Getting started with Google Analytics

Google Analytics is a brilliant tool for helping you move your website forwards. This article will highlight 4 areas that as the website owner or marketer, you should be watching.

If you aren’t already tracking your website visitors, take a look at this article to find out how to set up Google Analytics on your website.

1. Audience overview

Standard Reporting > Audience > Overview

This page will show you your total unique visits over the past month.

The date range can be changed at the top right, however with this overview, you can easily track whether your website is growing in popularity.

2. Referrals

Standard Reporting > Traffic Sources > Sources > Referrals

Google Analytics traffic referrals page

This page will tell you which websites are bringing traffic to your website – It doesn’t include search engines.

This is useful to know as it allows you to identify who is linking to you, and which external websites you should invest some time in.

For example, if your biggest referrer was Facebook, but you don’t have a Facebook page, then it might be time you created one as your audience is clearly on there!

If it is another website that is providing the links, then you can click through to their website and find out what they are saying about you.

3. Content overview

Standard Reporting > Content > Overview

The content overview page will tell you which of your website’s pages are attracting the most visitors.

This information is useful because you can identify your most popular pages, and make sure they have a strong call to action so the page can either move the visitors to other pages on the website, or get them to sign up to a mailing list.

You can also identify which pages are getting a very small number of the visitors. If there are important pages in this section, you can look at new ways to get visitors to those pages, whether it’s increasing the links to the page or adjusting the content.

4. Visitors flow

Standard Reporting > Audience > Visitors Flow

Finally, this page contains a visual representation of your visitors’ paths through your website.

It allows you to easily identify which pages people use to enter your website, and where the majority of people head to next.

If the path isn’t what you expected, then you can modify the initial landing page to highlight a different section of your website.

What’s next?

All of the information on these four pages should give you enough insight into your website to allow you to identify the pages that can be improved.

Make sure your popular pages are optimised to turn your visitors into leads, this could be by adding a call to action, or including a couple more links in the content to other relevant pages.

Don’t forget to take a look at the pages that aren’t popular. Try adding more content to these pages, or if they are important, link to them from a popular page.

What’s your favourite feature in Google Analytics? Let me know in the comments below.


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