Understanding Google analytics for effective Conversions
Google Analytics is a very essential tool that helps you to track source of visitors who were sent on your site and what they did while on your site. Below are some points to make the most efficient of Google Analytics:
1. Understand what is Bounce Rate.
The bounce rate doesn’t show how many visitors left your website after landing on it but how many left the website without visiting another page. If bounce rate of your website is high, you should rework on website building or building landing page, the quality of your traffic source and the content.
2. Understand what is Session Duration.
Goole does not calculate the seconds users spend on your website or landing page, it just calculate the average sessions duration based on the difference between the time visitor entered on first page and the time they entered on your last page. If you have events set up, then Google is going to take into account the last engagement hit on the lat page rather than the time of first hit on the last page.
It can possibly happen that some site visits will display a 0 seconds time on site. This shows people not taking any action following to entering the page.
3. Not all sources Tag you Links Automatically.
Tagging a link means including parameters to a URL that would not affect it’s functionality of the website but allows you to track the source of visitors.
Let’s take an example, suppose you are sending a newsletter and you want the information about how many people performed the given action on your website. Tagging the link of website in newsletter will allow you to do that.
4. Importing Analytics Goals in AdWords
Through Analytics you can create goals and then import them in AdWords for the purpose of tracking. However, you won’t see the conversions immediately but they take approximately 24 hours to synchronise. Just take this into account while optimizing the account and don’t rush for final decision until you are sure that you are looking at the correct data.
5. Link Analytics to AdWords and Vice-versa
Linking of Google Analytics with AdWords allows in tracking all the information of your digital marketing campaign through analytics and find out the pattern to maximize profitability. Also at the same time you can link the two platforms from AdWords. This give you the opportunity to import new columns in AdWords, like bounce rate, time on site and pages viewed per visit.
This is essential for analyzing the performance of keywords not just in terms of conversions but also in terms of other relevant parameters.
If you make optimal use of Google Analytics it can give a lot of important data. But important thing is to learn how to do interpretation if you wish to improve your performance. Along with the above mentioned points, focus on finding the pages that leads to highest exit rate on the website, the best demographics in terms of geographic area, age, gender that works the best. You will then be able to use this data across various marketing channels and platforms.