How to Use Google Analytics in Your Small Business
Many of us grasp using Google Analytics to find out how our marketing efforts are performing can be a key to unlocking future success. However many people are overwhelmed by the sheer immensity of the data facing them. You need to begin by answering the right questions: what are my goals, and what do I need to know to achieve them. Google Analytics can indeed be a perplexing mountain of data to decode, and without a plan you can get lost very easily. Let’s take a look at some ways to learn which metrics to follow, and the way to use Analytics to your best advantage.
Understanding which metrics you need
While each business will have somewhat different needs, the most useful common needs follow.
- Total visitors - The number of both “unique” (first time) visitors, and total visits, which includes returning visitors.
- Keyword phrases - Which keywords are people inputting to get to your pages? This is critical data, and will enable you to learn how to target your marketing.
- Most popular pages - See which of your pages are receiving the most visits.
- Visitors country of origin - Where in the world are these people coming from.
- Referral pages - Seeing which pages are driving traffic to your site is extremely valuable information. This could be from affiliates, video, images, social media and many more sources.
- Search engines - Which of the search engines are delivering the most traffic to your pages.
Google Analytics advanced features to help decipher the data
Three advanced features are incredibly useful when it comes to deciphering and sorting the data.
Custom reports lets you craft a version of Analytics that suits your business specifically. You pick out the data that’s helpful to you, and organize it in whatever way you need to.
Advanced segmenting offers you the opportunity to view various segments of your traffic, like mobile or tablet traffic.
Intelligence events, much like Google Alerts, sends a notification your phone or email when anything significant happens on your website, such as an up or down spike in traffic.
Don’t make the mistake of not using Google Analytics. Spend some time to make it work for you!