When a web service user browses and clicks the service, the analytics tool records the events. The collected data provides accurate information on how the web service is used. The information provided by a high-quality analytics solution is used to develop the service and guide the business.

Web services and digital marketing are most effectively executed when based on data. This is only possible if the web service analytics solution is functional and serves your business needs.

  • measure traffic accurately
  • relevant information is produced
  • The results are monitored in real time
  • Actions are guided by the results

What information is available in the analytics solution?

The most widely used web service analytics tool is Google’s free Google Analytics, which also includes a customised solution for tracking webstores. Typically, the implementation of an analytics solution is also combined with the Google Tag Manager tracking and tag management tool. Tag Manager allows you to enter tracking codes on your site without having to interfere with the actual code on the site.

The analytics solution provides information on, for example:

  • How many users there are in the web service and what users do in the service
  • Through what channels do the users come to the web service and what is the number and quality of users coming through different traffic sources
  • How many people use the web service on smartphones and how does smartphone use differ from use on other devices?
  • How different digital marketing activities affect the quantity and quality of web service use
  • What is the number of conversions, that is, how many users perform a desired action in the service (e.g., request a quote or purchase)

E-commerce provides even more versatile, comprehensive, and accurate data using Enhanced Ecommerce for Google Analytics. For example, this tool provides product-specific data and information about promotions, discounts, and shopping interruptions. As well as, of course, the profit.

Planning and implementation of an analytics solution

The implementation of analytics can be roughly divided into three phases: planning, establishment, and continuous monitoring. A prerequisite for a functioning solution is that all steps are done carefully.

1. Planning

There is a huge amount of data being collected of the use of the web service, almost all of which is not essential. So simply deploying an analytics tool is not enough, the analytics solution must be carefully planned:

  • what is measured
  • why are they measured
  • how are they measured
  • how the results of the measurement are monitored and utilised

Highest quality can be achieved when the planning of the analytics solution is done already when designing the web service. However, if necessary, the analytics solution can also be planned and implemented with high quality for an existing web service.

2. Establishment

The establishment phase includes the installation and deployment of Google Analytics and Google Tag Manager accounts according to the plan. This also includes certain technical solutions implemented to the web service.

If the tools are already in use on an existing online service, you can continue to use the same accounts. In this way, historical data is preserved, and monitoring continues uninterrupted. If necessary, accounts will be set up and activated.

In the technical implementation of analytics, the required tracking pixels are installed in the webpage and the desired tracking is performed on the Google Analytics tool. For example, monitored goals are set for assessing the performance of the web service. Typical goals are the number of contacts and requests for quotations received through the webpage.

3. Continuous monitoring

The analytics solution can only be used to its full potential by actively monitoring the results and utilising the accumulated information in the development of the web service, digital marketing, and business development. In this, too, planning is the key, and it is worth taking time to review the results at least every month.

For continuous monitoring, we recommend implementing customised and visualised reporting views with Google Data Studio. Reporting views make it easy to compare detailed data from desired time periods. Digital marketing data can be linked to Data Studio in real time, which provides a comprehensive overview of what is being done on all digital channels.

The importance of continuous monitoring is emphasised when the web service is further developed. Typically, the information provided by an analytics solution is used to effectively identify a variety of potential areas for development. And when the development work is done, their results are available in a comparable way.

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