Our digital expert Ash Young looks at keeping your website performance on track

It’s vital to track the performance of your website and any accompanying digital marketing activity. Doing so enables you to understand and tackle a vast amount of potential issues related to your business and ultimately improve performance.

Some of the many issues basic tracking can help you to resolve include:

  • A drop in visitors to your website
  • A reduction in revenue being generated through your website
  • Losing prominence in the search engine results
  • Users ‘bouncing’ from your website
  • People adding items to a checkout but not making a purchase

Without the correct tracking in place, each of these areas would be difficult to resolve. With it, however, you can identify what might be causing you problems and formulate a suitable solution to turn things around.

What Should I Be Tracking?

This will really depend on how much time you’re keen to invest in improving digital performance. Whatever activity you’re implementing though, there is certain tracking you should always have in place. Some of the key points to cover include:

Google Analytics: Through Google Analytics, you can track how users interact with your website and gain vital knowledge around the pages that do and don’t perform well across your site. You can also gain valuable insight into user behaviour, locations, conversion funnels, revenue and much, much more.

Paid Ads: If you’re running any paid activity through a platform such as Google Ads (formerly AdWords), Facebook or Bing, you have to ensure the conversion tracking is synced with your website. Without it, you risk losing priceless performance insight; and ultimately wasting your money.

Keyword Tracking: If you’re keen to improve your organic search performance (the free traffic you bring in from search engines), then it can be really handy to track the important search queries bringing people to your site. This will enable you to optimise your website to capture these searches more effectively. It’s important to undertake keyword research first to understand which queries to track. These should then be used as a gauge for core metrics such as website traffic and revenue.

Beyond these suggestions, there are a wealth of other tracking options that can be used to help you improve your company’s performance online. We’ll take a look at some of these more advanced methods further down the line – while next month we’ll show you how tracking can be used to generate more sales online.

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