The first question is quite straightforward. The next one demands a more in-depth set of knowledge (and Analytics set-up) to account for the fact that someone may first visit your site as the result of a paid ad, but come back later by searching your company name and clicking on an organic listing or by simply typing in your url directly.
Without the proper analytics coding in place, it’s not possible to precisely track what activities (SEO, SEM, Social Media, etc.) are driving conversions. The traffic source(s) you believe are your best contributors may not in fact be the original paths that delivered visitors to you in the first place.
Lastly, do you have goals established within your analytics platform that are aligned with your objectives? Everyone understands the importance of using analytics to see how many sales a particular campaign generates (not withstanding the challenges described above). It’s also valuable to capture data on other conversion points that can lead to sales in the future, such as whitepaper downloads, newsletter subscriptions, etc, depending on how your business operates.