In our last Crash Course on Google Analytics, we walked through how to set up Google Analytics and some metrics to look into for sales and website performance. This time, we’re looking into your Social Media & Blog.
We’ve always emphasized how much your analytics matter. The numbers behind your efforts are vital in driving your strategy. If something performs well—do more of that! If the numbers are low, have a further think about it.
Let’s dive in:
You put out great content that points people to your website, but how do you know that they’re coming from your social media efforts? With different types of metrics and a bit of set-up work, you can track where people are coming from and what they’re doing on your website.
View this post on Instagram
1. How to set up UTM Linking & Campaigns on Google Analytics
With different social media channels, it can be hard to identify who’s coming from where and clicking which links. With tools like Lnk.Bio, you can direct users to various spots on your website. To track how users land on our site, we use UTM linking with clear parameters to see our activity. With simple names like “july-2021-newsletter,” we can easily see who landed on blog posts specifically from our newsletter.
2. Tag management system (TMS) in Google Analytics
Firstly, a tag is a small piece of code that helps collect unique visitor behaviour information like user context, the type of browser they’re using and how they were referred to the site. When using a tag management system (TMS), it makes it easy for you to implement and manage these tags. Google makes it even easier with Google Tag Manager and helps you understand conversions, site analytics, and more. Plus, it integrates with Google Analytics seamlessly.
3. How to set up Goals in Google Analytics
We touched briefly on setting goals in our first post on Google Analytics, but they’re also worth their own section here! Goals let you see how many times an action was taken and who took it (plus all the other behaviour metrics too). So how can you create Goals? Google offers templates which should work well, or you can make them yourself. From there, you can name your goal, set its parameters, and watch it go. Over the coming weeks, you’ll see how many times your goal is accomplished. It’s a great tool to see what needs tweaking and get people to take the action you want them to take.
Your blog houses all of the content you want to showcase. From information pieces to pillar pages, you know that every word matters. To see where people are going and whether they’re coming back for more, these are the metrics you’ll want to look at…
1. Cohort analysis
It’s definitely important to have users visit your blog, but it’s even more important to keep them coming back for more content. Cohort analysis measures the amount of returning users to your website weeks after their first arrival. High amounts of returning users mean you’re doing something right! But if you notice the numbers are low, you should look into giving your audience reasons to come back.
Starting a newsletter can be a great way to do this. By continuously providing meaningful content, users will keep coming back for more. Not sure where to start? We can help you with that.
Benchmarking is a section in Google Analytics that lets you see how you stack up against others in your industry. It won’t give you specifics, though. The info can help you figure out where you might be missing a trick. If your competition sees a lot of its traffic coming from a certain channel, then it’s probably worth focusing on too! For more info on keywords that work for others in our market, we also use Ubersuggest.
Depending on the services you offer, you might benefit from offering content in various languages. The Location section of Google Analytics is great for this. If you see users visiting often from locations like France, you know you’re a point of interest in that market. By offering your content in a language that specifically targets them (in this case, French) you’re likely to see boosts in traffic.
4. User flow
User and behaviour flow is helpful to see where users are landing on, navigating to, and dropping off from your website. If you notice it takes users forever to get to pages you want them on, consider making it easier for them to get there. The info here can help you make meaningful decisions on the layout and content on the main landing page of your website.
Of course, there’s so much more that you can look into to measure various stats on your site. For other metrics that are great to look at, check out our Website Metrics for Marketing You Should Track in 2021. These together with our Crash Course on Google Analytics series will arm you with everything you need to succeed in your metrics this year and beyond.
If you missed our first post on Google Analytics, check out the post here. If this is all a bit too much and you’d like more guidance, get in touch with us for a no-strings-attached chat about how we can help you with your analytics!