Marketers always say, if you’re not measuring, you’re not marketing. If you’re following our 12 month plan to better marketing, then you may have spent June testing various strategies and tools. But even if you follow your own plan to better marketing, now is a great time to set aside a few hours to analyze some results and come up with ways to improve.
Google Analytics is arguably the most effective way for small businesses to gather information about the effectiveness of their marketing campaigns. But this can also be a mystery as to what all that data means? So what should your small business be looking for? Let’s look at four key metrics that will give you basic insights as to the performance of your marketing efforts.
Arguably the most important Google Analytic is the acquisition data. Why? It tells you how your visitors found you and what they’re doing when they get there. If you don’t look at any other metric, look at your acquisition data to identify your most powerful tools for drawing in traffic, including which social channel is best, and which content is keeping traffic engaged.
2. Unique Visitors And Awareness
Google Analytics not only tells you how many people are visiting your website, it breaks out the unique visitors. Why does this matter? If you’re running a campaign to raise awareness for your company or a specific product, measuring your unique visitors is a good gauge as to whether your tactics are working in drawing new visitors to your website. It will also give you a sense of how often people come back to your website.
After all, if your audience liked something they saw last month, chances are, they’ll come back again and that’s another chance to sell to them.
3. Organic Traffic and SEO
Chances are, your small business participates in some sort of SEO campaign in order to increase the number of visitors to your website. To measure how well these efforts are performing overall, keep an eye on organic traffic. It’s part of that powerful acquisition data mentioned before. As your SEO becomes more sophisticated, your organic traffic should increase over time. If it doesn’t, try testing variables of your campaign.
4. Engagement and Content Marketing
Looking to measure how well your content marketing overall is performing? Look at the three primary Google Analytics engagement metrics:
- Average Time on Site
- Bounce Rate
- Page Views Per Visit
When your content is engaging and valuable, your average time on site should be high, or increase as your focus on improving the content on your site. Similarly, your bounce rate should fall as visitors see what they’re expecting when they click on a link. And with good content, visitors will want to see what other information you have on your website so you should see the page views per visit increase overtime as well.