How to use Google Analytics to Answer 5 Questions Critical to Your Success
Good data is the foundation for making smart decisions.
With complete and accurate analytics in hand, organizations become equipped to drive the continual improvements of their online experiences, so their audience and potential customers may have a better opportunity to achieve their desired online outcomes.
Before you can establish these online goals for your team’s digital marketing efforts, you must first take a step back and perform a thorough analysis of your website’s analytics. A clear snapshot of your organization’s online experience today must be be referenced in order to determine the direction to go.
Google Analytics provides significant online data for your team to review. Plus, it’s free!
Within the data that Google Analytics gathers and displays, organizations can easily compare the current and historical website traffic that includes::
Users (unique visitors)
Pages / Session (pages/visit)
Ave. Session Duration
Then within the below Google Analytics reports, organizations may easily access additional that can help digital teams answer five key questions critical to the success of an organization’s digital marketing strategy:
Google Analytics Cheat Sheet
1. Where are your customers coming from?
The Acquisitions section of Google Analytics provides users an efficient snapshot to determine:
a. Which websites your audience came from to get to your website
b. How long the users remained on your website
c. How many pages did they view while they were on your website
This referral data permits brands the opportunity to identify those referring channels that are delivering users, who remain on your website longer than others. Digital marketing specialists may focus marketing efforts within those stronger performing channels.
Acquisition > All Referrals
The All Referrals represents overall referring websites that direct the most traffic to your organization’s website. Within this area, organizations can click the URLs listed under the SOURCE column to preview the list of specific website pages that are referring people to your website. This can further help you determine the type of content that your visitors are finding valuable enough to share with their readers.
Acquisition > Social > Network Referrals
Th social NETWORK REFERRALS highlights the visitors that came to your website from a social network platform, such as: Facebook, Twitter, etc. Within this report, organizations may then select a Secondary Dimension in order to filter the data by:
TIME: to review any time-of-day trends that will may provide efficiencies to your social network teams.
CITY: to determine if there is a geographic popularity with your site. A large geographical interest could in fact be an emerging market for you to consider testing a PPC advertising campaign.
Acquisition > Social > Landing Pages
Also within the SOCIAL navigation, the Landing Pages filter permits organizations to review the most popular landing pages accessed by users who had clicked a social network link to visit the website. Within this display, organizations may also select one of these Secondary Dimensions to filter the data by:
Day of the Month
Day of Week Name
This filtered information is extremely beneficial to help the organization’s social media team members identify optimal content and then to determine the best time of day to schedule updates.
2. What keywords did visitors use to access your website?
Though Google Analytics has hidden most of the keywords used to access your website within the “(not provided)” field, your organization still has some access to a few of the identifiable keywords and phrases that customers are using to access your site.
Acquisition > Keywords > Organic
Additionally, your organization may access the following tools to discover a greater number of keywords and phrases that your website visitors use to access your website:
a. Google Webmaster Tools will provide you the list of the top keywords and phrases that visitors used to search for your website.
Google Webmaster Tools: Search Queries> Search Traffic
b. AdWords account to Analytics. By linking your AdWords account to your Analytics account, Google Analytics will report the search/clicks from those keywords used in your ad campaign.
3. What content on your site does your audience like?
Behavior > Overview > Page Title
The PAGE TITLE report identifies the landing pages on your website that has received the most visits. These are likely those pages/posts that the visitors most enjoyed.
4. Are users returning to the website?
Audience > Behavior > Frequency & Recency
The FREQUENCY & RECENCY report tabulates the number of sessions (“visits”) that each of your website visitors have given you. The immediate opportunity within this report is to identify whether there are any users visiting your website multiple times, but who may not converting toward your goal (i.e. email signup, sale, etc.).
5. Where are you visitors exiting the website?
High exit rate pages compared with those pages that are of high value (i.e. sign up page, download the free guide, etc.) can help prioritize the “landing pages” within your current site that need your team’s immediate attention.
Behavior > Site Content > Exit Pages