Google analytics is like a lion that looms over the head of every blogger and content publisher. As business owners we know that we need Google and their analytics, but tackling and conquering the beast is much easier said than done.
However, when we as business owners take the time to understand the information stored within Google analytics, we can unlock a world of potential business growth previously undiscovered.
There are 3 key elements that every blogger needs to unlock within their GA in order to make informed and educated choices about content creation, marketing efforts, and campaign conversions.
The first key to unlocking your Google analytics is to make sure your GA code is properly installed on your website. Double, triple, and sometimes even quadruple installation of your website’s unique code can wreak havoc on your analytics, rendering them useless until the issue is resolved.
The quickest and easiest way to tell if your GA code is improperly installed is to look at your bounce rate. A bounce rate below 40% is a likely indication that you have multiple installations of your code. Each website needs only one installation of the GA code to properly track and analyze site traffic. Locate and delete the multiple installation issue yourself or outsource this task to a virtual assistant (freelancer) who is experienced in website technical issues.
Every successful business and entrepreneur has goals. They are something we set, refine, and analyze on a regular basis. Goals within your analytics are not any different. You have goals for your website traffic and GA can track and analyze those for you, you just have to ask.
Setting up your traffic goals is half the battle but certainly not impossible. Within your GA dashboard, navigate to conversions -> goals -> overview or from your admin dashboard which is the wheel icon at the bottom of your home GA screen under “view all website data,” choose goals. Once you have successfully navigated to the section of your GA for setting goals, it is time to tell Google what your traffic goals are exactly.
In short, goals for your website will include every conversion you want to track on your site. Conversions will include actions on your website such as opt-in forms and navigating from one page to another. Every page with an opt-in on your site should have a goal within Google analytics.
The last key to unlock your Google analytics is to create segments. Segments within your analytics allow you to drill down and analyze to a greater degree exactly where your traffic is coming from, to which pages is that traffic landing, and what is their behavior once they land on that page. Fully analyzing this data allows you as the website owner to better understand what your reader and website audience is doing on your site, and where they are coming from.
I recommend creating a segment for every social media platform on which you actively promote your content. Once you create these segments and compare the segments to one another you will likely be surprised at where the bulk of your traffic is coming from and how they behave on your site once they land there.
To find your segments and create new ones, navigate once more to your “All website data” then under “Personal tools and assets” choose segments. Follow the steps on this page to create a new segment based on traffic source, demographics, or a wide variety of other segment options.
Use These Keys to Unlock Information
Once you put these keys in place with your website and Google analytics dashboard you will be well on your way to unlocking the full potential of GA. When correctly analyzed and compared, the information obtained from GA about your site traffic and audience behavior is invaluable. You will now be able to better plan your marketing efforts and content creation once you better understand your analytics.