November 14

Google Makes Web Analytics Free but will it help your lead generation?

MarTech

1  comments

Google (web) Analytics is now free for websites that have less than 5-million page views.  If you don’t have an analytics tool already, you should check it out.

Research shows that the number one priority for B2B websites is lead generation.  In the task of converting inquiries to leads and ultimately in determining the return on investment, your web site log files are an important tool for measuring to what extent search engine optimization is working.

By pinpointing where traffic originates and the accompanying click-stream, you have the means of tracking the path visitors are taking to your site. Log files can be tied into the database to view how often a visitor clicked on and the attendant clickstream (pages visited and in what order).

In the complex sale, the length of the buying cycle makes the connection between on-the-web activity and the off-line decision to purchase much more difficult to trace.  So the challenge is connecting website log file data (analytics), with marketing data (inquiries) and then connecting them with the sales process.

I wrote a piece a while back on Tracking ROI From Web Generated Leads

Google Makes Web Analytics Free

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. I am intrigued by this latest move by Google but am still trying to determine what this means for my business.

    I have been eyeing Urchin analytics as a solution for a long time, but elected not to go with Urchin or Webtrends for one reason. Lack of “Real Time Information.” These programs can sometimes take 8-12 hours to generate results. This is not a big deal for E-commerce sites, but can be an issue for certain B to B companies.

    Working for a B to B company selling a service, I would say roughly 60-70% of our leads come from calls made to the 800 number listed on our website. Currently the only way that I know of to be able to say “this call came from this keyword” or “this call came from a click-through from this particular directory.” is to be able to look up real-time web analytics information and use it as a reference and then mark it in our CRM before distributing the lead.

    Of course you can just ask the prospect over the phone but this many times will not generate a positive response or is not regularly carried out by sales reps as they do not want to risk the chance of ruining a potential deal just to receive some meaningless(to them) marketing data.

    Dedicated 800 numbers on your website that you can track definitely have potential, but there is still the challenge of linking a call to a particular online action.

    I have been a paid customer of Statcounter.com for more than a year now and have not found any analytics program that offers a similar, simple, real-time, no nonsense functionality.

    I am considering running both Google Analytics and Statcounter to get the best of both worlds(in particular the adwords integration, but am still looking into the ramifications of running two programs simultaneously in regards to both SEO and overall site performance.

    I’d be interested to hear if anyone else has run into similar challenges and what they have done.

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