I know that anything to do with Google Analytics feels big and scary. The thing is, it’s not really. But, it is absolutely crucial to helping you understand the impact and importance of your marketing, even if you only rely on social media channels. Scrap that, PARTICULARLY if you rely on social media channels!
Forget vanity metrics, they don’t impact your business income.
Let’s start with the most important thing. Likes are practically meaningless.
Just because people like your posts, it doesn’t mean they will translate into sales (which is why you’re posting, right?).
Conversely, don’t think that just because your posts have no likes, that nobody is taking action on them. (Think reads, clicks, website visits.) Yes, if you post on Facebook and LinkedIn, I’m talking to you. There are lots of people who aren’t ready to show up and engage with you publicly, although they are reading your stuff. They’re keeping their options open until you convince them otherwise.
I’ve seen this will a lot of clients, where they are feeling deflated about their marketing content. The only true way to fully understand is understanding your KPIs (Key Performance Indicators), and Google Analytics is a great way to start.
What you’re looking for, from any activity is an engaged and responsive audience that matches your ideal customer. These are the people who will become your gang, the ones who actively read your content, watch your Lives and Reels, and ultimately buy from you.
Enter Google Analytics. We know it can be a bit daunting, so here are some handy metrics to check how your channels are driving traffic to your website.
This essentially tells you where your traffic is coming from at the highest level. Spending all your time on social, but no visits? Perhaps rethink your content. You can also understand where the most engaged and valuable traffic is coming from, and do more of that. Things to watch are:
- New vs Existing users (you want a mix of the two if you’re going to convert people to buy)
- Bounce rate (anything below about 70% is considered to be good. If it’s above that, think about why. It usually means that people don’t see what they were expecting to.)
- Pages per session + Session Duration – generally the more pages the better, they are interested and reading more.
Set up Tracking
Google Analytics has a handy little UTM tracker (Urchin Tracking Module if you’re interested) which allows you to track all clicks within your Google Analytics. For any link you create, you should track it to understand how it adds value to your business. It also allows you to test different ad sizes, formats and content.
It’s free to set up, and when it’s in place you can view the clicks and goals (more on that to come if you’ve not set up your goals yet).You can find the Google UTM Campaign Builder and instructions here: https://ga-dev-tools.web.app/ga4/campaign-url-builder/
Once you’ve done this for any clickable link, you can then view the clicks in the ‘Campaigns Section’ of your Analytics.
If you’ve spoken to us, you’ll know we bang on about Neil Patel quite a lot. He’s our go-to SEO guru, and he’s put together a handy guide to UTMs on his website here: https://neilpatel.com/blog/the-ultimate-guide-to-using-utm-parameters/.
Have a look and let us know what your Google Analytics tells you about your business!