Google Analytics and Web Master Tools (now called Search Console)
Analytics and why they are important
Google provides a massively comprehensive set of data and analytics for you to pour over in order for you to monitor your website called Search Console (also known as Web Master Tools and Google Analytics). This enables you to do many things, like finding faults, control crawls, submit sitemaps, set canonicals, add mark ups etc etc
The list is long and varied, and all of it useful. You can find detailed explanations in Wikipedia and Googles own help pages for the complete list and what they can do. What we shall be going into is the analytics section and why it is so important to have one set up for your site.
In amongst all these tools is a lot of data. A lot of data. But the most important parts of that data are traffic, bounce rate and key phrases (such as search queries and important key terms). So lets look at these and why they are so important.
First of all, you may not even have created a search console or a web master tools account, so if you don’t have one, then you should set one up as it’s free. If you are unsure about doing this then get your web designer or preferably an SEO company to do this for you to ensure it is done correctly. Having all of this set up will allow you to channel information from Google, which can can then use to increase your conversion rate optimization (or CRO).
For Google to be able to get all this information for you you will need to put a tracking code into your site (which is easy), once that is there then Google will start collecting all the site data from that date onwards. You can rewind back through time to compare data, but obviously not before the code was present.
So let’s look at the main and most important bits of data. including the Main CRO Factors.