6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing

Are you tracking your Google Analytics? (Be honest!)

If you’re running a business and have a website you should be (ok, gets off soap box…)


Looking at your Google Analytics dashboard can feel a bit like being in the cockpit of a plane and being asked to fly the plane. The reality, however, is that like many things, the 80/20 rule applies and you only need to track a few key Google Analytics metrics (or KPI’s = Key Performance Indicators) to be able to significantly improve your marketing. Knowledge really is power.

#1 Daily visitors

Track how many unique visitors are visiting your site. Regardless of the actual number I’d suggest you track the trends and see if your website visitors are increasing every month. If you’re running any sort of traffic generating campaign, including blogging, social media, or any offline promotions, you can then track the impact they’re having.

We provide our Done For You clients with a monthly report on their traffic, leads and website clicks because at the end of the day that’s what’s important.

6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing


#2 Bounce Rate

Bounce rate is the number of people who only visit one page of your site before bouncing off again. It’s an indication of the relevance of your site, the clarity of your message, and whether you have mechanisms in place to inform and educate your visitors.

If your bounce rate is high it means people are visiting your site but not staying. Unfortunately this affects your Google ratings too because Google favours sites with a low bounce rate. A low bounce rate shows that you’re offering relevant and useful content for your audience. (Click Here to learn more about improving your Search Engine Optimisation using these metrics.)

6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing

#3 Time on site

Similar to Bounce rate, “Average session duration” (see image above) is an indication not only of the relevance and usefulness of your content, but how you engage your visitors. One of the best ways to do this is to have a lot of “internal” links. For example, see what I did in #2 above by putting a link to another of my blog posts within this post.

Readers that find your content useful will stay longer and visit multiple pages. This is another big brownie point in Google’s eyes so will help your SEO rankings. From a marketing perspective, it shows that you are providing your potential customers with the information they want. Bingo!

#4 Social Media

If you’re spending any time or money promoting your business on social media this is how you track the impact of that activity. What’s interesting is testing out new social media campaigns and being able to see the direct impact on your web traffic.

Is Twitter outperforming Facebook? Or perhaps LinkedIn is blowing Google+ away?

Using this information you can also decrease your bounce rate, and increase time on site. Tick, tick, tick, more Google brownie points and happier, engaged potential customers. Can you see how this informs your sales and marketing and can put you way ahead of your competitors?

6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing

#5 Acquisition

How useful is it to know where your website visitors are coming from? (um, the answer here should be “very!”)

You might be surprised that an article you wrote 2 years ago is bringing in more traffic than your current Twitter activity. Or you’re getting traffic from sites you didn’t even know existed. And you can track the bounce rate of the different

6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing

#6 Behaviour Flow

This is really fascinating, and extremely informative for marketing purposes. Using “behaviour flow” you can see which pages people enter your website on, and where (and if) they go next. Being able to track your visitors “flow” through your website is really informative.

And what is particularly useful is being able to see which pages and posts get the most traffic. And which are most likely to lead your visitors to other pages (because, remember we want our visitors to visit more than one page, and to spend more time on our websites). 

Using this metric I discovered that two of my oldest pieces of content (one a blog post, one a webinar I ran over 2 years ago) are still generating a significant amount of traffic to my website.

6 Actionable Google Analytics Metrics You Can Use To Improve Your Marketing

BONUS TIP: You can also check your demographics, which I haven’t put as a separate item but do you know the male/female, age/interests of your web visitors? And are your providing the information that’s most relevant to them?