The correct implementation and use of Google Analytics is key to understanding your website
Google Analytics is a major component for any Lead Generation website looking to convert more customers. It allows you to track your website in thousands of metrics to understand your audience and performance.
As well as looking at the key data available, we will also look at the downside of all these benefits when it isn't implemented correctly, specifically in two areas, setup and optimisation. Finally covering the importance of validating your data.
Key metrics for Lead Generation
The main metrics that most lead generation websites will look at is sessions, visits, bounce rate, time on site, location and conversion rate (goals need to be set up). This will give loads of useful insight into where your website needs to be improved.
It's also possible to get demographics and interests from Google Analytics like age, gender and users interests they express through their online activity. This can also be really useful for lead generation websites.
Google Analytics can be set up as simply as adding a code snippet to your website, but even at this point, there are considerations.
It's essential that this code snippet can run on all the pages you want to track and follows Google's recommendations for implementation. If there are any problems with the implementation then data can be incorrect and even missing completely, making this powerful tool useless for your website and business.
Arguably, in this case, incorrect data is even worse than the data being missed completely. This is because the data being tracked might be hiding real problems or not showing improvements correctly, making you potentially roll back changes that are actually improving your website.
Optimisation of Google Analytics
Once Google Analytics has been installed it offers basic metrics out of the box. This is a great base for most websites and allows you to start making decisions on next steps. However, for lead generation websites you need to take a few extra steps to fully make use of the platform and to be more informed in a metric that matters the most to you - conversion rate.
Google Analytics offers goal tracking, something which is key to have in order to start tracking conversion rates. This is something that is a bit more technical to set up but doesn't take long if your website has been built with this in metric mind.
What this will tell you is how many visitors that arrive at your website turn into customers. The next step is increasing this percentage using other data from Google Analytics.
Validation of data
Validation is vital in the setup and optimisation of Google Analytics. We've already covered the importance of getting your setup correct, and the only way to do that is to validate the data coming in. The way this is done is checking the tags that your website will send to Google Analytics throughout the site, this will show that no errors are present with the data we send.
It's also key to validate the optimisation work around goals and conversion rate. This works similarly to checking the setup making sure that the custom tags are being implemented correctly. We can take it a step further and cross-reference the goals against visits to specific goal pages, like a request thanks page. All this will allow you to trust the data about your website and start making improvements.