Where To Find Your Headline Marketing Numbers – Google Analytics

On Monday, we highlighted the all-important marketing numbers that you need to have a handle on if you’re to succeed and bring in more customers than you did last year.

In this blog post, we’re going to take you through those headline numbers and explain exactly how you can find them for your business.

Here’s a quick reminder of those all-important headline figures that you should be aware of…

#1: How many visitors do I get to my website every month?

#2: How does that compare to the same time last year?

#3: What pages get most traffic on my site?

#4: Where do most of my visitors come from?

#5: How engaged are my site visitors?

#6: How many of my site visitors turn into enquiries?

The six marketing stats above will be found in your website analytics account. Google Analytics is the most commonly used analytics programme, so we’re going to explain how to navigate it. If you use a different analytics package, please let us know and we can jump on the phone to explain it to you.

So, without further ado, head to analytics.google.com, log in and choose your website in the top left of the screen…

Marketing Stat #1: How many visitors do I get to my website every month?

Knowing how many visitors you get to your site every month is marketing 101. Here’s how you find that statistic.

–    Go to ‘Audience’ in the menu on the left of the screen.
–    Click ‘Overview’ in the submenu.
–    Select your date ranges in the top right of the screen. Punch in the last calendar month for now.

–    Now you will have some figures on the menu next to the pie chart. ‘Users’ denotes how many unique people visited your site, and ‘Sessions’ denotes how many visits were made in total during that month.

–    There are also some other interesting figures here, such as how many new users you generated (people who have never visited your site before).

#2: How does that compare to the same time last year?

In the KBB industry, it’s incredibly useful to compare data month on month instead of by weeks or days. So what do we mean by month on month? This is simply a breakdown of what happened in each calendar month, and it means that you can compare it to that same month last year to see whether or not you’re making improvements in any given month of the year.

To see those figures, it’s simply a case of changing the dates in the top right to the same month in the previous year, and this way you can see if you are up or down on last year.

So, how can you make improvements to your statistics?

When it comes to driving more quality traffic to your site, there are a range of channels and techniques you can use. A solid Google Ad strategy comes to mind, as does some work on the optimisation of your site for search engines, SEO. We’re happy to put together a no-obligation marketing plan for you so that you can start to see increases in traffic and conversions on your website. Simply drop us an email on info@flo-marketing.co.uk with the subject ‘Marketing Plan’ and we’ll hop on a call. Alternatively, click here to see some of our other articles about driving traffic on the Flo Blog.

#3: What pages get most traffic on my site?

Most people have a good idea of what pages get the most traffic on their website, but often the data is surprising. 99% of the time the home page is the most visited page on a site, but after that it can vary.

To see where most people are spending time on your site, go to ‘Behaviour’ in the menu on the left, click ‘Site Content’ and then ‘All Pages’.

This will give you a comprehensive list of what pages are getting the most pageviews, how much time is being spent on them and their bounce rates. As a first step, you’ll want to put some call to actions on these pages as many eyes are seeing them!

#4: Where do most of my visitors come from?

It’s good to know what marketing channel and campaigns are getting the most amount of visitors to your website, so here’s a quick rundown…

–    Go to ‘Acquisition’ in the menu on the left-hand side of the screen.

–    Click on ‘All Traffic’ in the sub-menu and then go to ‘Channels’.

–    Check your date ranges.

–    This will give you a breakdown of where your traffic is coming from, and here’s a quick explanation of what all of the terms in the ‘Default Channel Grouping’ column mean…

1.    Organic Search: Traffic that’s reached your site via a search engine like, Google, Yahoo or Bing (without clicking on a paid ad).
2.    Paid Search: Anyone who’s clicked on one of your paid ads on Google, Yahoo or Bing.
3.    Display: 
Traffic from a banner ad, such as your Google Displayads.
4.    Direct: 
These are visitors that have entered in your website address directly into their browser.
5.    Referral: This can be made up of any traffic source as long is it is coming from a referring website.
6.    Social: This denotes anything from social media such as Facebook, LinkedIn, Instagram or Twitter.
7.    Email: This is any traffic from email campaigns, such as a newsletter etc.
8.    (Other): This category is made up of all traffic sources where a medium is not defined or is tracked through custom tracking parameters that you may have set up in something like Facebook Ads.

#5: How engaged are my site visitors?

There are two main metrics that spell out the engagement levels of your site visitors, and these are ‘Pages per Session’ and ‘Avg. Session Duration’, and you can work both of these out by going to ‘Audience’, ‘Overview’ and punching in your desired dates.

#6: How many of my site visitors turn into enquiries?

This question will give you a lot of answers when it comes to the actual effectiveness of your site. Is it working? Is it fit for purpose? How could it be more effective in helping the business achieve its core objectives?

The best way to find out the overall conversion rate of your website in any given time period is to align your web enquiries with the overall traffic on your website. Take your web enquiries statistic in a certain time period and divide it by your ‘Sessions’ in that same time period. Multiply this number by 100 and you’ll get a conversion rate in a percentage for that given period of time.

The formula looks like this…

(Web Enquiries ÷ Sessions) x 100 = Conversion Rate

So, if you want to keep on top of your marketing figures, there’s a simple explanation of how it can be done.

You’ll quickly realise that there’s a lot more to Google Analytics than what’s in this blog post. If you’d like to go through your marketing performance in more detail, send us an email on info@flo-marketing.co.uk and we’ll be happy to help you out by way of a phone call.

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