Google Analytics: The Top 3 Metrics Every Marketer Should MeasureAssociation of Strategic Marketing
December 12, 2013 — 1,525 views
Growing competition has made it necessary for businesses to be available to their customers all the time. Official websites of the company are one of the most preferred ways in which consumers choose to connect with businesses. This makes it essential for businesses and marketers to understand how exactly their customers use their website and what it is that they are looking for. Getting into these details can help them to a great extent in improving their online presence as well as coming out with online marketing campaigns.
Google Analytics is one such product that can help businesses in collecting all the important online data that they need. This data can help them in creating reports which provide insights into how exactly the website or the content is being used by visitors. Though there are many ways in which Google Analytics metrics can help marketers, there are some which every business should focus on. Here are the top 3 metrics which every marketer should measure to improve E-commerce:
1. Traffic Sources
To get visitor report you will have to be logged in to your account on Google Analytics and select Standard Reporting. From there you can choose Traffic sources and select ‘Overview.’ This report will show you the details of the number of people who visited your site. You will also get to know where these visitors were from. One of the most important things that you should look for in this is the search traffic. Any rating above 50 percent implies that your website is being visited by quite a lot of people.
There are again categories in which the data is distributed. Search traffic means the number of visitors who found your website through search engine. Referral traffic refers to the visitors who are linked to your website through some other site. Direct traffic refers to the ones who enter your website URL in their browser while campaigns refer to visitors who are tracked via pre-defined campaigns.
2. Organic Search Traffic
This report will tell you about the keywords that visitors used, to get to your website. It helps in measuring the efficiency of your search engine optimization content. What you can analyze from this metric is whether most of your visitor traffic is generated by non-branded keywords or by SEO content.
3. Bounce Rate and Exit rate
Both these website analytics are helpful in measuring the performance of each page of your website. This tells you which pages are helping you get the highest traffic while which pages are not really helping you in getting any audience. But one thing that you need to consider while following these metrics is the location of the visitors. Visitors from different locations may be interested in different content, so you need to consider that option too before coming to a conclusion.
Exit rate helps you in measuring the percentage of people that visit a single or particular page on your site and then either click at some other page or move away completely from your website.