Do you want to know who comes to your website, how they get there and what they do on your website? Google Analytics can answer all those questions and more.
Google Analytics is a powerful tracking platform that allows you to explore how people are using your website.
There are 4 main reporting sections: Audience, Acquisition, Behavior and Conversions.
In this section, you will find information on who is visiting your website. This includes location (country and city), language, demographics (age and gender), interests (affinity categories, ex. sports fans), web browser, mobile device type and more. Understanding who is visiting your site will help tailor your content to your audience. In addition, you can refine your customer avatar. See the ‘Customer Avatar’ blog post for more information on how to create a customer avatar and why your business needs one.
This section answer the question, ‘How are people coming to my website?’. You can see the difference in what people do on your website depending on how they found it. For example, you may find that you are receiving the majority of your traffic from social media, specifically Facebook. This will help you with crafting your social media strategy. Website visitors can come from social channels (Facebook, Instagram, YouTube, etc.), email, referrals (ex. another website has linked your website on a blog post), direct (someone types your website URL directly into their browser or has your website bookmarked), organic search (from search engine results) or paid search (PPC ads). All of these traffic sources can be broken down further. For example, if 70% of your traffic is coming from social channels, you can what specific social channels the traffic is coming from. Understanding how people found your website is crucial in optimizing your marketing strategies to meet your business goals.
This section allows you to see what people are doing on your website aka what pages they are visiting. You can see the behavior flow of website visitors and understand how they are exploring your website. What is the first page they view on your website? What is the last page they visit before exiting your website? Answering these questions will help you create an engaging online experience and optimize low performing pages. You can also see other metrics such as page views, average time on page, and more!
While all of the previous reporting sections are important, the conversions reporting may be the most important because this is where you can see if users are completing key actions you care about such as signing up for your email list or completing a purchase.
There are 4 different types of goals you can set up in Google Analytics: destination, duration, pages/screens per session, and event. The types of goals you set up in your account will depend on the key actions you want people to take on your website. This section is invaluable in understanding the success of your marketing efforts. The previous 3 sections work in conjunction with the conversions reporting. Combining all of the different reporting sections, we can answer complex questions you may have about your marketing such as, “Is social media really bringing in any new customers”? To answer this question, we would look at goal conversion rates for users who come from social channels. To get more specific, we can compare different social channels against each other.
Google Analytics reporting is meant to help you make informed decisions on your marketing efforts because you can see who is visiting your website, what they are doing on your website, how they found your website and what key actions they are taking on your website. We recommend looking at your analytics monthly and focusing on areas of interest based on your marketing goals. Each Journey Digital Group client receives a monthly Google Analytics report based on areas of interest to their business. We take all of the data and present it to you an easy to consume fashion, tell you what it means and how we will use the data to optimize your marketing campaign. There are a lot of capabilities that we did not cover in this blog post but we wanted to give an overview for those who may not know a lot about Google Analytics.
Have any questions about Google Analytics? Feel free to drop them in the comments below!
If you have Google Analytics installed already and need some help making sense of all that data, click here to schedule a free consultation call.