Google Analytics is a great way to measure the ROI for your website as well as on other marketing initiatives you have. In order to see how successful those initiatives have become, there are four statistics you should be tracking every month.
1. Who is visiting and when are they visiting? Where are they from? Are they relevant?
It is important to know who is visiting your page in order to tell if your marketing efforts online and offline are working correctly. If visitors are coming from your target location, you know you are targeting them correctly. If you have a high bounce rate and your visitors are leaving quickly, you’re more than likely targeting the wrong audience and the visits could be irrelevant. That’s why it’s important to target your audience to your user’s demographics. By knowing the time of day they visit, you’ll find the optimal times to add new content on your website and learn a little about when your viewer is typically online.
2. Are the users coming back? How long are they staying onsite?
Returning visitors is a key statistic in knowing if your content is meeting your user’s needs. You know you’ve hit the right audience if they are returning and staying. By checking the average time spent on page, you can monitor top pages viewed and find out what content is driving them to your site. This can also help you measure current promotions for certain products or services.
3. How did they find you?
Google Analytic is full of information about where your online visitors are coming from. This gives you an inside scoop on how your online strategy is working. If the majority of your visitors are coming from Facebook, you then know that your page or Facebook ads are working correctly. If organic search is the number one traffic generator, which is typical for a great site, you know that the content is working. Under the “All Traffic” tab you will find the number of paid vs. organic visits. Knowing how many paid visitors are coming to your page will help you know if you need to adjust your budget.
4. What kind of device are they using? Should you have a responsive website?
Knowing what kind of device your visitor is using is another one of the many ways you can cater further to your customers. This will answers the question, “Is my site meeting the needs of my users?” If you find that the majority of your users are on a mobile and tablet device, you may want to consider making your website responsive so that it is easier to view. This shows customers that you’re aware of where they are coming from and care about making your site user friendly. This is also a nice way to control how your visitors are viewing your site.
It is important to look at the data in time periods that match your business cycle and then compare to previous periods or years to see how you’ve improved or what needs to be worked on. By tracking these four measures, you’ll be able to successfully track your marketing goals and know your customers better. There are also various tutorials and classes you can take to better understand all the features Google Analytics has to offer. With this tool, your website will become a success and you’ll become a Google Analytics pro right along with it!
Alison is a Google Analytics pro who writes helpful blogs when she isn’t wrangling up advertising and marketing plans as a KK BOLD Account Executive. Her hobbies include successfully tracking marketing goals and measuring ROI.