You’ve launched and you’re ready for business, but are you tracking users on your site properly? If not, don’t worry.  This post will walk you through the tools available to monitor user performance and start making money.

Install Google Analytics

Google Analytics is the industry standard solution for website metrics and it’s completely free. Visit the Google Analytics site and create a new account for your website.  After account creation, you will receive a snippet of code which includes your unique Google Analytics tracking ID.  It will look like this:

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

ga(‘create’, ‘UA-12345678-1’, ‘auto’);
ga(‘send’, ‘pageview’);


This code will need to be placed on every page of your website.  You can install it yourself if you have access to the HTML files for your website.  It will go right before the </body> tag at the end of your pages. If you have a WordPress site you will need to add it into the footer.php file under Appearance > Editor > footer.php.  It should be placed in the same area right before the closing </body> tag.

There are two ways you can go before implementing the remaining suggestions in this post. If you do not feel comfortable editing your website code, you may want to take this time to install Google Tag Manager.  It will save you plenty of time with the steps below because you can simply add Google Analytics event tracking inside Google Tag Manager rather than adding each individual event scripting to your site code.  You will still need to add a script globally to all of your website pages for Google Tag Manager to work, but it will be the only time you need to do so.

Set up Google Analytics Event Tracking

Events include things like downloading a whitepaper, viewing a video, clicking a button.  Save actions like form completions and sales for the next section of this post. If you have decided to use Google Tag Manager for this, you can create your event tracking within the Tag Manager interface. Otherwise, you will need to create each of your events in your site code by adding extra parameters to certain user actions. You can learn more about event tracking setup here.

After your events are set up in your site code or in Google Tag Manager, your event metrics will display in your Google Analytics dashboard under Audience > Behavior > Events.  You can test to see if your event tracking is working properly by going to Real-Time > Events and performing the action on your site in a different browser window or tab.  If the event is set up correctly, you should see it fire in the Real-Time Events page.

Set up Google Analytics Goal/Conversion Tracking

Goals are more substantial events that relate to anticipated revenue such as sales confirmations and thank you pages for lead generation forms. To set up Google Analytics goal tracking, go to Admin > View column > Goals and add a new goal.  Here you will find plenty of pre-built templates to set up your goal tracking, with the most common being the thank you page or sales confirmation page.  A handy feature of the goal tracking setup is the ability to enter a monetary value for each goal.  This can help you see very clearly which traffic and content is producing the best results!

goal tracking setup

ANOVA Digital provides complete Google Analytics tracking integration for those who are too busy to complete the steps above. Just send us a message and let’s chat!

Set up Google Search Console

Google Search Console is more of a webmaster tool, but equally as necessary as Google Analytics to measure the health of your site.  Google Search Console will let you know when your site has broken pages and errors that need correcting. It also has tools that will allow you to optimize how your site content shows in Google Search.  If you have ever searched for a restaurant menu or for the answer to a question you have likely seen a special section at the top of the search results formatted to match that specific content.  Google Search Console will help you achieve the same results.


If you’re really obsessive about your site metrics, you’ll need the Google Analytics companion app.  Just search for it in the app store.

Link to Your Site Properly

In order to make sure you can track promotions and advertisements to your site, you’ll need to make sure that you are adding extra parameters to the end of the links you share so Google Analytics can categorize and track the data properly.  Luckily, there’s a handy tool you can use for any type of link you generate to your site.  Bookmark the Campaign URL Builder and use it in your Adwords Ads, social media posts, email newsletters, etc..  It works everywhere. You’ll need to keep your naming conventions consistent or your Analytics data could get messy. Think of how you would like to categorize your data and create the parameters that work best for you.

Google link builder

Optional: Install 3rd Party (Paid) Programs

If you want to take your tracking to the max, you can install additional programs that will show you enahnced detail. One of the best out there is Hotjar, which allows you to watch recordings of users navigating your site on both desktop and mobile. It also provides heat maps, funnel drop-off analytics, surveys, and more.

hotjar setup

Plug Alert: Hire ANOVA to do it all for you! 🙂

Our Complete Website Analytics & User Tracking Package includes all of the integrations above and more.  Sit back and relax while we pump out monthly KPI reports, analytics dashboards, custom optimization reports, and competitor comparisons to your inbox monthly.

The package includes:

  • Google Analytics integration, event tracking, conversion tracking, and automated KPI reports
  • Customized Dashboard setup to monitor site goals
  • Google Search Console setup
  • Google Tag Manager setup (if requested)
  • Hotjar user recording setup
  • Conversion optimization report includes suggested changes to your site to improve revenue
  • Site speed reporting and optimization checklist
  • Competitive intelligence report – see website metrics of your competition.

Send us a note and we’ll get back to you within 24 hours!