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Six key marketing metrics to track in Google Analytics
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Six key marketing metrics to track in Google Analytics

By Knight Stivender
May 19, 2020

If your duties include tracking your company’s key marketing metrics, you know Google Analytics is a critical tool in measuring success. You also know how easy it can be to lose yourself in the volume of data available. To simplify things, our team has listed and explained in this post six of the top marketing metrics for businesses to track in Google Analytics on a regular basis.

But first, here’s a quick an overview of Google Analytics for those who don’t use the platform on a daily basis.

Google Analytics can’t tell you exactly who visits your website (you need a CRM like Salesforce Marketing Cloud or Hubspot for that), but it can tell you a lot about them. And knowing this will help you figure out if the right people are finding you, engaging with you and taking action on your site. 

Google Analytics works by placing a piece of code on the back end of your website. The code tracks user demographics based on their Google profiles, along with key marketing metrics such as how folks they found your website (social media, a search engine, etc.), how long they remained on your site, what pages they visited, what they clicked on, and whether they filled out a form, booked an appointment or called you. 

It is rare that we don’t have access to our clients’ Google Analytics accounts. And though they may have engaged with us for any number of different reasons, here are six key marketing metrics we’re typically looking for when we’re regularly tracking and gleaning insights from our clients’ Google Analytics accounts.

  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.
  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.
  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.
  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.
  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.
  • Effectiveness of advertising campaigns: We’ve had new clients hand us the login information to their Google Analytics accounts and — right away — we’ve noticed things that have led us to questions about the effectiveness of their digital advertising strategies. Sometimes they’re pulling in traffic from geographic areas far outside their market, for example, and it’s because of a misguided paid search campaign that was targeting people too far away.

If you haven’t already installed Google Analytics on your website, the good news is that most content management systems (i.e., WordPress, Squarespace) make this a relatively simple task. 

That said, it is helpful to have a developer or integrations specialist ensure this is done correctly, especially if you also want to track the effectiveness of digital advertising, email campaigns, e-commerce and other tools such as chatbots and vanity phone numbers. We have these skill sets on our team and are happy to help if you need a hand. Most importantly, we have folks who can work with you to determine which marketing metrics are truly most important for achieving your business goals, and then create a strategy to hit them.