Online Marketers Need to Look to Tools Like VisualVisitor to Fill the Gap Left by Changes to Google Analytics

Online marketers need to look to tools like VisualVisitor to fill the growing gap between their need to gather information from website visits and the information available to them from widely used tools like Google Analytics.

Analytics offers a tremendous amount of functionality, at absolutely no cost, to the majority of its users. But the features, increasingly, seem to be designed to support Google’s Adword product. In the summer, and early fall of 2013, there was a substantial amount of discussion, online, about whether or not the “keyword” feature of Analytics had been removed from the product. Adwords users could still access the keyword data they needed, but locating the same information in Analytics became a very difficult task. (as of November 21, 2013, “keyword” information is still available in Analytics. But the “keyword” feature is now nested within the “Acquisition” tab, and under “Advertising”)

For readers unfamiliar with Google Analytics, this “keyword” feature provides Analytics users with some highly useful information about website visitors. If a website visitor used a search engine to find the Analytics user’s website, then the search query string, meaning the actual keywords input to the search engine, were provided to the Analytics user. Armed with this keyword data, an Analytics user can accelerate the task of improving the online content of specific web pages within a website to better magnetize the right visitors.

The “keyword” feature is still included in the product. But website visitors arriving to a site as the result of “incognito browsing” (meaning browsing without cookies, history, or most other personalized indicators) no longer leave a trail of keywords. The keyword string is left encrypted, and is no longer available to the Analytics users.

But VisualVisitor, which provides users with identifying information about otherwise anonymous website visitors, can be used to fill in some of this gap. For example, by better understanding the sequence of pages visited, online marketers can determine whether content is leading visitors in the right direction, or not. VisualVisitor provides users with detailed information about specific pages visited by specific website visitors. Campaign specific tags can be implemented to provide even more information. These tags are useful to increase the value of email campaigns.

If your organization would like to implement a solution like VisualVisitor to fill in the information gap I’ve described, and would like some help, please let us know.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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