It’s no secret the power and benefit of not only knowing how much internet traffic your website receives, but also how people got there, how long they stay, and what content they find most interesting.
While knowing traffic figures may not alter a private equity firm’s web strategy - (essentially just having a website), it is somewhat surprising that many firms don’t track at all. Tracking site visitors doesn’t cost anything (Google Analytics seems to be the most popular), and is no more difficult than having your web admin insert a little chunk of code into the site footer.
So which firms don’t seem to care? Checking for tracking code on a short list of websites yields a few notables . . .
|Abry Partners||surprising given recent re-design and emphasis on media/communications opportunities|
|TPG||not too surprising given stagnant site|
|The Gores Group|
|The Blackstone Group||somewhat shocking|
So which firms do care (or at least have an IT person who cared to set it up)? Well many do. KKR, Francisco Partners, CD&R, Carlyle, Candover, Cinven, Summit Partners, all track, but one surprise is Cerberus.
Cerberus doesn’t seem to care about keeping an up to date web presence - their last news update is still from ‘07, yet they do have Google Analytics set-up. Now if Cerberus actually checks is another story.
Whether private equity firms as a whole track their web traffic more or less than then rest of the internet population would need a more detailed survey. My guess is significantly less. The quick survey above only checked mega sized firms. Sampling several small firms yields even fewer . . .