Get to Know Your Google AnalyticsSep 24, 2019
Google Analytics is one of the greatest tools you can use in your digital marketing efforts, and we want to help you get the most out of it. This web-based platform not only tracks where your traffic is coming from, but gives you great insight into browsing behavior on several different levels.
Of the reports on Google Analytics, the Source / Medium report provides the most valuable information on how your channels are performing. You’ll see several metrics that apply to each channel—bounce rate, time on site, pages/session, and conversion data. It’s important to put these metrics into context, as not all channels were created equally. To understand how each channel plays into your marketing mix, let’s look more closely at what each channel aims to do.
You might have conversions stemming from paid search or content engagement coming from organic search, but your DSplus email campaigns set out to keep your brand top-of-mind. By communicating with customers and prospects from your database each month, it increases the chances they’ll think of you first when considering a new car. For this reason, the metrics for your DSplus email campaigns should be analyzed independently of other channels and sources. These campaigns usually perform very well in comparison to other sources, with DSplus typically being in the top 5 for referral traffic.
Bounce Rates for your DSplus campaigns tend to hover around 60%—this is due to the individual not actively searching for something you’re promoting at that particular time. Email communication represents a different method of customer outreach that is less direct, but can become more engaging over time
Pages Per Session is a tricky metric because context needs to be applied to fully understand what the data is telling you. By dropping individuals on specific landing pages, we are streamlining their experience to be highly relevant, which can cause a lower number of pages consumed in some cases. For this reason, we normally see around 2 pages per session from your DSplus campaigns.
Session Duration is similar to pages per session in that context should be taken into consideration when analyzing your campaigns. Both high and low numbers can indicate different things based on communication type, landing page, and customer life cycle information.
To find out more about your Google Analytics insights, contact us at firstname.lastname@example.org and we will be able to get you set up and provide further context into what these metrics mean for you!