Google Analytics is by far the best free tool on the internet today! Yes, I said FREE! Everyone loves that word, but you will love Analytics even more when you find out what it can teach you!
First off, I am only going to say this once. YOU MUST GET GOOGLE ANALYTICS ON YOUR WEBSITE AS SOON AS HUMANLY POSSIBLE. Okay, I am done.
I will show you how much you can really learn from your market, your website and your business all from putting Google Analytics on your site.
First, how to add it to your website? You must not take this lightly, you need to get this coding [or pluggin] added to your website correctly or you will not see any data results come into your account.
Depends on what type of website you have developed for your business to know how to get Analytics on it.
WordPress - If you have a WordPress designed website, you will need to use a Pluggin to add Google Analytics. This setup is fairly simple. Watch Video Here.
SquareSpace - Using SquareSpace you will be using their built-in integration to connect your site with your Analytics account. How to set it up, read here.
Wix - Designed your business website with Wix, then you have it pretty easy. After creating your Google Analytics account, you will need the UA-number from your account to add into your Wix account. See how it is done, here.
GoDaddy - If you are using GoDaddy to design your website, you will add your Google Analytics like this, view here.
Now that you have Analytics added to your website, you just need to wait... This may be annoying, but you need to wait until you get new visitors to your website. Don't worry, it will only take about a week.
Once you see your Analytic account start getting data results. You can start to learn your consumers trends when they are scrolling and clicking around your website.
I am going to try and keep this next section simple for you, explaining all of the awesome perks of Google Analytics.
Sessions - are the number of times that your website is visited.
Users - are the number of different people that visit your site. Really this is based on the IP address of the users computer. Analytics will also show the percentage of those users that are new first time visitors.
Pages / Session - is the average number of pages each user visits while they view your website. Most cases a website will be between 3-5 pages, sometimes people create a simple site that may be 1-2 pages. So the average you would like to see in your data is about 3 pages per session. But if you have a simple site, you can be happy with a lower average because the user will see everything you want them to know on one page.
Average Duration - is the average time that each visitor spends on your site. Again, this average will be based heavily on how much content you have on your website. But you can hope to get your value across to your consumer in the two minutes they are on your website. Most commonly websites see an average of 30 seconds to one minute. Be sure your website is very clear to highlight your service or product and the value of them.
Bounce Rate - this is the tough one, so try and keep up. Bounce rate is when a user comes to your website but does not continue to any other pages of your website, just leaves. Google Analytics is unable to see how long the user was on your website. In this case they would call that 'a bounce' and Analytics considers that user to have been there for zero seconds. Having a high percentage bounce rate will inveterately effect your Average Duration (time on site), and the Pages / Session (number of pages a user views per visit). An average that you should be aiming to have for your website would be between 60 - 75%. Anything higher you would want to consider making changes to your website for better user engagement.
Source / Medium - is one of my favorites! This will show you where the users are coming from right before they landed on your website. Knowing that detail of your traffic will allow you to better understand how your consumers find you. Analyzing what is bringing you the best quality traffic, considering the time they spent there and if they accomplished a conversion for you. You can target your best advertising strategy based on the actions on your site.
You can find this data in the side bar -- Acquisition | All Traffic | Source/Medium. You can also use the search bar feature available for the search query -- 'source/medium'.
Geo > Location - is exactly what you think, it will track the geo location of all the visitor traffic to your site. This is based on the users IP address, based on computer settings, or on mobile device locator. You will be able to see exactly where your consumer market is located. The ability to grow to new markets is right at your finger tips, just follow your consumers to the promise land!
You can find this data in the side bar -- Audience | Geo | Location. Or search -- 'geo' or 'location'.
Mobile > Overview - as everyone knows, mobile is the future. Be sure your website is mobile friendly, Google weighs your website mobile readiness very heavily. Tracking what type of devices check out your site, will show you what your consumers use to look for your services or products. Gaining this insight can give you opportunities to create new conversions, such as getting calls right from the ad when searching on a cell phone.
You can find this data in the side bar -- Audience | Mobile | Overview. Or search -- 'mobile'.
Behavior > Landing Pages - as you keep learning more and more about your website traffic behaviors and trends. You will want to analyze your own website, click around and be sure that everything is in working properly. You must be sure that it is an excellent representation of your business brand. You can then learn from your traffic data, see each page of your website that is getting viewed. Results will show how long people stayed on each page, if you see low amount of time spent on the page you would want to consider optimizing it. You can add videos, testimonials, and more valuable content to the page to get users to stay longer.
You can find this data in the side bar -- Behavior | Site Content | Landing Pages. Or search -- 'landing pages'.
Demographics - this will collect data of the users age, gender and interests. To be perfectly clear, this data is not based on anything that can be guaranteed. It will base it on the users internet search patterns, website they visit, and possibly a Google account they have signed into. This data is not 100% accurate, but can be used in conjunction with Facebook and other market demographics you collect.
You can find this data in the side bar -- Audience | Demographics | Overview. Or search -- 'demographics'.
Goals (Conversions) - if you read anything out of this post, it this! Setting up conversions in your Analytics account can illustrate your ROI [return on investment] for your digital marketing strategies. A conversion is an action a user takes on your website that is of value to your. For example, completing a lead form, clicks on your phone number on a mobile device, watches a video, or even visits a specific page on your site. Any of these things can be tracked in Google Analytics, using Google Tag Manager. You can put a value to these actions based on how much the prospects cost value would be for your service or product.
You can find this data in the side bar -- Conversions | Goals | Overview. Or search -- 'goals' or 'conversions'. To learn where and how to set up goals in Analytics, read more here.
Now that you know the basics of using Google Analytics, you can learn from your consumer market and adjust your business to best fulfill their wants.