Tracking Your Site’s Traffic With Google Analytics
To boost revenue, today’s marketers are allocating more of their budgets to their digital channels. Digital marketing can be used for direct response or branding purposes, and budgets for it increase dramatically each year. To see this growth, look at this chart below:
In 2014, retail companies spent nearly $11 billion on digital ads, and that figure will top $23 billion in 2020, according to projections. With so much being invested through the end of the decade, marketers must be certain that they spend wisely. To do so, they often use Google Analytics to track a campaign’s success and to see whether their websites are behaving the way they would like.
Google Analytics can seem very daunting. However, as you become familiar with it, navigating the data and understanding how to optimize different parts of your website becomes easier. If you’re a beginner, watch this great video tutorial:
If you’re just getting started with Google Analytics and have never used it on your website, keep these suggestions in mind:
KNOW WHAT YOU’RE TRACKING
You can look at high-level data to determine whether the marketing on your website is working. Conversions are among the most important metrics to track. Are people signing up/purchasing what you want them to? Setting a conversion goal of a certain percentage of users will tell you if what you’re doing is working.
When you set an alert on Google Analytics, you’re telling it to track a certain set of data and to notify you if it crosses a certain threshold. For instance, it could tell you that traffic increased more than 50 percent from the previous day. This is highly valuable because you don’t have to track different metrics constantly. Just let Google tell you when a significant event occurs.
SEGMENT YOUR AUDIENCE
Segmenting your audience allows you to see how different groups of people are performing on your website. If you sell a product to moms, Google shows you what percentage of women within a certain age range are converting on your site. Segments allow you to slice your data into smaller bits for easier consumption.
When you’ve learned how to use Google Analytics effectively, you can improve your website and marketing campaigns to produce results you want. If you find that people are going to the site but that a higher than usual number drop off, investigate why.
We’ve seen instances in which certain browsers didn’t support the checkout web page, so no one on Chrome could check out. We’ve also seen large increases in conversion after making just a couple of tweaks in copy once we better understood our customer.
Many things, lots of them not very obvious, could go awry in your web marketing. That’s why Google Analytics is handy. It tracks your user data — whether and how customers are moving through your website and converting on your goals. A strong understanding of Google Analytics allows you to recognize a problem, fix it or test new options.