Using Google Analytics for the right information
You’ve now invested time and money to create a website, build content around it and you might have even started using AdWords to target keywords that you want your website to rank for. You might even be doing some social media ads that point to your website.
You start to get in leads. You make sales. Everything is great, right?
But how do you really know?
This is where Google Analytics can really help.
Data vs information
Data is just that. Literally data. When you look at Google Analytics, you are going to see a bunch of numbers and a bunch of reports on the left that would have 0 value to you if you do not understand it.
Information is taking this data and making sense of it. Let’s look at some useful reports on Google Analytics and how you can use it.
Acquisition > All Traffic > Source/Medium
The source/medium report shows you exactly how much traffic you are getting from the various channels. In this case, we can see that we get slightly under 5300 sessions through Google organic search (google/organic).
This basically, speaks about your SEO efforts.
Strong SEO = High rankings = More clicks
Google Analytics also breaks down your traffic flow over the days in the graph. We can see how more people access the website over the weekdays, which peaks in the middle of the week.
This table also shows you how much traffic you are getting from AdWords (google/cpc)
Acquisition > Search Console > Landing Page
If you haven’t linked your analytics to your search console, you really should. It’ll take roughly about a couple days to a week to start seeing information here.
You are able to see the number of impressions each of your landing pages got the number of clicks you got per page. You can also see CTR’s for each page and positions of each page.
You are also able to see the goal completions of each page. If you notice a low CTR, you might want to change your metadata to make it more compelling so that people will click on your link.
You are also able to identify your best-performing pages based on goal completions. We’ll get to this in a minute. Identify low performing pages and make changes to those pages to compel your audience to make a purchase or leave an enquiry.
However, try not to think too much about this. If your company does not sell a product, chances are people are more interested in giving you a call instead of leaving you an online enquiry.
Behaviour > Behaviour Flow
Behaviour flow shows you how people move around on your website. By understanding how people flow through your website, you can find spots where they drop off.
If these spots are key pages that users need to go through to make a purchase or an enquiry, it’s wise to look into these pages and identify problems with them and create more compelling content to move them along the funnel.
Behaviour > Site Speed > Page Timings
We absolutely cannot stress enough how important it is for your website to have low site speeds. Every second your website takes to load increases the chances of abandonment drastically.
This report shows you the pages on your website that are loading slowly. Go to these pages and identify why this is so. Try to make your website as light as possible to facilitate load times.
Read this guide on how to reduce load times or Google Analytics does provide you with a speed suggestion guide that you can use as well.
Conversion > Goals > Overview
Goals are great for any company. The premise of it is simple. You want to know how many people are leaving an enquiry or making a purchase from individual sources.
Any digital marketer has multiple sources of getting in leads. SEO, SEM, EDMs, Social media and social media advertisements are the typical dynamic digital marketing plan.
You want to know how many leads you are getting per source. To get this, set up a page on your website, typically a “Thank You” page and set it up in such a way that the only people who will reach this page are people who have made a purchase, left an enquiry or anything that you consider as a lead.
You can set up 20 goals per view for your Analytics account.
Since the ultimate goal of digital marketing is spending money wisely on all your efforts, these reports are some of the most important things you can get from Google Analytics. However, Google Analytics provides you with a plethora of other information that you can find useful.