Measurement May is here! This month, we’ll be covering off on all things measurement, to make sure you have the information you need on your Digital Ecosystem, to make the right decisions for your business.
Google Analytics is something we talk about all the time – but it’s probably been awhile since we covered off the basics.Read through our quick refresher (and extra resources) to make sure you’re on top of one of the best tools to measure the impact of your digital home…your website.
WHAT IS GOOGLE ANALYTICS?
Google Analytics is a free web tool that allows you to get the best information about your website. Once you’ve got data, you can take note of your weaknesses and strengths, and make decisions based on the results.
HOW DO I GET IT?
You only need a Google account to get started. Luckily, we’ve already put together this guide to setting up your Google Analytics account.
If you’re one of our clients and want to check in with your Analytics, call your Customer Relationship Manager today.
SO NOW I’M IN…WHAT SHOULD I MEASURE?
Here are some ideas: the measurement ‘headlines’.
You should always have a purpose behind what you’re measuring. For example, if we were setting up Google Analytics for you, we would start with your business goals, and create corresponding digital goals and measures to help you achieve these.
- Traffic Sources, or how people find you. Don’t forget to learn how to avoid the trap of direct traffic!
- Numbers of visitors…and who they are. Google Analytics can tell you some pretty cool stuff about what kinds of people are viewing your site.
- Bounce rate and average session duration, or, what percentage of people leave your site without browsing, where do they leave, and how long do the stay?
- Goal conversion, the meanings of which are really endless (remember when we talked about your goals?). If you have an online store or booking system a conversion could simply be someone making a purchase, We might choose to look at how many people complete online forms, or subscribe to our newsletter. Tracking your conversion depends on your business goal, and what digital action will help you achieve that.
HOW CAN GOOGLE ANALYTICS HELP YOUR BUSINESS?
No doubt you understand the value of having the right information at the right moment in order to make a move.
Understanding your customer’s journey as they interact with your site gives you the data you need to make better digital decisions.
You’ll know where all your traffic is coming from, how long people are staying on your site, and can even get to a place where you’re able to really drill down on your return on investment for social campaigns
Having Google Analytics is one thing, but using it to manage the digital and marketing arms of your business is where the real value is.
Understand why people don’t convert, when they visit, how your audience interacts with your content and where there are areas for improvement.
Are numbers just way too scary? Is tracking your audience to this degree just a bit too big brother?
We’d love to take the edge off, explain Google Analytics to you in a way you understand, and make sense of your numbers.
Happy to DIY? You might also be interested in our free Abseil into Google Analytics 7 Day Email Course.