The Adwords dashboard gives us plenty of data. Clicks, impressions, click through rates (CTR) which are all great statistics but from a business point of view, ROI is king. Adwords, as many of us competing teams are finding out is a great way to drive qualified traffic a website but getting visitors to our website is only half the game. What do these visitors do once they get on our website? Because we are all client focused, Google Analytics is a useful tool to GOMC teams as it shows valuable information which a client/advertiser wants to know. By adding a snippet of HTML code to each page of a website, visits are tracked and data is given in. Our clients have questions that Analytics helps us answer. The following is a few questions that a client may ask about his or her website visitors and how Google Anlaytics can help answer them.
How many overall visits is my website getting?
Vistors Overview
The ‘visitors overview’ metric shows overall visits to the website daily, weekly or monthly. Visits to a website can come from alot of different places. This puts all those visitors into one number.
How are people getting to my website?
Traffic Sources
The ‘traffic sources’ metric indicates where the traffic is coming from such as search engines, referrals, direct URL input or even email campaigns. Traffic Sources is a great way to measure what internet marketing campaigns are effective in driving traffic to your website. Eg if search was driving alot of traffic to your website it may have something to do with you search engine optimisation efforts or the PPC campaign that we are all running .
Where do my visitors come from?
Map Overlay
I love this metric! The ‘map overlay’ in Google Analytics shows where in the world your visitors are coming from. This is particularly useful if your target market happens to be worldwide but its not just countries that gets listings, it even goes down to specifying which town the visitor comes from enabling measurement for even the most targeted advertising campaigns. Awesome!
What are my visitors doing when they get to my website?
Average Pageviews
Getting visitors to our website is only half the battle. Website conversion is all about funneling visitors to the conversion point. A great way to measure this is the ‘page views’ metric which shows how many pages on the website each visitor clicked on. If the average is low it obviously means your website isn’t doing a very good job at engaging consumers and potential customers.
Whats been discussed here is just the tip of the ice berg. If Google Analytics is available to you and your team then utilise it! The insights it gives and the snapshot of the overall picture it shows is awesome. While it can be a distraction for optimising an effective Adwords campaign which Google marks us for, it can also give the client so much more information to help with marketing and website decisions and good advertising agencies are customer centric!
The reason we love internet marketing is because it is measurable, targeted and all accountable for. Try finding this kind of data for a radio campaign! Good luck!:)
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Super-Duper site! I am loving it!! Will come back again – taking your feeds too now, Thanks.