The most important tool you will utilize as a digital marketer is Google analytics. Whether you are conducting a SEO campaign, using banner ads, or just needing to know your customers, then Google analytics will help. There are countless ways that analytics can help but the focus of this post will be the standard measurements like Click Through Rate (CTR), bounce rate, engagement, audience location, and traffic sources.
Click-Through Rate is the rate at which people who see your ad or link actually click on it. It is calculated by dividing the amount of clicks by the total number of impressions the link or ad gets. CTR can help to distinguish which ads are effective with your target market and which are not. It is an excellent method to refine the content presented to consumers though both image style and choice of text. Higher percentages represent good CTR as a larger portion of those who see your ad are interested enough to click on it.
Another important thing you can measure with Google analytics is bounce rate. The bounce rate measures the amount of people who come onto your website and leave without clicking on another page. Qualities that can affect the bounce rate of a website include load times, design, calls to action, or a lack of content. By monitoring what your website’s bounce rate is, you can adjust those qualities until you diminish the amount of people that leave it.
The previous measurement touches on engagement but it alone is not enough to really analyze it. Audience engagement breaks down the amount of people that spend a certain amount of time on your site. However, if they only look at one page regardless of the time they spend on it, they will be place in the 0 – 10 second category. The engagement measurement is a great indicator to know how engaging your website is and can tell you if you need to add more appealing links or pictures to make sure consumers stay on your page.
Audience Location & Traffic Source
Just like it sounds, audience location is a metric that can be seen in Google analytics to get a geographical understanding of where your customers and visitors are. This is a very useful metric for smaller businesses that may be trying to run a local SEO campaign or appeal to their immediate surroundings. For larger businesses, traffic sources may be a more useful metric especially if they are running an ad campaign. Like the name suggests, traffic sources identifies the way consumers reach your website. If you are using banner ads then the traffic source will hopefully be reporting large numbers of visitors from the ads.
It should be noted that the measurements that were chosen in this article are very important for businesses to monitor but not the only measurements. The measurements were chosen due to their universal application to any business that has a website. E-commerce is very important to get right in today’s market of evolving technologies, so adaptation is the key to thriving in it.