Free ebook: Measure What Matters

Measure What Matters SaaS Marketing Bundle PDF Cover The entire analytics industry is shifting. But this isn't a simple addition of a few extra features. It's a completely new approach to the kind of data that online marketers focus on. Very little data helps you make confident decisions on where to take your business. Without the right data, we'll never be able to make the right decisions. We put together this PDF to show you what's missing. You'll see: Where the analytics industry is going so you're not caught unprepared. The advantages this will give your business. How current analytics tools hold your business back.

First 3 Pages

Measure What Matters DON’T TRACK WHAT’S EASY, TRACK WHAT’S IMPORTANT Measure What Matters A lot of technologies seem to be one step behind what we really want. And the analytics industry is certainly no exception. For well over a decade, analytics products have provided data that has only been a small piece of what businesses needed. Even today, analytics tools focus on pageviews and measuring traffic-based metrics on our websites and apps. Before that, they focused on the number of server requests. There’s a big difference between increasing the activity on your server and increasing the revenue for your business. And while pageviews and traffic-based metrics like time on site and bounce rate are better than server requests, do they truly help you understand what your customers need? Most analytics tools track what’s easy to measure, not what ac- tually matters to the business. Finally, technology is catching up with the needs of your busi- ness. instead of clicking through endless rows of data on pa- geviews, you now have access to data on individual people. And when you have data on real customers, you’ll be able to understand which essential steps you’ll need to take in order to get your business to the next level. How Analytics Currently Works Let’s say you’re about the enter a website that has Google Ana- lytics enabled. As soon as you enter in the URL, your browser re- quests the web page from the server that has the website. And that server sends your browser all sorts of stuff. Some of that stuff will include instructions for tasks that the browser needs to complete. For example, your browser might need to find photos from different places on the internet. And Google Analytics has its own instructions for your browser that are in the Google Analytics Tracking Code. It’s a snippet of JavaScript that tells your browser what needs to be done in order for your visit to be tracked. When your browser sees the JavaScript tracking code, your browser completes 3 main tasks: • Gets cookies so that Google Analytics can keep track of your browser over multiple visits • Downloads the ga.js file (which has all the code that makes Google Analytics function) • Sends pageview data off to the Google Analytics servers You see, everything ties back to the JavaScript tracking code that runs with each pageview. If there’s no pageview, there’s no new data.