How to Make Conclusions from Google Analytics for My Business

(Last Updated On: 12/08/2018)

Google Analytics provides useful website metrics to digital markets such as traffic patterns and conversion rates. The ability to process this data enables your business to identify tap into positive marketing practices and do away with those practices that are not yielding fruit.

Which stats can I get from Google Analytics?

Google Analytics gives you 6 primary stats:

  1. Bounce rates
  2. Page views
  3. Page visits
  4. New visits
  5. Average on-site time
  6. Visits

 

These stats can either go up or go down. While an increase in 10 visits may be good for one business, it might not be good for another. Here’s how to make conclusions from Google Analytics for your business.

 

How to make conclusions

Scrutinize numbers

It is true that numbers do not lie, however, when it comes to making conclusions from Google Analytics stats, you need to be extra careful. A dip in traffic will worry any site owner. However, it doesn’t always point to a fault in your strategy. For instance, if your business is not centred around the holiday business, there could be a drastic decrease in visits to your sites during this season. Also, a drop in traffic isn’t necessarily a bad thing. For example, page clicks going down could be due to an addition of an easy call to action on your landing page, requiring fewer clicks. Ensure that you look at all possibilities before concluding about your digital marketing strategy.

Use annotations

Annotations help you to consider all website metrics and to avoid attribution errors. They show you other factors that do not show up in your analytics reports like competitor promotions and other current events. In an instance where you experience lowe conversions, an analytic report may tell you that you need to change your website. Annotations will show you other factors that are causing the low conversions like lower prices from competitors and prevent the attribution error.

Analyze all traffic sources

Getting high traffic percentages do not mean that all your digital campaigns are doing well. You need to look at each traffic source to know where you can make improvements. For instance, you might have high traffic, but most of it comes from organic searches. This means that other sources like social media aren’t doing well and you need to improve your presence/ if organic traffic is less than social media traffic, you need to do better SEO.

Evaluate conversion goals

There are two types of conversion goals: micro and macro conversion goals. Micro conversion goals are secondary goals such as stops along the sales funnel that ultimately lead to the macro goal. Ensure that you set and analyze several of these goals to avoid missing out on essential metrics.

Drawing correct conclusions from analytics reports allow you to draft a solid marketing strategy that brings in high ROI. However, you should have a keen eye because the report might not tell you everything that you need to know. Make sure that you consider different factors that might contribute to the statistics you get before making any significant decisions.

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