Use Google Analytics to figure out the metrics that matter and dramatically improve the results from your website.
iQ Content: the only Google Analytics Authorised Consultants in Ireland
We're the only Google Analytics Authorised Consultants in Ireland. We are recognised analytics experts with a proven track record. We can help you define a web analytics strategy so you can accurately measure the success (or failure) of your website and, more importantly, on the back of analytics data, what you can do to change your website for the better.
Overview of our analytics services
1. Key performance indicators
We work with your key stakeholders and figure out what activity matters to them and how they think of and measure success on your website.
We then translate the results of these interviews into actual KPIs; in other words, we figure how your goals on the website can actually be measured in Google Analytics (or any other analytics offering).
2. Analytics set-up
This step involves configuring Google Analytics (or other analytics tool) to track the goals, funnels, profiles, and KPIs so that it's easy to get this data.
In addition, we configure Google Analytics to:
- Provide you with a script to automate tagging and recording of any file downloads (which by default are not tracked)
- Ensure marketing efforts are tracked
- Enable ecommerce tracking, (if relevant)
- Integrate search data (when site visitors search your website)
- Ensure https pages are tracked appropriately
- Critically, we also help you to ensure your privacy policy complies with Irish and relevant laws and best practice
- Finally, we'll ensure that the tracking is accurate and reliable
3. Analyse and Report
This step is involves us doing a detailed analysis of about one month's worth of data.
- After applying all our configuration changes, we'll let the data collect for a month.
- Then we'll generate a custom KPI spreadsheet, with real data, and including our analysis of that data
- This spreadsheet is designed to be shared with executive staff who are not necessarily web-savvy, and who don't have the time to pour through lots of bewildering data
- Site optimisation is moving beyond the KPIs and exploring what other insights analytics can offer so you can improve your site.
4. Analytics training
The purpose of this training is two-fold. Firstly, to reinforce the need and importance of analytics and secondly, to arm your staff with everything they need to set up, run and analyse their own reports.
This full-day training workshop is focused on your site and your data. In the morning, we'll discuss the technical components of setting up Google Analytics, so that your team are comfortable with taking ownership of the configuration.
In the afternoon, we explain the KPIs we identified, how to generate the report yourself, and most critically, how to interpret them.
Do web metrics matter?
Asking if web analytics matter to you is the same as asking if your web site matters to your business. If you've put a decent investment in your site, you need to know if that investment is paying off, and you need to know how to maximize that investment.
Basically, web analytics help you answer simple questions: "Is my site working well? Is it a success?". If the answer is no, then the analytics programme should help be able to pinpoint what’s going wrong so you can fix it. Ignoring web analytics means you're flying blind with your web site.
Most organisations have a sense of the important role web analytics can and should play, and most pay some attention to basic web traffic data. But we've come across very few clients who really use web analytics to guide decision making for their site.
Challenges of web analytics
It's easy to set up an application and get a load of numbers. What’s harder is to determine is what numbers to pay attention to, to make sure they're accurate, and to interpret them so you can make the right decisions based on the data.
Why Google Analytics and not another analytics vendor?
We believe that the focus of analytics up to now was on the technology, not the data, putting the cart before the horse so to speak. We believe the biggest risk of web analytics is that you buy an application, you get it measuring your site, and then you drown in all the data it provides. So, you just end up ignoring it all, or paying attention to the numbers you can easily understand or easily get at. And some of those numbers may be very unreliable or irrelevant.
The benefits of Google Analytics
Google Analytics is a free product. There would want to be a very compelling reason for you to not at least consider Google Analytics.
So, instead of buying an expensive analytics product and have it dictate the numbers you can measure, spend your time and money on working out what the key metrics you should be measuring are and how to interpret that data.
Regardless of whether you go with Google Analytics or not, our proposition is the same: start with figuring out what data is the data that matters in measuring the success of your website.
Next Steps
Let's talk analytics and how we can help define an analytics strategy which will lead to dramatic improvements in your online results. We'd be delighted to call you or meet in person.
