Getting your Google Analytics right
Google Analytics is a great way for businesses big and small to see a whole lot of interesting things about their business. Whether it’s how their customers shop, what type of customers they have, how effective their website is, or even what type of content their customers are interested in, Google Analytics is the ideal way to track all sorts of metrics.
Although it may seem a little complicated to wrap your head around at first, with a little nudge in the right direction, you could have a wealth of knowledge and information at your fingertips that will help you make intelligent marketing decisions about your business.
Here are three Google Analytics reports that every small business owner should be looking at:
The Organic Search Report should be one of the first reports you consider in relation to your business; it tells you how people are finding your website and what channels they're using to get there. This is a great way to see all sorts of information about the first step in most people’s journey as a consumer; do they find you through a social media website, through a link on another website, or are they finding you through a Google search?
From this information, you can expand your SEO keyword usage, optimise your landing page and make whatever changes are necessary to help you get the most from your website. Maybe customers are landing on a page which is outdated or a bit of a dead end. If this is the case, you can create a much more useful landing page full of information, links or even contact details to drive sales and interaction.
Every business that sells online should have eCommerce tracking set up, and underneath the eCommerce tab you'll find the Product Performance Report - which is pretty much the holy grail for online businesses. This report will show you everything from how many products you have sold and your product revenue, to your unique purchases and more. This information can really help you focus any upcoming marketing campaigns, expand your PPC campaigns, and even decide what new markets to break into based on what categories are currently selling well for you.
The best thing about the Product Performance Report is that all of the information is sitting there waiting for you to analyse it, and there’s no need to start creating lengthy spreadsheets or totalling up sales yourself.
Another fundamental report that you should be looking at if you run a website is the Referrals Report. This one tells you who is sending traffic to your website. Whether it’s Facebook, an affiliate link, or someone else, you'll also be able to see lots of valuable information such as how long the user stayed on your website, what they purchased and whether or not they're a returning user.
This is a great report for assessing how well your advertising is working, for example, Facebook advertising could be achieving you a 20% conversion rate, whereas an external advertiser may be getting you a 1% conversion rate but costing you more; in which case you would probably want to ditch the advertiser and focus your efforts on Facebook ads for a while.
The above mentioned reports are the tip of the iceberg when it comes to what Google Analytics has to offer, so it's worth taking the time to explore the many other reports available. You can then build a much clearer picture of how your site is performing and what you can do to improve engagement and increase traffc and conversions. What are you waiting for? Install Google Analytics today and start generating results for your business.