4 Ways to Put Online Tracking to Work for You


From the easiest and cheapest to the most resource intensive, here are 4 ways your company can start tracking and measuring your return on objective (ROO):

Google Analytics

By adding just a simple snippet of code to your website, this nifty software from Google allows you to track things like where your visitors came from, how they got there, what pages they viewed most frequently, how long they stayed on each page, and how often they took some kind of action.

You can even set up a list of goals and funnels that allows you to track your objectives by gauging how often visitors are reaching certain pages and funneling through your conversion process.

With just Google Analytics alone, you have access to reams of data that can be used to revamp pages that aren’t working, test different marketing approaches, or expand the most popular areas of your site. And the best part? It’s totally free.

Customized URLs

Providing each of your marketing projects with its own specific URL is an easy way to track the popularity of your tactics. Just tie each URL into your Analytics account and watch the data roll in.

Customized 800 numbers

Similar to a customized URL, adding a distinct 800 number to your landing pages and microsites is another way to show you what’s working and what needs to be tweaked.

Customer segmentation

One of the most effective ways to track results is segmentation. By using what you know about your existing customers (plus what you’re learning about your online visitors in Analytics), you can group individuals based on shared characteristics.

And by providing each of these groups with content tailored to their specific interests . . . and then linking this segmented content to custom landing pages . . . you can track which techniques are generating the most response.

Even if you’re not yet ready to dive into custom 800 numbers and content segmentation, just taking the time to integrate Google Analytics into your site is a -- here comes a cliche -- no brainer.

And if you currently have an Analytics account but haven’t spent much time with it, take some time out soon to really dig into it.

The feedback you receive will not only help you ramp up your online strategy, but you’ll also find you now have access to the information you need to allocate your resources much more effectively.

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