Step-by-Step Guide for Google Analytics 2016

Google Analytics stands apart in a league of its own as the best tool for understanding your web traffic and conversions. Yet, as the best tool, it can be confusing and overwhelming to figure out. In this article, we first look at how you set up an account in Google Analytics, and then we look […]

Step-by-Step Guide for Google Analytics 2016

Google Analytics stands apart in a league of its own as the best tool for understanding your web traffic and conversions.

Yet, as the best tool, it can be confusing and overwhelming to figure out.

In this article, we first look at how you set up an account in Google Analytics, and then we look at some more advanced tips for making it work for you.

Here’s your step-by-step guide for Google Analytics:

Get Started

To make use of the wide reporting options, you first need to set up an account. Follow these straightforward steps:

  1. Visit Google Analytics.
  2. If you don’t have a Gmail address, you’ll need to create one.
  3. If you do have a Gmail address, simply sign in to your account.
  4. Once inside Google Analytics, name your account with your company name, website name and provide your website’s URL.
  5. Google will then provide you with tracking code. You’ll want to copy this code and insert it into all of the pages of your website. You can either add it yourself to your html code, or if you’re using WordPress, use a plugin to do it for you.
  6. Give it a few days before you start looking at reports.

Now that you’ve got the set up done, let’s dive into the advanced tips.

Set Up Goals

You want to track your conversions, so you will use conversion goals to measure them.

Setting up goals allows you to dig deep into the performance of your website. You’ll learn if your website visitors are actually doing what you want them to do.

To set up your goals, we recommend using the SMART method.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time based

You want to be extra sure that your goals are measurable.

So, the first thing you want to do is decide the action that defines a specific conversion on your website. Google Analytics then uses your goals to track the conversion. Once the goal is achieved, the conversion is logged.

Some examples of goals include:

  • Purchase
  • Newsletter sign up
  • Online registration
  • Information request
  • Download

Next, you want to either create or decide on a destination page. For example, if you want your user to sign up for your newsletter (this is the goal), then the destination page would be the thank you page they land on after completing the task.

This tells Google Analytics that your website visitor completed your form.

Once you’ve got your goal and your destination page, you can set up Goal Tracking.

  1. Visit the Admin tab.
  2. In the View column, click Goal.
  3. Click on +New Goal.
  4. Select a template that meets your needs. Choose from Revenue, Acquisition, Inquiry and Engagement. These are shown to you based on your industry.
  5. Click continue to name your goal.
  6. Choose how you will track your goals. In most instances, you’ll use your destination page.
  7. Click continue and paste in the URL of your destination page.

Measure Conversions

Your Goals are set, and Google Analytics will get to work recording your conversions.

It’s now time to measure your website conversions. Deciphering your reports can be confusing. Here’s how to view them.

You’ll notice a Goal Conversion Rate. This shows the percentage of your page visits that resulted in the conversion you defined in your goal.

This is a key part of your reporting as this is perhaps the best indicator to gauge the effectiveness of your page.

For example, if your conversion rate is high, you’re obviously bringing in good website traffic. This means you’re doing something right.

Yet, if your conversion rate is low, you need to change something on your website. It could be the image, headline, text, call to action, colors, etc. A low conversion rate means you aren’t meeting the needs of your customers.

It’s ideal when you see your goal conversion rate continue to increase over time. This means you’ve refined your landing pages for the best conversion rates.

Next, take a look at your Goal Completions. This number shows you exactly how many website visitors converted. This is a tangible number you can use in your marketing reports.

Third, you want to look at the Goal Value. This is very simple – it’s the monetary value of your conversions.

Conversions are great, but the Goal Value number tells you what each of those conversions is worth to you monetarily.

Understand Your Audience

Now, we’re going to touch on how to evaluate your audience in Google Analytics. Why is this important?

It lets you know if you’re reaching the right people in the right way. You’ll learn things about your website visitors such as:

  • Age
  • Gender
  • Location
  • Interests
  • Browsers
  • Mobile Devices

On the left-hand side in Google Analytics, you’ll see the category for your Audience. Open each of these sections, paying special attention to Demographics and Geo.

Get familiar with your Acquisition report as well. This report shows you how your website visitors arrived on your site.

This helps you know if it was email, social media, organic or pay-per-click.

Discovering the data in these reports helps you learn what works best for driving traffic to your website to help you increase your goal conversions.

Your audience reports can also tell you how many page views your website had. For example, if a visitor landed on your site and visited five pages, you can see where he went.

You can also view the number of new and returning visitors.

Think about your website goals. Are you after new or returning visitors? This is where you’ll see if you’re meeting your goals.

Take a look at your visitor flow as well. This helps you see where people came from.

To Conclude

In this guide, we’ve touched on just a few of the many things Google Analytics has to offer.

Once you’ve set up Google Analytics on your website, you have access to an abundance of information.

You want to use that information to make changes and additions to your website so you can continue to improve your conversion rate.

You’ll find it relatively easy to set up Google Analytics and view your first set of simple reports.

We do encourage you to get started with Goals as they can really help you gauge your conversion rate. Use our advanced tips to get started and stick with it.

The more you use Google Analytics, the more comfortable with it you’ll become.

Are you ready to squeeze more profit out of your website by tracking your conversions in Google Analytics? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Louis Llerna

Making Marketing Analytics Simple And Easy To Understand

Does the thought of marketing analytics make you cringe? Does it seem overwhelming and time consuming? Many business owners find analytics and reporting a cumbersome task and one they put off until absolutely necessary. If this is you, or you’d like some advanced tips on measuring data, this is the article for you. We look […]

Making Marketing Analytics Simple And Easy To Understand

Does the thought of marketing analytics make you cringe? Does it seem overwhelming and time consuming?

Many business owners find analytics and reporting a cumbersome task and one they put off until absolutely necessary. If this is you, or you’d like some advanced tips on measuring data, this is the article for you.

We look at making marketing analytics simple and easy to understand so it’s something you want to do, not grudgingly have to do.

First, let’s define marketing analytics.

Marketing Analytics Is…

Marketers (and business owners) use marketing analytics to evaluate the success of their marketing initiatives.

These analytics make up the processes and technologies to measure their performance.

Bottom line – marketing analytics tell you if your marketing programs are working.

You want to gather your data from all of your marketing channels and consolidate it into one common view. From here, you can decide how to drive your future marketing efforts.

To increase your lead generation and ultimately your conversions, you’ve got to know how to interpret your data.

Many business owners think marketing analytics are best left to the experts. We’re here to tell you that you are the expert. No more worries about metrics. You can do it.

To create your report, you want to attend to these items first:

  • Ask yourself what you want to learn.
  • Find the report that answers that question.
  • Put it into your overall marketing analytics.
  • Include a balanced assortment of reports.
  • Assess your strategies.
  • Then, you can use your report to change or revise your marketing strategy.

Here’s how to make marketing analytics simple and easy to understand.

Take Little Bites

When gathering your data, you often have access to multiple metrics. In the beginning start small.

A good place to begin is with page views, conversions and visitor information.

You want to track the most important information first. After you get accustomed to analytics and reporting, you can dive deeper for more metrics.

Marketing experts put much of their emphasis tracking conversions. Why?

This is a much more accurate number for you to gauge your success. Conversions track actual customers doing something on your website, like signing up, downloading information or buying something.

Your conversion rate focuses on dollars and the value of your visitor.

Be the Master

The true analytics expert knows which metrics and data matter and which ones don’t matter so much.

The fact is you don’t need to track everything. It’s too hard to stay on top of it all.

For example, if you want to focus on lead generation, your most important data is page views and your opt-in rate.

Understand Your Data

It also helps to narrow your focus to the most relevant metrics so you know what data to capture.

Here are some areas to look at depending on your business:

Ecommerce businesses can look at conversion rate, total revenue, orders completed, average order value, drop off rate and where that happens and full on cart abandonment.

A business to business company might look at page visits, page views, conversion rate and leads generated.

A business to consumer company might focus on conversion rate, click-through rate and orders completed.

Remain Objective

It’s easy to selectively look at your data and search for things that confirm a hypothesis. You might have something in mind you want to confirm and find data that validates it, but that leads you to ignore all of the contrary information.

Don’t get caught up looking for metrics that confirm what you expect and disregard all other data.

Be objective and look at the data from multiple angles.

For example, many people think a high bounce rate is due to the fact that visitors didn’t like your page. But you have to ask these questions:

  • What is happening?
  • Why is it happening?

Your first instinct is to attribute a high bounce rate to people not liking your page. Yet, there are many other reasons your landing page may have a high bounce rate:

  • Your content is superb and meets the users’ needs, and you only have one call to action that people take and then “bounce” off.
  • The landing page was simply to collect an email address, thus they bounce when they were done.
  • Your page load time is too high.
  • Your page doesn’t meet users’ needs.
  • Users landed on your page from a Google Ad campaign, and your page didn’t match the ad.

The goal is to assess why you have a high bounce rate before arbitrarily deciding you have to redo your entire page.

Know the Value

You’ve probably searched Google for “What’s a good conversion rate?” That isn’t necessarily the same information for everyone.

You want to understand the value of your analytics for your industry. Don’t stack your business up to businesses in other industries because their “good” conversion rate may not be yours.

Your Google search should instead be for, “What’s a good conversion rate in my industry?” Once you’ve narrowed down the field, you really can compare rates.

Comparing to unlike industries sets you up for misplaced expectations.

Final Thoughts

Now that you know how to make marketing analytics simple and easy to understand, we want to leave you with a few more thoughts.

Take advantage of these advanced ways to break down your marketing into analytics you can understand.

If you don’t, you’ll end up with a bunch of marketing information cobbled together that has no relationship with one another.

To make the best decisions for your business, you have to take your entire marketing picture into account.

This means your social media insights, your Google analytics and your emails stats. It means taking a look at all of your marketing efforts in one place so you can decide how to proceed.

Use your marketing analytics to make sound business decisions and drive your future marketing. Use them to refine and test your lead generation to increase your profits.

Tie your marketing efforts to your leads to your bottom line, and you’ll quickly see what’s working and where you can improve.

So, say goodbye to marketing analysis paralysis. Use these advanced tips to make it work for your business.

Are you ready to squeeze more profit out of your website by analyzing your marketing metrics? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.

 With our guarantee, you can rest assured we will increase your profits through landing page optimization.

 If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Kazuend