Data Analysis
Measuring Website Traffic & Behavior
Understanding where your web traffic is coming from can act as a catalyst for your digital marketing strategy. The best part is Google offers this information for free.
Data analysis goes beyond acquisition metrics. Utilizing behavior and conversion data will help your site attract more qualified leads.
Measurement Tools
Google’s data suite is all you need. Below are the tools and how they’re used:
Google Analytics: Universal Analytics has been used for years to track session-based data metrics. Pageviews, sessions, new users, bounce rate, conversion rate, and more are available here. (Note: Google is sunsetting this platform July 1, 2023. If you haven’t already, start your migration to GA4.)
Google Tag Manager: Your easy-to-use HTML playground. Create custom events with tags that trigger when a specific action on your site is completed. This is useful for establishing the Events and Conversions you want to measure in Universal Analytics & GA4.
Google Data Studio: Present your data in customizable and digestible reports. This interactive dashboard pulls the data from Analytics (and other platforms) so you can focus on what’s important and measure KPIs associated with your campaigns.
Google Search Console: Once connected to your site, you can explore impressions, clicks and average position of your site’s pages for thousands of keywords.
I spend hours in these platforms every week. Need help understanding where your traffic comes from and how they use your site? Send me a note below.