How Far Can Google Analytics Help You In Measuring Your Social Media Efforts In Business?
As a business owner or a social media marketer, what you should be concerned about is the effect your media campaigns have on your target audience. When it comes to media campaigns, or may be a PR campaign, that you are planning to run or are currently running, the most viable platform is social media. Through social media you can not only ensure that you are hitting the bull’s eye to make your presence felt but also keeping the target audience engaged. Google Analytics is the answer. Let’s see how!
Though there are other platforms and tools available to suit varied budgets to help businesses track their social media efforts better, Google Analytics is a free tool that enables you to track the activity of users who visit your website and that too in real time.
What are the benefits of using Google Analytics?
Google Analytics is a web analytics service that is provided by Google and it is used to track and report traffic generated on particular websites. Hence, when you are a website owner, this service can be your best friend, especially when you what want to know the statistics of your marketing efforts and search engine optimization.
Here are nine benefits of using Google Analytics:
1. Multiple dashboards at your help
When you want to view multiple pieces of data in a nutshell, every time you visit the analytics area, make sure that you have the analytics section in the dashboard area. You can have multiple dashboards and add multiple widgets. It can be a pie-chart, a timeline or any other kind of table showing some other specific metrics.
2. Helps you keep a check on the conversions
As a business and website owner, it is a given that you might be curious to know which online marketing campaign (among the ones you are running) are the most potent and help in generating and bringing in more traffic. But increasing website traffic should not be the only concern that you might have as a business owner. As someone who owns a website and operates campaigns through that platform, you should really also be concerned with the conversions. Google Analytics can help you track conversions as well with the use of advanced segments. This option can help you track traffic from the local directories and also view the goal conversion data. The correct custom segments are what can help you find the return on investment of the social media campaign or any other online marketing strategy that you might be running or putting into place.
3. Know your visitor demographics
As a website owner, you can make use of Google or Facebook to advertise. This will help you in determining where the best visitors of your website are located. Google Analytics assists you in focusing on a specific country to target your advertisement. With this web analytics service all you need to do is take a sneak peek under the Visitors menu and you will be able to view the location and the demographics of your best visitors.
4. Know what your visitors search
The most important task at hand for you is to research and ascertain what your website visitors are looking for. Google analytics can help you in this regard also. By typing in the right keywords your customers aka the website visitors can be redirected to your site from the search engines. However, the question as to what they are looking for still remains answered. In case your website happens to have a search box, it will be easier for you to conduct a search to find the URL of search results. The content menu and the site search area are enough to show up the results and with the help of ‘usage’ you can readily find out the terms that the visitors used to search for. You can further understand if they refined their search and continued browsing or exited. Under the ‘pages’ section you can find out which page the visitors were on before they decided to use the search feature and refine their search. By clicking on each page you will have information about the terms they searched for.
5. In-page analytics to show you the number of internal clicks
It is also important that you become cognizant of what your website visitors click on most. With the help of in-page analytics you can understand what percentage of clicks have taken place on each of the internal links on your site. This will help you in visualizing the areas of your website which are most popular or in other words the areas or places on your website that visitors are clicking on most.
6. Know which of your pages have low bounce rates
Since you now know where your website visitors are drawn to most (on your website) it will be helpful if you know which pages the visitors stay on for the longest period of time. In other words you need to know the pages that have the lowest bounce rate. Thanks to Google analytics, with sufficient knowledge about this, you will be in a position to introduce more streamlined content.
7. Keep track of the worst pages too!
It is not enough to know which of the pages of your website are the best performers. It is also important that you keep track of the worst pages (performance wise) of your website. And this can be possible because of Google analytics. The top exit pages will keep you abreast of the knowledge of how many website visitors are landing and exiting a particular page.
8. The awesome goal funnel to help you your goals
If you own a website which has a checkout process that is multi-step, setting a goal up for the website is a must. With the help of a ‘goal funnel’ you can easily set this up. This helps you to know and understand when your website visitors are abandoning their shopping carts during or after the purchase/s.
9. Know if you need a mobile site too
Is a mobile site really the need of the hour for your business? How do you find the answer to that? The visitors menu and the mobile option below that is sufficient to indicate how many of those visitors used a mobile phone to visit or log on to your website. To ascertain how many or how much of mobile traffic your website is losing, you need to take into consideration both the average time a visitor spends on your site and the bounce rate. If the latter is higher and the former is lower, then you should start thinking about getting or making a mobile site, maybe.
The most effective way of ensuring that your social media efforts are complementing your business and vice versa is by understanding that for your business to sustain and survive in this digital age, you need content and social media presence that is enough to draw visitors, who can quickly turn into real customers from prospective ones. You and your team have to master the skill of driving traffic to your website and engage the services of social media to reach this end. Once you have ensured this, Google analytics can help you in measuring the amount of success that you and your social media efforts have churned.