Tracking and Attribution
Right up there in importance with targeting the right searches, is the ability to determine where your new customers come from and how your revenue is being generated. It's then an easy matter to scale up what works for you and just ditch what doesn't.
All traffic generating activity, paid and unpaid, can then be focused on delivering you sales or lucrative leads.
As part of my full online auditing service, I will confirm that all your website conversion points are properly set up and that everything that can be tracked is actually being tracked properly.
In most cases, this is the missing piece of the jigsaw. Many of my clients are surprised at just how sophisticated call tracking solutions are these days. Did you know, for example, that it's actually possible to track a phone call right back to the keyword search term a specific visitor entered to find your website or to trace that particular visitor's journey through your website before, during and after their call?
Tracking Specific Visitors
Google Analytics is a great way to draw generalised conclusions from anonymous visitor data. However, if you want to be a little more pro-active with your sales and marketing efforts then you need to install a proper lead tracking solution. You'll then be able to determine who is actually visiting your site whether they actually contact you or not.
For businesses that operate exclusively as e-commerce operations, it's usually quite simple to attribute order value to a particular campaign activity. However, where there is a mix of online and offline sales to track, where online activity can lead directly to a deferred offline sale, it is much harder. In this latter case, it is very important that your backend systems properly integrate with your web tracking solutions. Your objective should always be to attribute customer lifetime value back to the specific activity that generated it.
Your Google Tracking Services
Do you know if your Google Analytics, Adwords and Webmaster Tools are set up correctly and properly integrated? Are all your campaign activities properly tagged and do you use advanced segments to generate custom reports to enable you to make informed, data-led decisions? Are you filtering all interested parties from your visitor statistics?
If the answer to any of these questions is 'no' then you need an online marketing audit and a little bit of professional help.