June 17, 2016
Whether you are a new business starting to branch out online or an established organization with an extensive online strategy in place, it is imperative that you are able to monitor your performance online just as you would monitor your workplace performance. The general rule is, if you have a website you need Google Analytics. There are, of course, other analytics platforms with similar features, however, Google Analytics is by far one of the most in-depth platforms for giving you insight data on how your webpages are performing. This is essential to justify spend, especially if you have hired an external agency to improve traffic and conversion rate. Google Analytics can be linked up to your Google AdWords, Google Tag Manager and Search Console accounts to provide even more in-depth information.
While each client will have different business goals, KPIs and milestones, we feel there are three core statistics that should be actively monitored to be able to identify areas of improvement as well as highlight any progress that has been made.
It’s amazing how often assisted conversions go overlooked. We spend so much time monitoring our traffic, seeing which channels are providing us with the most visits and leads that we overlook the role each channel plays. When Google Analytics reports a conversion has taken place, it automatically assigns the value of that conversion to the last channel that the user entered your website from i.e. last click interaction. If a user first visited your site via PPC, then visited your site again directly then lastly converted on your site organically, the attribution for that conversion in terms of first click interaction would go to PPC. For last click interaction, it would go to organic. This helps you identify which channels are bringing in leads initially and which channels are the ‘closing’ channels.
Webmasters spend so much time creating and optimizing landing pages, whether they are for SEO, PPC or social media purposes. A lot of analysis is performed to identify the pages in which users initially enter our websites, but what about the pages they exit on? By identifying the most common exit pages of your site, you can see which pages are underperforming, need conversion enhancement work or may be returning a 404 error.
Especially if you have a link-building campaign in place, knowing which sites are referring the most visitors to your site is good information to keep at hand. If you have been submitting your website to directories specific to your industry or have written an informative piece of content for an authoritative website in your sector, it can feel like you are shouting into the void with no evidence of any return. Once you have discovered which sites are bringing in the most traffic and leads, this will enable you to make informed decisions going forward on what types of sites to partner with and which types of sites have been ineffective.
Lauren Squire is a digital marketing executive at In Front Digital, a Midlands based digital marketing agency in the U.K. specializing in SEO, PPC and social media. In Front works with a range of local and international businesses to help them increase their online visibility and achieve a great ROI.