What is analytics

Analytics is the analysis of website traffic on your website or landing page. It contains a wide range of metrics including behaviour patterns, time spent on your website, where visitors came from, what keywords or search terms were used to find you, and tracking of events and conversion goals.

Using Analytics is a great way to find out what works for you and your business when it comes to driving traffic to your website and converting prospect into new customers. Performing analytics across your website is essential when developing a digital marketing campaign as you need to be able to monitor what is working and what isn't. By monitoring the volume of traffic, bounce rates, visitor behaviour, and click through rates you are able to fine tune your inbound marketing campaign to ensure it returns a healthy ROI.

Each aspect of your business marketing campaign; emails, landing pages, paid ads, search engine ranking position, website traffic, and conversion rates should all be monitored, and regular reports produced.

There are a number of paid-for analytics tools, but Google Analytics is by far the most popular service and it is free to use. It is comprehensive and feature-rich, and easily enough detail for most SME's.

You should constantly be monitoring all traffic to your website and the behaviour of that traffic once it arrives. You should also be monitoring the effectiveness of each e marketing campaign and ad campaign in the same way. Having historical data of where you started from in terms of website traffic volume and conversion rates, and your current position is invaluable in growing your business and increasing sales.

Website or landing page analytics works by hosting a small snippet of code that is provided by Google Analytics. When a visitor lands on your web page, information about that person’s visit is recorded and sent back to you Analytics account via that code.

UTM codes are small additions to URL’s that are used in any hyperlinks that refer traffic back to your website. They contain the details of the link so that they can be measured in your analytics software. UTM codes contain information such as campaign name, source, and medium. For instance, the source may be either from an email, a paid advert, or a link from a social media post.

Defining what metrics are useful for measuring is essential to a successful marketing strategy.


We provide a downloadable guide that gives you step-by-step instruction on how to apply the contents of the Resource Hub to get more customers at less cost.