For a newcomer, Google Analytics appears rather intimidating at first glance. With mass amounts of data to sort through, it can feel impossible to find exactly what you’re really looking for.
Google Analytics and Small Businesses
However, when utilized correctly, Google Analytics actually serves as an extremely helpful tool in understanding one’s audience in the world of marketing. Analytics isn’t only helpful for big organizations, they’re just as important to small businesses.
Four Key Reasons to Use Google Analytics
Specifically, Google Analytics can help you evaluate the traffic to your site, look into your demographics at your users and understand what primary locations your customers and clients are coming from. If you’re a small business owner, there are four key reasons why Google Analytics can boost your business and improve your marketing strategy.
Google Analytics possesses the ability to show you which marketing channels are driving traffic. This is key in knowing who is visiting your website and how exactly they are getting there. Neil Patel breaks down this process step by step to see exactly how your traffic sources after a period of time.
Most Profitable Marketing Channels
Google Analytics also shows the different types of channels and which are most profitable to your site. These channels are direct, organic search, paid search, email, referral and social. These appear in order of the largest driver of traffic you’re receiving, to the least. To see more information behind each channel, just click on the desired one.
Analyzing Your Best Page
Since Google Analytics provides in-depth information behind each channel, you are able to analyze the potential each different channel offers your site. This will guide your focus as well as enable you to think of how to increase traffic on other channels.
When it comes to the audience, knowing demographics such as age, location and gender is a game-changer. Analytics are important to small businesses so they can better understand who they should and shouldn’t be targeting. Sometimes the results of the data gathered in these categories are unexpected, other times they are the exact businesses target audience. Either way, it’s helpful to your business to understand who your market consists of.
Additional Features on Google Analytics
These are a few of my favorite tabs to check out on Google Analytics. I think you’ll find them to be just as useful as I do!
Acquisition – All Traffic- Source/Medium
Under the Acquisition and All traffic tab, source/medium can be found. This tab shows how people are getting to your site. The nomenclature that Google uses is the source first. Examples of this kind of source would include Google, Bing, Facebook, or Yahoo. Then after the source, the medium is listed. This tells you if they found your site from a paid advertisement or organically. Google includes users, new users, sessions, bounce rate, pages per session, and more, all sorted by the Source/Medium. These numbers are important because it shows you how the majority of your customers are finding you.
Audience – Geo – Location
As stated above, understanding your audience is important. But, you have to look at more than just demographics. Another feature that Google offers is its location feature in analytics. This feature helps you understand where in the world your conversions and website visits are coming from. Additionally, the location feature uses a heat map to show the areas that have more traffic. If you hold your mouse over the area, Google shows you the exact number of users from that area. This helps you to better understand your users moving forward as well as adjust marketing to either include or exclude areas that don’t bring credible leads.
Behavior – Behavior Flow
Another useful feature in analytics is the behavior flow. This shows you the order that your pages are viewed and the most common interactions with your site. Your homepage will almost always be the most visited, in fact, I haven’t seen a behavior flow that contradicts that. After that, it shows the next most visited page, including the drop-off rates.
Knowing and understanding the many different metrics that can be found in Google Analytics can help you recognize who you should be targeting and how to change your site for the better.
If you’re a small business and want to learn more about Google Analytics or need help setting up your account, contact us today!