Aside from being Pristine’s CTO, I also happen to be my company’s webmaster. I really do not mind this task, in fact I think its one of the under-rated jobs out there in the market.
The cool part about this role is how closely you have to work with the Google ecosystem of Analytics, Adwords and Webmaster tools. The thing about Google products is that many people might know about them, but how many of them use it the way they are intended to be?
In my quest to find the right person I have interviewed so many professionals, that its not funny. Almost all of them put everything but the kitchen sink on their resumes. That might be a good idea, but they all of them come down crashing in the interview. A royal waste of time.
In case if you want to differentiate yourself from the horde of wannabes out there, this is one of the things that you have to know!!
URL Builder Tool
Here’s the link to the tool.
* Ta-da! and all the fanfare *
What this tool allows you to do is allow you to track a segment of the visits which are generated on the provided link to be tracked as an individual campaign! The reason why anyone should be excited, is that now you can slice and dice all incoming links to your website (provided you can alter the incoming links).
Some of the ways in which it can be used is –
- Tracking a segment of your traffic which is coming via an online-ad – For example, I could put a banner ad on Timesjob, or some site. I could also have posted a job posting there with my website’s URL in the job description. Now instead of relying on the simply the data from Referral traffic to measure the ROI of this ad campaign, I can give them a generated URL and track it without worrying about any other source of traffic
- Email Campaigns clicks can now be tracked as a segment. With a little help of Goals and Conversions, I can calculate the ROI on a per email basis
- You can even measure the effectiveness of traffic being generated from different properties on your website
Well, this is just the start, you can go pretty much wild with this tool. Just remember folks! Slice and Dice data for better control and tracking.