Audience data gives you a huge amount of knowledge about the effectiveness of your website promotion activities, as well as invaluable information about the preferences of the people who visit your website.

I don't know if you remember the times when practically every page had a page view counter. Most websites in those days were based only on this one indicator, and what's worse, most of them had the counter configured in such a way that it counted page views. It was enough to launch such a page and refresh it a few times to immediately increase the value by X points. Many site owners treated such a counter as a reliable indicator of popularity, which in practice had little to do with reality. Was it possible to base a marketing strategy on such data? Of course not. It was rather a nice gadget, giving joy to the owner every time, when he saw that the counter went up. It had its charm, but as far as the business value of such data was concerned, it was practically nil.

How it looks today

A lot has changed since then. Yes, there are still clients who want such a counter on their website, which I usually try to persuade gently if we are talking about a business website. Why? In the case of websites focused on generating income, whether directly, e.g. an online shop, or indirectly by establishing contact and closing a sale via another channel (e-mail, telephone, meeting) - data on website activity is an extremely important factor determining and verifying many actions taken.

How statistics can help you

Suppose you are active on social media and at some point you come to the conclusion that you need to invest in advertising. You invest in it a few, a dozen or more thousand. You see that there are sales on the site, so you invest further by spending more and more, because you suspect that it works. The problem is that these are just suspicions. It's not impossible that this is the case, but very often it turns out that sales appear from other channels, e.g. from the organic results of a search engine, from affiliate sites, etc...

And this is where the obstacle comes in. Without the right analytical tools and knowledge of how to interpret the data collected, your marketing efforts are a bit like shooting blindly. It either works or it doesn't. What would you say if it turned out that from the PLN 10,000 spent on advertising, for example on Facebook, it actually generated sales of PLN 5,000? Would you still invest further funds in it?

A proper analysis of what is happening on your website will not only help you make more informed and effective decisions, but will also allow you to avoid significant financial losses, i.e. investments in instruments that do not bring the expected results. In addition, you will be able to better plan further development of the site by seeing what its users actually look for, what their preferences are and what they expect from you.

Google Analytics

This is a free tool provided by Google to analyse what is happening on your website. The amount of data you collect with GA is huge and can overwhelm you at first. However, if you make an effort to get to know this system and learn how to properly interpret the data you receive with it, you may find that your website will quickly gain surprising growth dynamics.

how to link Google Analytics WordPress statistics

Of course, this is not the only analytics system you can use. You have many alternatives available, both free and paid, such as Matomo (formerly Piwik), Clicky, or more specialised ones like Leadfeeder, Kissmetrics, Woopra etc...

However, if you plan future marketing campaigns e.g. in Google Ads, start with Google Analytics because this Google ecosystem will make it easier for you to analyse the effectiveness of your campaigns, and the campaigns themselves will have a foundation for learning and generating better conversion rates.

In practice, it is often the case that there are, for example, two systems running in parallel. One is GA, and the other is a tool specialised in the analysis of a particular area we are particularly interested in. However, if you are just starting out, the use of Google Analytics alone will suffice.

WordPress + Google Analytics

By running your website on the WordPress system, you have the comfort that integration of your website with the GA statistics system will be not only simple, but also possible in many ways. In the WordPress repository you will find dozens of various add-ons, which will enable you to connect GA statistics in no time. For example, if you have webshop The plugins will help you collect ecommerce data, i.e. information about sales, revenue, external or internal sources of sales generation, effectiveness of running campaigns, shopper demographics and much more.

In the video you will find at the beginning of this article I present instructions for installing one such plugin. A simple plugin that in the free version allows you to do basic traffic analytics on a GA basis, and in the PRO version a number of extensions geared towards more targeted goals like the online shop sales I just mentioned.

I invite you to watch this video and, of course, to subscribe to the channel on YT, but above all I wish you ever-growing bars of visits and high conversion rates 🙂 I'd like to thank you for your efforts.

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