Why do you need an in-depth analytics system on your website or landing page?

In-depth analytics involve recording all user actions on your website and tracking statistics for each of them to interpret these actions later.
To explain this concept more clearly, let’s consider an example:

From Google Ads contextual advertising, for the keyword “landing page creation,” 20 users visited your site in one day, and:

• 9 immediately left the page;
• 6 stayed on the page for more than 2 minutes;
• 4 clicked links to other pages of the site;
• 1 submitted a request via the contact form.

You can organize an in-depth analytics system using free tools like Google Analytics 4.

It seems straightforward enough.

How to Stop Losing Money: Internet Advertising Analytics

For a website or a landing page to generate sales or bring clients, you need to drive traffic to it – a steady stream of visitors.

One way or another, attracting visitors to a website involves costs, or as it’s commonly called, investments in online advertising or SEO website promotion.

Of course, some people believe there are completely free ways to attract website visitors: email campaigns, posting in directories, forums, classified ads, social networks, and more.

Even if these traffic sources genuinely bring results, working with them requires time and effort. Moreover, such “manual” painstaking work is aimed at attracting a limited number of clients (usually countable on one hand) or might entirely miss the target.

Let’s return to a situation where you, as a sensible entrepreneur, understand that your most valuable resource is your personal time and that “free” often ends up being more expensive.

You decide to invest a certain amount in advertising your website to attract clients.

Without analytical data, you won’t be able to accurately determine which source you should allocate your advertising budget to.

John Wanamaker (1838-1922)

If it’s your first time, such a situation is entirely normal. You can never predict which advertisement will be effective.

In some businesses, contextual advertising works well; in others – social networks; and in others – price aggregators. But you can only identify this through collecting analytical data.

It’s also important to understand that without analytics, you shouldn’t make definitive conclusions about any advertising platform.

One of the clients of the BUSINESSSITE web studio – a duct manufacturing plant – decided after two months of running an advertising campaign that the channel was unprofitable for their business.
The costs were high, and the profits significantly below expectations. Unfortunately, no analytics of the advertising campaign had been conducted.

Thanks to the in-depth analytics set up by our specialists during the website’s development, an analysis of the advertising campaign revealed:

1. Most visits from Google Ads were from the keyword group “ventilation grilles.”
2. Due to high competition in this keyword group, the cost per click was 2-3 times higher than the cost of promoting their primary product.
3. The plant’s main product is ducts, not grilles, which sold poorly since they were often out of stock.
4. The profit margin for this product group was very low.

As a result, the situation was as follows:

When the company’s management decided to entrust contextual advertising management to our web studio, we completely overhauled the advertising campaign’s logic and radically changed the situation.

How to Set Up an In-Depth Analytics System?

As noted earlier, the most accessible tools for this are Google Analytics, though if you have only 1-2 advertising channels, tracking efficiency can be much simpler.

Setting Up Goal and Conversion Tracking on Your Website

Goals and conversions essentially mean the same thing – tracking specific user actions on your website.

At the beginning of BUSINESSSITE web studio’s journey, I used only one traffic source for the website (an advertising channel). It was Google Ads contextual advertising. There were only two target actions on the website:

1. Filling out a contact form (name, phone number, email).
2. Incoming phone calls.

Thus, ad performance tracking was organized exclusively within the Google Ads account interface.
When the contact form worked successfully on the website, and client data (name, phone number, email) was sent to us, the client was redirected to a “Thank You” page, where a conversion tracking code was triggered.

This way, a summary table for each keyword was compiled in the Google Ads interface:

• Number of clicks
• Cost per click
• Total expenses
• Conversion rate
• Number of conversions
• Cost per conversion

From this table, it was immediately clear that advertising for the keyword “website creation” cost $443.5 over the entire period, with 17 inquiries, and the cost per conversion (target action) was about $27.
Meanwhile, promoting the keyword “turnkey website” for the same period cost $108, with 14 inquiries, and the cost per conversion was $8.

It’s worth mentioning that when the “website creation” keyword was turned off, website traffic dropped significantly, and the semantic core (the list of keywords) had to be expanded based on the phrase “turnkey website,” but that’s another story.

Therefore, if you use only one or two advertising channels, you can organize in-depth analytics directly through their ad service interfaces.

• If you advertise with Google Ads – use the AdWords tracking and conversion analytics code.
• If you advertise only on Facebook – use the conversion code and analytics system (one of the main tools is the Pixel, which you can embed on your website to track user transitions from Facebook).

This will be sufficient to track ad performance and collect analytical data for adjustments.

Traffic Sources and Segments in Google Analytics

It’s a different story when you have multiple traffic sources for a landing page, and a unified summary table is needed to work with the analytical data. Let’s consider an example:

Your advertising costs are distributed as follows:

• Google Ads (search).
• Google Ads (remarketing).
• TikTok Ads.
• Targeted ads on Facebook.
• Paid posts in Facebook communities.

The same applies to all other traffic sources:
Google Ads search ads are one ad platform with its metrics and analytics, while Google Ads remarketing is entirely different.

However, the standard Google Analytics 4 interface aggregates traffic into generalized segments.

All ads from Google Ads are categorized as “paid traffic,” while ads from platforms like Facebook Ads or Instagram are considered “social media traffic.”

Fortunately, Google Analytics is a highly flexible tool that can be customized for any task.

These are special characters added to your website link or a specific page, transmitting detailed information about the source that directed the traffic to your site:

All the symbols that follow the question mark are UTM tags or referral tails.

What information do they transmit?

• utm_source – information about the traffic source (Google, Facebook, or another platform).
• utm_medium – information about the type of advertising campaign. This parameter is essential if you are testing the effectiveness of ads with different payment models: pay-per-click (cpc), cost-per-thousand-impressions (cpm), or pay-per-action (cpa). You can never predict which payment method will be most effective.
• utm_campaign – a unique identifier for the advertising campaign, essential for testing. Create different campaigns and analyze their performance.
• utm_content – conveys information about the specific ad that the user clicked on before visiting your site. For instance, for Facebook ads, you can record either the ad ID or the title of the post or page you paid to promote.
• utm_term – transmits information about the keyword that led to the click. This parameter is especially useful for analyzing contextual advertising in search engines.

All this data is collected in the Google Analytics system.

Using UTM tags, you can track the effectiveness of any online advertising channel, identifying:

It’s worth noting that using UTM tags may negatively impact your site’s indexing by search engines. For tips on avoiding this, read this article.

It may seem complicated at first glance, but there are many ready-made solutions available. For example, you can use Google’s UTM tag generator:
https://ga-dev-tools.google/campaign-url-builder.

Thus, using these accessible and free tools, you can organize an in-depth analytics system for your website and business overall. By analyzing the results, you can:

• adjust your advertising budget;
• make changes to your ads (banners);
• determine the optimal payment model for online advertising (cpm, cpc, cpa);
• know the ROI (return on investment) for each advertising channel.

Webvisor – Subjective Website Analytics

Webvisor is a unique feature available in Yandex Metrica. If this web analytics system is installed on your website, you can view each user’s session on your site in a video format:

You can see each visitor’s session and observe their actions.

I call this type of analytics “subjective” because it lacks numerical metrics, making it impossible to create summary tables or compare data by objective parameters.

This can be a sobering realization, allowing you to take a rational look at your website’s design.

End-to-End Analytics for Website Traffic

This is a completely new type of analytics. Its use is a major trend in modern online marketing because it enables you to analyze data from various advertising sources and accurately determine not only which advertising channel generated incoming calls but also:

1. The statistics of which type of advertising brought you a direct client who signed a contract and made a payment.
2. Which keyword attracted a regular customer who pays your invoices monthly.
3. The exact ROI (return on investment).

All of this is possible thanks to the integration of the Bitrix24 CRM system with your website and Google Analytics.

How It Works:

1. You launch advertising campaigns and tag each channel with UTM parameters.
2. Data from UTM tags, along with the costs of advertising channels, are recorded in Google Analytics.
3. These same UTM-tagged data are sent to the Bitrix24 CRM when target actions occur on the site (e.g., submitting a contact form). Sales department managers update the CRM with deal statuses.
4. When a deal is completed and payment is received, UTM-tagged data for the successful transaction is transmitted back to Google Analytics.

Thus, the Google Analytics interface shows not only expenses but also the revenue generated by these investments.

Conclusion:

Order website development and further promotion from the BUSINESSSITE web studio! A professional approach always saves your (the business owner’s) time and prevents mistakes, which usually cost money, reputation, and lost opportunities (e.g., not becoming a leader in your niche).

When developing each website, our clients receive the following settings:

• Goals and conversions
• UTM tags and segments
• Webvisor

As for “end-to-end analytics” and CRM system implementation – the setup terms are customized, so please check with our managers.