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In this part of Marketing Nerds, Annie Cushing and SEJ Executive Kelsey Jones plead how analytics can usually give we a improved bargain of your website traffic.
Annie goes into a latest Google Analytics facilities that she thinks many users aren’t holding advantage of and how mostly we should be checking your website and analytics set adult to make certain all is regulating properly.
Here are a few of transcribed excerpts from a discussion, yet make certain to listen to a podcast to hear everything:
Most Important Metrics That All Sites Should Look At
I unequivocally determine with Avinash Kaushik, that rebound rate is a golden metrics in many respects.
Let’s contend you’re an e-commerce site that also has a blog, we should be looking during that trade unequivocally differently, since blogs are by inlet going to have unequivocally high rebound rates.
With blogs, someone competence come and they competence review one of my blog posts, like one of my extensive guides, and spend 20 mins reading a page, yet if they don’t click by to another page, if they don’t correlate with a page in some way, and we have that adult to lane a communication with something called eventuality tracking, afterwards if they strike a behind button, or usually let a eventuality time out after 30 minutes, that’s going to be a bounce. It’s usually not a unequivocally good sign when it comes to blogs.
There are things that we can do to make that rebound rate a small some-more realistic. You could trigger some kind of event, like let’s contend we decided, “You know what? If someone spends some-more than 30 seconds, or 60 seconds on a page, we don’t wish that to be deliberate a bounce.” You could glow off an eventuality that we afterwards constraint in Google Analytics, and afterwards as prolonged as that eventuality happens, afterwards it won’t be counted as a bounce, since an communication has happened on a page.
Session Metrics vs. Visitor Metrics
I privately am a many bigger fan of adhering to eventuality metrics, rather than caller metrics. Sessions, unequivocally looking during things like sessions, revenue, those forms of things, idea completion, things like that. I’m not that penetrating on caller metrics, usually since they work underneath a assumptions, like behind in 2007, 2010, even a integrate of years ago, they were a small some-more telling, since typically people would come to your site with one device.
Now each device that someone visits your site with, they uncover adult as a opposite visitor. If you’re unequivocally focusing on caller metrics, we competence be, for my bank, we could simply be 4 opposite visitors, since I’m regulating opposite apps, Chrome, we competence revisit around Safari, even opposite instances of Chrome, we would uncover adult as a singular visitor.
If we have a site where we feel like people are consistently regulating mixed devices, we would kind of corner divided from visitor-based metrics, and unequivocally hang some-more to eventuality metrics.
Recent Updates on Google Analytics You Might Have Missed
They usually recently introduced something called calculated metrics, and this unequivocally is a game-changer. About maybe a year ago, a small some-more than a year ago, they introduced tradition metrics, and that unequivocally didn’t go anywhere. There are some really, unequivocally modernized users, yet afterwards Google came out with distributed metrics, and what allows we to do is emanate your possess distributed metrics regulating other metrics offering inside of Google Analytics.
With a distributed metrics we can emanate any series of tradition metrics, usually by saying, “Okay, we wish to take this sum and order it by this total, or this sum and greaten it by this series here.” Then we can entrance your possess distributed metrics in tradition reports.
Another one, If you’re doing many with PPC, utterly AdWords, they have this new feature, yet it was never announced, to my knowledge, we usually stumbled opposite it.
If we go to, we trust it’s acquisition or trade channel, and a channels news is hands down my favorite news in Google Analytics.
By default we have paid hunt as a channel, yet we can separate that out and shred it between branded paid hunt and general paid search. Which we think, again, is a unequivocally poignant game-changer, since typically, branded paid hunt campaigns preform much, many aloft than general paid search, yet when we get that information all in aggregate, we remove some of that significance.
There’s this underline where we can usually go in, like when we set cave adult it usually asked you, “Well, what are your code accounts?” we put in Annielytics and Annie Cushing, we even enclosed Anne Cushing, yet my name is not Anne, it’s legally Annie, yet infrequently people will form that or whatever. we usually put in all of my branded terms, and any keywords that embody those terms is going to be funneled into a branded paid search, and all else gets funneled into a general paid hunt channel.
Also Google Analytics offers a possess remarketing. we run opposite this utterly in Analytics audits, where I’ll see clients who are doing remarketing, yet they’re usually regulating AdWords, and Google Analytics gives we so many some-more options to aim visitors for remarketing campaigns inside of Google Analytics, since we have entrance to a lot some-more data. If someone has visited this sold page and not converted, or if someone is a new caller and visits this page over here during any point, if they’re in this country, we name it. Basically if a information is in Google Analytics, we can aim them with remarketing campaigns. You can run remarketing even regulating all of usually your Google Analytics settings.
How Often Should You Conduct Audits?
I mean, unequivocally each year, or any time they make a poignant change to their website, afterwards that’s unequivocally some-more regarding to site audits, like if they do a redesign, they positively should review their site.
With Analytics, we would contend each year, usually to make certain that what you’re measuring and a performance, a decisions you’re creation about a opening of your site, are indeed being done on accurate data.
How Often Should You Send an Audit Report to Your Client?
I would contend during slightest weekly, with a caveat, we unequivocally suggest that each classification have a dashboard that they set up. we consider that they should have a dashboard set adult so that they can monitor, even on a daily basis.
Use that dashboard as a jumping-off point, to ask a bigger questions. Like, “Okay, what alighting pages unequivocally seem to be pushing a many conversions for us? And what channels?” Like a channels news that we mentioned earlier, that is my favorite, “Which of a channels are large winners of a month?” and stuff.
If you’re regulating all of your time to go and accumulate that data, afterwards that’s squandered time, since there are collection in place, even simple, elementary dashboarding collection that will lift that information for we automatically, modernise it each day, modernise it around a day. You should unequivocally be spending your time removing answers to a questions that a dashboard kind of brings adult or surfaces.
Tools and Resources Mentioned on a Podcast
- Calculated Metrics on Google Analytics Help
- Why Google Analytics’ User Metrics are BS (For Most Sites) on Annielytics
- Chase Smart Calculated Metrics! by Avinash Kaushik
- New Calculated Metrics in Universal Analytics by Amanda Schroeder on LunaMetrics
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Think we have what it takes to be a Marketing Nerd? If so, summary Kelsey Jones on Twitter, or email her during kelsey [at] searchenginejournal.com.
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