5 Reports Every Small Business Needs to Run in Google Analytics
Small businesses face a distinct set of challenges. Knowing which reports to run in Google Analytics, Google’s free visitor data reporting tool, makes it easier to overcome these.
A slow-growing customer base is one challenge. Not having a large enough budget to invest in marketing on every social media platform is another. Here are 5 reports you should be running in Google Analytics monthly if you run a small business:
1. Acquisition overview
This should be every business’ first port of call in GA. The default view shows a pie chart showing which of your channels (Organic Search, Social, Email, Referrals and others) bring what percentage of your total website traffic.
You also see a breakdown of daily website sessions and conversion rates for your selected goal (you can change the focus goal using the drop-down list under ‘goal option’ near the top of the page).
The acquisition overview in Google Analytics helps small businesses monitor growth. Using the date range compare feature, you can see whether your audience has grown month on month and can identify the top-performing and worst-performing channels. From here, you can strategize accordingly, redirecting focus and budget wherever it makes the most sense for high ROI.
2. Conversions by geographic location
If you provide services or products for a national or global customer base, gathering location data monthly will help you see where you are getting the best conversion rates. If you find, for example, that one country has far better ratios of payments to number of visits, you can target lookalike audiences in this location and double down on your most profitable regions.
To get this data, click on ‘Audience’ in the left-hand navigation panel in the dashboard view of GA for your website. From here, click on ‘Geo’, then ‘Location’. Assuming you’ve set up conversions for your website (there’s a handy guide to this here), you can find your conversion rates by city, country and even continent.
3. Social overview
Small businesses can get a lot of mileage out of social media, from acquiring new leads to growing brand awareness. The ‘social overview’ page (that you can find beneath Acquisition > Social > Overview) helps you determine which of your social media accounts are bringing you the most traffic. The main view also provides metrics on total conversions from social as well as conversions in which a social channel was the last step prior to conversion.
This is a helpful tool to use, especially when you are running a social campaign over an extended period and want to compare conversions to a pre-campaign period to estimate effectiveness.
4. Site content: All pages
As you grow your small business and add new landing pages (whether they are root domain level pages or conversion-centred blog posts), you need a way to work out which pages are drawing the most traffic.
The ‘Site content: All pages’ view provides this data and much more. You can see metrics such as average time on page and bounce rate (the percentage of people who don’t click through to another page). Low time on page and high bounce rates are two indicators that you may need to invest in creating higher-value content that gives viewers an incentive to linger longer.
5. Top landing pages
Landing pages (the first pages visitors to your site reach) need to be structured around core goals (such as mailing list signups) so you can draw visitors into your sales funnel. The ‘Landing Pages’ view under Behaviour > Site Content > Landing Pages, shows you the most-visited pages on your site by default. This will help you to prioritise which pages to optimise with giveaways, sign-up forms and other lead acquisition tools.
Google Analytics is a powerful tool though it can be overwhelming to navigate for small business owners who have limited experience in digital marketing. If you need assistance in growing your business with data-backed digital marketing strategy, contact Go Fish today.
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