I have been using Google Analytics for some time now in my previous job. I looked at clients’ GA accounts with respect to paid advertising versus SEO.
Therefore, the first place I would look is acquisition, all traffic and then source medium to see what our internet marketing agency was bringing in versus all other methods. For social media, I would also look at referrals where one can see the various methods. From here, one can surmise which methods are driving the most traffic to the site. That does not always equate to conversions as many searches could be research based.
You can also see the revenue generated by each source which actually is the most meaningful data. A business owner can then focus on those sources and spend more effort there. This assumes you have information and links in these places. But this is also useful to try new efforts and analyze the results.
Some other information I look at is the devise and browser with conversions. For my business, Apple devices are the highest converters and before this year it also included iPads. This tells me that the correct audience (more affluent) are actually buying from my online store. Also, when creating ads, I will make sure to use these formats first. Of note also is that the desktop source is higher than they were before as people are often at home.
I also look at city data and conversions. This usually falls in line with the surgeons who recommend my garment, but if a number of consumers buy it in an affluent area, perhaps I will seek out their surgeons to grow the business. Interesting concept, but the patients can tell their surgeon how they are comfortable.
One can also look at bounce rates and time on page along with landing pages and user flow to improve the website experience. Great news I have very low bounce rates and high time on page rates! It is also interesting to compare different date ranges and see what changed during that time.
This is a great tool which is free if you know what to look for!
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