Google Analytics is somewhat of an enigma to many business owners. The scope of data looks immensely promising, but when it comes time to use the dashboard, it is less clear exactly how to make it work.
It’s clear that you cannot waste time with Google Analytics. Too much information and limited targeting means effort and money down the drain. But don’t just set it up and forget it. Here are the top measures you need to look at to make the most of your Google Analytics investment.
Let’s dive in….
- Traffic Data
This is the most obvious and arguably the most important metric to check first. Importantly, it tells you about your organic traffic – how many visitors are coming to you from search engines, and mobile traffic. You can also see which devices visitors are using when they visit you from mobile devices. True, traffic doesn’t tell you everything but it is a vital first stop.
Which brings us to the next crucial stop. You need to know how many people are visiting your site, but you also must understand what they are doing there. It does not help to have high traffic if your bounce rate is sky high, too. The bounce rate is the amount of people who click on your site and immediately decide it is not for them, clicking away. The longer people are on your site, the better. And the more pages they visit, the better. Use Google Analytics to tell you this information.
- Goal Conversion
You can set goals and track how many people commit to these goals such as filling out a form, or signing up for an email alert. And you can see where the people come from, and where you need to be focusing more of your marketing efforts.
- User Flow
It really makes a big difference when you understand the process – the funnel – your customers go through to make a purchase or sign up. This tool will tell you what clicks a visitor makes on their journey to completing a goal or making a purchase. It can be really useful in telling you where you are successfully getting people through the funnel and where they are falling away.