Now that you've added Google Analytics to your site, it's time to analyze the data! But where do you start? Here are the top 5 data reports you should use to maximize your marketing efforts.
1. Remove your IP Address from the Data
Admin — All Filters — Add filter
In order to get accurate reports, you'll want to make sure your visits to the site don't affect the data. For example, if you edit your site that shouldn't count as a "session". This is a quick way to mess up your data, so let's nip it in the bud now! Google "what is my IP address?" to discover your IP address. Then fill out the filter with the following information and save.
2. How is your audience finding you?
Acquisition — all traffic — referral
This section shows the sites from which your audience found your page. This is important so that you know if your marketing efforts are working. For example, if most of your traffic is coming from Facebook then it shows your marketing is working. You might consider running more Facebook ads to maximize this audience. Oppositely, if you spend the majority of your time on Instagram and very little traffic comes your way from the app then you could focus that time and energy elsewhere.
3. What is your bounce Rate?
Audience Overview — bounce rate
The Bounce Rate represents the percentage of people who leave your website after viewing the first page they land on. Depending on how your site is designed, this number will vary. If you have a one page site that links to a third party shopping cart where your customers can make a purchase then having a high bounce rate is good.
On the other hand, if you're bounce rate is high and you have multiple pages for your website you'll want to take a closer look at your landing page and consider making changes. Once you’ve made the changes, you can see if they worked by looking at your bounce rate after the change was implemented.
If you notice your bounce rate is high, consider the following questions:
- Am I providing too much information and overloading my audience?
- Do I have a call to action on each page that causes people to click to the next page? For example, if you’ve directed traffic to your blog then consider suggesting other related blogs.
- Is my navigation clear or do my visitors get confused?
Note: if you’re getting a higher than average (above 60%) bounce rate then double check that your tracking ID is properly installed on your site.
4. Are you meeting your goals?
Conversions — goals
Just like any venture, you need goals to accomplish tasks and track progress. In this situation, goals track when a visitor or user perform a desired action. Google has several templates you can use when setting up a goal. Here are a few examples of how to use goals:
For specific instructions to set up a goal, click here.
5. How do people interact with your site?
Behavior — Behavior flow
This may be my favorite data report. It shows what page your audience views first and then how they move through your site once landing on the first page. If you click one of the green sections you can “highlight traffic through here” which will show the steps people took after visiting that page. The red tab next to the green boxes reflects the drop offs. If you notice that you have a high drop off rate on a page then you may want to consider investigating the reason behind this. Use the questions above in the bounce rate section.
- DeMers, Jayson. "15 Google Analytics Tricks To Maximize Your Marketing Campaign." Forbes. Web.
- Galligan, Meg. "5 Tips to Using Google Analytics to Better Understand Your Business or Blog." The Every Girl. Web.
- Rampton, John. "The 10 Most Important Things You Should Pay Attention to in Analytics." Forbes. 24 Aug. 2015. Web.
- "What Every Small Business Owner Should Know About Google Analytics." Vertical Response. Web.