31 May

Guide Your Marketing with Google Analytics Goals


In theory, Google Analytics provides the marketing performance data you need to make informed marketing decisions by answering questions like:

  • How much revenue is your advertising generating?
  • How well are your SEO or social media programs working?
  • Which marketing activities should you stop doing?
  • Which marketing activities you should do more of?

Are you able to answer these questions?

Saved a Customer $10 K

Most businesses already have Google Analytics setup for their websites. But to be empowered to make strategic marketing decisions, you need to configure goals in Google Analytics. In fact, configuring goals is how one of my customers saved $10,000; we used their data to identify an underperforming advertiser and canceled that contract.

The goals feature in Google Analytics organizes and presents your data so you can get answers to specific questions. Here are a few examples:

  • How many leads did our advertising generate?
  • How many new email list sign ups did we get?
  • Is that video we made helping us sell products?
  • Are our social media activities bringing good traffic to our website?
  • And a lot more…..

Identifying Your Goals For Google Analytics

Your Google Analytics goals are the things you want people to do when they’re on your website. There are probably lots of these things. Here are a few examples:

  • Buy something
  • Complete a lead form
  • Subscribe to your email list
  • Contact you
  • Follow you on social media
  • Read your articles or blog posts
  • Watch your videos

Your list can be as long or short as you wish.

Identify your specific goals

Start by making a list of four things you want your website visitors to do:

  • One should be directly attached to revenue, like making a purchase (donation for not for profit), or completing a website lead form. This will be your event or destination goal in the table below.
  • One should require a lower level of commitment, like subscribing to a newsletter, following you on social media, downloading a white paper, etc. This will also be an event or destination goal in the table below.
  • Two should measure the engagement with your website. You’ll want to know things like how long visitors spend on the site (duration goal in the table below), and how many pages people view while on the site (pages per session goal in the table below).

Beware of vague goals

Vague goals like “brand engagement” don’t work. You need to make sure you goals can be quantifiable, such as how much time people spent on the website or how many pages they looked at.

Start small

The old adage “walk before you run” says master walking first because if you fall while running you’ll hurt yourself.

With Google Analytics, start small so you don’t get overwhelmed by a deluge of data.

That’s why I suggest you start with four, or even just three goals. Get used to reading and using the data from those goals. When you feel confident, you can expand with more goals.

Map your goals to Google Analytic’ four types of goals

Now that you’ve identified your goals, you need to map them to Google Analytics’ four goal types:

Goal type What it measures Definition Example
Duration Engagement Length of a visit with your website Greater than 2 minutes
Pages / Screens per session Engagement Number of pages looked at while on your website Greater than 3 pages
Destination Action(s) you want users to take Specific page visited on your website Order confirmation, thank you page.
Event Engagement or actions you want users to take Similar to destination goal, but applied where the URL page does not change. Download PDF collateral, click a link, and watch a video.

 

Setting Up Your Google Analytics Goals

Once you’ve identified your goals and mapped each to one of the four goal types, your hard work is done. You’re now ready to set them up in Google Analytics. And that only takes a few minutes.  That how to post is coming shortly!

24 May

How to Set up Site Search in Google Analytics: Video Tutorial

Previous posts have demonstrated why you should configure site search in Google Analytics.  Fore example, it is a great source of new source of SEO keywords, content, and even find where users struggle with site navigation.

It’s quick and simple to Configure Site Search Tracking in Google Analytics .

Here’s a step by step demonstration video:

How to Configure Site Search in Google Analytics

If you want written step by step set up instructions with screenshots take a look at this post.

17 May

Use Site Search Tracking To Your Advantage

This is an except from longer blog post Using Google Analytics Site Search to Your Advantage.

Your website’s search function is a bit like a knowledgeable and helpful store clerk who tells people where they can find the things they want when they’re shopping. And by extension, that knowledgeable store clerk also learns more about your customers and more specifically what they’re looking for.

If you configure it to do so, Google Analytics will track every term that’s entered in your site’s search function, as well as how many times each term is entered. Here’s an example of what the tracking looks like:

Site Search Function in Google Analytics captures lots of useful information.

03 May

3 Amazing Things Your Site Search Data Can Do For You

This is an excerpt from the blog post Using Google Analytics’ Site Search Tracking To Your Advantage

How Site Search Data Helps You

 

Your website’s site search data captures some powerful information that you can use to:

 

  • Discover new keywords
  • Identify where your users are having navigation challenges
  • Provide new ideas for blog posts or content

Let’s take a closer look at each of these:

Discover new keywords to use for content, SEO and Adwords

Remember, when people use your site’s search function, they use the search terms that are meaningful to them. And those terms will be very similar if not identical to the ones they use in their Google searches. So make sure you’re targeting those keywords and keyword strings in your content, ads and search engine optimization tactics.

Identify where your website users are having navigation problems

If people are often searching for the same information on your site, then that information is probably hard to find. If you have content on your site that ties to the commonly searched keywords, you may need to reorganize your site to make that content easier to browse.

Get good ideas for new blog posts or content

Google Analytics’ Site Search Data tells you what people are looking for on your website. Why not give them what they want? If their search terms are relevant to the products and/or services your provide — and they likely are — why not write a blog post, develop some content or create resources that target that topic area. You’ll be demonstrating your knowledge and expertise, catering to your potential customers’ needs, and boosting your search engine ranking.