JTech Communications

5 Analytics You Should Be Watching

by Mira Brody - February 13, 2017
Google RankingWeb NewsBest Practices
5 Important Google Analytics.
If you’re unfamiliar with it, Google website Analytics can be an intimidating tool. When you login, there is a column of confusing terms to your left and pages of different colored graphs displaying the activity on your website. Our Bozeman online marketing team has been helping clients establish and measure business goals and track their progress through Analytics for years now. In this article, we’ve compiled a list of five key performance metrics we feel are crucial to running any business.

1. Acquisition: Channels
The search acquisition menu helps you understand how you are acquiring the traffic coming to your website. Google provides you with the following default channels when you first set up an Analytics account:
  • Organic Search
  • Paid Search
  • Display
  • Direct
  • Referral
  • Social
  • Email
  • (Other)

You can edit these existing channels or define additional ones through Custom Channel Grouping settings. For example, if your company has a specific newsletter they send out, you can add “Monthly Newsletter” as a channel to monitor how much traffic it is driving to your website. You can also watch specific paid advertisements to see which ad campaigns are paying off for you.

Ideally, you’ll want to see positive results from all channels you put effort into. Monitoring traffic channels allows you to see which are succeeding and which are falling behind so that you can react accordingly. For example, if your social media measurement is failing, but you throw a lot of resources at it, it may be time to reevaluate those efforts and try a new approach.

2. Acquisition: Referrals
Acquisition referrals display the external sites that feed traffic back to your site, excluding advertising and organic search. This data reveals which of your campaigns an content are paying off. Some common examples of external sites may be:
  • Press releases
  • Social media
  • Guest posts on external blogs
  • Business listings

Ideally, you should be putting effort into the sources that have a high return rate. If you’re paying a lot to appear in a business listing, for example, but it is not showing up in your referral Analytics, it may be time to redirect that cost somewhere else.

3. Behavior: All Pages
Behavior Analytics is a great visual tool with which to familiarize yourself. Under the behaviors tab, you can view the “journey” users are taking through your site, page by page, through a series of colorful nodes. You can draw some useful conclusions about your site through these visual nodes. For example, if users are landing on your home page, going to your product page and immediately to checkout, you have a well-oiled ecommerce machine. If you find that users are dropping off before a purchase, pinpoint where and uncover why this may be happening. Maybe a link is broken, or some copy is misleading, or your design is frustrating. Either way, tracking user behavior flow will reveal what does or does not work your site, page-by-page.

4. Conversions: Goals Overview
The conversions feature allows you to set specific goals you want users to complete on your site. Defining these goals is really up to you. Here are a few examples of goals:
  • A specific destination
  • Visit duration
  • Page visits
  • Downloads
  • Newsletter signups
  • Contact form submissions

Over time, as customers complete them, your overview page will fill with completion metrics and allow you to track the data most important to you.

5. Conversions: Ecommerce
If you run an online store you should enable ecommerce tracking. This will track specifics, such as:
  • Ecommerce conversation rate (total transactions divided by total website sessions)
  • Number of transactions
  • Revenue
  • Average order value
  • Unique purchases
  • Overall and average quantity
  • Average price
  • Average revenue
  • Per session value

In addition, every transaction that takes place, including SKU and transaction number is complied in an inventory list. Since this data can get massive, ecommerce Analytics includes a feature to track only specific products, and view reports with only the data that is important to your sales performance.

Google Analytics is a massive data collecting tool that can yield a ton of important information. Although this list barely scratches the surface of it capabilities, hopefully it has helped you gain some insight. If you have yet to set up Google Analytics or need help tracking or understanding any of these performance metrics, please give us a call. We have an experienced digital marketing team who will help you make the most of your efforts so that your business can thrive online.

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