Analytics and Data - What Actually Matters?

When you pull up the analytics data for your website, you see graphs that look nice and a whole lot of numbers. Inundated with what appears to be positive information, you smile to yourself and close your browser, making a mental note to check the data again later. The only problem is you didn’t actually do anything with the data you just saw!

What many business owners forget is simply collecting a lot of data isn’t a productive activity. In order to use this data, you need to be able to analyze the key parts of it. To help you out, here’s the what and why of the three types of data that matter most:


Your analytics data is a goldmine for keyword research. The advantage of using your own data instead of a third-party tool is that instead of simply seeing volume, you get to see what keywords are being used by people who actually take action on your site.

When you’re looking through your data, you should spend time analyzing the content area. This will allow you to see the performance of your landing pages. One interesting use of your analytics data is to beef up your best landing pages with your best keywords. This will allow you to drive visitors to the pages that you already know are proven winners.


Your website analytics can dissect your traffic into specific categories. As a result, this information is quite valuable for targeting your marketing efforts. Depending on your specific marketing needs, you will want to dig into the details of your traffic sources and related data so that you can use what you learn to tweak or create new advertising campaigns.

For example, if you have a local retail store, you can check just how much of your traffic actually comes from the area you’re targeting. If you want to expand your advertising efforts into mobile devices, you can use this data to check what devices and browsers your visitors use.


When it comes to your website, what matters most is the number of people who are actually taking action. Having hundreds or even thousands of visitors isn’t helping your business if those people aren’t filling out your contact form or making a purchase.

There are plenty of website owners who aren’t even aware that they can set up their analytics program to track conversions. If you fall into this category, the good news is it’s likely easier than you expect. In many cases, you’ll just need to copy and paste a snippet of code. Once you start collecting this specific data, you can use it as a starting point for all of the changes you make.

Now that you have a better understanding of how to actually harness your analytics data, it’s time for you to stop staring at it and start using it to take action!

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.

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