Tag Archive for: analytics
5 Basics of Google Analytics
If you constantly find your self wondering how to use Google Analytics (CA), you are not alone. Although Google Analytics has been around for several years now, there are still many marketers that feel overwhelmed even just opening the platform. It is a key tool in learning more about your website and audience and how you can ultimately reach your marketing goals.
In this blog we are going to go over the 5 basic measurements that will give you key insights to the overall effectiveness of your website.
To get started, go to www.google.com/analytics/ and sign in. Once you sign in, click the “audience” drop down menu on the far left and then click “overview.”
WHAT: “Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.”
HOW: Audience > Overview
WHY: The number of website visitors is a great indicator to the effectiveness of a CVB. It’s important to not only know how many people visit your website, but to also compare it year-over-year.
WHAT: “Pageviews is the total number of pages viewed. Repeated views of a single page are counted.”
HOW: Audience > Overview
WHY: This number provides a grand total of the number of pages that were viewed on your website within a certain time frame. This can be a much more impressive number to share, and can highlight an effective website for inspiration.
WHAT: How long people spend on your website.
HOW: Audience > Overview
WHY: The longer people stay on your site, the more likely they are to convert. If you are seeing session durations under 90 seconds, it’s time to make your site more engaging.
WHAT: The average number of pages people visit on your website.
HOW: Audience > Overview
WHY: This metric helps determine if your website inspires people to click around, or leave from the homepage. We like to see websites with 3+ pages per session.
WHAT: Percentage of people who “bounce out” of your website.
HOW: Audience > Overview
WHY: High bounce rates can indicate a couple things:
1) Your content does not match the promise of what they hoped to find.
2) Your page took too long to load.
3) The content was unappealing (bad imagery, useless information, too much information, etc.)
4) The content was so useful that people did not linger on the page because they found what they needed. Keep these things in mind when evaluating a page with high bounce rates!
Note: Average session duration, pages per session and bounce rate: These metrics are also tracked for individual pages on your website. The majority of this data can be found on the left side bar under Behavior > Site Content.
Now that you’ve learned these basics of Google Analytics, continue your learning at the links below:
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4 Easy Ways to Get to Know your Digital Audience
A digital marketing strategy is primarily driven by the wants and needs of your audience. Knowing both what they want to see and what they need in order to create a conversion can help build a base for your digital strategy. Audiences are always changing, so it’s imperative to frequently check in and learn about them. Here are 4 simple ways to get to know your digital audience:
1. Investigate Google Analytics
You can learn several things about your audience by looking through your Google Analytics account. Check out these different metrics:
- Demographics: age, gender
and location - Interests: Affinity Category, In-Market Segment
- Behavior: Top pages by Sessions on your site, Engagement via Average Session Duration & Bounce Rate, and Page scroll depth
- Specifics: Browser use, Network, and type of Device
- Acquisition: Source/Medium, Referrals, and Social
- Site Searches: What your audience is looking for on your site
2. Perform Keyword Search
Performing a keyword search is a great way to help you discover what sorts of niches your audiences are interested in your destination. There are several tools that you can use to help generate keywords associated with your site.
Try out the Ubersuggest tool to help you learn about what keywords to implement into your niche content landing pages. This will help you not only understand what users are looking for when searching keywords related to your destination, but also help you come up with content ideas for the long run.
3. Check out Social Media Insights
You can also learn about your digital audience by looking through your social media accounts’ audience insights. Instagram, Facebook, and Twitter all vary on the data that they are able to provide for users:
- Instagram Business: top locations, age range, gender
- Facebook Business: age, demographics, location, actions of people on the page, audience insights
- Twitter Insights: audience interests, consumer buying styles, typical demographics (age, gender, location), and top performing posts
4. Send out a Survey
If you’re unsure of what kind of content to produce, try sending out a simple survey to gain a better insight on what kind of content your audience wants to see from you. Check out this example of a survey to help you gain more insights on what your customers want:
Finally, always remember that your audience can and will change over time. Don’t be afraid to take time to intentionally learn about their habits, demographics, social media usage, and other metrics. No matter what your findings, it will help you gain a better perspective on what they want from your organization.
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Snapchat Overtakes, Pinterest Saves and Iconosquare Changes
Snapchat Daily Users Surpass Twitter
If you’re still thinking Snapchat is just a fad you may need to think again. The social network has more than 150 million daily active users – larger than the 136 million Twitter reportedly has. Since its creation in 2011 the Snapchat’s user growth has exploded with it being of particular interest to younger people.
One of the reasons cited for its popularity is the way Snapchat makes communication via short messages and texts more fun by allowing people to send annotated selfies and fun and silly edited photos and videos. Read more
Instagram Analytics and New Twitter Changes
Instagram Analytics Coming to Business Pages
News recently came out about new Instagram brand pages that businesses would soon be able to use to better market themselves and their brands. Now, it appears the Facebook-owned platform will take a page from its parent company and provide business pages with useful Instagram analytics.
Some of the useful information reportedly being provided includes:
- Follower demographics including location and gender and age
- Most active time during the day of followers
- Post and engagement data
Pinterest Ads Open, Facebook Reach Grows
Pinterest ads now open for your business
This week Pinterest finally opened up its Ads Manager to everyone interested in scheduled Promoted Pins. Up until now Pinterest ads were only in the beta phase.
Along with this opening up, Pinterest unveiled more detailed ad targeting tools to enable advertisers to more accurately promote pins. These targeting tools include some items similar to those seen on the Facebook Ads Manager, like interest and customer database targeting. Pinterest has one different type of targeting that may work in advertisers favor though: keyword targeting, which allows the serving of ads up to people exploring the platform using certain keywords.
Time will tell how successful these ads are, but Pinterest says people who saw Promoted Pins had a 40% greater awareness of new products and had a 50% higher purchase intent.
While this is great for individual advertisers with one client, Pinterest currently lacks the ability to switch between multiple ad accounts. This means that agencies with multiple clients will need to set up accounts and switch between them for different clients.
Facebook Reach reportedly still surging
Facebook post reach continues to rise, despite recent algorithm changes many expected to take a bite out of reach. Locowise reports the average reach for posts in February was up 5.33% from January.
Locowise also reported an increase in post engagements from January to February, but it will be interesting to see what happens to engagements rates once a full month of Reactions are able to be recorded.