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One of the most important aspects of running a business – any business – is data. Actionable data. You need information on which to base sound decisions that lead to increased profit. That’s what Web analytics is about.

If you’re a local business, you have to realize that every piece of content you publish online is available to anyone on the Internet.

While you could block Internet traffic from other countries and regions, you don’t want to. What if someone who lives locally to you takes a vacation in Europe and tries to visit your website to plan their re-connection with you upon their return? A better plan is to use analytics to track your local traffic and measure your results where it counts.

Google Analytics allows you to create custom reports just for that purpose. Why not create a custom report in your analytics package that gives you the important metrics that are important to your business.

Another aspect of local business is mobile marketing. This is especially true for certain sectors, like restaurants and tourist destinations. Are you measuring your mobile traffic and other mobile metrics? Do you know how many conversions you get from mobile devices versus desktop and laptop machines? If not, you should.

Finally, you should be tracking offline conversions. In the pre-Internet days, that was easy. Today, when many businesses are focused on tracking website conversions, it’s easy to lose offline conversions in the shuffle. But chances are, your business is still converting walk-in traffic and other offline traffic. You should be keeping with it.

Analytics is about more than counting traffic and bounce rates. Learn how you can keep tabs of the important information relevant to your business.

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