In this tutorial we're going to look at some key KPIs - your key performance
indicators - that you can see in your Google Analytics account. Your Google Analytics
will track your website visitors and conversions so you can make informed
marketing decisions, and so you want to know what key information to look at
when you're making those decisions and not get overwheled by everything that you can
see here. So you're going log in with your gmail account and then go to
analytics.google.com and you'll be able to see your dashboard that's already
hooked up to your website if you're a client of Third Angle. From here you'll
see your main navigation menu over on the left hand side. You start by looking
at your home dashboard. This shows you basic information and you can change
date ranges to view information from different periods. Most of them will
automatically show for the last 7 days or the last 30 days and you can change
that by just clicking the drop down changing it to the one you want to see
and your data will change as well with it. Looking down you can see when
your users visit most often if you're looking at when they're most engaged
with your content. If you're trying to send emails or other promotional content
like that you can also see your top pages right here in this section. You'll
see how many page views are on the specific page and, if that page has a
value assigned to it, you will see that information alongside as well. You can
also see what devices your users are visiting your website on. So for this
site specifically, most of their visitors do come from desktop with about 30%
coming from mobile and tablet devices. That's where having a
responsive website comes into play - making sure that everything is optimized
the best way possible. You can also scroll down just a bit more and see how
you're performing with the goals that you have set up. We'll talk more about
goals at the end of this video, but here's a brief little synopsis that you
might be able to see depending on what goals you have set up for your website
and what you're trying to get users to do on your website. So after looking at
your dashboard you can go and get some more specific information. We're gonna
jump down to the audience tab on the menu and we're just
going to go to the overview area. In here we're going to look at what kinds of
people are coming to your website and we're going to look at how engage they
are on your website. So when you're in a section like this you can look at the
date range and change that up here again you'll drop it down If you want to view
it for the last month, you can click that range change it and hit apply in this
area you can also compare it to the previous period if you want to look at
the month before it and that will show you if there's been significant changes
like that. For now I'm gonna bring it back down to one so that it's not
cluttered but if you want to look at that more for your site, feel free to so.
Here you can see for August the number of users, new users, sessions, number of
sessions per user, page views, pages per session, average session duration, and
bounce rate. In these there's really three that you want to pay most
attention t. You want to look at your new users. The reason you're looking at
new users is because you might have people that are coming back for a second
time, which is why your new users versus users and sessions will be different
numbers even though they're basically the same information. So put the most
stock into your new users section. You also want to know the pages per session.
Right here on the second line will indicate how many pages on average
people are looking at on your website. This plays into your bounce rate, which
is the last one. Your bounce rate basically tells you how many people
have come to one page of your website and then drop off; they don't visit any
other page. So a big question with bounce rate is, "Is it bad to have a high bounce
rate?" and the answer is, "It really depends." If your website has a lot of
information on the homepage and the goal is to answer users questions immediately
on the homepage, then having a high bounce rate is not a problem. If, however,
your home page is more of a landing page where you want people to go look at your
services, look at a blog that you have, or any articles and resources
and your bounce rate is high, that means they're not clicking into those
other pages on your site and that's not a good thing. That means you need to
optimize your homepage to actually drive people towards those pages.
So keep an eye on that. Depending on the goals of your site, having a high bounce rate or a
low bounce rate is going to be different. After looking at this you can go in and
you can go to your acquisition overview. In here we're going to look at where
people are coming from on the internet. So there's different categories. There's
referral, organic search, direct, and social. So to break each of those down a
little bit, your referral traffic is going to come from outside sources.
You can click in and see exactly where they're coming from and when you're
looking at that you can see the addresses that they're coming from and
how many are being sent over. If you're doing a lot of outbound linking and
inbound linking this information is going to be very helpful to you. Going
back to the acquisition overview, you can also see "organic search". This is people
going in to Google, Bing, Yahoo and other search engines and getting to your
website from a search that they do. You want this number to be as high as
possible because that means that your search engine optimization and search
engine marketing is doing very well to drive new leads to your website. "Direct"
is people that type your URL in directly. This means that someone will
pull up a tab in their browser and type in "www.website.com" and land on your
page directly. This is not a bad thing; that means that you've got a lot of
branding and user awareness and engagement with your current customers.
But you also want to make sure that you're getting new leads. "Social"
would be coming from platforms such as Facebook, Twitter, Pinterest, anything like
that, and you can see that data there as well. Next we're going to go to the
behavior flow. So you're going to click into the behavior tab and you'll
actually skip the overview section and we're just going to go straight to
behavior flow. And this is something very different from everything else on
Google Analytics. This is going to be a general map, kind of a flow concept, of
where people are navigating to and from in your website. So you can see that a
majority of people land on the homepage, and that's normal. You can see
that 74% of the total traffic dropped off which contributes to the bounce rate.
Again with these drop-offs, if you're wanting people to get the information
they need straight from the homepage, it's not bad to have a high bounce rate.
You can also see first interactions, second interactions, third interactions,
and so on and so forth where people are coming from the homepage to specific
pages in your website and you have the flow going through. This will give you
information about what your users are looking for and this will help you
answer those user intent questions. If there's a lot of frequently asked
questions that you get, including those on your website and making sure that
they're attuned to what users are actually asking - what they're needing to find out -
this can help you with that. After looking at the behavior flow, go ahead
and jump over to conversions and we're going to look in "goals" and "overview."
Now, depending on your business, your types of goals and the goals that you
have set up are going to be different. In here you can see the total number
of goal completions for any that you have set up. You can set up multiple and
different values associated with that. If you don't have any goals set up, you're
not going to see any information here. You have to go in and set them up and
there's a different tutorial on how to do that. You can also see where the goals
are being completed, and how many there are, so you can see what's working, what's
not working, and reevaluate and make any changes that you need to. So again
there's just a very simple overview of what KPIs to look for on your Google
Analytics. There's lots of other things that you need to do to set up
your Google Analytics and make sure you have the information properly filtered
and segmented and goals set up, but that's for a different video. So hopefully
you found this helpful. third-angle.com
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