As a business owner, you’ve likely heard marketers discuss the importance of analytics in terms of your website’s performance. That’s where Google Analytics comes in. Although it may seem intimidating to beginners, it’s a powerful tool for you to gain insight into your website visitors, how they interact with your site and how well your site is performing. In turn, this data can help to optimize your digital marketing strategy to better meet your audience needs, resulting in increased conversions and business growth.
4 Simple Steps to Setting Up Your Google Analytics Account
Setting up the account is easy. The best part? It’s FREE. Use these steps to get started:
- Create a Google Analytics account. Create a new username or use an existing Google account login.
- Set up a property in your Analytics account. A property represents your website or app. Include your website details-the business name and URL.
- Add your Analytics tracking code to your website. This can be done in your website’s content management system (CMS). The tool provides basic instructions to help you complete this step.
- Grant access to other users in the “User Management” section. Allow other members of your marketing team to view these insights.
Key Metrics to Track in Google Analytics
Google Analytics provides a vast amount of data and insights - in real time and within a certain timeframe - that can be used to grow your business. For starters, here are six things you can begin tracking today in the platform.
This will indicate the number of unique visitors to your website within the requested time period. Users can represent new or returning visitors, which can be found in the tool using the following path: Audience > Behavior > New vs Returning.
A session represents the period of time a user is actively engaged with your website. It also indicates all the activities a visitor completed while on your site, and each session starts over after 30 minutes of inactivity.
3. Session Duration
This demonstrates the amount of time an individual user spent on your site before leaving. This metric can also indicate whether your website is useful and relevant to your users’ needs.
4. Bounce Rate
The bounce rate shows how many users arrived to a particular page on your site and left without visiting another page. Similar to session duration, a high bounce rate can imply that your website isn’t meeting the needs of your audience.
Tracking this metric gives you insight into how many visitors are coming to your site within a certain timeframe. It can also help you determine where your traffic is coming from - such as social media, organic traffic or email - allowing you to focus your efforts on the top-performing sources.
6. Site Content
Here you can evaluate the content on your site to determine what is or isn’t working. In the Content Drilldown, for example, you can see page views, the average time users are spending on a particular piece of content and which page users exited your site.
Using Google Analytics is one of the most effective ways to enhance your digital marketing strategy. Even if you don’t have in-depth experience, you will still be able to leverage this data to make strategic changes to grow your business. Following these simple steps will help you get started and begin tracking key metrics to optimize your website and improve its performance.