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The Impact of Google Analytics on Your Business

Kristen Fowler Lindsey - Tuesday, November 29, 2005

Wow. Where did the Fall go? I apologize for not being on top of posting. I will be sure to post frequently again from now on.

As you may or may not have heard, Google launched a free web analytics product called Google Analytics a few weeks ago. The basic gist of this news is that for the first time information and data about web businesses is available at no cost, whereas formerly it cost $2,400 to $15,000 per year just for the service. Let that sink in for a minute.

What kind of information can you get if you use Google Analytics that has not previously been affordable for smaller businesses? A brief list includes:

  • Website conversion information - easily know how your site is converting.
  • Scenario analysis - evaluate simply if website visitors are moving through your site in the way you designed it to. (Example -- how effective is your checkout process?)
  • Measure the effectiveness of your marketing campaigns - what advertising is producing the most revenue?

The list goes on and on. But how do you know if you should consider Google Analytics? Ask a couple of questions of yourself:

  1. Do I have a conversion process on my website that needs analysis? Even a process to a sign-up form or inquiry form counts as yes if you are designing your website to drive people there as a conversion.
  2. Am I conducting online marketing like pay-per-click or banner advertising that I am spending a decent amount of money on?
  3. Have I set online goals that I need to monitor and measure?
  4. Am I interested in testing new content as I put it up on my site?

Google Analytics provides the opportunity to do all these things, whereas smaller analytics providers have traditionally not been able to provide this type of analysis.

On the whole, Google Analytics is an incredibly robust, powerful web analytics tool for no service cost. However, you also may want to consider how much you use your statistics or if you have helpful staff or contractors that will help you use the data as effectively as possible. If not, then you may implement something that you would have trouble taking advantage of.

I will be writing more on this over the next few months, as analytics is a critical aspect of your online business.

Have you signed up for Google Analytics and installed it on your site? What has your experience been? Let me know by commenting on this post!

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