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What keywords an indi- vidual searched for before clicking through to your site – This helps you to tighten up your copy to focus on and include keywords that can help drive more traffic to your site. It also provides valuable information about what your potential clients are really looking for.


What other sites referred visitors to your site – This helps you to see which links you have out on the world wide web that are actually helping you to drive traffic to your site. This is particularly helpful when you begin a social media campaign, create joint venture partnerships or pay for advertising.


Here are some of the key pieces of information that


Google Analytics provides in their standard dashboard re- port and that I recommend tracking.


How many people visit your site – Google breaks this down into how many visits there were to your site in any given time period as well as how many unique visi- tors there were in that same time period. Great for beginning to understand how much traffic you are actually getting and how many people are returning to your site for more.


How long visitors are stay- ing once they land on your site – The key to developing relationships with visitors to your site is to get them to go deeper into your site and spend time on the site getting to know you. You can see over time how your content and offerings are keeping people on the site or not, then you can make strategic decisions to help support longer visits spent on your site.


The average number of pages they view when they visit – I often look at this num- ber along with how long visitors are staying on my site to help me better understand how visitors are consuming the information on my site. You can use this information to measure how well your calls to action are at bringing visitors


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deeper into your site content and whether or not your content is engaging your audience.


What browsers they are us- ing when viewing your site – This might not seem important, but each website browser can render your website differently. Understanding what tools your vis- itors are using to view your site can provide important information to your web designer/developer so they test your site to ensure that it is appearing exactly as it should on the various browsers your visitors are using. This goes a long way in creating a quality, consistent and welcoming visit to your site.


How Often Should I Look At My Website Stats?


I recommend looking at these on a weekly basis to see if there are any sharp spikes or drop-offs in the number. I also recommend sitting down once a month for a more in- depth review where you can put together implementation strate- gies based on the information you see in the reports.


All of the statistics I mention above can be run for a single day, a week, month etc. and the best part is, you can set up reports to automatically generate an eMail to you with the report attached. The report not only shows you this week/month’s results, it also compares it against your informa- tion from the same period last week/month. This allows you to see trends in growth and visitor fall-off.


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