E-MarketingStrategy: 4 Tips and Tools for Tracking Your Web-Marketing Effectiveness
Remember the old trope: You can’t improve what you can’t measure.
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Google Analytics (Google.com/Analytics) will tell you more than you ever thought you'd want to know about your own website's traffic. If you are not currently tracking your site with Google Analytics, call your IT department and ask them to install it now. We'll wait here …
The first and largest piece of the tracking puzzle is making sure you know exactly what is going on with your own website. As I've said in earlier articles, your website is the hub of your Web-marketing strategy. All of your campaigns, social media profiles, newsletters and tweets should point people to it. Your website is the only place online over which you can exercise complete control of the user experience. It is your conversion point.
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- Jim Morrison
J.S. McDougall
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