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whwytriright 32 Google Analytics
mately want to re-think its homepage strategy and content. Keywords and phrases used by visitors to fi nd your prod-
Just as important is tracking from where visitors exit a ucts or services can likewise be examined; if certain keywords
company’s site. If there is a substantial number of departures implemented by the company are failing to deliver traffi c,
from anything other than the “Th ank You” page, companies extensive copy or design changes may be in order, as well as
may want to reconsider everything from design to pricing. alterations in the company’s paid search ads.
Also possible is tracking what sources—direct typing of As with any online technology, Google Analytics is in
the website’s URL, search engine, paid ad, referral, etc.—are a state of constant evolution. One common complaint about
driving visits to the company’s site, and how those segments GA is that its cookies-based approach for GATC results in
may be changing in relation to each other. Th e company sharp declines of utility when trying to track websites browsed
can then use this information to determine the success or from mobile phones, as only the latest versions of those and
failure of new ad campaigns, page redesigns, pricing changes, other PDA devices are able to set cookies.
and so on. However, with the increasing trend towards smartphones
When it comes to referring sites, a company may want like Apple’s iPhone and the BlackBerry (and, not to be ignored
to determine which referrers tend to bring visitors who stay in this category, Google itself, which is testing its own mobile
the longest, view the most pages, and, of course, result in the smartphone, the Nexus One, for possible release this year)
most business. If certain referrers seem to be underperform- that can set cookies, and GA’s own updates/upgrades, that
ing, a company may want to suggest to the referrer diff erent concern has been mostly addressed. In October 2009, GA
messages in their links to improve clicks; similarly, if desir- announced a number of improvements, including:
able referrers are not referring to your site, the company can
look into why not.
Continued On 36 whwytriright
TM
34 February 2010
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