Tricks of the Trade: Tools for Measuring Success

A variety of free tools—thanks, in part, to Google—are available for monitoring mentions of you and your company online. This section offers an overview of these tools.

Web Analytics: Your Foreign Language Phrase Book

Web analytics is the primary tool you'll use to track your campaign's success. These statistics provide real insight into your website. No matter which tool you choose—we're fans of Google Analytics—you need to learn to interpret all its data and delve into all its features. Web analytics don't just tell you how many visitors come to your site each day; these numbers provide enlightening data about what visitors do once they're on your site. Where do they go? What do they like? How easily ...

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