Keeping track of your audience is typically the most important part of managing your social media and your company’s success. Seeing likes, comments, and followers are easy ways to get a bird’s-eye view of how you’re doing, but they can be deceiving. If your social media accounts aren’t driving traffic to your website, you’re simply spinning your wheels. It’s vital that you dive into analytical tools in order to get an accurate and complete view of how your efforts are shaping up.
What Tools Are You Using?
Google Analytics offers the most comprehensive analytics and is very user-friendly.
Somewhere between 30 and 50 million websites are using Google Analytics. If you aren’t using it, you’re missing out. You can learn a lot about what is and more importantly, isn’t working on both your website itself and your efforts to get people there.
What Are You Still Including?
A common issue people tend to overlook is your ability to exclude some traffic, namely internal traffic. Chances are you or your employees are looking at your website A LOT. And you should be! But not filtering out internal traffic will artificially skew your numbers, and make certain pages look more popular than others. You want to track your users, not yourself.
What Data Are You Looking At?
Hitting the “overview” button and taking a glance is fine, but if you aren’t breaking down your data by demographics, you’re missing the forest for the trees. Your customers’ country, age, behaviors, and time on page is vital information and can have a massive bearing on where you go next with your marketing. Get all the details you can. Otherwise, your campaigns will never be as effective as they could be.
How Are Your Conversions?
How well is your content converting? The best way to improve your conversions is to use Google Analytics to track a user’s entire journey through your site. By watching your audience’s flow, you can see where the drop-offs occur. Take the time to understand which pages people are going to, how much time they spend looking or reading, and how long it takes for them to leave. Finding the bottleneck that’s cutting your conversions down means you can fix it, and jump your conversions with simple internal fixes. Don’t keep throwing things out and hoping for the best.
How Are Your Events Going?
When you run an ad, you need to know more than whether you got a click or not. Knowing your referral traffic, and where your campaign ad is finding success (or failure) to find customers is absolutely necessary to run a quality campaign. Track each campaign with unique and specific URL’s, and make sure you can track your users through their entire time on your site. Not only will this help you find bottlenecks or uninspiring content, but it will give you a better understanding of how to get the most out of your ad budget.
The best part about Google Analytics is how many tools are out there to help you get even more out of it! In fact, here are a number of tools that you should include on your site if you want to get the most out of Google Analytics.