19 May 3 Metrics To Master On Google Analytics
Google Analytics can be a minefield of paralyzing information but by worshipping the below key metrics you will be able to better understand your audience, reinforce your marketing strategy, and best apply the data available to you.
This metric tells you how people arrive at your website; key information to have in mind as you plot marketing campaigns across a number of platforms and mediums. Acquisition will inform you how much traffic your website is getting through the following channels – Direct; Organic; Paid; Referral; Social; and Email. By using analytics the strength of these channels you will be well armed in which sections of your marketing strategy to heavily weaponise in future campaigns and which channels you need to pay more creativity to in order kick-start traffic through that funnel. Direct traffic (meaning people directly typed your web address into their browser) is a solid indication of the health of your brand. Organic search signifies that your SEO is in good order whilst Paid means that your Google AdWords or Facebook campaigns are generating good returns-on-investment.
By understanding who is visiting your website you can tweak the style and tone of your content to cater to the needs and wants of your specific audience’s needs. Therefore, in order to exploit what content resonates with your audience, you need to know who they are. Audience will tell you two important things. Demographics such as age and gender and Geo such as location; vital information for specific targeting if you are running a Google AdWords or Facebook campaign.
This will tell you how people are interacting with your website and which pages on your website are most popular. By focusing here on Landing Pages, Exit Pages, and Content Drilldown you will discover what pages your audience spends the most and least time on – information that will enable you to reform your strategy and forge more of the content that is working on your site whilst simultaneously creating further engagement and interaction with your audience. Your most popular Landing Pages will be effective indicators of the efficiency of your marketing strategy and will provide you with the necessary information to re-evaluate your goals if necessary.
Overall, investing time in these three metrics – Acquisition, Audience, and Behaviour – will help you establish consciousness of what content your audience finds most valuable and which marketing attempts are most useful in propelling traffic to your website.