How to Understand and Ready Your Google Site Analytics

So you have a website up. Customers are buying your product or service. But you don't know where they're coming from, what region they're from, or if they match your buyer persona

Plus, you want to increase your product/service sales. And see what the best route is for converting your visitors into leads. 

A simple way to do this is to install Google Site Analytics. 

In a nutshell, Google Site Analytics is a free tool offered by Google that tracks your website's progress. 

What do we mean by this? 

Here are some general items this tool can track:

  • Number of visitors that go to your website
  • What website takes them there
  • Number of visitors that get converted into leads 
  • What your most popular pages are
  • Type of content your audience likes 
  • Bounce rate (number of visitors that immediately click off of your website)
  • Where your audience is from (general geological region)
  • How mobile-friendly your website is
  • Number of goals you've completed
  • How many visitors share your content (i.e. social media channels..)
  • How you're getting leads

 Not sure how to set up Google Site Analytics on your website? 

Don't worry! Read on to find out how to set it up and use it. 

How to Install Google Site Analytics

In order to create a Google Analytics account, you'll need a Gmail account. So, first create a Gmail account (if you don't already have one). 

If you intend for the Google Analytics account to primarily be business, it's best to make the Gmail account business too. Visa Versa for personal.

(Note there doesn't have to be strictly one or the other. A Google account does provide up to 100 Google Analytics accounts.)

Once creating a Google account...

Sign into the Google Analytics account 

There, you'll see two buttons under "What you would like to track?" "Website" is one of them. The other is "Mobile." 

Click whatever type you want to track. If this is the first time you're using Google Site Analytics, it's recommended to first track your website. 

After doing that, enter the name of your website, the website URL, industry category, and time zone. 

Then, you'll see a section labeled "Data Sharing Settings." Customize these settings to your liking. 

Afterward, agree to Google's terms and conditions. (You must agree to them to go forward.) 

Congrats! You'll then receive your tracking code. 

This code essentially is the identification code Google Analytics will use to create data based on the website activity. 

In order for Google Analytics to accurately read your website's data, you need to insert the code into every page on your website. 

There are several options when it comes to doing this. 

Tracking code insertion options

Utilize headers and footers

You can embed the code in the header and footer section of your website. 

Yoast plugin 

If that's not working for you. Or you don't have a theme that supports a header or footer section. Get the Yoast Google Analytics Plugin. This plugin should work on every website builder and theme. 

Shopify

If you have an e-commerce site on Shopify, go to the Online Store. There should be a section (second section from the top) specified for Google Analytics. Paste the code in there. 

Utilize Youtube

If you're more of a visual person and need to see someone embed the code, head over to Youtube. Which boasts several videos about how to install Google Analytics on your website. 

What to Do After Installing Google Analytics

Tracking data from your website takes time. Expect a month or so before you can start making out patterns. Note that the more time Google Analytics has tracked your website, the easier it will be to identify the patterns. 

But what should you be tracking? 

It depends on your goals. If you want to see if the audience matches your buyer persona, look to the Audience tab. 

If you want to increase the number of visitors that go to your website via social media, go to the Aquisition tab. 

General list of items to track

If you're not sure or have multiple goals, here's a list of general items to track:

  • The number of users that visit your website per day.
  • Your bounce back rate.
  • Common navigation routes visitors take when browsing your website. 
  • The frequency visitors share your content.

If you notice, these tracking items all affect your website's search engine ranking.

Keeping up to date with these tracking items should boost it (if you consistently monitor and tweak according to the data's pattern).

How often should you read Google Analytics?  

In general, it's best to read (and record!) the Google Site Analytics' data once per week. (For recording, it's easiest to use an Excel spreadsheet.)

Some content marketers read and record the data once per month.  

However, this prolongs identifying the patterns.

If you do happen to forget and miss a week, it shouldn't be a problem.

But making a habit of this increases the chances of not using the data as effectively.

Use Google Analytics to track your keywords

How can you do this?

Go to Acquisitions. Then click Social Console. And then Queries.   

If you haven't already done this, click "Set up Webmasters Tools."

Then link it to the corresponding Google Analytics account.

After that, select the Queries Report. This will provide you with:

  • The keywords you're ranking for in Google.
  • The average click-thru rate.
  • The keywords visitors are using to get to your website.

How can you benefit the most from this information?

You should have done your keyword research before creating your website and adding content to it.

(If you haven't, now is a good time to start!)

Go through the list you created when you conducted the keyword research. Mark off which keywords you're ranking for. And the keywords that are bringing visitors to your site. 

From doing this, consider editing your keyword list. Delete the keywords that consistently aren't bringing in traffic. Add new keywords you want to try out. 

Remember there should be a happy medium when it comes to keyword research. Not adding new words and deleting ineffective ones will hinder growth.

While constantly changing out keywords won't allow a pattern to form. 

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