Google Analytics is a tool used by almost all website owners to learn more about their audience and how they interact with the site. Google Analytics is used by marketers to learn how their campaigns are performing and how the quality of the user experience on their sites affects metrics like conversion and stickiness.
Which Website Metrics Tool Should You Use?
There is a wide variety of web statistics software available, and the price of these programmes ranges from very low to completely free. On the other hand, if you want to keep track of these statistics, we advise utilising Google Analytics, which is a free web analytics tool and can be found at (https://www.google.com/analytics/).
For market researchers, Google Analytics
- Audience helps you find out more about your customers, such as their demographics, location, how long they stay with you, and what kind of devices they use. With these metrics, you can figure out how your marketing efforts affect different groups of users.
- Acquisition tells you how people find your site. Under “All Traffic,” there is a section called “Channels.” Here, you can learn more about which channels (like organic traffic, social media, email, ads, etc.) send the most traffic to your site. You can compare the number of visitors coming from Facebook and Instagram, find out how well your SEO efforts are working for organic search traffic, and see how well your email campaigns are going.
- Behaviour is a way to describe what people do on your website. What websites do they look at? When do they leave? By looking at these metrics, you can figure out how the overall user experience affects retention and engagement.
- Conversions keep track of whether or not your customers do what you want them to do. This usually means making funnels for important actions, like purchases, to see how well the site encourages these actions over time.
What should be watched?
At its most basic level, you want to know how many people are going to your website. Google Analytics will look at the traffic to your website from two different points of view: sessions (the total number of visitors) and users (unique visitors or the number of unduplicated visitors). If you look at the sessions metric and see that your website is doing well, you can be happy that you have a loyal group of visitors. But, don’t ignore unique visitors. Instead, find ways to make your site easier to find. If you don’t, you won’t be able to reach a new group of people.
To find out how people are finding your site, this measure will inform you. In general, there are four ways for people to reach your site: organic search (when they type a keyword into a search engine and your site appears in the results), direct traffic (when they type your site’s URL into a browser), referral traffic (when they click on a link somewhere else and end up at your site), and campaign traffic (when they are specifically targeted) (coming from advertising campaigns). Maintaining healthy relationships with the referral sites that send you the bulk of your visitors is crucial.
The higher the bounce rate, the less satisfied the visitor. It’s the number of people who visited your site, looked at a single page, and then clicked away. That’s right; they’ve never even looked at another page. Sessions that take up only one page are another name for them. If your website has a high bounce rate, it’s clear that either the design, the calls to action, or the content aren’t doing their jobs. A high rate of rebounds is not unheard of, so don’t panic. If your site has a high bounce rate, you should look into what is causing users to leave without exploring further.
Your website is not run without any rhyme or reason. You want people who visit your site to do something that you can track (purchasing a product, filling a form, subscribing to an email newsletter, downloading an ebook, and such). When that happens, you can say that you’ve turned a visitor into a customer. So, the conversion rate is the number of visitors who become customers. Conversions in Google Analytics are called “Goals.” This metric has a big effect on a site’s return on investment (ROI), so you should always keep it in good shape.
Keep an eye on the most popular pages where traffic is landing. The information will be useful when creating a conversion-friendly sales funnel. Remember that landing pages are gateways with the ability to entice visitors to explore your site further. Check that these pages have clear calls to action, interesting content, and appealing design. The more “sticky” your landing pages are, the better it is for you.
The exit pages are the inverse of landing pages. These are the pages where visitors end their journey on your website. The issue arises when almost all of your landing pages also serve as exit pages. Most visitors are unlikely to find what they were looking for.
Engaging with customers on a variety of social networks is now standard practise for any business. With the network referrals metric, you can learn which social media platforms are driving the most traffic to your site and how your content is being discussed in social media. In short, you get enough ammunition to launch your social media marketing campaign.
Visitors will not want to stay on your web pages unless you create compelling content. Determine which content pages or sections are causing visitors to linger and bringing them to the brink of conversion. A/B testing can be used to determine which content performs better than the other.
Average Time on Website
This metric is closely related to the one before it. If your website is primarily monetized by displaying advertisements, then measuring average time on site is critical to its survival. The equation is self-explanatory; as average time on site increases, your chances of charging a higher rate for ads improve. You need content that will hold your visitors’ attention for a longer period of time.
To briefly recap, the following metrics should be monitored on a consistent basis (at least once every month or every three months):
- # of Total Visitors
- # of New Visitors
- # of Returning Visitors
- Ave. Page Views per Visit
- Ave. Time on Site
- Bounce Rate
- Top Landing Pages
- Top Exit Pages
- Top Content
- Social Media / Share Button Stats
- Traffic Sources
- Top Referring URLs
- Lead Generating Goals
- # of Leads
- Ave # of Leads per Month
- % of Visitors that Turned Into Leads
- % of Leads that Turned Into Business (Conversion Rate)
- Ongoing Return on Investment (Revenue – Cost)
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