Web Metrics, Analytics & Key Performance Indicators
Analytics are absolutely critical to the success of your website and your digital business. Analytics allows you to establish key performance indicators and monitor marketing and campaign performance for continued success and ongoing improvement.
Analytics measures website performance, user behavior & digital marketing results
The most crucial factor in determining website performance and digital marketing success is Analytics monitoring. Analytics identifies how well your website is performing, which pages visitors are most engaged with, website visitor flow, traffic driven to your site through marketing channels and campaigns, and much more.
Analytics Tracking is Changing
Website and Digital Marketing tracking are on the verge of a major shift. Most browsers will stop allowing cookie-based tracking by 2022. Many are already blocking 3rd part cookies such as Apple Safari. This will present a major challenge for your marketing attribution, business and marketing stack. We can guide you through this process now and into the future.
Contact us for a review of your current Analtyics tracking setup and to develop a plan for your coming Analytics redeployment.
Google Tag Manager Implementation
We install Google Analytics on your website through Google Tag Manager (GTM). GTM also allows us to integrate not only Analytics page tracking but also conversion tracking, 3rd party tracking (e.g. social media ad channels, chat functions, marketing automation, CRM), and custom scripts for hard to track elements.
The advantages of using GTM are that all tracking is managed in one place (your GTM container) and new tracking or updates are pushed live across your entire site with a single click vs. installing updates on every page, every time. Fast, easy, very cool!
GOOGLE TAG MANAGER - BROWSER-BASED COOKIE TRACKING (2021)
• GTM installed on website
• GTM receives website visitor data from cookies
• GTM collects data from browser cookies
• GTM sends data to Google Analytics Server
* 1st & 3rd party cookies allowed in 2021
GOOGLE TAG MANAGER - SERVER-SIDE TRACKING (2022)
• GTM installed on website
• GTM Client Container installed on Google Cloud
• GTM sends data to GTM Client container
• GTM Client Container sends data to Analytics Server
* Only 1st party cookies allowed in 2022.
GTM Server-Side Tracking Solution
There is a solution, a path forward for your company. Google is testing a new Server-Side Tracking solution to replace browser-based cookie tracking. This will be one of the only paths forward for website and digital marketing tracking as of 2022. Now is the time to learn more and develop your plan to redeploy your tracking.
The GTM Server-Side Tracking solution adds a GTM client container to the Google Cloud (subscription service) and requires an Google App Engine to process incoming tracking data which is then forwarded to Analytics servers. Sound complicated? This was the simplified version. This solution is in development and will most likely change throughout the year. We can help you navigate the initial deployment and updates to server-side tracking.
To work with Mission Web Marketing, is an absolute must. Not only are their professionalism and expertise unparalleled, but, since working with them, our online bookings have literally doubled! What better endorsement could one possibly give?
From online exhibits, auctions, and art shows, to an eCommerce storefront and online event registrations, Mission Web Marketing has been instrumental in taking our website to the next level and beyond. They also helped us get through 2020, during the Coronavirus when the museum was closed to the public and we were forced to move all of our activities into an online virtual format. We are thankful for their assistance and look forward to working with them for years to come.
Santa Barbara Maritime Museum
I have worked with Mission web marketing for the past 10 years and they have developed and overhauled our 3 successful eCommerce websites at Florabundance.com, FabulousFlorals.com, and GardenRosesDirect.com. It is always a pleasure to work with their professional team lead by Eric Petersen. They listened to our needs and learned a lot about our complicated business models and they have been successful in delivering everything we need and more.
I’ve worked with Mission Web as a vendor on several projects and as a collaborator on others. I always recommend them to clients and I am very happy with the results. They are amazing at PPC & SEO. Super responsive, very accountable and they get results.
Executive Vice President
BigSpeak Speakers Bureau
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Hips and Curves
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The California Wine Club
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Owner & President
Santa Barbara Sailing Center
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Kathy & Fred Hershman
Celebration Cruises of Santa Barbara