8 Essential Google Analytics Metrics You Need to Know
By Syeda Fatima, Manta Team – October 24, 2018
Do you know what your current bounce rate or who your digital audience is? These are metrics that can be measured and should be monitored via Google Analytics. Here’s a complete list of SMB essentials to watch.
It’s no doubt that Google Analytics is an excellent free tool to measure the ROI of your digital marketing efforts especially for checking metrics of your website. It’s easy to get lost in the wealth of data this tool has to offer. Here are some of the google analytics you should be tracking on your website:
#1. Bounce Rate
This is a crucial metric to measure because it tells you how many people leave your website after viewing just a single page. In this case your visitor isn’t looking at other pages of your website or completing a goal such as signing up for that freebie you may be offering by leaving their email or clicking on a discount you may have. It is important to pay close attention to the bounce rate because it may indicate which landing pages are working best and which are driving your users away from your website. This could help identify a deeper problem with your website such as low page speed, poor website design, irrelevant content and/or more.
#2. Average Session Duration
This metric shows you the amount of time your visitors spend on your website on average per visit. It is very likely your visitor may not reach goal completion; however, it is still vital to track the amount of time your visitors spend on your site. A session is recorded each time someone visits your website ending after 30 minutes of activity and your visitors can have multiple sessions. Ideally, we don’t want this number to be too high or too low. If your website is engaging and relevant, then this number shouldn’t be too low. However, too high of a number could indicate that you may have too much information on your landing pages and your visitor may have to muddle through a lot of information to complete an action. It is important to analyze this as a standalone number depending on the context and goals of your website and its landing pages.
It is not only important to track new visitors but also returning visitors. Tracking returning visitors helps you better improve the content, design and other aspects of your website which can then spur these visitors to convert. Getting returning visitors can be a challenge, however, returning visitors are more likely to convert. A growth in new or unique visitors is always a successful sign of your digital marketing or even traditional marketing efforts. However, it is important to remember to pay even more attention to returning visitors because they can give you more insight about the various aspects of your website.
Not only is it imperative to measure the growth or decline in traffic to your website, you also need to track the sources of your traffic. You can get traffic to your website from a variety of sources such as through organic efforts, paid advertising campaigns, social media, email, guest blogs and more. It is important to track these to best invest in your marketing and advertising efforts to increase more traffic and gain leads. The incoming traffic sources breakdown can also help you see which type of traffic is giving you the most goal completions or conversions. This can also help you better the user experience of your website.
#5. Exit Pages
Another aspect of your website analysis that can help improve the user experience is tracking the exit pages. As the name suggests, the exit page is the last page the user views before leaving the site. If the exit metrics are high for a page, you may need to analyze the page to identify the reason why your audience is leaving from that page. Your exit page could possibly be a landing page with a pushy sales message that could be turning your audiences away from your website or it may just be the last page of the website, and you may not need to worry. However, unless you take time to track the exit pages you won’t know where and how you lost a possible lead.
The goal of all your marketing and advertising efforts is usually conversions whether that is making a purchase, calling your store, signing up for your e-newsletter or anything you’ve set up as a goal you want your visitors to complete. You can track different types of conversions using Google Analytics. For example, if you’re offering various discounts at various times, by tracking conversions you can check which discount managed to convince your visitors to make a purchase. Conversions are the true mark of how successful your digital efforts have been and where you need to improve.
#7. Top Pages
While this may seem like an obvious metric to track but it’s often overlooked. The web pages that are performing the best on your website need to be analyzed very thoroughly to understand how you can apply the same type of design, content, layout, call to actions and more to your other pages. This analysis will help improve the pages that are not doing so well, especially the exit pages. This can ultimately help reduce your bounce rate, improve the average session duration and ultimately lead to conversions.
Analyzing your website’s audience including their demographics, behavior, interests and more can help better evaluate your audience and visitors for better targeting. This helps you create better, more targeted content that will appeal to the kind of audience you are looking to attract to your website. By analyzing these metrics, you have a higher chance of more successful targeted marketing and advertising campaigns. You’d be surprised how many valuable takeaways you can get from this type of analysis.
Analyzing data in the world of digital marketing is a given but knowing which metrics to track and how to best use them is the key to success. Analytics can be very complicated; however, Google Analytics is an easy to use tool to track even the most advanced analytics. Click here to start measuring your success!