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5 Google Analytics Metrics to Measure the Success of Your Marketing Strategy

When it comes to using analytics, many businesses will spend time digging around their Google Analytics dashboard in order to find a metric that they can use to define ‘success’ – especially relating to their marketing activity.

However, there are so many trackable metrics, that it’s not uncommon to get bogged down whilst reviewing the data.

In this guide, we’ve shared five metrics available in Google Analytics that can measure the success of your website content, as well as how you can use the results to improve your marketing strategy:

Bounce rate

1. Bounce rate

When looking at your analytics, you should always consider the bounce rate of each page. This is calculated by taking the number of people visiting only one page as a percentage of the total amount of page visitors.

Generally speaking, a good bounce rate is less than 60%, although this can depend on the industry, audience and products that your business has. However, the lower the bounce rate; the better.

So, if you spot that the bounce rate on a page that you’ve been building links to is much lower than the bounce rate on other pages with little activity, it could show that these types of backlinks are proving successful for your business. It means the people you’re driving back to the site are willing to stick around.

Florence, Italy - May 2, 2013: Close up of the Google analytics main page on the web browser. Google Analytics is a google service for have stats of your website.

2. Exit rate and pages

The exit rate metric is calculated by taking the number of people who visited your site and used this specific page as the last one viewed, before they left the site. Again, the lower the exit rate, the better, as it proves that people are hanging around and viewing your other pages.

By taking a look at the exit rates of each page on your site – that has formed part of your content marketing strategy – you’re able to view the impact the page has on each visitor.

For example, if you’ve recently sent out a press release that contains the URL of a landing page on your site, you can use its exit rate to evaluate the impact of the activity on your business.

If the exit rate of your landing page is high, it could suggest that the survey or PR activity didn’t work to well. However, if the exit rate is low and people are using this as their entrance page and looking around the site, it could prove that your PR activity was successful.

MIlan, Italy - November 24, 2013: Close up of an lcd screen with statistics of a generic website on Google Analytics website. Google Analytics interface is a google tools that allows to analyze and monitoring website traffic

3. Page Views

The number of page views that your web pages receive, aren’t the sole factor when determining the success of the marketing strategy you’ve used – but it should be taken into consideration.

When acknowledging the bounce rate of each page, the number of views that each gets, can help your business understand which pages answered a user’s query. However, the pages listed here shouldn’t be taken as gospel as the results may be influenced by other factors, such as your PR or social media activity.

For example, if you notice that the main service page on your site has the highest number of page views yet a high bounce rate, it could signal that the people landing on this page aren’t having their questions answered.

However, if the page with the highest number of views also has a low bounce rate, it could suggest that the user’s queries are being answered and people are landing on your page via a popular search term.

Take a look at the number of views each page has received through your Google Analytics dashboard. If a service or product page is topping the list, ask yourself these questions:

• How many links point to this page?
• Do I share this page more frequently on social media?
• Is this page well-optimised for SEO?

If you realise that the most-viewed page on your site has derived from implementing one of these strategies, you could go back to the page and copy the strategy across others to improve them.

You may find that the page with the highest number of views on your site are on a  blog post. If this is the case, consider building more articles into your blogging strategy and use this as an opportunity to convert readers into customers.

Unrecognizable group of business people in a meeting at the office looking at strategy documents

4. Referral traffic

If you’re wanting to delve a bit further into your analytics, you could look at the referral traffic for the most popular pages on your website. This is usually a good metric of analysing your method of content promotion. You shouldn’t only focus on the referral itself, but the metrics that show along these columns, too.

Let’s take a look at this list of referral traffic. The Huffington Post tops the list, so you might think it’s the most successful platform for this business, but the bounce rate of the page is much higher than the Inboung.org referral.

Referral traffic

Even though the Inbound.org referral brought fewer visitors, the fact that the bounce rate is lower than The Huffington Post article, could indicate that these people are much more relevant. It could also show that the Inbound.org referrals are more suited to the brand.

If your business has a prominent social media presence, social media sites may top the list of referral traffic. This indicates that your business is succeeding at posting content on social media as it’s drawing-in the most traffic, but remember to analyse other metrics, such as bounce rate, to see the bigger picture.

Two business people in office working on business reports, financial statements and tax form 1040 filling out. Teamwork in office with two unrecognizable business persons. Image taken with Nikon D800, developed from RAW in XXXL size. Location: Novi Sad, Serbia, Central Europe, Europe

5. Visitor flow

When it comes to your business’ site, you may want to look at the general (and most common) flow of behaviour, including the pages people click-through and exit on. You can use the visitor flow diagram found within Google Analytics to see this.

Visitor flows can be used to see if your marketing strategy is having an impact on getting visitors to head to your goal page. This can be anything from purchasing a product to subscribing to your mailing list.

For example, let’s say that the general behaviour flow for your site begins on the page you’ve hosted your survey results on and is linked-to from other publications. If the flow shows that people land on this page, click through to the product page and purchase an item within a single session, it could be a clear sign of success.

However, if you spot that people are landing on the same survey results landing page, clicking a product page and instantly leaving the site without completing an action, you may want to look at the referrals. Where are these people coming from and do they fit your ideal buyer persona?

If so, look at the content on the second page. What is making people turn away? Can you better-optimise this page to convert the people visiting it?

Once you’re aware of these five metrics, you can use, analyse and compare the results to measure the success of any marketing activity.

Don’t forget that you can also view these metrics over time and compare them to previous periods to track your growth.

Remember that if you’re looking for a way to improve your marketing activity, we have a team of experts that are able to offer their expertise. Simply contact us today and let us help you improve, build and solidify the perfect marketing strategy for your business.


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