Our Google Analytics Guide is a great tool for your business, big or small. With Google Analytics, you can track your website visitors, learn how they navigate through your website and discover the best performing referral sources. It can be challenging trying to figure out what the numbers are telling you, especially with all of the graphs and spreadsheets of numbers. That is, until now.
Google Analytics: Metrics to Track and Tips to Improve
We’ll breakdown the important metrics you should track, what they mean and why they’re important. In addition, we’ll provide helpful tips to improve your website. But first, let’s meet Jamie. Jamie is an entrepreneur in the healthcare field who rose above her competitors using Google Analytics.
Success with Google Analytics
When Jamie started her private healthcare practice 6 years ago, she began experiencing a sudden decline in the number of new patients. She was now at risk of losing the business she worked so hard to build. She could continue down this path of decline, or take action to fix it. She decided to partner with a local Marketing Company for help.
Tracking Leads and Customers
Like many businesses, Jamie didn’t realize the importance of tracking website analytics. She made sure to track the number of phone calls, emails and new patient referrals. But she didn’t consider doing this for her website. Even though she didn’t add the Google Analytics Tracking Code until 3 years ago, there was more than enough information to recognize the issues and offer solutions.
If you’re not using Google Analytics yet, get started here.
How a Marketing Company Uses Google Analytics
Let’s take a look at exactly what a local Marketing Company would analyze and suggest to help grow Jamie’s Healthcare Business. (This applies to all businesses, too!)
Google Analytics: Getting Started
First, login to your Google Analytics account. On the Home Page, you’ll see a full-page Dashboard with a lot of useful information. This is a “snapshot” of your website analytics, but there’s much more useful information hidden below the surface.
On the left-hand side, there are 5 Tabs labeled: Real-Time, Audience, Acquisition, Behavior, Conversions. Let’s explore what these mean to you, including helpful tips to improve your website.
Metrics to Track and Tips
Real-time > Overview:
View Users who are on your website right now, including their location, session duration, Top Active Pages and Referral Sources.
Audience > Overview:
View what type of people visit your website. This includes information about their age and gender, device type, location and even their interests. Examples include: Home & Garden, Entertainment, Employment, News & Politics and much more.
Tip: Use this information to better define your target audience in advertising. Let’s say Users between Ages 25-34 are less likely to “Bounce” from your website and also have longer “sessions”. This indicates a higher level of interest in your website from this group. These will generally be higher quality leads.
Acquisition > Overview:
View where your website traffic originates from. Include Direct Traffic, Social, Referral or Search. If you look at your total Users, Bounce Rate and Session Time to see which referral source performs the best.
Tip: If you use Hubspot’s Free CRM Software (Customer Relationship Management), you can see how each lead, and ultimately each new customer, was referred to you. If you notice more leads are referred from Google Ads vs. Facebook, but Facebook converts more leads into customers, you have found your winning referral source. (Psst! Facebook!)
Behavior > Behavior Flow:
See how Users “flow” through your website. Start with a landing page, and Right-Click to Highlight Traffic. You can see which pages your Users head to next.
Tip: Your websites ultimate goal is to encourage Users to complete a meaningful action on your website; make a purchase, fill out a contact form, sign-up for an event or join your email list. Find opportunities to help guide your Users towards this action with a “Call-to-Action” (CTA) button, hyperlink, lead flow or form.
Jamie’s Business Breakthrough
When Jamie started to realize the importance of having an optimized website, with a clear CTA, it was a breakthrough moment for her. After all, her website is a digital storefront, which can attract visitors from anywhere. Her website provides helpful information to interested users and can convert those visitors into leads.
By partnering with a local marketing agency, in 3 months time, Jamie began seeing an increase in traffic to her website. More and more people began filling out contact forms and newsletter sign-ups. She loved the results and wanted to improve even more. Who wouldn’t?
Metrics to Track and Tips, Cont’d
Site Speed > Page Timings:
View how fast your website loads, categorized by page. This is especially important because Users are impatient and will leave your website if it doesn’t load quickly. As a result, the Bounce Rate will increase and Session Duration will decrease.
Tip: SEMRush offers a free tool to help you optimize your website. They offer a grade of overall website health, including prioritized issues to be fixed and have detailed solutions to fix these errors. If these errors seem daunting to fix, no worries, we can help you if you contact us here.
Site Speed > Speed Suggestions:
Google rates your site speed on both Desktop and Mobile devices. It calculates a score based on a variety of data points. What’s even better is Google tells us exactly what needs to be modified and changed to improve the website speed.
Tip: Use Kraken.io to optimize your website pictures. This tool will compress the images without losing quality, and will in-turn increase your Site Speed. Logos, pictures and info-graphics should all be optimized.
The importance of Google Analytics
In conclusion, all of these metrics play an important role in the effectiveness of any website. Even if YOU don’t plan to use, or even plan to “figure out” Google Analytics, please take 5 minutes to install the Google Analytics Tracking Code. Your future business success and marketing agency will thank you for it. Start Google Analytics by clicking here.
Today, Jamie’s business is doing great. Her marketing agency resolved many of the issues on her website. They also optimized the images and created multiple Calls-To-Action. What’s most important is that they turned her website into a lead generating machine.
Is Google Analytics right for you?
The answer will be yes. Has Jamie’s story inspired you to take action today? The sooner you begin Analytics tracking on your website, the better. After all, most marketing agencies use these metrics to compare your daily, monthly and year-over-year growth. They also measure the effectiveness of individual marketing campaigns and identify trends in your market. No matter the size or industry of your business, Google Analytics is a crucial component to the development of your Business.
Need a little more Guidance? Google offers a video tutorial for Beginners of Google Analytics.
Check it out here.
As Filament’s Marketing Coordinator, I help businesses be found online with Facebook and Google Ads. I’m Hubspot certified. I enjoy playing guitar, writing music and building my own business – when I’m not helping other’s build theirs! Contact Filament today so we can help make your brand shine.