Analytics: The Why and How for Your Advertising
So I have gotten a lot of calls and emails from advertisers
this week on how we can help our advertisers with their analytics. Analytics,
for those who don’t know, are systems designed to help a website owner make
sense of the traffic that his site is receiving. The owner of the site can
determine the cost per click, level of traffic over time, the cost per
acquisition, and return on investment that his site is generating. He can
examine his campaigns at a more detailed level to ascertain how effective his effort
is. All of his effort can be examined and optimized by filtering his data
through one of these systems so the webmaster can improve his traffic.
7Search, unfortunately, isn’t able to set these systems up
for you. This is something that must be added on your end. These systems supply
you with a HTML code that must be added to the code of your website in order to
begin tracking. Access to your site in that regard should be well protected.
However, we won’t leave you completely high and dry.
Here are some resources that you can refer to help you work
your way through the workings of the tool. These do a great job of providing
step by step instruction on creating custom reports, setting up tracking and
Prosper202 is the hub for a collection of self hosted apps,
which includes Tracking202. Their blog features instructions for their analytic
tools, as well as industry-related articles, and reviews on the most helpful services
on the net. Their blogs regularly contain easy-to-follow images that can show
you how to use their tools, as well as video tutorials for your reference.
You also have access to text tutorials, scripts to allow you
to split test landing pages, cloaking referrers, and the Get Satisfaction
forum. This is a discussion board that fellow Prosper users can use to ask a
question, share an idea, or report a problem. The information is there; you
just need to access it.
Analytics Getting Started Guide
This is the site that will help you to get set up with
Google Analytics. The site is really well organized, with sections for Signing
up, Getting to Know Analytics, and Installing Analytics. There is even a
section called “other resources,” which is tailored to your expertise or lack
thereof for other questions you may have.
This also features a discussion board for users from users,
organized by particular issues. Some of these include tracking and
implementation, issues you may be having with your reports and data, and the
Google Analytics Coffee Shop, where you can share your worries with other
like-minded users. Go to Help Articles, as well. This is the central hub for
all things Google and AdWords. Topics covered are tracking, reporting, goals,
and featured articles by Analytics professionals.
If you have not been using systems like these to monitor
your progress, you are doing yourself a disservice. How can you determine if
you are making progress if you aren’t monitoring or establishing any
benchmarks? Create goals for yourself and use analytics to monitor your
progress. Analytics can help you monitor your progress as well as maintain it.
Look into it today.