Use Google Analytics to Get Actionable Intel for Your Small Business

Google Analytics

Many of us understand that using Google Analytics to understand how our marketing efforts are doing can be a key to unleashing future success. However many people are overwhelmed by the incredible immensity of the data facing them. You should begin by answering the right questions: what are my goals, and what do I need to know to achieve them. Google Analytics can indeed be an overwhelming mountain of data to interpret, and without having a game plan you can get lost easily. Let’s look at some ways to know which metrics to track, and ways to use Analytics for your best advantage.

Understanding which metrics you need

While each business will present somewhat different needs, the most useful common needs follow.

  • Total visitors – The number of both “unique” (first time) visitors, and total visits, which includes returning visitors.
  • Keyword phrases – Which keywords are people inputting to get to your pages? This is critical data, and can help you know how to target your marketing.
  • Most popular pages – See which of your pages are receiving the most visits.
  • Visitors country of origin – Where in the world are these people originating from.
  • Referral pages – Seeing which pages are driving traffic to your site is extremely valuable information. This could be from affiliates, video, images, social media and many other sources.
  • Search engines – Which of the search engines are delivering the most traffic to your pages.

Google Analytics advanced features to help decipher the data

Three advanced features are incredibly useful when it comes to deciphering and sorting the data.

Custom reports allows you to craft a version of Analytics that suits your business specifically. You choose the data that’s important to you, and organize it any way you need to.

Advanced segmenting provides you with a chance to view various segments of your traffic, like mobile or tablet traffic.

Intelligence events, much like Google Alerts, sends a notification your phone or email when anything significant occurs on your website, such as an up or down spike in traffic.

Don’t make the mistake of not using Google Analytics. Spend some time to make it work for you!