Google Analytics is an incredibly powerful asset for marketers, site administrators, and business owners, but with a seemingly infinite quantity of data points, graphs, segments, and reports, it can be completely overwhelming.
At Algonquin Studios, we encourage all of our clients to sign up for Google Analytics because of its many benefits and because it’s free–it really is a no-brainer–but that’s just the first step. Once you’ve signed up, then what?
Step 1: Understand Your Web Site
In order to use Google Analytics successfully, you need answer one big, general question about your web site:
What is the purpose of your web site? Why does it exist?
At this point, there’s nearly universal agreement that if you run a business, program, charitable organization, or pretty much anything else, you need a web site. But why? Are you hoping to sell products, promote to a larger audience, or just make it easier for people to find your phone number? There could be any number of reasons and you may have many, but, in order to get the most out of Analytics, you need to understand what they are.
It’s also useful to identify your target audience. What group of individuals are you hoping will access your web site? Doctors, grandmothers, hockey players, men in general? Try to be as specific as possible.
Step 2: Identify Your Goals
Let’s say that you’re a partner at a law firm and you’ve identified that the main purposes of your site are generating leads and reinforcing your firm’s reputation. From there, you can identify the following goals:
- Build interest by providing information about services and related content.
- Capture leads (via email or phone).
- Reinforce qualifications through firm history and accomplishments.
Step 3: Pick Your Measurement Tools
At this point, you can determine the data points and reports in Google Analytics that will help you measure the success of your site. These are often referred to as Key Performance Indicators or KPI. For example, here are some indicators that could be useful to your sample law firm:
Time on Site/Page – Since many of your goals are related to your site visitors reading content, you can examine how much time they’re are spending on your site and its individual pages to determine if they’re actively engaging with that content. It will be especially important to review the time spent on the pages you’ve deemed most crucial to your goals of building interest, capturing leads, and reinforcing your qualifications.
Bounce Rate – Another indicator that will show whether users are actively viewing pages and continuing to interact with your site is Bounce Rate. Your bounce rate is the percentage of visits that only include one page view. A low bounce rate indicates that your visitors are viewing several pages before exiting and implies that they are interested in your content and and engaging with it in a meaningful way.
Visitor Loyalty – If your law firm is attempting to reinforce its qualifications, you may expect to see a high percentage of return visitors. Strong visitor loyalty implies that your content is engaging and can help strengthen your position as a trusted resource. However, a high percentage of new visitors implies that a lot of potential clients are viewing your site. In general, it’s healthy to have a mix of each visitor type.
Keywords – The Keywords report identifies the search terms that drove users to your site from Google or other search engines. While returning visitors will probably access your site directly or search for your firm name, new visitors may be searching for services that you provide or for a firm in your geographic location. If you’re not seeing the results you expect, this indicator may show that you need to adjust your content to include better search terms.
Location - Geography-based reports and segments allow you to see where your users are located. This can be particularly important if you are targeting users from a specific area and may even influence your traditional marketing initiatives.
Step 4: Set Targets
Once you’ve determined which indicators will most accurately help you to measure success, you should set appropriate targets for each goal. These targets may be for a day, week, month, or longer, or they may even be for a specific time of the day.
Determining what your targets should be may not be easy at first, but you’ll get a feel for it over time. The key is to have a goal number to work towards and compare against. The actual numbers are less important than the trends you’re seeing in the data.
Step 5: Identify Segments
If you want to take it a step further, try identifying any segments that could be applied to make certain reports more valuable. For example, you could segment the Landing Pages report by Keyword to see the keywords that are driving users to your top entrance pages.
Step 6: Review Your Data Regularly
There are many ways that you can utilize Google Analytics to measure your data. You can set up Goals, Alerts, Custom Reports, Advanced Segments, or Filters. You can even create reports that are automatically emailed to you on a regular basis. Or you can simply log into Google Analytics and review the default reports, focusing on the KPI that you’ve determined are important.
The key is reviewing your data on a regular basis. You can evaluate the success of your goals by measuring your KPI for a given period and then comparing them against past performance. Remember to focus on the trends, not the actual numbers.
Step 7: Adjust Your Site as Needed
As you review your data, you may identify areas of your site that need to be updated to improve user engagement or search engine performance. Ideally, you’ll see trends that reflect site growth and success, but you’ll need to set aside time to review the data and update the site on a regular basis.
Google Analytics can be a powerful tool, but to get the most out of it you need to know where to begin. Understanding your site and setting goals will get you on the right track. Then, you just need to pick your key indicators, set your targets, and get analyzing. Easy, right?
If you are new to Google Analytics, I highly recommend checking out Google’s educational library, but you should also consider just logging in and getting your hands dirty. It may seem overwhelming at first, but if you stick with it, the rewards will be well worth it.