As we have already mentioned in previous posts, the online medium can be a relevant channel for attracting customers in any business. Adapting to this medium is increasingly necessary for many small and medium-sized companies as it makes them more competitive. But this adaptation to the online medium must be accompanied by a series of requirements, including correct data measurement.
Innovation and competitiveness
Tags: Marketing for SMEs
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If we decide to enter the online market, it is essential that we have at least some basic knowledge of measuring this type of data, or have a specialized profile in this, since we will make certain decisions based on this.
The most widely used tool to record data from users browsing mexico phone number website is Google Analytics. Its free version allows us to easily and in detail know the actions performed by users within our website. But before talking about Google Analytics, it is advisable to mention another free tool that Google makes available to any webmaster: Google Tag Manager.
Implementing Google Tag Manager on our site allows us to have greater autonomy from the IT department, since with the installation of a single code we can include and obtain data through multiple tools, such as Google Analytics. Without it, every time we wanted to modify or include a measurement tool (such as the Facebook conversion code) we would have to go to the technical team to modify the website code. Obtaining and managing Google Tag Manager is relatively simple (you can find out the steps to do so here ), and once we install Google Analytics through this tool we can start measuring data and, most importantly, establish measurement objectives on our website.
Depending on the purpose of our website, we will set one or another objective. There are websites where the most interesting thing is that the number of pages that the user consumes in each visit and the time they spend on the website is as long as possible, since this indicates that they are consuming content (an example of this could be a blog), and others where the main objective is sales, so the best indicator will be the number of purchases made. However, and despite the fact that there will always be a main objective, it is advisable to set secondary objectives within the website, which in turn contribute to the main objective. For example, in the case of an online store, sales will be the main objective, but we will also set other types of objectives, such as the user adding products to the cart or subscribing to the newsletter, since theoretically these are previous steps to making the sale.
Setting goals and measuring them through Analytics is quite simple. Just click on the 'Administration' tab in the top menu and then on the 'Goals' tab to create the ones that interest us the most. Analytics allows us to measure goals through landing pages (for example, a goal could be that a user visits the 'thank you' page, which is usually the one that a customer who makes a purchase arrives at, going back to the e-commerce example), duration (a goal could be that the user spends more than 5 minutes on our website), a number of pages per session (here we will establish goals for the number of pages consumed) or events (these are actions that the user performs within the website, such as downloading some type of document. Although this type of goal must be previously configured from Google Tag Manager ).