Website Analytics & Event Tracking Setup & Reporting
Collect data on how visitors use your website and turn it into valuable, actionable insights.
Website analytics helps us understand how visitors are finding your website, what they’re doing while on site, and what value that brings to your business. Data helps you make informed decisions about your marketing efforts to boost engagement and improve ROI.
What Can Website Analytics Show Us?
Traffic Sources
Reveals how visitors found your website, including search engines, social media, direct visits, and referral sites.
Visitor Engagement
Measures how long users stay, which pages they view, and how deeply they interact with your content while visiting.
Conversion Events
Tracks specific actions visitors take like form submissions, purchases, or downloads to help measure business impact.
User Journeys
Maps the way visitors navigate across your website, how they find information, and where they convert (or exit).
Audience Groups
Segments visitors by demographics, interests, and behaviors to create more valuable insights and targeted marketing campaigns.
Device Types
Shows what percentage of users are on desktop, tablet, and mobile devices to help you better serve your audience however they use your site.
Acquisition Costs
Insights for calculating how much it costs to acquire each customer across different traffic channels and marketing campaigns.
Revenue
Tracks total sales, average order values, and revenue attribution by source to measure ecommerce performance.
Track ROI More Reliably Across Marketing Campaigns
If you aren’t making decisions based on real data, then you’re essentially making decisions based on your gut feeling. When you know what’s working, you can spend your marketing budget more effectively and get better results.
How does analytics data inform marketing decisions?
- Shows which channels and marketing campaigns are generating traffic
- Conversion events track activities that generate leads and create value
- Provides cost-benefit metrics for establishing ROI
- User behavior exposes new opportunities within your market
The insights created from analytics data help you to make informed decisions about which campaigns to cut, and which ones to scale up.
Setting Up Basic Website Analytics
Basic analytics tracking is simple and fast to set up for a website. It shows how visitors are finding you business and can provide valuable information for optimizing your marketing budget. While it’s easy to set up, making the most of baseline analytics requires you to understand the data you’re collecting.
Three common problems we encounter:
- Not using analytics tracking at all
- Collecting analytics, but not using or understanding the data
- Collecting analytics, but never making meaningful changes based on data
We configure analytics and event tracking to deliver clearer data and the real insights you need for driving digital growth.
Custom Event Tracking for Deeper Insights
Most analytics tracking collects basic data about how visitors find your website and which pages they visit. For deeper insights, it’s necessary to set up and track custom events that can illuminate how users are interacting with your site from first visit through conversion.
Custom events help measure actions both small and large. What calls-to-action are users clicking on? Which forms are they submitting? What files are being downloaded? Which videos are being viewed? In fact, it’s possible to set up event tracking for nearly any type of user interaction.
Setting up accurate event tracking can require technical expertise, and may even call for a professional web developer to help with implementation. That’s one of the ways we can help.
If you aren’t making decisions based on real data, then you’re essentially making decisions based on your gut feeling.
FAQ About Website Analytics
How do I know if I already have analytics on my website?
We can look at your website and usually tell if you have any analytics set up. Google Analytics is by far the most common tracking setup we see, and some platforms collect basic website analytics automatically. If we can, we’ll want to keep all of your existing analytics data to help us form a baseline.
What if I don’t have access to my analytics data?
It’s not unusual for analytics tracking (like Google Analytics) to be set up by somebody in the past. Sometimes, that’s an old web developer or even an employee that no longer works with the business. We’ll try to access and recover existing analytics accounts, but sometimes it’s necessary to create a new account to move forward.
Can you track phone calls and offline conversions?
Yes, there are ways we can track phone calls and offline conversions. Website analytics track on-site user activity, so it can be tricky to track when users take action offline. Tracking offline engagement is possible, but every solution has pros and cons. We can also help you understand how your digital marketing contributes to offline conversions through attribution modeling.
Do you provide regular analytics reporting?
Yes, we provide ongoing monthly reporting for our clients. We custom-build and tailor reports so that they include helpful context (not just a random chart), and we propose scheduled meetings for reviewing data insights together. Our reporting focuses on business outcomes: conversion events, user engagement, and return on investment. However, we can customize the reporting to meet your needs.
