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How We Use Google Analytics to Set Goals and Increase Conversions

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There is no shame in admitting that you check your business’s Google Analytics data as frequently as you check Instagram. But to accurately measure campaign results in real-time, proper GA set-up and thoughtful analyses are key. Here’s how we use the platform to set goals and increase conversions for our clients.

First things first: we set up our goals!

First and foremost, you MUST make sure Google Analytics is set up and tracking correctly on your site! I can’t emphasize enough how important Google Analytics is for your business. Take advantage of setting goals in Analytics that are important for your business. Examples of goals could be contact form submissions, white paper downloads, request a demo submissions, button clicks, and more. Setting up these goals and analyzing the data can help you understand what your users are doing on your site and where you should be focusing your attention. It also helps you track how well your site is converting! If these goals aren’t set up, it’ll be harder for you to gauge how many people are actually clicking on that button on the homepage or how many people have submitted a form.

– Rebecca Howard, SEO Specialist

Favorite Super Bowl Ad

If you don’t set up your Google Analytics goals, you’re just looking at useless data. Setting up Google Analytics goals is the first step to gain essential insights on understanding what is leading to conversions. The whole reason behind measuring your website’s data is to determine who, what, why, and how your users are completing the actions you want them to take on your website. Once you’re tracking analytics goals, you can take further steps to understand how to increase those conversions by analyzing your marketing efforts and making website user experience improvements.

– Hannah Taylor, Director of Production Services

Google Analytics being set up on your website is imperative to success. Goal tracking needs to be set up for key actions on your website, like a form submission or purchase completion. When set up properly, you can then see what platforms, paid and organic, are sending traffic to your website, and if that audience is converting. This allows for strategy to continue to be adapted and an adjustment of tactics to be in line with the target users and what actions they’re completing. Without a goal setup, it’s like driving blind.

– Lauren Foust, PPC Specialist

Goals in Google Analytics help you keep track of the actions your website visitors did or didn’t take. A goal conversion takes place when your visitors complete a specific action you are tracking—for example, make a purchase, add a product to cart, or sign up for a newsletter.

– Samantha Neuhring, Graphic Designer

Then, we analyze accordingly!

We want to track and measure the overall effectiveness of your website traffic and conversion performance. Google Analytics allows us to see how users got to your site, what they’re doing once they get there, and if your goals (leads/sales/downloads, etc) were completed. We set goals based on the call-to-action buttons you have set up on your website. It allows us to see, for example, what channel brought in the most conversions so we can best determine the ROI of that platform.

– Emily Stephens, PPC Specialist

Checking out the analytics during the strategy phase helps me determine goal priority for a website redesign based on user interactions and popular pages. Some pieces of the site may be important for internal reasons, but organizing based on user interactions will help any company meet more goals. Google Analytics is one easy method tracking user behavior with your website: seeing what pages are popular, how users access the site, and what path they take through the site.

– Sarah Kelley, Digital Strategist


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