Google Analytics—What You Need To Know

If you’ve ever been intimidated by the term “analytics,” you are not alone. Analytics encompasses different data points that are important for your business and can be utilized to focus on your specific business needs. But analytics can also be a little overwhelming and confusing!

At Articulate Solutions, we find that analytics provides priceless data that tells us exactly how our clients’ business and marketing efforts are doing in real time—and what we need to do next. Our digital marketing team uses Google Analytics to track our clients’ website traffic, time spent on web pages, demographic data, revenue, and much more. Each data point tells us something specific about that client’s audience, which allows us to make strategic marketing decisions that help our clients achieve their business goals.

For now, we’ll just focus on analytics related to overall website performance. Understanding these analytics can help you understand how your website is performing, so you can make informed decisions.

Here are three of the most helpful indicators for your overall website performance:

  1. Pages Per Session is the average number of pages viewed during a session on your website. The more pages per session means that users are more engaged and exploring more of your site. If your pages per session is low, it can be an indicator that your website isn’t engaging your audience. You can correct this by creating more interesting and informative content that is uniquely catered to your specific audience.
  2. Average Session Duration is the average length (in time) of visitors’ sessions.  Longer sessions indicate that users are more engaged. If your average session duration is low, you can add more links to other pages or resources on your website that are relevant to your audience. That will keep them on your site longer—which makes them more likely to turn into a conversion (see #3).
  3. Conversion Points help you see that your audience is interacting on your website in the ways that your company needs them to. Conversion points are typically actions that you want users to take: submitting a contact form, downloading a brochure, purchasing a product, etc. Having clear conversion points is the best way to see a clear return on your marketing investment.

Knowing and understanding your Google Analytics should not be something you shy away from. Even working with the basics gives you an advantage over your competition, because you’re paying attention and pivoting when you need to. If tracking your analytics is just not a priority, you can always outsource to an experienced marketing and advertising agency like Articulate Solutions who can manage and analyze your metrics.

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Articulate Solutions has been working as a premier marketing agency in the Bay Area for almost 30 years. We’ve developed custom websites and worked with existing websites built to maximize Google Analytics information. Our team is regularly studying and implementing data from our clients’ Google Analytics dashboards so they can continue to achieve their goals each year. Ready to outsource your website and analytics management? We’re open for business! Contact us today to get started.

Posted on June 9, 2020