Tuesday, October 31, 2006
Google Analytics and the Arts
Google Analytics is a great tool for tracking stats for small organizations. It is quite remarkable the depth and breadth of the tool.
Mostly I've been using it to just track traffic--which it displays as visitors and views--but it also tells you where the traffic is coming from the the six largest referers.
However, you can use it to track conversions (when people follow a few steps towards some kind of goal like paying for something).
One tiny hiccup for the small arts organization is that every page you want to track must have a script on each page which drives the data to Google for analysis. If you have a static site, this means you have to go through each page. If you are working in a dynamic system--like Blogger or Drupal--with footers, it is a very easy thing to achieve.
Mostly I've been using it to just track traffic--which it displays as visitors and views--but it also tells you where the traffic is coming from the the six largest referers.
However, you can use it to track conversions (when people follow a few steps towards some kind of goal like paying for something).
One tiny hiccup for the small arts organization is that every page you want to track must have a script on each page which drives the data to Google for analysis. If you have a static site, this means you have to go through each page. If you are working in a dynamic system--like Blogger or Drupal--with footers, it is a very easy thing to achieve.
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Great topic. I think arts organizations stand benefit immensely from adopting Google Analytics as a platform. Not only because it provides technology that would otherwise cost hundreds or thousands of dollars per month for free, but because if an arts organization uses it strategically, they can double, even triple conversion rates on their website which equates to... well, you do the math - a lot more money in the bank depending on your total sales.
Thanks for bringing the topic up! Check out http://www.8dots.net/ for free marketing tips for Arts organizations.
-Caleb
Thanks for bringing the topic up! Check out http://www.8dots.net/ for free marketing tips for Arts organizations.
-Caleb
# posted by 
: 8:44 PM
: 8:44 PM
Thanks for the comment Caleb. I believe that the arts industry, as a whole, needs to embrace the use of technologies like this. The arts sector can also benefit from use of sites like DIGG, Revver, YouTube, and Flickr.
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