Google Analytics Friend or Foe to Bloggers?

I have grown to both love and hate Google Analytics. As a public relations practitioner and marketer, I understand the valuable information such a tool can provide. On the other hand, I hate how Google has infiltrated everything I do on my blog. I like sharing insights and my experiences in my Digital Marketing Communications graduate program at West Virginia University. At this point in the program I can honestly say I’m no longer a novice, and I’m proud of that. Still, I’m far from an expert, and I continue to struggle with installing the tools that Google Analytics promises will benefit me, my blog and others.

I understand all too well how important data is for businesses and government agencies alike. Understanding why visitors to a commercial Web site leave before making a purchase, especially when they leave items in a shopping cart, and making the appropriate adjustments can make the difference between those businesses that succeed and those that fail in an Internet-driven economy. What I don’t understand is how this same Google Analytics tool can be used to improve government Web sites and other non-e-commerce sites that only provide information.

No doubt such sites want good visitor experiences as much as commercial entities do so it is important to track visits. That tool is a given. The use of keywords and filtering also could prove useful. Tracking sales, not so much. I am happy to say that I successfully installed mega tags and keywords on my blog as well as filters to better understand those who visit my site so that they may benefit from my experiences, both good and bad. Although I have not yet seen any results from these latests additions, I hope that I will so soon. And when I do, know that those who visit this blog will be the beneficiaries.