Google Analytics offers a wide range of tools to measure traffic, visitor
engagement, social media activity and more.
Google Analytics is the ultimate free tool for measuring website performance. But
are you getting the most out of it? Using basic features to gauge traffic is
definitely useful, but Google Analytics also offers a number of advanced metrics
that provide key insights in measuring the success of your website.
In addition to providing traffic numbers and reports, Google Analytics delivers a
host of other useful information for your business. Advanced metrics can tell
business owners if audiences are engaging with their site, ways in which social
media marketing is driving traffic, how long visitors stay on website pages and much
more. Ultimately, this data reveals the effectiveness of your marketing efforts and
how they translate into meeting your website goals.
Here’s a few of the key measures to know if your hard work is paying off:
The audience location metric allows you to target your marketing more effectively by determining the geographical areas that you are reaching. Understanding the location of your website traffic will help you to establish whether or not you are reaching your targeted audience as well as revealing potential emerging audiences. This in turn allows you to adjust your marketing strategy accordingly, saving you and your staff time and money.
The audience engagement metric provides you with insights in respect to the
length of time a visitor stays on any given Web page before accessing another of your pages. Essentially, this metric will allow you to see how much time a visitor spends on each page and how many pages they visit. With this information, you will be able to measure how effectively you are keeping your audience’s attention and subsequently make the necessary changes, such as providing calls to action on the landing page to specific Web pages.
Mobile traffic behaviour
With mobile device Internet searches having increased more than pc based machines in the last five years, so creating a mobile website and measuring its traffic behaviour are a must to maximise your opportunities. This metric will unveil how the mobile market is affecting your business’s website traffic and will also show stats in respect of customer experience on your site.
Traffic source indicates how people are finding your website. As people
have the ability to reach your website via direct links, social media, referrals and
organic searches, this metric will help you determine your strengths as well as
what avenues you can further exploit to increase traffic to your web page.
Social media traffic
Coinciding with traffic source metrics, social media traffic metrics will give you
more sophisticated reporting on traffic directly related to your social media
marketing efforts. With this information, you will be able to gauge how well you
are promoting your Web page via Twitter, Facebook, Google+, LinkedIn and other
social media platforms.
Site content trends
Site content trends allow you to measure the performance from all your Web
pages over a period of time, displaying specific trends in your site content.
Completing a year-on-year comparison will reveal content that trends during
certain seasons, around annual events or with specific posts and promotions. This
information will help you maximise your site traffic by indicating what type of
content to post at different times.
Page bounce rates
A ‘bounce’ occurs when someone navigates to a page and then immediately
leaves that page. Landing page bounce rates indicate the success or failure of
individual pages and provide you with the opportunity to pinpoint areas of your
site that need improvement. If a page has a high bounce rate, you need to
re-evaluate the page’s contents.
Site search behaviour
The site search behaviour metric measures your visitors’ intent by indicating how
many of your site visits included search activity. From this metric, you will learn if
your site is missing any key information that your audience is seeking.
The events metric helps determine on-page activities by displaying the activity
from users scrolling through the page. Specifically, this metric will give you
greater insight into user engagement, help you to test the best placement of calls to action and – ultimately – help you drive higher conversions.
Using the funnel visualisation metric, you can measure your strategy’s
effectiveness based on specific goals. By establishing goals that indicate a path of how you want your users to respond when interacting with your website, you can see the percentage of visitors converting step by step throughout the funnel. Put simply, with funnel visualisation, you can tell if your users are responding
according to your goals, and if not, where the process broke down.
To start the process log into google.com/analytics and set up your account. It may take a few visits to fully understand and get to grips with the dashboard and then you can drill down into the different metrics. Or you can call us…… 07508 467866 and we can help guide you through the process and how to make the most of Google Analytics.
Credits: Business News Daily; Google Analytics Help;