What are Google Analytics metrics? How can understanding them boost your marketing? Google Analytics metrics allow business owners like you to study the behavior of your website visitors and know if your marketing strategy is working. For example, if most visitors spend less than 1 minute on your pages, then probably your content doesn’t fit the interests of the audience. This means you likely need to review your content strategy.
In this blog, you’re going to learn what marketing metrics are, why they are important for your business and the top marketing metrics to use.
Marketing metrics are quantitative measurements related to your website traffic. For example, the average time spent on a page by your website visitors. Or the number of times people visited your website in a month. These metrics help you understand your website’s strengths and weaknesses. And give you tips on how to improve your content strategy to meet the interests of your visitors.
By analyzing your marketing metrics effectively, you can better understand how to create and optimize your marketing strategy, and you’ll achieve your business and sales goals faster. Overall, marketing metrics help you learn how to market your products and services, where to market them, and who to market them to.
Before the e-commerce age, people could visit physical stores to buy a product. And you could tell the success of your product when you had many visitors in your shop. But things have changed drastically since then. Nowadays, people search for products they want in online stores, order them, and then the products get delivered while they are in their homes. They rarely visit physical stores. And because of this trend, you need Google Analytics metrics in your marketing arsenal.
Owning a website is becoming necessary even if you just have a physical store. A website increases foot traffic and improves marketing for physical stores. Most of your potential customers are online and it is where they can easily learn about your products. Alternatively, if you own an online store, you’ll know which products your customers are interested in based on the number of searches a product gets. Google Analytics is the most basic marketing tool you should have.
Here are some of the benefits of using Google Analytics metrics:
…And so much more!
Google Analytics metrics inform you about the marketing strategies that are working effectively. They show the amount of traffic you’re getting, and the behavior of visitors while on your website. You can conceptualize an idea to increase sales with the help of marketing metrics. Here are the top metrics for your business:
Website Traffic is the most basic marketing metric. It reveals the number of visitors on your website within a specific period. It can be a day, a week, or a month.
If your website is getting a small number of visitors, you may need to improve your marketing strategy.
Imagine if you knew which type of ads bring more traffic to your website. You could invest more in that type of ad and stop the ones that bring in fewer visitors. Your marketing strategy ROI would be higher. This is basically the process of marketing optimization.
This is exactly the goal with monitoring traffic sources. These sources can be email marketing, social media marketing or paid search advertising. The data from this metric helps you know which advertising channel brings in the most relevant traffic.
How traffic sources can be viewed on Google Analytics. Source: lyfemarketing.com
Average time spent is a metric that reveals how long your visitors stay on your website. It conveys the relevance of your content to the interests of your target audience. If your visitors spend a lot of time on your website, then probably your content strategy is on point.
If visitors spend less time on your website, then it could be that your content doesn’t resonate with their interests. Consequently, you should make some changes to your landing page, blog posts, or other elements of your marketing strategy.
This metric shows the number of pages in your website visited by your traffic before they perform an action or leave. Average Pages Visited tells you the pages that your clients spend more time on. You can focus your strategy on such pages to increase conversions. On pages that don’t receive as much traffic, you can create a plan to sort out the issue.
Data from this metric helps you create the perfect navigation structure for your website. A navigation structure is how you’re going to guide your visitors through your website. Most visitors want to access whatever they are looking for fast. So help them get it by removing hurdles that only annoy your prospective clients.
The top pages metric reveals the pages on your website with the highest traffic. It also shows the duration visitors spend on various pages, bounce rate, and more.
The top pages metric helps you to know which pages are adding the most to your marketing strategy. For example, if your blog page is receiving high amounts of traffic, then you need to continue with the same strategy. Alternatively, if visitors spend less time on your landing pages, then you may need to optimize them. For example, you could add a video to increase engagement.
This metric shows the pages that cause visitors to leave your website. There are some pages that visitors spend a short time on and immediately click the back button. There must be something wrong with these pages, and if you can fix the problem, then the visitors would stay longer.
The Exit Pages metric is a great resource to identify the pages that need optimization. It could be your services page or even your homepage. Maybe it doesn’t fit properly in smartphones as compared to other pages, or it’s not as appealing as the other pages. You can use the Exit Pages metric to increase the average time spent on your website for users, which inherently improves sales.
The term bounce means that a visitor leaves your site soon after viewing one page. If you have a high number of bounces, then it’s a clear indication that your website needs a complete makeover.
High bounce rates indicate your content is not good or you’re targeting the wrong audience. So you need to improve your content strategy and redesign your website to meet the interests of your target audience.
How bounce rates can be viewed on Google Analytics. Session 3 is an example of a bounced user. Source: lyfemarketing.com
Ok! Now that you’ve learned the top Google Analytics metrics that can boost your marketing strategy, what’s your next move?
If you want to improve the ROI of your marketing strategies, then you should work with us. At IDI, our team of experts will help you come up with a formidable content strategy based on your Google Analytics Metrics. We can do a strategy audit and improve your SEO to increase the effectiveness of your website. And if you aren’t satisfied with your conversion rate, we can make some adjustments to help you get the most out of your social media ads. We are here to help you achieve your business goals. Get in touch with us for support.
Adriana Stein is an Online Marketing Consultant based in Hamburg, Germany. Originally from the US, she is a native English speaker and specializes in helping companies with their SEO & content marketing strategies, along with graphic design, brand copy and website development.