Google Analytics is a platform which measures website statistics including traffic, sources and conversions. Along with tracking website stats, Analytics also includes measures for digital advertising, PPC networks and email campaigns. Because of the detailed metrics it offers, Analytics is one of the most widely used platforms for tracking digital campaigns. There are a few key features that small business owners should be aware of to measure how effective their campaign is.
First, organic keywords should be identified. These keywords will help you create content in the future that is relevant to what your customers are searching for. To find the organic keywords specific to your website in Analytics, look under the Search tab of the Traffic Sources header. Here you will find the number of visits to your webpage following the search of a specific keyword, as well as the bounce rate of that keyword. Bounce rate indicates the amount of interaction your visitors have with your site. The lower the bounce rate, the longer visitors are staying on a page.
Another great tool from Analytics offers the ability to look at how your website visitors view your site. Under the Content header, you can access All Pages under Site Content. Here you will find the pages that your visitors are looking at, as well as the average time of the page and bounce rate. This will help you to create content that is relevant to the most popular page views and to optimize digital ads to reflect the pages that your potential customers are interested in.
Social media efforts can be difficult to track due to the intangibility of the benefits of having a social media presence. Analytics offers a way to track the performance of your brand on each social media platform. Under Traffic Sources, click on Social to view the number of visits to your site from each social network. Social networks with low visits should be focused on or removed from your digital campaign altogether.
In-page analytics are located under the Content header. This section measures the amount of clicks on each link on your webpage. From here, you can see the popularity of each link. Similar to the Site Content metric, this allows you to see where the majority of site visitors are clicking, helping you to optimize relevant future content.