Henry Ford, the founder of Ford Motors said he knew that half of his marketing efforts were working. The problem was, he didn’t know which half.
Unfortunately for Henry Ford, he was still decades away from experiencing what the future would hold and how the internet would change everything. Today successful marketers track and analyze every component of their campaigns to get better data and insight to improve their web marketing campaign efforts. Melbourne-based digital marketing agency Digital Next recently explained on their site how the following metrics in your website’s Google Analytics account can help improve your web marketing performance. You will find a summary of these points below.
The amount of web traffic that your website receives is important, however you want to receive as much qualified traffic as possible. Monitoring and maintaining the growth of your website’s users is fundamental to your website’s success.
Referring to the amount of views on your website, it is more valuable for website owners that plan to sell advertising on their site in the form of display ads; whose performance is measured on impressions. Websites like Imgur and 9gag deliver visual based content and the amount of page impressions is more valuable than other metrics.
Pages per session
This metric provides a good indication about web users interacting with your web content. The more pages people are viewing and interacting with on your website is a sign that they value the content that is published on your website as a whole. This should also give them more confidence with converting into customers since they are more likely to buy into your brand.
Time on site
On the web, there are people that just scan information and there are others that analyse the details of your web content. When people are considering converting into customers, they usually fall into the latter. Aim to improve the amount of time web users spend on your website.
If web users are leaving your website without even viewing your web content, it is a cause for concern. You want to minimize your website’s bounce rate as much as possible. Check your web page loading times, your landing page layout and content.
To know what is working, you need to know where your website’s visitors are coming from.
Websites such as forums or blogs that are sending traffic to your website. This will demonstrate the value of particular forums or blogs.
Website traffic from natural search engine listings such as Google, Yahoo and Bing. This will give you an insight into the progress of your SEO campaign and potentially inform your digital marketing strategy in terms of allocation of spend.
Website traffic that is through ‘Paid Search Listings’ (also known as Pay-Per–Click). This will reveal the progress of your PPC campaign.
Gain traffic referrals from social media websites such as Facebook, Twitter, Pinterest and Google +.
Monitor how many traffic leads your website is gaining through display marketing activities.
Conversions will measure the leads or sales that are occurring on your website. It is arguably the most important marketing metric on your website. The more conversions that your site is acquiring at a low acquisition cost, the more profitable your web business will be.
You want to know which content on your website is generating the most interest for your web users. Drilling into the data, you can see which content is getting looked at the most. You can even attribute a page value for the content that appears on the website. It’s also important to focus on the quality of content found on your site and why you are creating it — this all leads to better targeting and monetization of your site and audience.
This can be found under the ‘Acquisition’ tab and can give you insight to the SEO performance of your web pages, based on the amount of impressions that they are receiving from their organic search visibility.
Understanding the metrics in Google Analytics will help you understand the behaviours web users have on your website. The more insight that you receive, the better you can optimise your website to improve both metric and revenue performance.
For even more features and ways to use Google Analytics, be sure to check out this new article on SearchEngineJournal.