The software is out there, and has been for years. The ability to look at every one of your customers as more than just a view or conversion , but to see what pathways they take , what causes some to disappear, while others become another proud member of HCCUA or an iCan Major Medical Health Insurance customer. Deep granulation is important for all websites, and Google has made it so simple to track your sites like a pro! The Google Suite of Webmaster tools , and services like adwords and adsense round off a great library of information about how to make Ad Revenue and properly spend marketing dollars, and analytics ties it all together , showing you how each campaign ,across e every engine , is performing.

Currently we are running Analytics for every site we have live, as well as in the planning stages to run banner and email campaigns using analytics tracking tags. Now if anyone ever tells you “it takes a professional” to setup analytics systems, they are completely wrong! You can get completely setup for a website in less than 20 minutes, complete with all marketing channels tagged and bagged and ready to present in your dashboard reports.

For a company our size, I still utilize Google for my tracking, as I can implement everything on multiple campaigns easily, and make changes on the fly. Initially, you are given a pretty verbose “report” on your dashboard page, but you can add information from any marketing channel to your dashboard, and produce professional reports in PDF right from the site. Now there are other incredible platforms for analytics, such as Omniture, which incorporates a number of much more advanced functionalities, and are definitely a huge step up from the free Google Tools, but if you don’t have a lot of money to spend… Google can’t be beat!

My suggestion, if you haven’t already, is to go ahead and sign up and get your site traffic really broken down Right away. You will be able to see “holes” in your marketing that is causing drops, and be able to turn a customer frown upside down

Till next time

Greg Chernoff

WebGeek