Have you ever been overwhelmed or confused by all of the data surrounding your website and other digital platforms? The vast amount of statistics is valuable, but also a lot to keep track of. Whether you’re just diving into analytics for the first time or are well-versed and wanting to take a step back for perspective, these 3 metrics are the perfect place to start.
Goals in Google Analytics
Google Analytics is a free service that uses a script in your site to track all kinds of user data. In addition to the standard data it collects such as total sessions, sessions by channel, and user demographics, it also allows you to customize some of the data you collect.
One of the most straightforward and useful items to set up is your Goals. Goals are defined to track your conversions. For some this may be a contact form, for others it may be a new business lead. Ideally, it represents an action taken by the user on your website as deep into the conversion funnel as possible.
In the past, some marketers have used the Goals tracking to capture when a user hits a certain threshold of activity such as, visited three pages, or stayed on the site for two minutes. This data can be helpful, but we recommend using a related metric (Events) for these actions that are intermediate steps towards the actual conversion.
If you’re not sure how to read your Google Analytics, check out our article that gives in-depth information to help you understand the qualitative and quantitative aspects of your analytics.
Traffic by Device
It’s no secret that mobile traffic has skyrocketed in recent years, and in many contexts, taken over. However, desktop traffic is still very active. In some industries, it even maintains a higher volume of traffic.
Why does it matter?
Responsive website design is a dynamic approach that serves up content based on the user’s device. On mobile screens and tablets, there’s less space to work with so marketers prioritize and design content layouts differently than how they approach it on desktop.
Keeping an eye on how your users are accessing your content is a great way to inform your website strategy and updates. Industry trends suggest that for the most part, B2C organizations see a very high volume of traffic on mobile. For B2B organizations, desktop traffic is often still high as potential customers are viewing your site during work hours at their desks.
Paying attention to these numbers as well as when shifts happen provides valuable insight and direction when creating your website strategy.
Curious how your numbers break down? We can help you review these numbers and how to leverage them.
Technical Site Performance Score
Behind every website is a vault of technical data that results in the visual outcome of your website. Thousands of lines of code are intentionally placed by developers to create it. And just like updates are made to the front end of the site to keep it fresh and achieve marketing goals, the code and the ways in which search engines interact with it need maintenance as well.
Site audits provide a way to crawl your site’s code and report findings that could negatively impact its performance. Similar to lawn care, a minimum amount of maintenance is required to keep things clear and running smoothly. If not regularly maintained, warnings accumulate and affect the performance of your site. Beyond minimal maintenance, additional strategy and tactics can be applied to increase competitive performance.
This image is an example of a report, which indicates one critical issue, a few dozen errors, and 2,000 other warnings. The good news is that SEO professionals are often able to make corrections that clear many items at a time, rather than addressing each one individually.
Curious how your site would score?
Of course, there’s a wealth of information to consider beyond these three focus areas. We’d love to hear from you about your goals and share with you how your data can inform your marketing decisions.
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