Since 1993, Internet usage has grown every year. It’s safe to say a website is more important than ever, and that importance will only continue to grow. Website analytics are vital in understanding how your website and digital marketing efforts are performing. Business’ invest many hours and dollars into developing the right website and digital media. You should know what’s happening. Google Analytics can tell you.

When someone visits your website, data can be collected. As data builds, a story begins to form. That story is crucial to understanding your digital marketing efforts. Is the website performing as expected? Is your organic search traffic increasing? Did the targeted display campaign provide a lift in paid search conversions? These are all things that can be determined through the use of Google Analytics. The data can help you assess if your digital efforts are making the impact you expected. That it’s driving the KPIs that were set to achieve success.

If your business is not using Google Analytics on its website, start. Start today. Since Google provides a free version, there is no good excuse not to use it. It is one of the most robust, free website analytic tools available today. It is also widely used which makes it easy to incorporate within your business, and with your marketing partner. The sooner you can begin collecting historical data, the better. Historical data helps build better digital campaigns and assess the performance of new or existing campaigns. Without it, you have to work with fewer data. If you don’t know what happens after the click, you are operating blind to what is often the most important piece of a digital campaign…the conversion.

Without data and facts, the story is based on opinion. Do you want to make business decisions based on real metrics or a gut feeling? If you aren’t using Google Analytics to direct your digital efforts, you should be.

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