24 Nov 2014
Now I know that, bootstrapped hero, Basecamp (nee 37signals) famously doesn’t really do any tracking of customer aquisition. But you should. You really should. Flying blind is not the best approach.
There’s loads of stuff out there, so there’ll be more next week. Here we’ll discuss tracking customer aquisition. Next week, keeping those customers you’ve worked so hard to get.
A great primer for all the articles that follow.
@liamgooding talks through a general approach to metrics and making sure what you’re tracking leads to useful, important and actionable insight… and not just stroking your ego.
As a consultant for analytics @andreasklinger sees lots of poorly implemented integrations of analytics tools.
Here’s how to avoid that mistake.
Setting up manual UTM tagging for your URLs is a serious up-front effort but the long term benefits are well worth it. @gideon_b explains the basics of those curious looking parameters you get on web links in ads.
One tool I personally recommend to all startups/bootstrappers without a robust analytics platform is Segment: a one-stop clearing house for tracking user behaviour that plugs into (basically) all other analytics platforms. Making sure you have the smae data in all your tools and vastly simplifying in implementation of analytics on your site.
Here @DirtyAnalytics lays out the customer aquistion metrics Segment track for their own ‘customer aquistion funnel’.
This post by @alice_default is for when you’re a little further along and experimenting with different channels for getting customers.