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Google Analytics

You are here: Home / Archives for Google Analytics

Understanding Google Analytics: Key Metrics

May 10, 2019 //  by WSI Connect

Do you know who people visits your website every day and where they come from? Wondering who your target audience is in the digital space or what their online behavior might be? Are your advertising programs such as social media marketing or SEO producing the right results?

Access to this data can provide valuable insights to improve your digital marketing campaigns, products and overall customer experience. But how do you access it? The answer is through Google Analytics.

What is Google Analytics?

Google Analytics is a web analytics service that provides valuable information about your website traffic and target audience. The service uses machine learning and artificial intelligence (AI) technologies to provide insights that help businesses formulate their digital marketing campaigns, and reach the right customers.

Whether you have a WordPress, ecommerce or custom website, Google Analytics is one of the most crucial digital marketing tools for businesses today. It analyzes your website’s performance and conversions to help you determine whether your current strategies are working. For your business to thrive, you need to utilize this tool by understanding which metrics to focus on.

Key Google Analytics Reporting Metrics

As an entrepreneur, business owner or marketer, you don’t need to dive into all the technical details of Google Analytics. All you need to understand is the essential metrics your business needs to boost traffic, increase conversions, and enhance the customer experience.

The four essential metrics are:

  • Audience
  • Acquisition
  • Behavior
  • Conversion

Below is a breakdown of each parameter and how measuring it can make the difference for your business.

1. Audience

Audience, in this case, refers to several factors as it relates to the visitors on your site. Some key metrics:

  • Location: Visitors from Country, State, City, etc.
  • Devices: Indicates if visitors use a desktop computers or mobile devices to view your site.
  • New or Returning Visitors

audienceMonitoring these stats helps identify your audience and uncover areas of opportunity or new markets.

Audience information can help you tweak you personalize your site layout and content, adjust the responsiveness, and help increase returning site users.

Business Application:

Metric: Audience > Mobile > Devices
Majority of visitors view your site from a mobile device versus a tablet or desktop.

Opportunity:
Optimize your site for mobile viewing with larger text and buttons for easy navigation. Ensure it is mobile friendly and responsive.

2. Acquisition

Where does the traffic on your website come from? Organic search (searches on Google, Yahoo, Bing, etc.) is the largest source of web traffic on most sites today. According to research, Google processes over 3.5 billion searches per day. However, search engine queries aren’t the only source of web traffic.

Other sources include the following:

  • Social media (Facebook, Twitter, Quora, etc)
  • Referrals (visits from another website that links to yours)
  • Direct traffic (someone types in your URL into the browser or an unidentified source)
  • Paid search (Google AdWords)

With this information, you’re able to capitalize on sources that generate the most traffic and boost those that receive heavy marketing but generate low traffic.
 acquisitionIn the example above, you’ll notice approx. 62% of traffic is arriving from organic search. This is a strong indication that your SEO strategy is working well.

Business Application:

Metric: Acquisition > All Traffic > Channels
Low traffic from organic search

Opportunity:
Optimize your content for search engines by working on a keyword strategy, boosting your site layout, and adding meta descriptions. Reach out to the WSI Team for help with ranking better in search results.

3. Behavior

Behavior reporting refers to what users do when they visit your site. The pages they visit, the average visit duration and the bounce rate (single page visits). What are your most popular pages? How long are users viewing each page? Are users leaving after viewing only one webpage?

Understanding user behavior gives insight into how to improve the customer experience and provide valuable content. If users navigate multiple pages or experience longer sessions, it means they find the site useful and find value in your content.

behaviorUnderstanding the Avg. Time on Page can help determine if users found the information they need.

Business Application:

Metric: Behavior > Site Content > All Pages
Page content with the least amount of pageviews

Opportunity:
Rewrite the content to bring the page more focus and increase overall interest. Create headers with keywords, section content and incorporate bullet points.

4. Conversion

The ultimate goal of any marketing strategy is to provide value to your customers and help them with their needs.  Customers who complete certain actions indicates they are searching for additional information could be converted down the pipeline. This conversion typically has a specific call-to-action. It could be to subscribe to your newsletter, download an ebook PDF or buy a product from your e-commerce website.

You can track your conversions thru Google Analytics:

  • Form conversions, e.g., sign-up forms and contact forms
  • Products added to cart
  • Completed purchases or materials downloaded 
  • Articles read or video played

Different businesses have different conversion goals. Google Analytics allows you to track goals specific to your marketing objectives. It ultimately gives insight into how to push leads further down the funnel.

google_analytics_wsi_conversionIn this example, 745 users completed the goal of scheduling an appointment.
Image Credit: https://www.searchenginejournal.com

Business Application:

Metric: Conversions > Goals > Goal URLs
Noted drop in month over month goal completions for the ebook download

Opportunity:
Increase downloads through urgency or refresh messaging around the value of the ebook.

Ready to Get Started with Google Analytics?

Google Analytics is a must-have analytics tool for every business owner, marketer, or entrepreneur who wishes to attain success in the digital space. Let WSI Connect provide insight into your audience, traffic acquisition, conversions, and user behavior. The information will help build a solid marketing strategy that will increase leads and conversions, and boost ROI.

Contact WSI Connect for help with Google Analytics

Category: BlogTag: Analytics, Google, Google Analytics, WSI Connect

Google Analytics has the inside scoop on your customers

November 26, 2014 //  by Luke Middendorf

Google Analytics is an excellent tool that will help website owners and managers monitor all aspects of their sites. Who is visiting? Which pages are they visiting and for how long?  How did they get to your site and what type of device are they using? The answers to these questions can add up to some pretty valuable information for business owners. Small business owners, in particular, can make a noticeable difference in their level of success just by using the information Google provides to make small tweaks to their site.

Google Analytics reporting benefits:

Audience – Age? Gender? Desktop or tablet? Geographic location?

Acquisitions – Organic search or referral link? Which websites?

Behavior – Which pages? How many views? How long on each page?

Conversion – Are people doing what you want them to on your site?

Audience reporting Audience reporting can give you a peek into the demographics of your customers. How old are they? Are they male or female? What language do they speak and what country are they from? Also, audience reporting can show whether site visitors are new or returning. Are they using a desktop computer or a tablet? All these details are important. If you are getting considerable activity from a city where you don’t have a presence, you might consider opening a new location or just making your services accessible to people in those areas. If a significant amount of your traffic is coming from a tablet or other mobile device, you will want to be sure that your site content is mobile-compatible or you could end up causing your customers to be frustrated and even drive potential customers away.   

Acquisition reporting Through Acquisition reporting, one can learn how people are getting to their site. Did they do an organic search for your site? Did they click on a direct link or a referral link from another site? Did they reach you from a social network like Facebook, Yelp or Google+? Which search words are they using to get to your site? You can also link your Google AdWords account to Google Analytics so you can monitor how well your AdWords campaigns are performing.

Behavior reporting Through Behavior reports, you get a peek into what pages the site visitors are visiting. This will help you to know if you are providing valuable content that is meaningful your audience. If users click on your pages only to quickly leave them, perhaps you need to review your content and make sure that it is current and relevant. If a particular page gets a good deal of traffic, you’ll want to capitalize on that by focusing more on that type of page or adding elements to that page to help customers move toward conversion. Conversion reporting This leads us to the Conversion Rate. If you are selling products and someone places an order, this is called a macro conversion. However, there are often several smaller, micro conversions that can take place along the way (contact forms, mailing address sign-ups, blog subscription, etc. Focusing on the micro conversions can help you move customers along through the process to the ultimate goal of the macro conversion. In order to really understand the conversions on your site, you need to set Goals within Google Analytics by which you can measure your success.

Reference:http://analytics.blogspot.com/2013/05/see-your-conversions-in-real-time.html

Time to act

Google Analytics is a free tool that can help you analyze and manage your business. It can be an incredibly valuable tool if you know just how to use it and use the information gleaned from it. Let WSI Connect help you help your business by implementing and maintaining analytics reporting through Google Analytics.

Category: BlogTag: Analytics, Google, Google Analytics, WSI Connect

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