Important Google Analytics metrics that every business manager should be paying attention to.
If you have ever stared blankly at an online report from your marketing department, this is the guide for you.
Google Analytics (GA) is a key tool for every business as it provides invaluable data and information that can boost your turnover and help you make better business decisions. At a first glance, however, the GA platform can seem a bit overwhelming, especially if a lot of the metrics aren’t terms that you deal with on a daily basis.
Fortunately, as a business manager, there’s definitely no need to understand GA inside and out but there are a few key metrics that you should be aware of.
Google Analytics reports matter because they give businesses in-depth insights into how consumers perceive and interact with their brand online.
Having access to this data will help your business establish the following:
These are just a few of the insights that brands can garner from GA but what are the metrics that have a direct impact on turnover?
Below are the metrics that all businesses managers should understand:
How to get there: Acquisition > Overview
By generating an acquisition overview, you’ll have access to data on where the majority of your website traffic is coming from. This is important because if you know that 60% of your traffic is coming from Twitter but only 8% is coming from your Google Search campaigns, it would make sense to put more budget towards promotional efforts on Twitter. The Acquisition overview will give you data on:
If you have an e-commerce site, you will also be able to track your conversions from each traffic source.
How to get there: Conversions > Goals > Overview
*Keep in mind that your marketing team will have to set these goals up first
Setting up Goals in Google Analytics will allow you to track a user’s journey through your site. Goals can be linked to almost anything too. From completing a form that leads to a download to successfully purchasing a product, goals will show you how many users are completing their journey on your site.
Not only will this be able to highlight potential issues in the customer journey but it will also show you which products, services, and offerings are most appealing to your target audience. So, which metrics matter when reviewing the flow of your goals?
Basically, you want to pay attention to the pages where users are dropping off as this will tell you where there may be problems on your site and in the user journey.
How to get there: Audience > Overview
Taking the time to see whether the demographics of the users visiting your website actually match your customer profiles could be an important exercise. You may even find that you need to adjust your customer personas or add a new persona to the mix.
The demographic overview report will give you data on:
How to get there: Behavior > Site Content > Landing Pages
Knowing what your top landing pages are and how visitors are engaging with them will give you an idea of their goals once they land on your site and whether your site is delivering on their expectations. Once you open an overview of your top landing pages, look at the following metrics:
Again, if you are running an e-commerce site, you will be able to see which pages are resulting in the most conversions. It’s important to look at the pages that are performing well as well as those that are performing poorly so that you can apply any learnings from your high-performance pages.
If you want further assistance with understanding your Google Analytics reports and how they apply to your business, KOBIT simplifies data collection and analysis so that you can focus on applying the feedback from your reports.