Three Key Metrics for Google Analytics
Google Analytics is an essential tool for evaluating the success of all your digital marketing tactics at once. With it, you can quickly sort out conversions and website visits by the source; such as search, programmatic, or social. When using Google Analytics, there are three measurements to pay special attention to.
1. Conversions
Google Analytics allows you to set up goals on your website to track what people are doing. You can track everything from a placing an order, filling out a form, finding a location or sharing content to social media. Tracking conversions on your site allow you to accurately track sales or conversion data to calculate your ROI to make quantitative business decisions.
2. Audience
Google Analytics allows you to identify new visitors to your site vs. returning visitors, the average session duration, and pages viewed. New users are defined by the number of first-time users during the selected date range. Users are someone who has initiated at least one session during the selected date range and can include returning visitors. Knowing your website’s audience allows you to tailor messaging to those visitors to make it more engaging. Such as offering a special promotion to new users or by promoting a loyalty offer to your returning visitors.
3. Acquisition
Google Analytics allows you to break out site visitors by channels, such as social media, programmatic, search or organic traffic. This gives you the ability to quickly compare which tactics are performing the best and allocate more advertising dollars to the best performing campaigns.
Google Analytics provides a holistic view of your campaign data that can quickly become overwhelming. I recommend finding someone who has earned the Google Analytics certification to help alleviate some of the confusion.
I know from experience! I have been Google Analytics certified twice and continue to find effective ways to measure and apply the data appropriately for our clients.
