Google Analytics is one of the most popular web statistics services on the market, enabling you to see valuable information on how many people visit your site, what pages they go to, and where they are coming from. It’s a free service (although they’ve recently added a Premium feature). Essentially it works by sticking a piece of Javascript in your HTML code which loads when a user visits your page.
Going a little deeper, it allows you to create specific campaigns, goals, funnels, and reports that builds data-sets and key anecdotes which help drive insights and ultimately ROI. Many SMBs have Google Analytics in place, but many are confused by the extent and segmentation of the data presented and quick wins for their business. Every aspect of a site change, from a copy tweak to the placement of a CTA button will affect your data.
Here are some of our top tips on how to drive your business forward with Analytics:
Focus on the Right Insights
It’s vital stack on top of sales and conversions, but also have an understanding of fresh insights into how visitors arrived on your site, users and most importantly, how to retain them.
Content Analytics
Content reports help you understand which aspects of your website are performing well (ie. a conversion page vs. a blog page) Garnering knowledge on the most popular pages help withan understanding of how to align your business objectives.
Social Analytics
Most businesses now have a social arm to their overall plan. Google Analytics measures success of your social media programs. You can analyze how visitors interact with sharing features on your site (like the Facebook ‘Like’ button or Google +1 button) and engage with your content across social platforms.
Mobile Analytics
Need to measure the impact of mobile on your business? Additionally, if you build mobile apps Google Analytics offers Software Development Kits for iOS and Android so you can measure how people interact with your app.
Conversion Analytics
Find out how many customers you’re attracting, how much you’re selling and how users are engaging with your site with Google Analytics’ range of analysis features.
Advertising Analytics
Do you have an advertising strategy in place ready to roll out? In addition to any analytics specific platforms may have (ie. You Tube Analytics), learn how well your social, mobile, search and display ads are working. Link your website activity to your marketing campaigns to get the better picture, and improve your advertising performance as necessary.
