Do you ever wonder how customers find your event website or the process people go through to register for your events? You don’t have to guess at how this works. Reporting and analytics can answer these questions and more. They turn data collected into actionable steps to grow businesses.
While both are closely linked, reporting and analytics aren’t the same. Reporting involves summaries of data, while analytics allows businesses to drill deeper and inspect specific aspects of these summaries to find useful information.
How Reporting and Analytics Help Businesses
Overall, reporting and analytics help businesses answer important questions about what is working or not working, and why.
Reporting and analytics can help determine return on investment (ROI) for certain subsets of your business. For example, you can learn which marketing efforts are resulting in the most event registrations. If a goal of your event is to send people to your website, analytics will tell you how successful the event was.
We’ll go over some of the best tools available and how to use them. If you’ve never used analytics before, these are some great tools to start with.
Best Reporting and Analytics Tools
Tool #1 – Google Analytics
Google Analytics is a free tool from arguably the biggest name in the Internet world. It comes with tons of helpful features, from simple reporting to more in-depth customized analytics.
Businesses can use Google Analytics to track page views, popular website content, new vs. returning visitors, and page conversion rates. It can also be used to gain insight on how visitors find your website (social media, search engine, etc.) and what type of device they’re using.
Creating custom reports can give more detailed information. This is easy to do with pre-made dashboards in the Solutions Gallery.
Google Analytics is an extremely popular tool that can give insight into how well your website captures visitors and converts them into customers.
Tool #2 – Kissmetrics
Kissmetrics gives you an in-depth look at your customers and the process they go through to become customers. Knowing this can help strengthen your event marketing strategy.
With this tool, you can model the steps your site visitors take to become customers. Look at bottlenecks that are turning people away from your business. Find the shortest path from visitor to customer, or the most successful one in terms of conversion rate.
These analytics are important for understanding what works well to increase event sales and what is making customers flee. Identifying weak spots can give useful ideas on how to drive growth.
Tool #3 – Facebook Insights
Facebook is incredibly important for social media marketing. Event managers can create event pages and Facebook ads to promote an event.
Businesses can track engagement with pages and events created through Facebook. Event pages provide information on reach, views, and connections. This includes how many people have seen a link to the event on Facebook, how many have viewed the event page, and how many have responded to the invite.
Using Facebook Insights, businesses can understand which event pages do the best in terms of engaging Facebook users. If few people are viewing or connecting with an event, businesses can try posting the event on other social media sites, re-working the page content, or encouraging registrants to share the event with friends.
Tool #4 – Hubspot Analytics
Hubspot Analytics lets you combine all marketing and sales reports in an easy to view dashboard. You can create custom dashboards to fit your business’ individual needs.
This tool allows you to look your revenue by segments to see exactly where the money is coming from, whether you want to look at overall marketing efforts or specific contacts.
Like Kissmetrics, Hubspot looks at the entire customer funnel, or in other words, how a person goes from a visitor to completing a transaction.
Tool #5 – Crazy Egg
Good web design is essential for a thriving business. If your website doesn’t engage visitors and encourage them to explore, you’ll likely see low conversion rates.
Crazy Egg is a handy tool that creates a click heatmap of your website. This shows where people are clicking (or aren’t clicking) on your page and where they’re coming from. It also shows how far people scroll down your page.
This tool can give valuable insight for redesigning your site to maximize visitor engagement. For example, if you want site visitors to click on a button at the bottom of the page to register for an event, but people aren’t scrolling down that far, try putting the registration link closer to the top.
Reporting and analytics give important data that can be used to grow a business. Try some of these popular analytics tools. To get a better analysis of those who are registering for your events, use Attendee Events built in reports on your registrants. You may be surprised what you learn!