Are You Tracking Your Inbound Marketing Efforts?

I’m consistently surprised at how many owners of small- and medium-sized businesses don’t specifically track their inbound marketing efforts on the Web. In fact, a shocking majority of them don’t have any analytics tracking at all on their websites.

Getting a basic analytics package such as Google Analytics wired into your website is the first step to getting your tracking going. There are many tutorials out there on how to set up an account and get it wired into your site, so there's no need to be intimidated by the technical side of getting it going.

Once you have Google Analytics running, you’ll need to start tagging any links you put out on the Web in the form of Web advertising (banners, newsletter sponsorships, etc.) or social media (tweets, Facebook posts, etc.) with a Google Analytics campaign tracking code. This is as simple as appending a few specific characters onto the end of the inbound URLs that you have running with your ad assets or social media links using the handy Google Analytics URL Builder.

As your newly tagged links start generating inbound traffic to your website, Google will start organizing them for you automatically. Traffic from specific marketing sources will be nicely broken out as separate campaigns in Google Analytics. There will no longer be any guesswork as to which marketing efforts drove the most traffic with this setup.  

Hopefully this will help you sort out your inbound traffic and optimize your marketing efforts!



Joel Hughes is a founding principal of MediaPress Studios, a subsidiary of Scranton Gillette Communications Inc. Hughes can be reached at [email protected] or 847.391.1015. You can read more by Joel at the MediaPress Studios website.

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