WHERE TO FOCUS WHEN READING GOOGLE ANALYTICS 4

I get this question all of the time. Where should I focus my attention? There is so many confusing numbers! Let me help with three key steps.


Step One:

Pick one day a month to spend 10 MINUTES going over your numbers. Yep. I just said to spend only 10 minutes month reviewing numbers. This is the minimum amount of time to spend on this activity. If you want to do more try 10 minutes every other week. The key here is to block your schedule for this activity. Go ahead. Block your time now.


Done? Awesome! Let's move on to step two.


Step Two:

Login into your Google Analytics 4 account. Don't have one yet? No problem. I will walk you through the older version too.


Google Analytics 4:

Review your snapshot. Quickly see, the number of direct users (users who know you exist) vs organic users (users who found you through a search engine). Look for 3 top numbers: 1)How many? This varies depending on business but I aim for a minimum of 50 organic traffic users or 50% of your email list for direct. 2)Engagement time? Organic should 45 seconds or more if you are reaching your ideal client. The average I see for direct is 30 seconds. 3) Engagement Rate? Organic traffic should be at 65% or higher if you are bringing in your ideal client.


Most importantly go to Explore > Path Explorer > then change the first step to Title and Screen name. This shows you which pages users landed on to start sessions and if enough users moved forward on your website. Your homepage is usually the top visited page. If you have 100 users starting here you want to see a minimum of 50 users moving forward onto more pages. Not the case? See step three.


Universal Analytics or Version 3:

If the above doesn't match what you see - than you have Universal Analytics. Here's where to put your focus. Like above, take a look at your snapshot. But you have less reliable information to work at. So don't worry about bounce rate or the other numbers. Use this information to get an idea around how many people came to your website. Under 20? You need to focus your content on your ideal client's language.


The key step is: go to Behavior >Behavior Flow. This shows you which pages users landed on to start sessions and if enough users moved forward on your website. Your homepage is usually the top visited page. If you have 100 users starting here you want to see a minimum of 50 users moving forward onto more pages. Not the case? See step three.


Step Three:

If any of your pages saw a 50% or greater drop off - meaning over half the users abandoned your website - the first page with the massive drop off is where you start your focus. Let's use the homepage as an example.


First question: is the language you use on the page how you describe the problem or how your ideal client describes the problem you solve? If it is how you describe the problem you need to rewrite your page.


Second question: How much white space did you use? User's attention span is small. You need to use white space in balance with text. The text you have should be clear and concise.


Third question: What is your call-to-action (CTA)? All to often I see people who use "schedule now!" But the problem is no user will schedule with you at first glance. They typically want to learn more. Make it easy and use a CTA that moves them to either your About Page or an Overview of what you offer. Every CTA should lead people to schedule with you after giving them the information on who you are and what you do. Plan out your CTA per page. Homepage to About > About to Overview of services > Overview to specific services > Specific Services to Schedule .


If you are an eCommerce site your focus need to be on your product. A quick blurb about who you are then focus on your top products. Be sure your cart and checkout options are fully working.


Have questions? Let me know! Sign up for my email list if you want to catch one of presentation. Here's the link.


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