By Dana Alley, Kelly Myers and April Leabo
Each month, IMS account managers distribute your Essentials Marketing report via email. This report contains links to both your Essentials 1.0 dashboard and your AWR Reporting. We also provide a link to a Marketing Guide which explains how to access your Google Analytics and provides an explanation of the terms used in analytics.
Your Essentials 1.0 dashboard has monthly reports where you can compare changes in your statistics from month to month. This is also where you can review your Google Analytics on the fly. You have the ability to modify the months being reported, check your goals and monitor your visitor statistics. You can access this information at anytime simply by visiting http://myessentialsreport.com/ and logging in with your username and password. Inside this Essentials 1.0 Dashboard, you will be able to monitor both your website and your blog statistics.
Finally, as part of your monthly Essentials Marketing report, we also provide you with an AWR Report. This report takes a snapshot of how your website ranks for a defined set of keywords in a particular search engine. It then compares the current ranking to the previous month's ranking to give you a quick visual that shows if your ranking placement has gone up or down. The ranking placements are reported by results placement order, not pages.
At present, Google reports 10 results per search engine result page and Bing reports 8 results per search engine result page. What this means to you is that if you are receiving a rank of 9 on a particular keyword, you would be on page one of Google and page two of Bing's search engine results pages. Don't forget, you can view your Google Analytics anytime by logging in at http://myessentialsreport.com/.
The overwhelming amount of data provided by Google Analytics can make your eyes cross, but do not worry: your account managers at IMS can help you sift through the mountains of data and figure out what information you actually need to know.
Google analytics will help you determine if your current site goals, design and strategy are all working. For example: if you notice that the majority of your traffic visits your Workshops page, but never signs up, that could be an indicator that your workshops page needs some modification in either content or design.
Google analytics is great at reporting trends. Trends being slow, but steady changes over time. It’s an excellent idea to view your analytics a few months at a time. Compare the past three months of data to the previous three months. Trends don’t happen overnight, or even a week or month, so comparing your data over a longer amount of time can let you know if your visits really ARE decreasing, or if everyone just went on vacation in the month of June.
IMS recommends checking your Google Analytics once a month to have an idea of what recent numbers are, and doing a further review every three months to monitor trends and see where things are and aren’t working.