What can you learn from Google Analytics. Plenty, but not everything. (Wouldn’t it be great to have trackable data easily available for all of our decisions. Should I move? Should I end this relationship? Should I take this new job opportunity? Google Analytics won’t help you there.)
We’re emotional beings, however, and therefore factor our “feelings” into our decision making. They’re a part of the data we have available, both personally and for our business.
Emotions are data, they are not directives.
— Dr. Susan David
When it comes to web traffic, conversion rates, and ROI, the data is there. We just have to know where to find the data and how to apply it. At the end of the day, how much you “like” an email campaign isn’t as relevant as your click through and open rates.
What Can I Learn?
Google Analytics helps you make decisions based on data. And they make it as easy as ABC, by categorizing their data into three categories: Acquisition, Behavior, and Conversions.
Acquisition tells you how you acquired the visitor – social media, Google AdWords, organic search engines, affiliate links, and more. It also offers you a great overview of how many visitors you acquired and is a great way to measure which of your avenues is bringing the most traffic to your site.
The behavior tab offers valuable data regarding what your users are doing once you’ve acquired them. Traffic flow, exit pages, page views, average time on page – this snapshot of user behavior can help you optimize your site so that you’re offering your visitors what they want most.
If you have an eCommerce website, the conversion data is absolutely vital. The Time Lag report will show you how long it takes visitors to convert after their first visit to your site, allowing you to optimize your conversion process.
The first step is making sure you have your tracking code installed on your website so you can track the data. The second step is accessing and interpreting the data. Google Analytics can be an absolute rabbit hole, and analysis paralysis is a very real thing. If you approach your analytics reports as a problem-solving tool versus the all-in-one solution to your digital marketing strategy, you’ll be much better equipped to make solid web development decisions. From page load speeds to popular exit pages, the data can help you avoid potential pit falls.
We provide monthly analytics reports for websites and social media platforms for all of our monthly clients. If this all seems like too much to manage on top of your day-to-day business development, click here to contact us.