Google Analytics is an excellent tool for gauging the effectiveness of a marketing campaign. It collects a large amount of data, and it may seem to be overwhelming. Make it easier by learning the five most important metrics. Then you can start with those as you fine-tune your marketing campaign. 

1. Acquisition

Your marketing efforts span various mediums. People likely find your website from social media, keyword searches, and more. It’s critical to know which channels are driving the most traffic. You can find the source of each acquisition on Google Analytics. 

Click on the “Acquisition” tab and select “Overview.” You will see information for social, direct, organic search, and referral.

Social traffic refers to visitors that come from social media channels. To get direct traffic, people must type your exact URL into the search bar. Organic search traffic comes from Google and other websites, while referral visitors find your site when it is mentioned on a blog or website. 

Look at each source to determine which marketing efforts are driving the most traffic. If one of your sources is lacking, ask yourself why.

2. Engagement

How engaged are people when they visit your website? You can find out with the Engagement metric on Google Analytics. Go to the “Behavior” tab and click “Engagement.” You will see a chart that shows you the session duration for your visitors. The chart is broken up into:

  • 0-10 seconds
  • 11-30 seconds
  • 31-60 seconds
  • 61-180 seconds
  • 181-600 seconds
  • 601-1,800 seconds
  • 1,801+ seconds

You will also see the number of page views.

If people only stay on your site for a few seconds, you are not providing them with what they want. It could be the layout of your site or the information. Ask yourself why people are leaving and what you can do to change that.

3. Behavior Flow

You can find this metric by clicking on “Behavior” and selecting “Behavior Flow.” This shows you how people move through your website. You can click on the various pages to explore traffic and see drop-off rates and sessions. This will help you understand how people use your site. It gives a good idea which pages are of the most interest and how visitors travel through your site.

4. Landing Pages

It’s also important to know which pages bring in the most traffic. From the “Behavior Flow” tab, click “Landing Pages.” You will see which pages bring in traffic along with the number and percentage of sessions, new users, bounce rate, and the number of pages per session. Also, if you have conversions and goals set up in Google Analytics, you can get statistics for those here as well. The statistics will be for each landing page, so you will have a much better idea of which pages perform the best for you.

5. Site Speed

Site speed is critical. If your website doesn’t load quickly enough, you will likely have a high bounce rate. You could also lose users as they try to navigate to various pages.

Click on “Behavior” and select “Site Speed.” Look at the overview of your site speed. This will show you the average page load time. Then, click on “Page Timings” to see how quickly each page loads. You can also get some suggestions to improve the site speed by clicking on “Speed Suggestions.” 

Stay on Top of Important Analytics

While these are the five most important analytics, Google Analytics provides a wealth of information you can use to perfect your marketing strategy. Make a point to check the analytics weekly to make sure your campaign is on track. If you are not comfortable doing this on your own, Transformation Marketing can help. The marketing team has years of experience tracking metrics and improving marketing campaigns based on what the numbers say. 

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