Aug. 28, 2013
Welcome to the next installment of our Google Analytics FlyTips. Analytics is the most valuable Google tool you may not be using. And it’s free, so what’s not to love? In this edition, we focus on traffic, which we hate on the road but love on the web! If you missed our previous post on Audience reports and how to connect Google Analytics into your Backstage Dashboard, we recommend you read it first for background. Now let’s hit the road and dive into the wonderful world of website traffic!
The All Traffic report provides the information you need to evaluate the value of traffic sources.
Why It’s Important: This You can dig into traffic referred from links on other websites and in tagged press campaigns you may create to track impact. Key metrics to consider for insights about customer engagement from sources are visits, # of pages per visit, visit duration, and bounce rate.
Sample Insight: You may find that your site has a high bounce rate, which measures the percentage of visitors who enter your site and “bounce” (leave) rather than continue viewing other pages on your site. Don’t automatically assume that this means your site isn’t performing well.
Next Steps: Depending on the content of each page, a high bounce rate could be reflective of how easy your site makes it for the consumer to find that “Buy Tickets” button for an event and click through to your ticketing provider to make a purchase! If you see unexpected sources, do research on that source. You may have found a new site to partner with for press releases and promotions.
Acquisition: All Traffic report
Keyword > Paid and Organic reports let you review organic keywords and will help you learn how people find you.
Why It’s Important: Keyword reports let you explore your total web traffic grouped by paid SEM campaign keywords and organic keywords.
Sample Insight: Analyzing the data for tagged campaigns can reveal which marketing effort (a paid ad, a link from your blog, your email newsletter, etc.) was most effective at delivering traffic.
Pro Tip: You can mine this information to use with your paid search engine marketing (SEM) efforts or to edit your site content to include these words as part of search engine optimization (SEO). One thing to keep in mind is that Keyword reporting will often show “(not provided)” in the list. This is in response to consumer privacy settings, and Google has adapted their policies to suit users’ requests.
Acquisition: Keyword by Campaign report
Social reports give you the lowdown on social network referral and trackbacks will show you other websites that are linking to your site.
Why it’s important – Getting the scoop on social networks may yield some surprises! You might discover that your forgotten Yelp profile is actually driving a significant amount of traffic to your site. Social network optimization does have an impact on website search rankings, as we mentioned in this previous FlyTip. Social reports remind you that it’s time to tend that garden and make sure your profiles are up to date.
ProTip: Using Trackbacks, you may discover websites with articles about your events. If you like them, share the article on your site or social channels to help strengthen the relationship. Everyone wants traffic – at least on the web!
Acquisition: Social – Network Referrals report
That’s it – we’re done…now go dive into traffic, but only on Google Analytics!
If you have questions, there is a robust Google Analytics Help portal that will help you learn about using advanced features such as reporting dimensions and metrics or creating Goals in Google Anayltics (recommended!).
In case you missed the previous edition, please read the July FlyTip on audience reports to get the lowdown on your website visitors. And in June’s FlyTip, you can learn more about how social media impacts your website search ranking.
In our next edition, we will dig into content reports so you can learn more about the customer experience on your website once your audience finds their way to you.