Web analytics is an important part of a website owner’s efforts in tracking how well money spent on online campaigns are converting into sales.
A lot of businesses are doing without web analytics, or not following up with data, because of the “un-user-friendliness,” difficulty of integration with other marketing solutions, or accuracy of data of most analytic programs.
In a survey done by Unica, they found that the two biggest challenges with the use of web analytics was integration with other marketing solutions and the accuracy of data.
“The biggest challenge for marketers was integrating Web analytics with other marketing solutions, cited by 46% of respondents. Verifying the accuracy of data was a problem for 41% of marketers, while 32% reported trouble with analytics that were not comprehensive and 29% complained of budgets that were too small.”
Web analytics requires hours, and sometimes days, of usage to learn the ins and outs of all the features. Even though the difficulty level may frustrate website owners, they acknowledge the fact that more resources and time must be spent on them if they want to maximize online profits.
“Fully 72% of respondents to the Unica survey had no full-time worker devoted to analytics.”
Google has an extensive web analytics program called Google Analytics. Their program is absolutely free and has most of the same features as the paid analytics programs. The best part about Google Analytics is that it’s very user-friendly. You can also link your Google AdWords account to the analytics account and have everything tracked, including calculated conversion rates, on one dashboard. Visit www.google.com/analytics to learn more!
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