“Have you maximized Google Analytics  features?”

Google Analytics allow businesses to track and measure performance (ROI) of digital marketing. Measuring success only based on numbers of visitors is not adequate enough; a more detailed goals should be set. The article discusses a number of ways to track your online campaign (e.g. Google AdWords or social media) and search engine optimization (SEO). These strategies include, but not limited to, measuring traffic from different segments (e.g. social media traffic, google), time spent on the website, and pages viewed during each session.

Other strategies that I would like to add include measuring conversion rate. For example, tracking how many people actually visit the store after seeing the website would be beneficial. A way to achieve this is to give promotional code (e.g. 5-10% discount) that can only be obtained by visiting the website and entering their information (e.g. name, address, email). Another easier way to do this is to simply ask visitors directly regarding how they find out about the business.

Moreover, returning users are more likely to make a purchase when/after visiting the website. Thus, new visitors who spend less than 1 minute in the website should be analyzed. Are they potential customers who don’t like the website? Or are we using ineffective keywords on our marketing campaign (or SEO) and attracting the wrong people?

Finally, since people are using mobile devices and tablets more often, marketers need to know the devices that customers use when visiting the site. It allows the company to make an adjustment for the display (resolution) for effective viewing.

Source: http://www.entrepreneur.com/article/222947