This post is part of a series about the Internet marketing strategy I call Inbound Marketing, as well as part of a sub-series on the technical aspects of Inbound marketing. This post is also part of another sub-series that provides information about the specific WordPress plugins I find to be useful to Inbound Marketing.

To access the lead posts please click any of the links in the prior sentences.

Zippe.biz helps you generate quality leads for your business through your website.

You know the importance of measuring your Inbound Marketing activity and results and this means the use of both Google Webmasters Tools and Google Analytics.

Google Webmasters Tools gives you a Google eye view of your website and is very useful for knowing if Google is seeing errors which you need to resolve.

Google Analytics gives you a wealth of information about what sources your website traffic is coming from, what geographic areas your website visitors are coming from, what content they’re reading, and how well your conversion is working (this last part needs to setup by you within Google Analytics).

However, a website does not work with either of those tools natively. You must configure both into your website.

There are various ways to do this and I recommend the use of a WordPress plugin created specifically for this purpose, which is named Smart Google Analytics Code.

To add a website to Google Webmasters you must verify the site. This plugin makes that really easy.

To track a website with Google Analytics you need to setup the website such that Google Analytics is properly updated every time anyone loads a page of the website. This plugin also makes that really easy.

What if your theme allows this as well?

Life is an endless series of trade offs. If your theme supports the setup and configuration of these two tools you can avoid the plugin. As each plugin does add some processing to your website, this is a good thing.

However, if you manage more than one website, tracking where you’ve configured this in each of the websites is a pain, and is also prone to error. And… since this data is SO critical, you can never afford not to be tracking it.

If you configure Google Analytics into your theme, then later replace your theme, will you remember that Google Analytics is no longer being updated? For this reason I recommend the use of this plugin. That way, you always know where the configuration for these two tools was done.

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