Web Analytics Consulting

Whether visitors are attracted to your site by Search Engine Optimization, Pay-Per-Click (PPC) ads, partner site referrals or conventional off-line ads, web analytics allows you to determine where they are coming from and how they are interacting with your website. In fact, if you are investing money or effort to attract website visitors, it is crucial to have an effective web analytics program in place and to know how to use it.

There are many web analytics tools available, ranging from free to very expensive. Selecting a tool that meets the needs of your business is obviously the first step you must take. There is a set of basic functions included in virtually every web analytics tool. In fact, sometimes it looks as if 80% or 90% of the features in varying tools are the same, although the tools obviously have different user interfaces and a distinct look.

Many tools have one or two unique features that are either implemented exceptionally well or not found in other tools at all. Different tools often have different rules to define certain statistics. For example, one tool will define a unique visitor as someone who has never visited the site before, while a different tool measures unique visitors on a daily or monthly basis. That’s why some of our clients use two or more web analytics tools to enable them to gather all the data they need. This also gives them a way to perform a sanity check when one of their tools appears to be misbehaving.

Market Vantage offers an inexpensive web analytics tool called IVA that reports information in real time and provides individual visitor data, which Google Analytics currently does not provide.

If you are an existing IVA user, you can log into your account here.

Market Vantage also offers a unique tool called PhoneTracker that can track the campaign that originated a telephone inquiry. For example, if someone clicks one of your Pay-Per-Click ads and comes to your website, but then decides to connect by phone instead of completing a web form, PhoneTracker reports that this call came from a PPC ad.