A guide to optimizing your business decisions using web data
In business, it's imperative to make decisions based on data. Here's a guide to help you understand how data can inform your business decisions.
1. Establish your business objectives
The first step is to clearly define your business objectives.
For example, you might want to increase your leads by 25%. These objectives must be S.M.A.R.T. (Specific, Measurable, Achievable, Realistic, and Time-bound) to ensure their effectiveness.
2. Collecting relevant data
The next step is to collect the right data. This can be done by conducting surveys, evaluating customer feedback, leveraging social media platforms or using business intelligence tools like Google Analytics.
Make sure your site is connected to Google Analytics and your account is adjusted for the new version GA4. Make sure all data collection options are enabled.
If you're already running Google Ads campaigns and haven't activated this option, campaign performance could be affected, so it's important to validate the configuration of your analytics tools.
3. Define the KPIs to be tracked
Visit key performance indicators (KPIs) are the metrics you'll use to measure your progress towards your objectives. These can include sales data, customer churn rate, average order value, etc.
For example, if your objective is to increase your leads, you could track the number of conversions generated by your Google Ads campaigns each week.
Conversions can take many forms, such as calls, store visits, responses to a form or messages via Facebook.
Here's a table with examples of suggested integration methods for each type of KPI:
| Examples of KPIs | Suggested integration method |
| Phone | Google Tag Manager, Javascript Code, Call Rail |
| Google Tag Manager, Javascript code | |
| Completed form | Google Tag Manager, Javascript code |
| Newsletter subscription | Google Tag Manager, Javascript code |
| Visit the Contact page | Google Analytics (GA4) |
| Add to basket | Google Analytics for WooCommerce |
| Payment incentive | Google Analytics for WooCommerce |
| Sales | Google Analytics for WooCommerce |
| Sales value | Google Analytics for WooCommerce |
The more granular the results, the better. This will enable you to identify which campaigns are working well, and ensure that your budget is being spent in the right places. Tracking key performance indicators also enables you to make quick adjustments when necessary, to ensure that you maintain positive values.
You can also track other parameters such as impressions, clicks, cost per click and cost per acquisition to better understand the success of each campaign. Tracking these parameters will enable you to see which campaigns are performing well and which need to be improved or discontinued.
4. Data interpretation and use
Finally, you need to know how to interpret and use data effectively in decision-making.
Analytics tools collect a lot of demographic data that can help you get to know your audience better and refine your online campaigns according to their interests!
Geographical data
Interests
Online revenues and sales
All these charts and graphs may require some expertise to draw business conclusions, especially if you're not familiar with data analysis. If you have trouble interpreting your data, don't hesitate to call in a professional!
