Google Analytics Principles

Google Analytics is a powerful and important tool for any business in Australia. To better understand Google Analytics consider the below when starting your new website.

1. Overall Visitors

To view your overall visitors, log in to Google Analytics and click on the “Audience” heading in the left-hand sidebar.  The default “Overview” will provide total visitor counts for the last month or you can change the period you wish to view. Overall visitor counts don’t paint a realistic picture of the quality of your traffic – it’s entirely possible to attract more of the wrong type of visitor, artificially inflating these numbers.  Keep an eye on this statistic, but be sure to pair it with some of the related metrics below for a more complete understanding of the quality of your traffic.

google analytics visitor reports, milkshake-factory.com

 

 

 

 

 

 

2. Bounce Rate

If a visitor arrives on a particular page on your website and leaves, this is called a “bounce” rate. The lower bounce rate, the better it is, as this indicates that visitors are engaging with your site and finding value that encourages them to stay. Pay attention to overall bounce rate and the bounce rate of specific pages.  Visitors who are arriving on your home page and then leaving obviously aren’t finding what they’re looking for, while visitors who land on your opt-in page and leave to subscribe should naturally have a high bounce rate.

3. Average Time on Site

If your startup website is a blog, the average time on the site is a critical metric. To boost your average time on site, consider taking any of the following actions:

  • Include internal links that direct visitors to other interesting pages on your site
  • Use “related posts” plugins or scripts to display other relevant content to visitors
  • Make use of embedded videos, which naturally require users to stay on your site longer
  • Develop interesting, “link bait” style content that captures reader attention

4. Conversion Rate

If your website is more sales-oriented, you need to consider your conversion rates. To track conversion rates within Google Analytics, you’ll first need to set up “Goals”, which allow you to specify the parameters that indicate a successfully completed conversion. If you sell a single product, click on the gear icon in the upper right-hand corner of your Analytics dashboard, navigate to the “Goals” tab within your site’s profile and click “Add Goal”.  Select the “URL Destination” goal type, enter the URL of the thank you page a visitor lands on after purchasing your product and then enter the purchase price of your product into the “Goal Value” field, For more information, see previous article on Goals and Funnels. Setting up your goal in this way will allow Google Analytics to track the number of visitors that purchase your product and the total value of your overall sales.

URL Goals, milkshake-factory.com

 

5. Traffic Sources

From the Overview section that appears, see where your traffic is coming from:

  • Search Traffic – Visitors that come to your site from search engine queries
  • Referral Traffic – Visitors that come to your site from links on other websites
  • Direct Traffic – Readers who enter your URL directly into their browser windows
  • Campaigns – Visitors who come from your email marketing campaigns and other indirect traffic sources.

 

Google analytics sources, milkshake-factory.com

6. Content

Understand which pages on your site receive the most views.  For example:  if you publish content to your startup’s blog that falls into four different categories and find that your readers tend to view articles in one category more than the others, you could decide to develop more content in this category that’s proven most engaging to your readers. Click on “Content” in the left-hand menu bar and look for the list of your Top 10 Content Pages within the Overview section.

google analytics content report

 

7. ROI

If you know the traffic you received from the organic search results was sending you three times more sales or opt-ins than your social media traffic, you’d know to either focus more of your efforts on SEO than social media or to retool your social networking campaigns to attract different visitors. The key to making this connection lies in creating Advanced Segments that allow you to filter your conversion data based on different traffic sources.  To do this, click on the “Advanced Segments” from any screen in the Standard Reporting view, and then select “+ New Custom Segment” from the lower right corner of the Advanced Segments screen.Use the “Source” modifier to create a separate Advanced Segment for each of your Top 10 traffic sources, and then apply this filter to your conversions data to see which traffic source is the most profitable for your startup.

 

Google Analytics ROI

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Keep in mind that these recommendations only scratch the surface in terms of the full power of the Google Analytics program. If this all sounds too complicated, consider hiring a Melbourne Marketer to set up events goals on your website for you, contact us for a FREE no obligation quote.