When you have a static website or blog, either for business or personal use, you need to have a way to measure your traffic. If you don’t, this means you don’t have insight on who visits your website, how much time they spend while on your website, what they do there, where they enter and exit it, where do they come from, how many visitors you convert into prospects and customers, among so many other important metrics. And therefore, you need Google Analytics. If you don’t know how and where you are at, you just can’t make any projection about future results or even define a good marketing campaign.
So, setting up a Google account should be your first step. In case you already have one, you can skip this stage and go directly to Google analytics and log in.
You’ll now be asked for some data related to your website like the URL, the name you want to give it, among other simple questions. Just fill it in and once finished, you should click on the “Get Tracking ID”.
The tracking ID is a unique code for each website you have in your account. It should be something like UA-XXXXXXXX-X. Now, you only need to place this code in all the pages of your website or blog. Depending on the kind of site you have and the platform you are using, the installation of Google Analytics may differ.
When you finally reach to your Dashboard, you’ll see many different key metrics. This is where you see all your visitors’ data and can analyse each key metric in detail.
When you look at the left column, you’ll see all the different metrics aggregated: real-time, audience, acquisition, behaviour, conversions, and others.
One of the most important metrics you need to look at is the Audience. The Audience gives you a complete overview of your website. You can see the gender and age of your audience, the interests of your visitors, their location and language, and whether they are a new visitor a returning visitor, and in case they are returning to your website it will show you their engagement. From this tab, only, you have a pretty good idea about your website’s primary audience as well as you can use the Flow tab to see where your visitors come from and how they usually interact with your site.
This last tab is handy when you’re thinking about optimising your conversions, for example. By knowing the steps, your visitors usually take, and where they leave, you might want to add a unique bonus before they leave your website, or entice their curiosity in some way to make them stay for a longer time.
The Acquisition tab is also very important. It divides the traffic that you’re getting on your website by its origin. There are many different categories like organic search, direct, social, referral, email, and others. Knowing where most of your traffic is coming from is compelling information because you can use it to define your marketing campaigns and even rethink your strategy on the categories where you have less traffic coming in.