Analyzing Google Analytics

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If you aren’t using Google Analytics, you should be. It’s a free tool offered by Google that allows you to track traffic to your site in incredible detail, including metrics like page conversions, bounce rate, and new users.

Why is that important? Understanding how users behave on your website can tell you what’s  working (and what isn’t) on your website. You’ll know when users aren’t finding what they need or which pages on your site are driving conversions.

The data Google Analytics gives you will also help you decide where to spend your marketing dollars. You can see which channels people most often use to find your website, set up campaigns to track the success of various marketing efforts, and even track specific ads that led users to your site, and see what they did once they got there.

Did I mention that it’s free? All you need is a Google account to sign up.

Getting going

As the interface can be pretty intimidating at first, it’s important to know which metrics matter to you before you dive in. Here are some of the top stats to consider:

New users

While repeat visits are valuable for certain business models, all companies can benefit from new visitors. It’s important to keep an eye on whether your site is attracting new people or if you need to make changes to your strategy to bring them in.

Pages per session

This is an average of how many pages people are clicking and looking at each time they visit your site. If you’re trying to direct users to a specific landing page or want then to take a certain action, clicking around can mean that users are struggling to find the information they need. On the other hand, poking around can mean that users are more engaged with your website and are interested in learning more. Whether this metric is good or bad depends on your business model and the purpose of your website.

Bounce rate

Your website’s overall bounce rate shows how often someone visits your website, takes no action, and then leaves. While a high bounce rate is generally not good, some pages will naturally have a higher bounce rate, such as contact pages — if a visitor just needs your phone number or address, they won’t click around but they will be gaining something useful from your site. Fortunately, Analytics allows you to see the bounce rate page-by-page so you can dig deeper into whether your bounce rate is good or bad.

Social Network Referrals       

If you’re spending a lot of time building your social media presence, you want to know if your strategy is actually working. Analytics will show you which networks are driving the most traffic to your website, making it easier to decide where to focus your attention.

Conversions

While this metric does require some backend setup to use, it’s a great way to see which pages are leading to conversions and which aren’t. You don’t have to be an ecommerce site to have conversions, either— a conversion could also be a lead reaching out via a contact form.

Google Analytics offers you a ton of data to consider, meaning you can go as granular or high-level as you need to. Especially considering that it’s free, there’s no reason you shouldn’t be using it.

Want to know more about how Google Analytics can up your marketing game? Give us a call today and we can walk you through the ins and outs of all the most important digital marketing tools and strategies.