Web Analytics

Web Analytics Delivers Performance Focused Digital Marketing

CarbonFoot Interactive has extensive expertise in implementation of web analytics code on your site(s) and the insights needed to leverage that data to optimize performance of your site and your business.

As you may know, web analytics is a requirement for any website and is essential for us to deliver digital marketing services that accelerate the performance of your various digital marketing campaigns – not just your website. Often times, tracking code implementation is rushed and not properly executed. Shortcuts can impact data accuracy and lead to incorrect conclusions from inaccurate data. CarbonFoot Interactive prides itself on a web analytics implementation quality assurance process at the beginning of each client engagement that safeguards against bad data down the road. Understanding your business and the Key Performance Indicators (KPIs) related to it, help us determine the best way to track those metrics.

If you have existing web analytics software, CarbonFoot Interactive can work with the data available, though we may request additional tracking code be placed on your pages to enhance reporting capability. With successful web analytics code implementation for your entire site we can begin to leverage key benefits:

Integration with Paid Search Advertising

We will identify which keywords are most profitable and which site content generates the most revenue. Complete end-to-end campaign tracking is possible. For instance, we can track email campaigns, banner ads, offline ads and more.

Ecommerce Reporting

It is important to be able to trace transactions to campaigns and keywords, obtain latency and loyalty metrics, and identify your best revenue sources. We can create visual funnels that identify conversion leaks in the conversion process, identify lost opportunities and see where “would-be” customer go when they don’t complete your email lead form, or finish paying for those items in the shopping cart.

Benchmarking

We’ll help you determine whether your site usage metrics underperform or outperform those of your industry. We can use benchmarking to compare your KPIs against aggregated industry performance metrics.

Internal Site Search

Understanding visitor intent and what your customers are really looking for is critical to improving the performance of your site. That means getting your visitor to obtain what they want faster (speed to conversion). Internal site search is highly recommended and invaluable as a digital marketing tool.

Flash, Video and Social Network Application Tracking

With the recent explosion of social network usage, and prolific flash and video content, it is important to be able to track what works and what does not. Implementation of Ajax technology has dramatically improved the user experience requiring fewer page loads and improved page functionality. However, the introduction of Ajax has also dropped page views on sites and while this negatively impacts ad revenue based on impressions, web analytics can show time spent on page increases that may offset the pageview drop. Many of today’s Web 2.0 applications can be tracked with web analytics and these all make up the ‘big picture’ for your site(s). We’re here to help bring the big picture into clear view -

Customer Reporting & Advanced Segmentation

How valuable would it be to isolate and analyze subsets of your web traffic data? Imagine predefining a subset of your visitors to only look at metrics from those who have purchased, or who completed a contact form. Filter only for “Paid Search Advertising”? Yes – it’s possible, and invaluable. Or, Compare time periods and select date ranges without losing sight of long term trends. Comparing historical segments to current segment activity can give you confirmation that changes to your site are working (or not). CarbonFoot will work to design custom reports that suite your needs. We can tailor reports for high-level management overviews, provide separate reporting for your marketing team with more detail at the campaign performance level, send feedback to your creative team on visitor browser usage for optimal page design or results from multivariate page design testing, and unique reports for IT that include specific page load times, error pages, etc.

Integration With Your Business Database

Feeding web analytics data into your business front-end or back-end database from exported excel, csv or tab delimited files can create a 360º view of your digital marketing efforts and customer return on investment (ROI). The beauty of digital marketing lies in concrete ‘cause & effect’ advertising campaign and website optimization data that often is hard to come by, or impossible to obtain, with offline media.