I was in a Facebook group of website developers the other day. They were bickering about clients not understanding or using Google Analytics (or any analytics program, really).

They kept saying things like, “I never install it unless they ask” and “it’s a waste of time, because my clients never use it.”

See for yourself…

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This is crazy to me. And this is why you get what you pay for in terms of web developers.

Here we have “professionals” who are avoiding an important part of their job.

The average layperson doesn’t know why you need analytics. They may not even know Google Analytics exists or that its free.

It’s the job of the developer to inform them. Why? Because if it takes a year for the site owner to realize how important analytics are, they’re out a year of data. That means they need to collect data for months going forward before any of it is super relevant to them.

Most data isn’t relevant by itself. It’s most relevant in comparison to other data. For example, it doesn’t help me much to know that a site got 1000 visits in June unless I know how many visits it got in May. Even better, it would be great to know how many visits it got in June of last year.

The same is true for looking at traffic sources. It’s great to know that 45% of traffic came from Facebook. But is that an anomaly or does that happen all the time?

The power is in comparison, getting answers to specific questions, and seeing trends. This is why analytics should be installed from day one. You can’t collect data after the fact. If you miss the opportunity, it’s gone for good.

This is also why you shouldn’t waste your time or money on shoddy developers. Hire a quality digital marketing agency and do things right the first time. Trust me, it’s must less expensive by a long shot.

By the way, the reason I say “always install Google Analytics” is because it’s free. It’s there if you ever need it.

Sure, it’s overly complicated and clunky. But again, it’s free. It’s better than nothing. And one day, maybe you’ll decide to learn how to harness all its power. Or maybe you’ll hire someone to harness all its power. And you’ll be able to say, “yep, we have ALL our historical data there because we’re awesome.”

Aside from Google Analytics, I’d highly recommend paying for an analytics platform like Clicky though. Why? Because it’s an analytics platform you’ll actually use. It’s only like $10/mo and it does a lot of the same stuff Google Analytics just. It just makes things easier to implement and analyze.

Homework: If you don’t have a quality analytics platform installed on your site I want you to drop everything you’re doing and make it happen. If you need someone to do it for you, my agency will do it free. Just get in touch with us at SixFig Media.

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