Content marketing has many facets. There are many ways to achieve excellence here. With a creative eye, there are many ways to drive visitor engagement, improve SEO, and rank higher in search results. If you’re interested in getting hard data, you should consider approaching content marketing from another angle. This tool is great for helping you develop an in-depth content strategy when it comes to Google Analytics.
It is important to be comfortable reading the basic data provided by Analytics, as it will help you implement strategies that increase visibility and growth. Here are our tips for better using Google Analytics!
5 tips to better use Google Analytics
First, we need to understand how Google Analytics works. We will offer a short presentation of this tool. If you need a more in-depth explanation, we suggest you check out our article on the subject. In short, Google Analytics collects information through a JavaScript snippet embedded in the backend of your site. This tracker collects information on the following including:
- The place where the user resides, including his city;
- The type of device it uses;
- Data concerning his age and gender;
- His areas of interest;
- How he found your website;
- The pages on which he clicked or on which he showed commitment;
- The time he spent on your site.
There are several other things about your website visitors that you may be able to track using Google Analytics, and this can be done through a simple setup of your website. In some cases, data is protected through security settings, although enough of this should be available to give you an idea of your target audience.
What is Analytics data important?
Now, what data you need to focus your attention on will depend on what you’re using Analytics for. This may be the first time you are using it, and you may be interested in how well your website or social media is performing, how well your website design can deliver. A good user experience or by identifying an aspect to improve.
Regardless of your goal, we will shortly be offering you the best ways to understand and implement strategies that will dramatically improve your understanding and use of this tool.
1. What do you measure and why?
As we briefly mentioned in the previous paragraph, this is an important question when using Google Analytics because it will allow you to focus on and optimize your business’s important data. Since Analytics allows you to gather so much information about your consumers, it is crucial to know what areas you should be focusing on when implementing marketing strategies.
Even if it is interesting, ignore information that is insignificant for your business’s visibility and growth. Metrics that have nothing to do with your content marketing strategy can be categorized as trivial data. Note that many businesses waste their time on numbers that cannot be applied to any strategy or solution. Take the time to carefully read the most relevant reports of what you are doing and the level of performance you want to achieve in the future.
2. Balance your conversions and your goals
It would not be very sensible to amass a set of data from Analytics without having some course of action. It is necessary to analyze Analytics data with a goal in mind. Your account should measure conversions using goals, as conversions will help you determine if you’re on track to meeting them. Your conversion rates are more important in most cases than your Key Performance Indicators (KPIs).
If you have multiple goals, measure them by their importance and pay attention to which ones have the greatest impact on your overall performance, and get you closer to your goals.
3. Properly configure Analytics
As mentioned in our introduction, Google Analytics offers many ways to measure data. You’ll want your account set up so that it can measure the aspects of your business that are most important. This will help ensure the data’s accuracy and introduce you to several analytics aspects that will allow you to better analyze your Traffic. Here are some aspects of Analytics that are important to pay attention to:
- Events: schedule them and follow them;
- Campaigns: these can be followed to find out how they are performing;
- E-commerce: If you operate an e-commerce site, there is a specific way to track Traffic and conversions;
- Demographics and Interests: enable these reports to get in-depth information about your visitors;
- Keywords and load speed: this data can help you improve the current content on your website;
- Adwords: if you use Adwords, we suggest you link this account with your Analytics account;
- Experiences: Use them to determine ways to improve yourself.
These aspects of this tool can offer valuable insight into the state of your performance and hints for developing possible strategies and allowing you to improve.
4. An overview of your audience
Now, let’s say that one of the easiest ways to check your site’s performance is to look at Google Analytics Audience Overview. This will give you crucial details about the number of unique visitors that landed on your website. Analyzing this data and the session tables will give you the total number of visitors to your site and how new and returning visitors are identified.
These numbers are a simple guideline, but they offer a starting point to start thinking about your visibility and determining ways to improve it.
5. Personalization
At this point, we’re sure we’ve succeeded in highlighting that leveraging information from Analytics that directly applies to your business is the right thing to do. This can be accomplished through dashboards and reports. Spend some time creating a few dashboards that focus on the key performance indicators that relate to your goals.
A bespoke dashboard should be created for each metric that you highlighted in your assessment of the most important items in terms of performance. If you’re not in favor of building a special dashboard, we recommend that you review the templates provided by Analytics. These were created by other Analytics users and are exceptionally useful.
Not only are dashboards in vogue now, but you can also create custom reports designed specifically for your needs. These reports will provide you with insight into your past results and should periodically be checked. Otherwise, your plans will have little effect.
Try to complete this exam once a month. Let’s not forget to mention that if you are making any major updates or changes to your website, it is crucial to check the reports to see how these have affected its performance.
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