If you’ve started building your brand through online marketing, it has probably become apparent that you’ll need to track your progress. Figuring out what works and what strategies to ditch will help your bottom line and keep you from wasting effort. That’s where Google Analytics comes in. This powerful tool allows you to see how your chosen SEO keywords are performing on Google, the biggest search engine out there, and details how potential customers view your website. It also breaks down the data so it’s easy to understand and incorporate into your action plan.
Tracking your digital marketing performance might seem confusing at times, but it doesn’t have to be. Here is a brief rundown of how to use Google Analytics to measure your success.
What does it measure?
Google Analytics tracks several important factors for online marketers: conversion, audience, acquisition, and behavior. These metrics show who is visiting your site and how many of those visitors make purchases. Since marketing efforts are all about increasing conversion rates, you can use this data to optimize your site for conversion and searches. Tracking your performance over time will allow you to see how your digital marketing strategy is paying off.
Main types of reports
The four main report types each demonstrate a different aspect of how users find and respond to your site. The Audience section shows demographic information about who your visitors are so you can target them more effectively. Examples of the types of data include: location, age, device used, gender, and interests. This information is especially useful when creating social media campaigns. The Behavior section goes into even more detail, showing how users interact with your site and navigate the various pages. This shows which parts of your site are the most effective at engaging your audience.
The Acquisitions portion of the report shows where your visitors are coming from. This is especially important for tracking keyword performance. You’ll see if users are being brought to your site by search engine results, social media, or links on other sites. This data makes it easy to figure out which areas of your marketing plan to work on. Finally, the Conversions report breaks down the conversion statistics on your site, helping you to track who is buying and when. It also allows you to see how many conversions are coming from various sources so you can plan your future digital marketing strategy.
How to get started
Google Analytics is free and fairly simple to set up. First, you’ll need a Gmail account. Then visit google.com/analytics and click “Start Using Google Analytics.” Next, you’ll enter your site info and select “Get Tracking ID.” Insert the code snippet provided by Google Analytics onto every page of your website. How you do this will vary based on your CMS (Content Management System). After that, you’re ready to receive detailed reports.
For more information about using Google Analytics to improve your conversion rates, contact the experts at AMMA Digital Marketing at 800-466-0684, or send us an email. Don’t work blind—use the available tools to help your site succeed.