Increase online marketing ROI with Google Analytics

Is Your Web Analytics Increasing Online ROI

With 1 tool, Management can identify all weak-spots in your online marketing

Most businesses today realize they must be competitive online and utilize the internet to drive sales, leads, and retail foot traffic however most are still way behind the 8 ball when it comes to their website analytics.

An IBM-CFO study shows that analytics-driven organizations had 33% more revenue growth, 12 times the earnings (before interest, tax, depreciation, amortization) and 32 percent more return on capital invested.(1)

A recurring problem that I saw with 90% of the businesses in 2011 was marketing campaigns running without the ability for management to make informed decisions based on real data. It was the rare exception that an organization knew what their real ROI was on PPC, Social media and even their SEO campaigns.

Don’t spend another penny
until you have Web Analytics Integrated

The first image below shows a Google Adwords campaign for the previous 6 months before I reviewed the account structure and Google Analytics data.

Funnel Science Optimizes Google Adwords Campaign
Click image to enlarge - Google Adwords Optimization Example Before

On December 27, 2011 Funnel Science completed the analytics audit and began to optimize the clients Adwords Campaign. After the first 7 days

  • CTR increased by 14%
  • Average cost per click decreased by more than 45%
Funnel Science Optimizes Clients Google Adwords Account
Click image to enlarge - Google Adwords Optimization Example After

Prior to working with Funnel Science, the client did not understand the importance of web analytics and how to interpret the data to optimize the campaign.

Google Analytics (2) is a free tool that I recommend every managment team deploy on your website.Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.

Beyond excellent reporting, you will be able to measure your entire website down to the page level, performance of individual traffic sources, social media engagement and it can be customized to report on your business critical metrics and objectives.

According to Tom Davenport, “Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by 64%”.(3)

1) IBM Whitepaper – Business intelligence for business users: Insight when and where you need it
2) Google Analytics 
3) Harvard business Review: Analytics and the Bottom Line – September 23, 2010


Alex Fender Google Analytics Qualified Individual Funnel Science Internet Marketing


About the author:

Alex Fender is Google Analytics Certified and has been managing Enterprise level accounts for more than 5 years.

If you would like to contact Alex, he may be reached at

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