Google Analytics is an extremely powerful and necessary for anyone who wishes to measure their website’s performance. Data is collected through Google Analytics that allows you to make smart marketing decisions of what you can do to boost your brand, especially online. Data is just numbers though, being able to interpret the data and put it to good use is another story entirely. Today, the job of many marketing professionals is to parse through and make sense of the data, leading to action. There are a lot of myths and ideas around “GA” that we commonly see online, and we’re here to bust them.
Google Analytics Myths
Now that you’ve got a basic understanding of Google Analytics and it’s commonly used terms, we can break down those terms and look at the misconceptions marketers have around them. If you need a little refresher of Google Analytics terminology and basics, check out our guide.
The More Traffic, The Better!
More visits to your website may seem like a no-brainer for someone trying to grow their brand and business. At the end of the day, conversions are what matters most when it comes to your website. If visitors don’t end up converting at a rate that you’re happy with, it’s probably because the customer journey hit some pit stops on the way to a conversion.
The best way to eliminate this issue is by creating high-quality content that keeps visitors engaged and guides them towards converting. Completing keyword research on your website can help you create content that internet users are looking for. Improving your website’s user experience overall will help your site convert better.
Users Spending a lot of Time on Page is Valuable
Users spending a short amount of time on a page may seem troublesome, but if your website has rich, informative content, it can answer the user’s questions quickly and lead to them exiting your page.
If your landing pages are built to answer questions that users are Googling, they likely won’t be spending much time on the page, but are much more likely to convert.
The Number of Unique Visitors is a Way To Measure Audience Traffic
An uptick of unique visitors to your site doesn’t always mean that your audience is growing at the same rate. Cookies are used by Google to track visitors and determine whether or not they’ve been to a site before. If a user visits your site in a different browser, they’ll be counted as unique, muddying who’s actually a unique visitor and who isn’t.
Viewing the audience tab in Google Analytics can help tell you where your visitors are coming from and what content performs well. You can then leverage what you know into your overall marketing & content strategy.
For more information on Google Analytics and website improvement, contact Boston Web Marketing to get a completely free website audit.