Spotlight 19: Google Analytics for Backstage – Track microsite performance

The first impression you make on your attendees, for the most part, depends on how interesting your event microsite is. So how do you design a microsite that leaves a lasting impression on people? You do it by studying how they're interacting with your site, analyzing their patterns, and understanding what works for them. It takes a lot of trial and error to create a microsite that works for the majority of your audience, and you need all the data you can get to do this right.

One easy, efficient, and cost-effective way to get your information is through Google's web analytics tool, Google Analytics (GA). To track your website with it, you have to add a code snippet with the GA tracking code to your website's HTML code. But Backstage's integration with Google Analytics makes it even easier. You don't have to fiddle with the HTML code of your microsites at all. Just add the tracking code to Backstage and we'll take care of the rest.

Integrating with Google Analytics

You can find the Google Analytics tracking code in the Administrator settings of your Google Analytics account. Add this to Backstage by entering it in the UA code textbox of the Google Analytics section in the Integrations page. This code will then be embedded into all your event microsites.

You can also use a Google Tag Manager (GTM) code instead of a Google Analytics tracking code. This comes in especially handy when you use more than one analytics tool. For example, if you're tracking your microsite with another analytics tool along with Google Analytics, the GTM code will send the data simultaneously to both tools.

Getting the data

Now that you've integrated with Google Analytics, it's time to get all the metrics. You can do this in the Reports section of your Google Analytics account. Learn where most of your visitors are coming from, how they're interacting with your microsite, which pages are getting the most visits, and so much more in real time.

Use the bounce rate of your pages and the keyword reports to figure out where your content is lagging. Once you've studied all the data, you can address the frustration points and better optimize your microsite.

Learn more about Backstage's Google Analytics integration and design a microsite that exceeds your audience's expectations in every way.

Subscribe to our forum to be updated with the latest Backstage news. If you have any feedback or questions, please write to us at support@zohobackstage.com.

Happy organizing!

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