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Google Analytics & The Importance of Goals

Is your website as successful as it can be? Are you monitoring your traffic, page views and goals to ensure your site becomes a driving force of revenue?

The world is increasingly obsessed with technology in today’s connected world. For many consumers, the internet has become a way of life. For many marketers, the ability to measure the results of marketing tactics and initiatives only serves to amplify the trend.

As a result of our growing dependence on the online world, businesses everywhere are ensuring that they have active, engaging and user-friendly websites. Whether your site is e-commerce focused or simply another tool in your overall marketing strategy, it should not be an option to have your site just sit there. In today’s increasingly competitive online market, it has never been more crucial to ensure your website is delivering results.

To ensure that your site is achieving the results you expect, you really need have Google Analytics in place. Google Analytics is the market leader in web analytics arena and it can track and can monitor a great many aspects of your website for free. Analytics enables you to determine the weaknesses and strengths of your website, and to set goals in order to track and maximize your progress and success. We will focus on the importance of goals in a bit.

First though…

What You Need To Get Started

In order start accessing your site’s analytics, all you need to do is create a Google account, install your tracking code and wait for approximately 24 hours before results start to feed through. To do this, you will of course need to have access to the source code of your website or ask your web developer for help.

What Google Analytics Shows You

Once the tracking code is in place; there are few limits on insights available to you. It can be a bit challenging to know how to best extract the most useful advanced analytics from Google Analytics at times. If you are just getting going though, these metrics matter most.

    Page Views– Does exactly what it says – this will show you just how many views your website has gained on a daily basis.
    Pages Per Visit– One of the most important aspects of your analytics is pages per visit. Naturally you will want to ensure your site is up to snuff and users are able to access pages and those pages in question are of interest and that is what analytics will reveal with this specific feature.
    Bounce Rate– In contrast to the above two points, this feature will reveal your site bounce rate. Your bounce rate is the percentage of people that clicked off your website after one page i.e. suggesting that your landing pages and even your website is failing to hit the right spot. A bounce rate of anything over 50% is considered bad so aim low to reach high.
    Average Time on Site– Yet again another indicator into the success of your site architecture, your content and landing pages. The more time spent on site, the better it is and the greater your chance of success.
    New Visits– As much as we love the idea of returning customers; new visits is a great indicator of brand growth
    Traffic Sources– For those actively engaging in various forms of social media marketing, guest blogging, and even mobile marketing; knowing what is working is essential. Traffic sources will reveal what routes are delivering the most success, enabling you to refine your online strategy to a T.
    Referring Sites– Similar to the above, this will reveal the list of domains that have sent visitors to your site. Have a look at the list and determine whether it coincides with the activity you have been conducting.
    Keywords– This is a great feature for those actively engaging in SEO. Are the keywords used to access your site what you expected? Do they match those you have been using in your online activity?
    Top Page and Posts– These features are a great way to determine just what is working for your website. Which pages and which posts are the most popular? Can you expose these pages further with SEO activity?

As the above indicates, Google Analytics provides a thorough insight into your website and the results it is garnering. Using these analytics you stand in a better position to determine what is working and what isn’t; what is driving success and what is sitting in online oblivion. By being made aware of the route your website is taking, you can determine how to proceed to continue any success.

Not only does Google Analytics provide insights to how your website is performing, but it can also be linked to your AdWords account. For those conducting PPC campaigns, monitoring your cost-per-click has never been easier.

It’s All About the Goals

The purpose of all of the above is of course, to ensure that as a business owner you can monitor your online activity to ensure that it is moving in the right direction. Google assists the process with its ‘Goals’ which you can set up yourself to measure just how well your site is performing.

With Goals Set Up You Can Monitor

    • Engagement/Number of Pages Visited
    • Destination/Thank You Page URL
    • Duration/Time on Site
    • Specific Events/Actions

By setting up your own goals you can track the progress of any work you are doing or of any products or pages that may be your main success drivers. These goals are effectively business targets that you can set to ensure your website is moving in the right direction. What could be better?

Grab a hold of Google Analytics, set goals, monitor your progress, and challenge your business to get to the next level!


Getting Started with Google Analytics


Maria Ahmed is a SEO Specialist at uc4 Limited an integrated design & digital agency outside of Birmingham, England. Maria contributes to uc4’s blog and helps ensure a range of clients achieve natural and ethical Google SERP results. Maria helps to expand her client’s brands and expose their products and services to the millions of users available to search marketers.