Every month I’ll be highlighting a free or low-cost tool that community groups and not-for-profits can use to improve their marketing and communications. This month’s focus is on Google Analytics.
Analytics is data about traffic to your website—such as how many people are visiting, where they’re from, which pages they visit, how long they stay, where they’ve been referred from, and the conversion rate (how many users achieve your goal for them, such as buying a product or filling out a contact form). Analytics data is useful for improving your search engine optimisation by showing you what keywords users are putting into search engines to find your site, and also for determining the effectiveness of your marketing—you can run a marketing campaign with specific goals, such as getting more people on your mailing list, and then use analytics to see if it has worked.
Depending on which provider your website is with, you may have basic analytics data already built in, but Google Analytics is the provider preferred by most websites.
Google Analytics is a service offered by Google that allows you to monitor traffic to your website. It is the most widely used website analytics tool. The basic package is free, although there are also paid packages that offer more in-depth resources.
Although Google Analytics is free, your website provider may not support it, especially if you’re using an all-in-one provider such as WordPress.com or Wix rather than building your own site. For example, both WordPress.com and Wix only support Google Analytics as part of their paid plans, although they also have basic analytics tools built into all their plans.
Google Analytics provides basic high-level data on its dashboard, as well as reports that give more in-depth information about who’s visiting your website, where they’re coming from and what they’re doing when they get there. Your website profile can also be linked to a Google AdWords campaign to integrate your analytics and marketing.
Wikipedia has a comprehensive list of other analytics software providers and the cost of their packages.
Analytics can provide you with important insights into your site’s performance and the effectiveness of your overall marketing and communications strategy. If you’re serious about improving your organisation’s outreach, you need to ensure you have access to an analytics tool and learn how to use it effectively.