One of the things I accomplished this week was coming to a greater understanding of Google Analytics and how it can assist in tracking activity on a company website and guide a marketing campaign towards success.
Long story short: I got in over my head but I’ve resurfaced with some golden nuggets of understanding that I can leverage in the final week of my portfolio project to show how I can create value.
What It Does
Google Analytics is a marketing tool you can set up on your website and link to various marketing tools (such as Mailchimp) in order to track audience interaction and activity.
Want to know when people leave your site without having purchased what’s in their cart? Or maybe you want to know which of your campaigns brought the most traffic and the most sales conversions? Or do you want to know where in the world is the most active spot for your visitors? Let’s say you even want to know which of your posts is most popular
Google Analytics can tell you that. Statistics and analysis are the lifeblood of successful marketing. Like a captain’s compass, you need them to stay on course toward your destination.
In Mailchimp, you can set up Google Analytics to track how many visitors are brought to your website by a specific email campaign and also how many of those visitors from that campaign are converted to sales from that visit.
This is massively useful, not only for your development as a copywriter but also for determining the success of a campaign and whether to continue future campaigns using the same method.
It may also be very telling if you have phenomenal page visits generated by the email campaign, but the majority leave soon after arriving. The data only tells part of the story. It’s up to you, as the analyzer of this information, to figure out what it indicates.
When it comes down to it, it’s another tool, but it’s one that can help make the difference between failure and success.