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Day 2: "The Data Never Lies”

Measuring your campaign’s performance in Internet Marketing is critical.  It helps you save time and money, making sure you are testing and optimizing the correct variables.

Google Analytics has excellent software to monitor the traffic to your website and it is free with a simple account registration.

Once you successfully install the program, you will have access to a wealth of knowledge.  You can analyze your website visitors, how they arrive and what pages they clicked on.

However, the real value is in understanding and interpreting these reports to improve your website’s performance. Below I have highlighted 5 items within Google Analytics that can help you increase the performance of your website:

1. Map Overlay

The Map overlay is beneficial because you can see where your visitors come from down to the city level. This helps you structure a future Pay Per Click (PPC) Campaign. Depending on your objective, you can look at this data in two ways. You can see which areas visit your site more frequently and run a focused PPC Campaign to capitalize on the amount of traffic.  On the other hand, you can also see which areas are not well covered and run a program to increase your exposure. In addition, you can advertise in local directories geared to those geographical areas and place ads on Social Networking sites that target through geography.

2. Browser Capabilities

The browser capability function allows you to see the various browsers your visitors use when clicking through your site.  Knowing the browser used is beneficial because you can verify that your website is performing optimally in each browser.  You can verify that your website’s look and feel remains the same and does not drastically change from browser to browser.

3. Traffic Sources

This option allows you to filter your results to see which website is sending your website the most referrals.  In other words, which website(s) are sending your website the most traffic.  However, do not only look at the traffic, also analyze the “bounce rate”.  Your bounce rate is the percentage of customers that come to your page and immediately exit.  Therefore, you need to choose a referral site that sends your website traffic and also has a low bounce rate.  With this information you can optimize your advertising campaign.  If you do not have an advertising campaign on the referring site, then you may want to look into developing one to increase the amount of qualified traffic coming to your site.

4. Click Pattern

The Click Pattern function allows you to see how the majority of your website's visitors interact with your content.  This is important leverage when evaluating how to optimize your landing page.  If you have an area with a low Click through Rate (CTR), then it might be beneficial to change an element about the content.  Maybe you should rename an element or make the Call to Action (CTA) stronger.  A CTA is basically what you would like your visitors to do, for instance join a mailing list, order product, or click a link.


The Goals function is excellent because it allows you to set goals based on your business objectives.  For example, if you own a travel business you can set a goal for how many people click on the, “Book your Reservation Now” page.  Also, you can set another goal for how many people completed and submitted the reservation.  If your process involves more than one step you can add customized goals funnels from one step to the next.  This allows you to see visually where in the process visitors enter your funnel and where potential customers opt out before completion.  With this information you can see exactly which step you need to test and optimize in order for the low performing page to increase completion.

There are literally 1000 ways in which you could slice and dice data.  However, you first need to identify the objective and make sure your reports are collecting data that is relevant to that objective.  Then you can make data driven decisions that produce results.

Next we will discuss how to write keyword rich content.

If you have any questions or need additional explanation, please feel free to post a response, check back for blog updates, or contact me directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Kind Regards,
Shannon Baldwin Davis


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