The Google Analytics tool is a treasure chest bursting with golden insights and shiny data that every advertiser should be using to his or her advantage.  This would explain why it continues to be the most widely used web analytics tool in the world, with 45 percent of Fortune 500 companies and 64 percent of the Top 500 US retailers using it on a regular basis.

The problem is that inexperienced advertisers or business owners often feel overwhelmed by this free tool and don’t even come close to enjoying its full potential.

In this quick post, Small Screen Producer will give you a quick run down on which areas you should start focusing on and what you should be looking for, starting with organic search data.

 

1. Google Analytics Organic Search

Found under the “Acquisition” and “Overview” tab of Analytics, organic search is a good place to start as you can find a quick summary of your top channels and information on how each is performing based on a variety of factors like:

  • Traffic volume
  • Conversions
  • Behavior

But don’t stop there.  You can find loads of other information including your highest ranking keywords, highest performing search engines, and bounce rates.  Information can be divided into segments by clicking on “Add Segment” or you can get a broad view by clicking on “All Users”.

 

2. Google Analytics Page Performance

Pop open your Google Analytics tool and head over to “Behavior” > “Site Content” > “Landing Pages” > “Page Titles” (a secondary dimension you can add to your data return).  Here you will get the details on how well your landing pages and page titles are performing in terms of traffic and bounce rate so you can get an idea of where you should start focusing your efforts for better results.

 

3. Google Analytics Conversion Goals

There are two levels of conversion goal tracking available in Google Analytics:

  • Conversion goals: This is where you will learn more about what percentage of your website’s conversions are coming from organic traffic
  • Monetary value of each conversion:  This will shed light on what kind of return a particular SEO effort is delivering

Once you have that going, dig a bit deeper with “Assisted Conversions”.  Here you will be able to better identify the path of a user, such as if they arrived at your website through organic search, directly, by referral or through a social network.

 

Don’t Leave Your Online Campaigns In The Dark

The best paid marketing campaigns are those which are tested and backed by solid data.

Click here to claim your free web presence report card from Small Screen Producer and give us a call to arrange for a free consultation with a digital media marketing expert today at (281) 569-4370!

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