If you’re only using the tool to track the number of visitors to your site, you aren’t taking full advantage of its power.
Google Analytics can provide a wealth of information about your website’s usage and traffic. If you’re using the program only to track the total number of visitors to your site, you aren’t taking full advantage of its power.
One of the best ways to take Google Analytics to the next level is to track the return on investment (ROI) of the various traffic channels to your site.
To understand why ROI tracking is important, consider this example: You use pay-per-click advertising and search engine optimisation to help drive visitors to your site where they can download a free report. If you know the average lifetime value — or how much profit each customer generates for you over time — of each pay-per-click customer who downloads your report is $100, you should make sure you aren’t spending more than that in “per-click” traffic costs. Otherwise, you can lose money on every new client you attract.
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