Google Analytics Vs Website Visitor Tracking – Two members of the website tracking data family but still poles apart. Let’s take a closer look at what separates Google Analytics from Website Visitor Tracking.
The focus on website analytics is becoming increasingly evident with more attention being paid to the importance of activity, engagement, conversion and understanding of behaviours and patterns in order to measure the success of campaigns and generate sustainability for return on investment.
The advantage of being able to react accordingly to these alerts with efficient data collection, reporting, analysis and conclusion is a competitive advantage for many businesses across different channels when operated effectively.
A lot of people running Google Analytics might ask the question whether Website Visitor Tracking would be of value to their business, as essentially the two platforms do branch from the same tree.
Although they may overlap in some places, the reason that Google Analytics is a freemium service and there is a charge for Website Visitor Tracking is due to the IP tracking and business identification process. This functionality is capable of adding significant value for sales prospecting and lead generation.
The acquisition of Urchin in 2005 lead to the birth of Google Analytics – the most popularly used tracking platform on the internet.
Google Analytics is a staple requirement of pretty much any website. Most, if not all, B2B marketers will be familiar with the use of Google Analytics probably on a day-to-day basis.
It is extremely easy to install and as a free service, for the insights which you are exposed to, there is no excuse to not be using this amazing software.
The platform will display your analytical data in a number of ways – breaking down into Real Time, Audience overview, Acquisition information, Behavioral insights and Conversion rates.
In addition to this, you gain the ability to view the important metrics from each section as well –
- Social media traffic referral
- Unique Visitors
- Page views
- Avg. time on site
- Bounce rate
It really is an unbelievable hub for compactly displaying your website activity and where the traffic is being sourced from.
Google Analytics offers a versatility in the way that it can be taken as far or as simple as you wish to setup, complying with your own needs as a company.
Once you start going into the detail with Google Analytics and implementing customized functions, you will find endless opportunities to learn. Alternatively, on a basic level, it lets you see everything you would want to know in a digestible format with reporting facilities.
Website Visitor Tracking
Website Visitor Tracking is a tool which is more directly inclined to business visitor recognition using reverse IP tracking.
The software will display the most important statistics and metrics of the visitors who are coming on to your website and applies them for lead generation purposes.
The goal is to create physical sales avenues by adding further, processable insights on the data collected.
Alongside this, the convenience for improved performance and integration as a sales tool with comprehensive integration for pitching new business.
The information collected is aligned with the objective of providing basic but fundamental, business information which is clear and understandable instantly, for a clear pathway.
It enables you to take charge and react instinctively to the visitors that you are receiving. Assess the quality of the visit with your own ideal customer profile, algorithm and lead scored procedure. Discover new markets, industries and segregate into buckets.
You can see quickly, the effectiveness of your inbound marketing efforts and campaigns, whilst having the platform to follow up and convert your website traffic.
Essentially, it gives you the option to make an initial contact with those who have displayed a qualified interest in your services but have yet themselves to reach out.
You can identify their pain points from the journey they have taken and provide them with the additional information they might require to entice and progress deals.
Website Visitor Tracking Tools Can Provide the Following Data and Features –
- Hit counter
- Companies by channel
- Search term Used
- Traffic source
- Table/graphic – new against returning
- Time spent on site
- Times visited
- Total pages viewed
- Full Journey of visit
Website Visitor Tracking Tools for Sales Strategy
- Trigger alerts
- Email notifications in real-time
- Customisable reports
- Social media links
- Business contact details
Neither Google Analytics nor Website Visitor Tracking software has the ability to pinpoint specific people who have visited a website or page.
That would be an illegal act due to data protection which has to be respected and complied with at all times.
If you are a sales representative who is acting upon an active business visit then you will have to do some research, yet it should follow a practical and logical process.
Because it is not necessarily about finding the exact individual who has been looking at your site but the bigger picture and the meaning behind that.
It is the relevance and the fact that the company as a whole has a need for your product or service. So really it should not matter who you reach back out to as there is a fit, just as if it were from cold.
As a starting point, you would obviously look to reach out to the appropriate job title who regularly deals with the service you provide, and that may be the exact visitor. If it is not, you still have a great basis and sales potential/foundation for conversion.
Sales vs Marketing Value
Google Analytics is an extremely versatile piece of software which has benefits for all different websites whether they are an ecommerce site, offline business, publication or information site.
Ultimately it comes down to a distinction between qualitative and quantitative data access. And which of these is most suited to your business or department.
Google Analytics is a quantitative pool of data for marketers to dive into and take perceptions and make future assessments of. It is numerical, anonymous data which has many long-term benefits.
Website Visitor Tracking appeals more to the direct sales demeanor whereby it is an intense and straightforward process. Less data, but qualitative and simplified for sales outreach.
There is a crossover where marketers can still benefit from the information for ideal customer profiling but it is a sales tool at the source. Marketers may manage and qualify the lead quality before filtering it towards sales reps.
Neither tool is correct or incorrect, just serves different purposes and direction.
The ultimate thing to establish here is that there is no reason to use only one of these systems.
Though Website Visitor Tracking solutions are a paid for service, there are extremely reasonable alternatives available which can secure a wonderful return on investment for your company.
It is about balancing for the correct purposes and taking the features from both which creates a clean system to improve your business output – through marketing, lead generation and the sales cycle.
They are to be used as a partnership, allowing you to benefit from the main advantages each offers and interlink as an effective-combo for synergy.
Google Analytics is going to help you in the long term to get more people to your site – Website Visitor Tracking software is going to help you access those who do if they do not follow up initially.
Both incorporated together can be an effective sales and marketing weapon and give your business a competitive advantage over your rivals.