In part three of the KOBIT guide to Google Analytics, we’re going to show you which metrics matter the most and how to create goals.
Now that you’re all set up, have created your different views and have applied the relevant filters, how do you use your data to grow your business?
Google Analytics certainly gives you access to a wealth of information but it helps to know where you can find your most valuable information so that you can use it to make informed business decisions.
Below are the metrics that you should be paying attention to if you want to start putting your website data to good use.
One of the main aims of using Google Analytics is to gain a deeper understanding of the users who are browsing your website. This data is also perfect if you want to start developing detailed customer personas that you can use in the development of your sales and marketing strategies and campaigns.
To access your user demographics and interests data, click on Audience and Demographics or Interests.
Under demographics, you will have access to data on the age and gender of the users who have been visiting your website. Under Interests, you will be able to see which Affinity Category most of your users fall into, their in-market segment and any other categories that may be relevant.
Understanding more about your users and what they’re interested in will ensure that you can create campaigns and strategies that are highly relevant to users who are showing the most interest in your brand, products or services.
Knowing how users are responding to the content on your website will allow you to develop more of the content that’s resulting in conversions and optimize the pages that aren’t performing as well.
To access a report on the top pages on your website, click on Behaviour, Site Content, and All Pages. You will now see which of your pages are receiving the most visits and where users are spending the most time. Review these pages to ascertain what it is that’s working really well so that you can implement your learnings on less popular pages.
Another important metric that you can pay attention to under site content is Exit Pages. This report will tell you where the majority of your website visitors are leaving your site. The primary goal is to keep users on your site for as long as possible so that they convert so analyzing the pages that have the highest number of exits will help you to optimize your site and your sales journey.
Knowing where your traffic is coming from will allow you to optimize your online campaigns and content promotion strategies.
Click on Acquisition and Overview to access this report. Now you will be able to see the sources that are driving most of your traffic. By clicking on each of the sources, you can access further details. Here is an explanation of the different traffic sources:
These three reports will give you access to some basic but very important information that will play an integral role in the optimization of your sales journey as well as the development of your content and online campaigns.
Goals are another useful way to find out more about how users are interacting with your website.
These user interactions can be anything from ebook downloads and form submissions to call to action clicks, basically anything that will tell you what needs to be improved on your site in an effort to increase conversions.
Before you begin creating your goals, it’s important to know what you want to achieve by tracking a specific action. In other words, every goal also needs a goal.
Once you’re ready to create your goals, you can follow these steps.
There’s no need to have an in-depth background in Google Analytics in order for the data to benefit your business. Start by getting the basics right so that you can really turn your website into one of your most valuable sales and marketing tools.