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Google Analytics: The Basics

Digital Marketing

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If you’re not yet using Google Analytics, then you’re missing out on having a better understanding of your customers. Setting up analytics on your website is a simple process. Google has some great tutorials to show you how to do this.


What do you need to know?


There is so much useful data in analytics, but the trick is not getting lost in information. The first step will be for you to decide what it is you actually need to know. This will be different for each organisation.


Your business goals will help define what data you need to gather from analytics. As an example as a minimum we like to keep an eye on:

  • Acquisition trends
  • User demographics
  • Behaviour when on the site


Where to start?


If you’re struggling to think of what data you might need to extract and understand, then a good starting point would be:


  • Users
  • Sessions
  • Bounce rate
  • Session duration
  • Top 10 visited pages
  • Acquisition
    • Paid
    • Social
    • Direct
    • Organic Search
    • Referral

By tracking these you will start to see trends. It will also help you answer questions such as:


  • Do you have a drop in traffic at a certain time of year?
  • Is your Google Ads campaign bringing you the traffic and leads you want?
  • What pages are your visitors looking at?
  • Did that campaign push work?
  • Is your website ‘sticky’?


It’s all about trends


While having an insight into the data is of some use, it will only be useful to you when compared to something else. As an example, your bounce rate might be 56% which could be considered as good. As a stand-alone stat this tells us nothing. It could be that it used to be 34% or 89%, so you don’t know the changes over time.


Comparing data with the previous month, period or year will help put your data findings into context. It will also allow you to better report to senior teams.


Don’t like what you find?


If you start looking at your stats and feel a rising panic, don’t worry. Give us a call and we can sit down with you and have a chat about your website. We’d love to help.