By now, most every manufacturer’s and distributor’s website has some form of web analytics installed, usually the free (and great) Google Analytics. Web analytics are a crucial component to any B2B measurement strategy, providing data on how customers (or even employees) are leveraging the digital presences you’ve stood up, from marketing landing pages, to catalogs, to full-blown eCommerce experiences.
404/500 Error Page
- Fire a custom event to capture when a user comes across a 404 (Not Found) or 500 (Server Error) page on your site, to monitor how often, where, and when your visitors are encountering them.
No Site Search Results
- Capture a custom event on your “sorry, no results found” page if a user searches for and finds no results. The list of these search queries that return no results are helpful for future site search tuning and merchandising initiatives.
- Capture and track which PDFs, technical drawings, or spreadsheets your visitors are downloading from your site. Since the B2B customer can be of many personas other than just a buyer, you may be interested to see how many people are looking for installation, MSDS, or warranty information.
- Whether you have a contact us form, email newsletter sign-up, or other form, capturing the submissions can give you an idea of how effective they are at generating leads, building email lists, or whatever your objective may be.
Other Self-Service Events
- The B2B world is ripe with online self-service actions you may want to track. Interested in how often customers are downloading their invoices, using the “quick order pad”, or any other time-saving feature? Use a custom event to track them!
In Google Analytics, every data point is shown with a dimension and a metric. Dimensions, such as “Page Title” or “Country” are ways to slice data, or metrics, such as total pageviews, or sessions. By adding custom dimensions, you can slice most all of the metrics in Google Analytics in new ways.
- If a user logs into your site, attach a user ID to a Custom Dimension to track what individual customers are (or are not) doing on your site. Be careful however, Google does not allow Personally Identifiable Information (PII) to be used as Custom Dimensions. Instead use a platform ID, or CRM ID that only your company can match to an individual.
- Want to see behavioral differences in visitors who are logged-in (known customers) versus those who are not? Create an authentication state flag as a custom dimension to slice your data that way.
Since Google Analytics is an extraordinarily powerful tool, these suggestions don’t even begin to scrape the surface of what is possible with Google Analytics. A few other configuration considerations manufacturers and distributors should consider also include:
- Send basic transactional data back to Google Analytics to pair it with data such as how that customer got to the site before they bought something (organic search, email blast, paid ad, etc.).
- Set “view-level” filters on your Google Analytics views to segment data coming from your offices IP addresses to look at customer vs employee use of the site separately, amongst other uses for filters.
- Enable site search tracking to capture all of the search terms users use while searching on your site, as well as how often people are using the search feature.
Interested in reading more?
Check out these resources on Google Analytics and Tag Manager:
- Google Analytics Help Center
- Google Analytics Academy
- LunaMetrics Blog
- LunaMetrics Google Tag Manager “Recipes”
- Sima Ahava’s Blog