What You Should Learn from Your Tracking Effort
In an earlier post of ours which talked about tracking your marketing efforts, we discussed using Google Analytics as part of your tracking toolbox. This time, we’ll dive into into the specifics of the tracking information you will discover using Google Analytics..
What Media Your Clients Prefer
By clicking on All Referrals under the Acquisition tab in Google Analytics, you can see where your main sources of traffic are coming from, including whether they are coming from a desktop or mobile devices, as well as social media channels like Facebook and Twitter.
In the screen shot below, we see that the largest place people are coming from is Facebook on their mobile device, with a whopping six sessions. We can use this information to make decisions like where to put special offers and where to increase your content.
What Target Market Is Best
Under the Audience tab, click Overview under Demographics. This handy feature allows you to see interesting details about the people visiting your site. For instance, the screenshots below relay that 33.50% of traffic to this site comes from people who are 25-34 years of age, mostly male, who like sports, running, and walking. And just like that, you have yourself a profile of your potential customers! Does this match who you thought your clients were? Or is this a new profile? In any case, it either confirms your demographic, or tells you another demographic you should be marketing to.
What Offer Works with Your Target Market
This is where it can get a little tricky in Google Analytics, but at the same time, it’s also where it gets a little more interesting, and a lot more fun. I say it can get tricky because those who have never set up a goal in Google Analytics may be a little intimidated by the process. Once you’ve got your funnel set up (we can help you with that), navigate to the Acquisition tab and click on “Campaigns.” This lovely feature shows the actual transactions you’ve got in a given date range, the revenue earned, and your conversion rate. If you’ve got Pay Per Click Ads running, you can access their information here too, which not only makes it convenient, but it allows you to see how your paid efforts stack up against non-paid efforts, such as banners placed on your own websites.
What Content Your Audience Likes
Under the Acquisition tab, there are two pretty helpful areas to help you understand what your customers were searching for, as well as the pages they visited most. The first is the Keywords tab, which is split out between Paid and Organic. Each of these show you the terms a searcher used to find your ad or website online. Take advantage of these keywords by building more content, social posts, banners, and ads around these terms. The screen shot below shows that most people came to this particular site with the word “package” in their search box.
The other sub-section you will want to closely look at is the Landing Pages tab under Search Engine Optimization. Here you can see the pages searchers visited most, their average position in search rankings, and the click through rate. The pages with the best stats could be modified or A/B tested to see what improvements can be made to reach the performance goals established by your organization.
These metrics are here for you to make the best decisions possible for your business. Seeing all of the numbers can be quite overwhelming at times, but it doesn’t have to be. If you would like help setting up or interpreting your tracking data, give us a call today, at 561-393-4722.