If your website is an online shop selling products to consumers then it is probably easier to measure the success compared to a site promoting a brand.
Every website should have a purpose and be a tool which provides value to a business and you shouldn’t just have a site because all of your competitors have one. Your website should make up part of the marketing strategy and if it isn’t fulfilling its role then review the site to find out why people aren’t buying or not contacting you as a result.
Google Analytics is a great way to measure the success of your website and set benchmarks. A direct measure like the volume of sales or leads enables you to reach a conclusion easier. But if your website is there to endorse your brand then this can sometimes be harder to measure.
By using the data provided by Google Analytics you are able to calculate the sites’ brand engagement by analysing the search terms and direct visits to your site. This can help to measure the impact of offline marketing activities and your brands’ presence amongst your users.
So make sure that you have Google Analytics on your site and start measuring your site’s success!