Which Google Analytics metrics should you always track?
Whether it's to appear on the first page of Google, or to increase sales, a strategy used by large companies is to analyze the results using Google Analytics metrics.
Even if the campaign has not shown good results, the company can take advantage of the experience and use the tool to see what the mistakes have been made. The method can also improve the strategy of successful campaigns to reach an even larger audience.
After reading the article, you'll know how to use the metrics to improve the results of your campaign. But first, you need to understand the importance of using the tool!
Learn what Google Analytics is
In a nutshell, Google Analytics is a free tracking tool to show, through statistics, the traffic generated on your site or virtual store.
With the use of basic analytical tools for SEO, you can measure the result generated by a marketing strategy.
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Although some entrepreneurs believe that its use makes no difference in the dissemination of a product, it is through it that the company will know which strategies have been most efficient and that can be improved for the next campaign.
In this way, the company will know for example:
- the number of visits to the site;
- how many people have returned to the page;
- by which channel the person found your site;
- which strategy generated more access or results.
By analyzing the results on the platform, the company understands the channels and strategies in which they should invest in the next campaigns.
That said, see below three essential Google Analytics metrics for a marketing strategy!
Visits and visitors
To know the number of people who were impacted by the disclosure, the metric divides the data as follows:
- visitors: this is the number of people who visited the site, regardless of the number of times you visited;
- visits: visits, on the other hand, shows the number of times the site was accessed.
To clarify, imagine that the visitor has accessed your site three times in a single day. Because it was accessed by a single person, the tool will show one visitor and three visits.
With the above data, the marketing team can create strategies to optimize the flow of visitors to increase conversion while the user browses the site.
The metric shows the percentage of people who accessed the site but then dropped out. For this reason, they did not interact and did not access any other link on the page.
The metric is of extreme relevance, especially if it is analyzed on pages where there are advertisements for products and services.
If the rate is high, you should be aware and seek to know what displeased the reader.
To facilitate analysis, make sure:
- the offer or content is relevant to your audience;
- the information presented a response to objections from the public;
- the information presented does not cause confusion when taking action, such as closing a purchase.
Percentage of new visits
The result shows the percentage of people who visited your site for the first time within a given time period.
Even if the value is low, you should review the situation before you worry, since the low rate may indicate that your site is able to retain most of the followers, which is a good thing. This way you will know that the content posted generates value for people.
On the other hand, you may notice that the site has not attracted new visitors, showing that the disclosure can be improved.
Now if the rate is high, it means that the page catches the attention of the public, but people do not make a point of returning to your site. This shows that either the content is not relevant, or has a problem opening the page.
We know how important it is to check the performance of a new campaign. With the numbers in hand, the team will be able to refine strategies to appeal to an even larger audience.
Whether to improve conversion or to increase sales, you can track results using Google Analytics metrics!
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