If you feel as if you’re in a bind about making strategic digital marketing decisions, Google Analytics is an incredibly powerful tool that can help you filter through data reports that will give you more insight into what is happening behind the scenes of your marketing efforts. Here are a few tips to get you started with Google Analytics:
Google Analytics configuration for digital marketing
Ensure that your account is properly set up to enable accurate data collection and to access added tools to analyse traffic. These would include setting up and tracking events and campaigns, setting up eCommerce analytics, enabling interests and demographics reports, and tracking keywords and site speed.
Set goals to measure conversions
Your conversion rate is your Key Performance Indicator (KPI), and it will give you an indication whether your marketing is working. You can set up goals to measure your conversion rate (you can also configure existing goals or set up other goals to keep track of different data sets).
Create custom dashboards
Take some time to create customised dashboards to allow you to quickly access your most important data. Google Analytics also provides dashboard templates that have been submitted by other users in a Solution Gallery. Keep these focused to a few key metrics and use the data collected to understand how customers are interacting with your site through reporting, such as Audience Reports, Real-Time Reporting, and Acquisition Reports.
Once you start monitoring where your site traffic emanates from, it will give you valuable insight into understanding what content is working and how your audience is finding you. By taking advantage of the data sets in Google Analytics, you will be informed when making strategic decisions or when adapting your digital marketing approach.
If you would like advice on how to incorporate Google Analytics for your business, contact our team of experienced consultants at Brand Energy for assistance.