In the correct and well-implemented digital analytics That's the key to almost every business today. Or rather, in the accurate and insightful interpretation of the data that proper implementation provides us. That is why the services of a web analytics agency In the day-to-day operations of most business projects, this is becoming an increasingly obvious necessity.
If you have an entire digital marketing strategy when there are competing options and decisions are to be made based on data collected using specific digital tools designed for that purpose, only expert professionals By reviewing this information, they will be able to distinguish between what is working and what is not, and, above all, understand the reasons why.
Why use accurate analytical tools that are useless? if you don't know how to set them up and interpret them, is a dangerous trend we're seeing in the industry. And if self-employed professionals and companies need professional web analytics services to improve their performance and better understand their business model, the key is to choose a web analytics agency with expertise in the field.
Services to Look for in a Web Analytics Agency
When you hire a web analytics agency, there are no secrets when it comes to know exactly what we need from she. While the procedures or processes may vary from one client to another (which should be analyzed and monitored throughout the business relationship), in terms of what a client needs, the services would be as follows:
- Design, implementation, and account management and web analytics tools necessary for comprehensive monitoring of the website's or app's performance.
- Set metrics and define objectives to monitor (measurement plan).
- Implementation of Tags using Google Tag Manager to track goals (implementation plan).
- Preparation of dashboards from real-time monitoring using tools for reporting such as Google Data Studio.
- Proposal for improvements and data-driven decision-making collected to improve your online business's conversion rate.
- Analytics e-commerce advanced (cross-device tracking), by cross-referencing data from final leads, online forms, etc.
When implementing the relevant tags and events specified in the comprehensive measurement plan, we always recommend doing so through the wonderful Google Tag Manager is a tool. Of course, this isn't the only way to implement the tags and events we need on our website or app, but it is the most organized and user-friendly method (even for people without a technical background or who aren't developers).
Nor is it mandatory to present the data and results in reports created using Google Data Studio. There are other real-time data reporting software options, but if you're using (and we at Webbing Online recommend) Google's excellent suite of digital and analytics tools, there's no easier or more agile platform for presenting data in real-time reports than Google Data Studio.
What You Should Look for in an Analytics Agency
As service providers (in this case, digital services for freelancers and businesses), a web analytics agency’s responsibility toward its clients should include a series of enforcement actions (contracted service package), and in addition, certain obligations or requirements beyond the digital analytics tasks that need to be done each month.
We're talking about requirements for customers in areas such as communication, security, and privacy, or transparency of information.
- Explanation of the project roadmap (analysis, methodology, implementation, strategy, timelines, meetings…).
- Accurate and Transparent Reports data visualizations (for example, using Google Data Studio)
- Confidentiality in the handling of sensitive information relating to the individual or company, and all of its corporate digital accounts involved in the project's implementation.
- Periodic Communication through the various existing platforms, both for ongoing project oversight and for client-agency collaboration, if needed.
It is important to keep in mind that Many companies lack a strong digital or technological culture, which is why any web analytics agency must serve not only as a technology implementer but also as an educator, so that the client, above all, understands what is happening in their business on a digital level, and also recognizes that the agency is not merely a service provider but becomes partner a strategic partner for companies that trust in its capabilities. Working closely with clients at all levels—both as business entities and on a personal level with each member of their team involved in the project.
The concept of time in terms of the results of actions implemented by a web analytics agency
Another key aspect of web analytics that must be explained in full detail. When implementing a digital strategy—regardless of its level of complexity—the client usually wants to to find out how long it will take to see results (positive results, of course 😅). We need to explain to them that, in order to reach conclusive findings, a monitoring over several months to properly understand user behavior on our website or app. Also, to give the various digital initiatives (link building, SEO content, synergies, campaigns, etc.) time to take effect and for the bot Google (especially organic results) takes them into account for its search rankings.
That is why it is not possible to give a specific time frame, but At least 6 months, depending on the project and industry (especially if the website is new and has no history). In contrast, for ad campaigns, within 2–3 weeks you can already draw definitive conclusions about how they’re performing and how the website is responding in terms of usability and conversion rates.
KPIs as an Analytical Measure
When hiring a digital analytics service from an agency or professionals specializing in marketing and web analytics, it is mandatory (and necessary for the sake of client understanding, especially for those who lack sufficient digital literacy) establish quantifiable metrics that can be used to verify and evaluate the effectiveness of the actions taken. We're talking about the KPIs, or in other words, key performance indicators.
These metrics (key indicators of a project's digital performance) must be 100% related to a website's key objectives, whether they are primary or secondary. We must therefore identify the factors that most influence—directly or indirectly—the success of the initiatives implemented as part of the overall digital marketing strategy.
Depending on the project’s objective(s), certain KPIs will be established. Naturally, different factors must be analyzed based on the objectives set, because there are dozens and dozens of KPIs, and every web analytics agency will advise clients to focus their measurement solely on the relevant metrics.
Examples:
- Goal: Increase Web Traffic: New users / Number of sessions per user / Number of blog visits, etc.
- Goal: to generate leads (users interested in a product or service): newsletter subscriptions / submitted forms / document downloads, etc.
- Sales Target: total revenue / number of sales / abandoned carts, etc.
- Loyalty Objective: LTV (Lifetime Value) / conversion rate, etc.
Most Common Objectives in Web Analytics
One web analytics agency He typically works with clients who are looking for similar goals in terms of the profitability of their businesses. If they have online stores, it is clear that sales and customer loyalty would be the recurring goals to work toward and achieve. Let's analyze this:
Increase sales volume
Thoroughly work on the structure and Web architecture of the online store organized by the most popular product categories digitally, as well as its design in terms of web usability. In addition to measuring sales and total revenue, we also monitor product views, shopping cart abandonment, and bounce rates.
Better Search Engine Optimization (SEO)
This leads to increased web traffic, among other things. We need to Set realistic traffic goals based on the website's historical data and the actions included in the organic strategy we are implementing.
Get more leads
Collecting data from users who visit our website is an increasingly challenging task, but one that yields significant returns as part of a comprehensive and cohesive digital marketing and analytics strategy.
To that end, the forms and subscription blocks The elements we have on the website (promotions, compelling CTAs to get free valuable resources, etc.) will help us achieve that.
Conclusions
It is a fact that in projects that focus on digital marketing and web analytics To develop its online business, the need to implement an internal profile or Experts in analytics are essential. If that is not possible, the emergence of a web analytics agency is more urgent than ever.
The fact is that, in addition to enabling us to make decisions based on verified data, a proper and comprehensive implementation of analytics on our website or app also allows us to assess whether the decisions and strategies we’ve implemented are yielding the expected results.
Always through highly specialized profiles, the digital future of many companies and personal brands lies, without a doubt, in the digital analytics.
With two master's degrees in Online Marketing, Digital Strategy, and Graphic Design, I am now a specialist in content marketing, always focused on SEO and digital strategy. And I love it. We're going to achieve great things together in the future. In fact, we're already doing so.