One of the biggest benefits of being online is that digital marketing is extremely measurable. Throughout the entire customer journey, web analytics provides insight on where your website visitors are coming from, what they’re doing and how you can get more of them to convert on your site. Let’s learn 5 important metrics of Google Analytics together.
Metrics are measurements and numerical data such as time spent on site, sessions, pages/sessions which is the average number of pages viewed per session.
You can even measure exit pages and bounce rate which is the amount of times visitors come to the site and then immediately leave it without completing any tasks. This is a great way to weed out problem pages, and why visitors may be bouncing from these particular pages without continuing further on your site.
Web analytics can answer questions about what visitors are doing, what pages they’re navigating to, how long they’re staying for, and ultimately, what you would like them to be doing.
The Acquisition tab is the most important at providing insight on where your visitors came from.
You’ll have traffic avenues such as direct hits, organic search, referrals, and social media. Some may stand out above the rest, and this is where you may want to invest some of your effort in order to build up these opportunistic traffic channels.
You also have the ability to combine your Google AdWords account, which allows you to see site and ad performance from the analytics dashboard. Google AdWords is always worth using and you can refine your campaign with the insights that analytics may provide.
It also details what your users are doing; such as their session time, and how many pages per session they navigate between. Good chances are that if they’re navigating between multiple pages, they are a legitimate source of traffic.
You can find it by navigating to Acquisition > Overview.
2. Bounce Rate
Bounce rate is an important metric of Google Analytics because it allows you to discover problems or potential UX problems with the way this landing page is built, written, or functions. If a page loads too slow, it’ll have a high bounce rate, so it pays to optimise your website in terms of speed, but also make it responsive for mobile users.
Dimensions are to be used in tandem with metrics. For example, bounce rate can be used with the dimension ‘device type’. If you have a higher bounce rate from people viewing your site from smartphones, it might suggest you need to improve your site for mobile devices. A poorly optimised website for mobile users will lead to a high bounce rate if they are unable to effectively navigate your website.
It’s also important to remember that ‘bounces’ count as a single-page session because they have not navigated further on your site, so it will lower your average session average. You can find this metric under Audience > Overview.
3. Social Overview
A great insight to where you can analyse the role that your social media pages play when it comes to your traffic. It gives you information such as on-site engagement, users going through to your website, and where your content is shared from. The logic is pretty simple to follow, which is, if someone clicks on a tweet or your Facebook page and is then taken through to your website, they count as an analytic in your social channel. Depending on whether or not you have a social campaign running, they can be paid or organic traffic. You can view it by going to Acquisition > Social > Overview.
One of the main questions Google Analytics aims to answer is ‘Is my website actually converting? How many people complete the end goal?’ and this can be done through tracking your conversions. Conversions don’t necessarily have to be a purchase, it can be the tracking of any specific action that allows that person to engage with your content in the future.
Completing a newsletter or blog subscription counts as a conversion and justifies that how you’re presenting this information is appealing and ‘grabbing’ to most people. To track conversions, you’ll need to set Goals and that brings us to our final point, one that is arguably the most important.
As mentioned before, you’re able to set up any type of action taken by a visitor to count as a ‘conversion’. Goals are a great metric to allow you to measure the success of your website and its objectives. Remember, goals don’t necessarily need to equate to a dollar amount, they can be anything you want to track, just to ensure that your website is working as you intended.
You’re able to set up goals under Conversions > Goals > Overview. Google also a ‘solution’ database of different goal templates you can use. Undoubtedly, you will find some that are extremely useful. If you’re up for creating your own, you can follow their helpful guide along.
The Power of Analytics Is Real
Used properly, web analytics can give you valuable information to help you meet your objectives. You can do this by setting up your web analytics tool to track the specific goals that you care about.
Keep in mind, these are some very important metrics of Google Analytics, but every metric should be taken with some vain of importance.
In your free time, we recommend navigating through the analytics dashboard and taking a look at every metric, as you may discover something new which could be potentially useful to you.
You will always be one step ahead of your competitors so long as you have a proficient way of tracking your data. This will allow you to refine your strategy and turn simple visitors into conversions.
We’re always here to help, and as one of the smaller Melbourne SEO agencies, we’ve got time to dedicate to you. If you’re looking to maximise your conversion of acquisitions, please feel free to get in touch for a free, no-obligations quote.