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3 Business Insights Google Analytics Can Teach You

Do you have Google Analytics set up on your website? If so, you know there is a LOT of data it can accumulate for your website.

But what does it really mean for your actual business?

(Don’t have Google Analytics installed yet? Go do that first. Check out my mini tutorial)

1. Where in the world are your prospects and customers?

Ever wonder what your geographic footprint is for your business? Google Analytics can tell you exactly how far you reach. When logged in, head to Standard Reporting – Audience – Demographics – Location.

You’ll see a map that looks a lot like this:

MAP
MAP

You can view a lot of detail here – from as high up as continents to as specific as city detail.

What does this mean for your business? It can tell you a lot. Do you need international shipping? Do you have a large enough following to consider doing local events? Is your local following enough for your business – do you need to target your marketing efforts there? And much more.

2. Do you need to develop a mobile site for your business?

We all hear the stats about mobile being on the rise – but does it hold true for your business? Google Analytics can help. Simply head to Standard Reporting – Audience – Technology – Mobile.

You’ll get a chart like this:

MOBILE

You can see exactly what percentage of your visitors are coming from a mobile platform and how engaged they are compared to non-mobile visitors.

What does this mean for your business? If you have a significant number of mobile visitors but they’re leaving your site at an alarming rate (very high bounce rate), you might want to check out how your site performs on mobile and whether you need to make an adjustment. If it’s not a significant percentage, it can be a lower priority.

3. What marketing efforts are actually working for your business?

This is one of my favorite insights. Google Analytics can actually tell you what traffic is actually sending you engaged visitors, prospects and customers. Simply head to Standard Reporting – Traffic Sources – Sources – All Traffic.

You’ll get a chart that looks a lot like this:

REFERRAL

You can see exactly what sites are sending you traffic – whether that’s search engine traffic, social media traffic, or traffic from sites you’ve partnered with or written for.

If you want to see which traffic is converting into prospects or customers for you, you’ll have to set up goals first – find out how to set up goals in google analytics

What does this mean for your business? It means you can finally stop wasting time on efforts that aren’t working for your business! If you’ve purchased an online advertising spot on a big website for 3 months and it doesn’t send you a lick of traffic, you can decide with confidence not to renew it. Or you’ll find efforts that ARE working for your business and you’ll know to reinvest or do more with that partner.

What About You?

Do you have Google Analytics set up for your site? Ever use it to learn something about your business? Did you find this article helpful? Let me know in the comments!

 

 

 

 

 

Share this article if you found it useful! And leave a comment in the box below. We hope to connect with you soon.

About Liz Lockard

Liz Lockard is a self-confessed Google Analytics geek who loves helping small businesses learn to “speak” Google Analytics and turn that knowledge into real marketing impact for their business. If you liked this article, you can sign up for more free Google Analytics training and get on the first-to-know list for Liz’s upcoming Google Analytics: The Missing Manual ecourse - sign up here. Follow Liz on Twitter @lizlockard

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7 comments

  1. it is really helpful for those people who are doing online marketing,its really great information… you can find out out what sites are sending you traffic, what kind of traffic it is? direct,referral etc etc ..also you can make changes to your sites

  2. Great information for people concerned with online marketing like me. Thank you for sharing this valuable post with us.

  3. Thanks for this! Really helpful in getting a basic overview of what’s going on and where to look!

  4. thanks for the tips liz. this is most valuable information. I also use google insights and google analytics to imporve my seo experience. Google insights to find keywords and most popular keywords over time and analytics to measure the result.

  5. This article was highlighted in a most recent email from analytics and drew me toward it.
    Have to agree with the points, albeit point One, is far less effective today than it was 9-10 months ago when google started masking keywords for people who have signed into google. In fact that seriously hampers point One, and requires a lot of sophisticated work arounds to grasp this critical point. Unfortunately it will continue to get worse over time.
    We definitely focus on point 5 for a critical point. The above referenced business and some of our others are very attached to search and because of that naturally google. We work all the time to review how our off line efforts reflect bottom line results.
    Just reviewed a business re: August results this year and last. Noticed a marked difference and one reflection had to do with some offline advertising which may or may not have contributed to a significant change in revenues.
    Now here is a different perspective that we had using–not only analytics, but our in house analysis of results and adwords along with analytics.
    The business is local and regional. We noticed “impressions” was way down for a critical geo portion of the market in adwords. Other locations were consistent.
    We checked analytics for the two comparative time periods …and yep not only less people thinking about the topic via adwords…but the geo portion of analytics told us less visits to the site.
    We had less sales that corresponding month from that target geo region.
    Meanwhile in the comparative month…we had run a newspaper campaign. Definitely insights that helped us with regard to understanding off line results.
    thanks for the article.
    catmario online

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