To get the most from any pay per click advertising campaign to market your business, you need to be able to measure its effectiveness. One of the best tools for measuring the effectiveness of your online campaigns is Google Analytics. This is because Google has started to link alot of its products (Google Search, Google Plus, YouTube, etc.) together and so you can get a real 360 view of your digital marketing activities as linked to your customers and prospects.
Signing up for Google Analytics which is a free service is quite simple. Once you’ve set up the account, you will then need to add some code onto your website so Google can begin tracking and reporting. There are full instructions on how to do this but you can easily ask your webmaster or hire someone to do this task if you are not technically able.
Think about what you are looking to achieve
Before you start getting into the nitty gritty of looking at Google Analytics, think about your own site. Consider what your goals are and what sort of returns you are looking for to be considered a success. This is important because it will ensure that you know what you are looking for and that you understand the way that Google Analytics can help to judge the success or failure of your campaigns. Some goals you may have include:
• Simply getting traffic to your site
• Ensuring people land on a particular page
• Getting people to stay on the site for a certain period of time
• Getting people to provide their email address for an information pack, brochure, etc.
• Making a sale
These are all very different aims for a business and you will see that Google Analytics has a Goals section where you can record your aims, making it easier to judge whether they have been a success or not. It is possible to tag the pages on your site where all of your goals will take place and you can track outcomes as conversions. Again, this is a task you can do yourself or by hiring a professional.
Once you have your target page sorted for your goal, create a label, place a value on the page and then set about working towards reaching your goal. You will find a lot of information and guidance on how to carry out campaigns, so if you need assistance, just ask.
Read and review the reports
The reports provided by Google Analytics will often form the basis of your reviews and there are many reports available. Some of the best reports include:
• Overview Report
• Traffic Sources
• Top Content Report
• Site Overlay
The overview report provides you with information with respect to the goals that you have defined on site. This is why it is crucial to set your goals in the first place.
The traffic source guide informs of you how people are being referred to your site (directly, from Google, referring sites) and the medium of their arrival, such as organic traffic, referral traffic or CPC traffic. This information is of great value on where traffic to your site is originating from.
It can be helpful to know which pages on your site are performing well and this is what the Top Content report provides. This provides great insight into the habits and behaviour of your guests on site.
The Site Overlay report is a tremendous visual representation of your site. This report shows you where links are being clicked and where readers focus on. If you are looking to maximise interest in a link or advertisement, knowing the places on your site where people are focusing on will be of merit.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.