6 Key Basics You Should Know in Google Analytics
Many businesses fail to maintain their position on SERPs or generate leads simply because they are unaware of their source of traffic, number of unique visitors, conversion rates etc. To track these statistics, websites need to utilize web analytical tools such as Google Analytics, which is by far the most powerful tool for this purpose. It was launched in 2005 as a basic tool which generated statistical reports on visitor data. However, Google Analytics is now useful not only because of its reports on website traffic, but also because it integrates seamlessly with other Google tools such as Adsense and Adwords to help you optimize your website.
Google Analytics is primarily used to measure traffic metrics, which refer to the individual elements that are measurable as a sum or ratio. These metrics help you in mapping out your short and long-term conversion strategies.
Here are the six key basics that you need to know today.
1. Visitor Activities
Google Analytics provides you detailed reports on visitor activities. You can use these reports to find not only the total number of visitors or page views, but also review small factors which impact your total conversion rates, including bounce rates, entrances, number of sales, exit time, etc. Google Analytics will provide you the details of each activity in three sections:
- Entrance section represents the number of visitors landing on your web pages. Google Analytics prioritizes the order of web pages according to the number of visitors to help remodel your marketing and conversion strategies for pages that receive the lowest amount of traffic.
- Bounce Rate section represents the number of visitors who leave your website for different reasons, including the presence of internal or external links, clicking back buttons, closing the window/tab, clicking on a pop-up ad, etc.
- Exit percentage section is quite similar to the Bounce Rate section. However, the Bounce Rate section represents the number of visitors who leave the webpage without visiting any other page on your website, whereas the Exit percentage section highlights which page visitors most commonly leave from.
2. Audience Demographics
Even if you have a highly-targeted marketing approach to attract the relevant audience only, you will still receive visitors from different demographics. Sometimes, these visitors are redirected to your website through ads or external links. Google Analytics will provide you with detailed reports on the number of visits, sales per visit, number of transactions, e-commerce conversion rates and site usage. Visitor information can be used to create marketing strategies such as giveaways and ads to maximise conversion rates.
3. E-Commerce Tracking
If you want to set up an eCommerce website and are worried about gathering visitor data without subscriptions, then no analytical tool other than Google Analytics can be more useful for you. Reports generated by Google Analytics can be used to determine statistics such as the highest selling products and common characteristics of repeat visitors/customers. It helps you characterize visitor data and see that how you are making money. If you are using Google Analytics, then use the following steps to set it up for tracking e-commerce data.
- Go to standard reports.
- Click on Admin.
- Click Profile Settings.
- Click E-Commerce Settings.
- Go to drop down and click on ‘Yes, an e-commerce site.’
- Click Apply.
Google Analytics will now track the required data. Reading this book by Objeqt will teach you how to track the right data, along with a wide array of other techniques.
4. Analyze People Search
Visitors use specific keywords to search for products or services on your site. Google Analytics provides you with detailed reports on these keywords. Many times, people search for one keyword yet purchase some other product. Using these statistics, you can offer product recommendations to increase sales.
5. Engage Traffic
You can improve your marketing plan by knowing that what engages repeated or unique audience on your website. It is not necessary that people who spend more time on your website check out more products or services. Google Analytics provides you with well-researched reports on the behavior of engaged traffic.
6. Mobile Visitors
By 2020, 70% of the website traffic will be sourced from mobile devices. As the number of mobile visitors is increasing, it is imperative to track their behavior and the way they engage with your website. Google Analytics provides valuable information about the number of mobile visitors and their behavior.
The benefits of using Google Analytics for improving your B2C engagement and marketing strategy are many. Utilise it today and find new ways to heighten the success of your website.
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