Analytics 101 – What can You Measure?Jorge Leger
When you are managing a small business, it is crucial that you measure all marketing metrics. Technology is at the forefront of every major industry, and that places greater emphasis on online marketing to achieve success in business. Statistics state that more than 80% of consumers will search online before they make a purchase. This means that you must track metrics using analytics to measure them and get the most out of your online marketing strategy.
Small businesses must grow their online presence through social, video, content and more. The biggest issue small businesses face is trying to generate ROI and achieve their targets and to do both; you must know how to measure different metrics. Google Analytics is one of the best ways to track, analyze, and measure data, making it the best tools for measuring specific parameters.
Identifying goals and success metrics with analytics
The first thing you must do when you are trying to plan and define your goals is to implement the right strategies. This means measuring the success of your online marketing campaigns, and studying analytics will allow you to target specific parts of your campaign, like paid, social media, and organic marketing. These are integral to your online presence and will allow you to surge ahead of the competition in your market. Here are the metrics you should measure:
- Audience overview and page views
The audience overview and page views metrics, provide you with a general idea of the traffic being driven to your website. You should see an increase in these numbers if your marketing plan is successful and getting results.
- Traffic sources
You should measure traffic sources if you use different channels to drive clients to your website. Traffic sources will allow you to track how many visitors come from every channel, and provide you with a good idea about which channels are increasing traffic directly.
- Bounce rates
Measuring bounce rates is essential because you must look at why visitors left your website immediately. If your website lacks engaging content or is challenging to navigate, then your bounce rates are going to be on the higher side. It could also be that visitors can’t find what they need immediately.
- Landing (and exit) pages
You should measure landing and exit pages, to track common pages where visitors land, and which are the last pages they visit before leaving. The metrics can help you track whether your online marketing strategy is attracting the right kind of clients to your website.
Dig deeper into your data
Website analytics, can become complicated, but not if you know what you are doing. To take advantage of analytics, you should focus on areas where you want to grow, and track and measure your progress on a regular basis. Once you have learned how to use Google Analytics, you can dig deeper into your data and find the answers to achieving success with your online marketing strategies.
Measuring analytics and data is essential to improve online traffic and marketing campaigns, which is why businesses are investing a lot of money in tracking and measuring analytics today.
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