Google Analytics is one of the most popular and widely used platforms for monitoring online traffic. This is mainly because of its comprehensive metrics, in-depth data, and easy-to-use interface.
Consequently, it’s a practical form of analytics for businesses in nearly all industries. To get the most out of this platform and boost your eCommerce sales, you need to know the ropes. Here are five tips to make Google Analytics work for you.
1. Identifying Traffic Sources
To get started, click on Traffic Sources > Sources > All Traffic. This will give you a rundown of exactly where your site’s traffic is coming from. You will quickly see which marketing techniques are bringing in the bulk of traffic and which aren’t performing as well.
After analyzing this information, you may want to spend more time working on effective techniques, adjusting strategies that aren’t carrying their weight or scrapping certain campaigns.
If you’re implementing SEO in any form, you will want to know which keywords are driving the most traffic to your site. Finding this data can be done by clicking on Traffic Sources > Sources > Search > Organic. This will display the number of clicks each keyword gets, ranking the most popular keywords first.
Scrolling down the list provides an in-depth overview of your most popular keywords and some insight into what your audience is searching for. If a particular keyword is driving a large volume of traffic, you may want to create similar content to capitalize on that trend. In many cases, your website will receive traffic from keywords you never intended to rank for, which can also spark ideas for future keyword targeting.
3. Social Media
Over the past few years, social media sites like Facebook, Twitter, Google+, and Pinterest have become the bread-and-butter marketing strategies of many companies. Marketing on social media is big business, and tracking the results of your efforts is key to success.
Google Analytics will show you which networks your audience is using to engage with your business so you can capitalize on the heavy hitters. Clicking on Traffic Sources > Social > Overview will bring you to a page that displays your social value. It will show what percent of visitors are coming from each site so you know which ones are performing the best. You can then make the necessary adjustments to maximize social media traffic.
Consumers are increasingly using mobile devices such as smartphones and tablets to make purchases online. Consequently, many businesses want to know how much traffic they receive via mobile devices and how effective their mobile campaigns are. By clicking on Audience > Mobile > Devices, you can see which devices are being used to view your content.
You can also determine the overall engagement level and how long visitors are staying on your site by observing the average visit duration and “bounce rate,” or whether users are leaving immediately instead of viewing other pages within the site.
If users spend a significant amount of time on your site and tend to click through to other links on it, that means your site is mobile-friendly. If visitors are barely spending any time on your site through mobile devices and you have a high bounce rate, you should spend time optimizing your site for mobile users.
5. eCommerce Tracking
Analytics has a helpful feature that displays data such as product performance, sales performance, transactions, and time to purchase. To access this feature, you need to click on Conversions > eCommerce. You will need to set it up for your profile to start getting data. Once everything is set up, you can tell how high your conversion rate is on individual products and how well your business is performing as a whole.
Getting the hang of Google Analytics can take some time, but once you figure it out, you’ll see it’s one of the most valuable tools you can use. By analyzing concrete data concerning different aspects of your website and marketing campaign, you can make highly educated choices in the future. This eliminates guesswork and should improve your efficiency as a business owner and marketer. The long-term benefits are an increase in traffic, higher conversions, more sales, and a higher ROI.