B2B event website analytics:

Avoid these pitfalls to boost your registrations

This blog is dedicated to helping you, as a B2B event marketing manager, to avoid the traps and pitfalls of B2B event website analytics.

Having correctly configured analytics is extremely important. It helps B2B event marketers make informed decisions, drive growth and, ultimately, improve efficiency. Analytics is also important to prove and IMprove your ROI. And you better believe that well set up analytics IS an investment. With a good analytics setup, you can discover, interpret, understand and create a lasting relationship with your visitors months before they even attend your event.

On the flip side, problems with analytics can lead to untrustworthy data, which can lead to revenue loss. While not all B2B event organisers are flustered by analytics, I’ve seen terror and confusion in many eyes at the mere mention of the word. This is because it can be nearly impossible to set up analytics correctly if you’re not an expert and don’t have hours to train yourself online through trial and error. If this is you and you’re too busy to read the rest of the blog, get in touch with us now and we’ll set up your analytics for you – easy peasy.

Let’s take a look at the 9 most common mistakes that could occur in your B2B event website analytics:

• You old crone: Technology is constantly changing, always improving; but let’s face it, the ‘update later’ option is very appealing – especially when you’re working towards a tight deadline. Codes in analytics refer to a piece of JavaScript that are pasted into the page to activate tracking. The tracking allows you to trace the number of people who visit your website or, more importantly, fill out your registration form. But just like all technology, analytics code gets improved often. The older the code, the less accurate it can be. So you should NEVER let your analytics get out of date.

• Over the rainbow and far away: Putting your code in the wrong place can cause many issues for your data, which can lead to problems down the line. It’s beyond the scope of this blog but take my word for it, it’s just too big of a problem to overlook.

• Come back to me: If there’s no tracking code, you can bet your bottom dollar that you won’t be able to see how people are behaving on your website. And isn’t that the point of B2B event website analytics?

• Coding is life: Error! The data you hoped to see isn’t there and no matter where you look you just can’t find it. This missing data is most likely due to a mistake in the tracking code, which is there to send data from your website to your analyst. Without this data, you’re flying blind. This needs to be fixed ASAP because missing data leads to inaccurate information and no one wants that.

• 1 x 1 = 2: Someone clicked on a page on your website but two page views show in your reports. How in the analytics does that happen? I can tell you now to check how many times the tracking code appears on the page. Go ahead, I’ll wait.

• I can see clearly now: Someone scrolling through your website pages is NOT what you want. You want an event – an interaction between the user and the page being viewed, right? Right! With B2B event website analytics your goal would be to get data that can be used to generate more registrations. In other words, knowing the path someone took before registering is more powerful than knowing someone scrolled down your homepage.

• It just passed through me: Filters are used to group data into smaller pieces. They can refine searches or exclude data that isn’t required. In analytics this could be a good OR bad thing. Bad filters could completely wipe out important data, including those important events you were looking forward to. Good filters, on the other hand, will improve the overall quality of your data.

• You’re fired: A trigger allows marketers to identify, define and monitor key user behaviours. In some cases, your triggers don’t fire in the correct places. This could be because of multiple triggers or multiple rules for a trigger – causing yourself to figuratively shoot yourself in the foot. A single trigger is much more efficient.

• Domo arigato, Mr Roboto: Robots and spam are bad traffic, plain and simple. Real people are the way to go. You want to keep spam and bots out because they’ll inflate your data. When they’re kept to a minimum, especially bots, you’ll get a more accurate picture and quality data.

Why wasn’t I warned?!

Oh my! Did you know that there could be so many issues with your B2B event analytics? How can you tell if your analytics need an upgrade?

By investing your time and money in analytics, your data will be accurate and can guide you to making informed decisions about your B2B event. Need some help setting up or checking your analytics? Get in touch with us.

Share this article