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In business, if you don’t track something there is little way to know if it’s effective. A website is no different- if you have a website and you’re not tracking traffic coming to the site, the website is just another expense in your business. Website tracking is easy to implement with Google Analytics, a free website traffic tracking tool.

3 Mistakes You May Have Made

Many businesses come to us with pre-existing websites, but have not been tracking their website traffic at all. The reasons are across the board, but usually have something to do with:

  1. The web team didn’t setup the tracking because you didn’t ask them to. In most cases, the web team will know how to install the tracking system, but don’t make this part of their main service offering since it’s another thing to do on the project. Make sure you ask your web team to install Google Analytics (See below).
  2. The web team charges an extra fee to implement tracking, so you chose not to do it. This can be a little bit of a red flag regarding your web team, as implementing Google Analytics on most websites is a quick 20-30 minute job and (in our opinion) should be baked into any web development project. However, it’s worth the extra fee to have it completed so that you can measure your website’s effectiveness in driving revenue for your business.
  3. The web team setup tracking, but used their own account to set it up. For example, the web team may have their own Google Analytics account and then setup your website underneath their account. While this still ensures your website is being tracked, it’s risky because they own the data. Getting the data and transferring the data to your own account in the future can be a bit of a challenge.

4 Steps to Setting Up Your Website Tracking Easily

If you’re in the process of creating a new website, here are 4 steps to take to ensure that your website tracking is in place.

  1. Create your own Google Analytics account, as this will enable you to have access to the data forever regardless of various web teams you work with in the future. The signup process takes minutes at Google.com/Analytics.
  2. Ask your current web team to implement the Google Analytics tracking code on the website, which usually takes about 20-30 minutes depending on the type of website you have. Google Analytics will also give you instructions to provide to the web designer to make this easy for you.
  3. Ensure the website is tracking all traffic successfully. This can be done by verifying the code in the Google Analytics account (there is a “status” section you can review). There are also tools you can use to check if Google Analytics is installed on all pages.
  4. Finally, link your Google Adwords account to Google Analytics if you’re running online ads, as this will enable you to see Adwords data directly within your Google Analytics account. This isn’t a must have, but is definitely helpful if you’re running ads.

Making the sure the above steps are done on your website will save you a lot of time and frustration in the future when you decide to dive deep into the traffic of your website to figure out how to make it a more effective asset for your business.

If you would like guidance on any of the above, don’t hesitate to contact us.

About Jon Tucker

Jon Tucker is Senior Strategist at Compete Marketing Group. In addition to developing the campaign strategy for all clients, Jon manages Compete Marketing Group's in-house venture program.