Why Your Web Developer Shouldn’t Handle Your Analytics
Apologies to web guys and gals everywhere BUT…
Your web developer shouldn’t handle your Web Analytics.
AKA your Google Analytics.
Hear me out –
Often when I talk with a potential client or just someone who would be a good fit while out and about in the world, the subject of Google Analytics comes up.
And, of course, me being the Google Analytics nerd that I am – always want to know – do they have it setup? Are they configuring it to fit their business? Do they use it to….
At this point, it’s very common for me to get cut off with one of two answers:
- I have no idea. I think so.
- Oh – yea, my web guy handles that for me.
And if you DO have Google Analytics installed on your site, kudos.
You’re ahead of a lot of people.
BUT you’re doing yourself & your business a HUGE disservice if you stop at just having your “web guy” handle it.
Nothing against your web guy (or gal).
It’s just that their relationship and knowledge of analytics usually stops with just installing the basic code on your website.
Analytics isn’t their specialty or their job so they’re usually not proactive about things like:
- Tracking email subscribers in analytics
- Tracking sales in analytics
- Ensuring “special situations” are covered – from tracking email campaigns, to using tools like LeadPages, making sure the tracking code doesn’t fall off during web redesigns
And they’re DEFINITELY not going to be the ones to make sure you’re using Google Analytics to do things like:
- Get the real picture on what really sent the most sales during your launch – was it that podcast interview you did or was is that Facebook ad campaign from 6 months ago that initially got them on your email list then resulted in a sale?
- Keep an eye on “quick wins” you can take advantage of for SEO – what content is converting super well and is *almost* on the first page of the results? What content could use some more SEO love?
- Tell you that the 10 hours you’re spending a week on Twitter is getting you nowhere but the 2 hours a week you’re spending on Instagram is converting like gangbusters
- Highlight where the “leaks” are on your website – where are people falling off? Where can you bring them back in? Are your funnels as leak-proof as they can be?
Here’s the truth:
Your web person *shouldn’t* handle your analytics. Nor do they want to, I promise.
Your web developer is an important part of your website team and will probably be involved in implementing a tracking code change here or there to help track things – but when it comes to actually USING analytics for insights you can act on and, frankly, profit from, your web person has way too many others things to do.
Who does? Well, a web analyst of course.
If you know you don’t have as good of an idea of what’s working for your website & marketing as you should – you can go the DIY route or hire an analyst to help.
But please, leave your web person alone. 😉
