Google won’t tell anyone, but it’s a sure bet that Google Analytics is used by a ton of websites and, in turn, many communities. Let’s face it, Google Analytics is pretty ubiquitous for the simple fact that it provides great data for free.
While most community forum platforms have some sort of analytics package, using Google Analytics provides companies with rich information beyond what these tend to measure. For example, most baked-in community analytics will not track the original source of your online traffic. Some of these things can be critical to community success.
More importantly, Google Analytics integrates into the total digital experience of your other online properties. With the proper set-up, you can see how members of a community come and go to a website, and even measure influence of a community on other goals (such as company revenue). Continue reading →