5 May 2015
This is still a bit of an issue, but last week Kickstarter announced a big step in the right direction: Creators can now link their project page to Google Analytics.
Google Analytics tracks and compiles data about each and every person who visits your website (age, location, the referral website, links clicked, etc.). It shows you how many people have visited the website and how they’re interacting with it.
For a Kickstarter project, the more data you have about your visitors, the better. The referrals stand out as the key data point, especially as you determine which interviews, articles, reviews, and ads are resulting in actual traffic.
It’s also helpful to see which links people are clicking on, especially in comparison to one another. You might see that people are clicking a link way down at the bottom of the project page more than links at the top, indicating that the link at the bottom is more interesting and you should elevate it.
You might also see a lot of traffic on one day and not another, and you can try to figure out why.
Even though I’m not currently running a Kickstarter campaign, I’ve added Google Analytics to all of my previous campaigns, as I want to continue to learn about consumer behavior post-project as I plan my retail strategy.
There’s a fantastic article on the Spellforge Games website about setting up Google Analytics, but I’ll highlight the key points here:
- After signing up for Google Analytics (it’s free), click on the Admin tab at the top of the page.
- On the left side of the page under Account, select “Create New Account” and name it “Kickstarter.”
- After entering the basic information, go back to the Admin tab, look at the middle column under Property, and click “Select new property.” Enter the basic information about your project page.
- You’ll be presented with a short code (11 digits). Copy that code and go to the Dashboard on your Kickstarter project page. Scroll down until you get to Google Analytics, then enter the code.
- Wait a day or two for the data to start compiling, then revel in all of that information like Scrooge McDuck in a pool of gold coins.
I think I’ve barely tapped into the wealth of information that Google Analytics can provide. The Spellforge article goes into much more detail, and if you know a lot about it, feel free to share your thoughts in the comments below.