Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute. Today’s topic is: “ What Should I Measure with Google Analytics?”
Google Analytics is a free reporting tool that can monitor your website. It offers a vast amount of analytical data which enables you to gauge how effective your marketing campaigns are. The extensive detail and complexity of these analytics can be overwhelming, but today, I will point out some of the benefits and simplify some of the key metrics which you should track.
Let’s start with the benefits of using Google Analytics:
1. It gives you insight into how people are interacting with your website, as well as the role that different channels play. You get a comprehensive picture of your website’s effectiveness.
2. Google has unique machine learning capabilities and is continually discovering new client insights from data. You can use these insights to focus on your niche.
3. It helps you analyze your data quickly with an intuitive user interface and shareable reports.
Signing up for Google Analytics is quick and easy. You’ll need to supply some basic info about your website. You’ll receive a tracking code to paste into your website pages so Google can track them. Within a few hours, you’ll be able to see real-time data analytics from your site.
There are three types of key metrics that are important for financial advisors to track:
1. Your visitor’s behavioral metrics. This would include:
- The number of monthly visitors and pages viewed;
- The average duration of a visit including your Home page bounce rate (when your visitor leaves the Home page before interacting with it).
2. Your traffic sources (that is, where your visitors come from) also known as Channels. Your sources are categorized as:
- Organic Traffic, this is free traffic via search engines, and you should strive to increase this month by month.
- Direct Traffic, this would be a person typing your URL into their browser.
- Referral Traffic, these are visitors directed to your website from another website.
- Social Media Traffic, this tracks clicks from Facebook, LinkedIn, and Twitter, etc.
- Email Traffic, these visitors come to your site from links in emails you have sent them.
3. Your use of Inbound Marketing. This metric includes your offers from landing pages, mailing lists, blogs, and social media campaigns. Your inbound marketing campaigns keep your visitors engaged with your website.
By tracking these three key metrics, Google Analytics will paint an insightful picture into the effectiveness of your website. It will give you the information you need to adjust your marketing strategies for improved lead generation.
If you’d like to get more information, click the link below. Thanks, and see you next time.