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Four Google Analytics Reports to Help You Drive Conversions

A successful marketing strategy has many moving parts, from research and planning to implementing strategies that best target your ideal clients. However, perhaps the most important (and most overlooked) part of marketing is the evaluation stage. After all, without evaluating how well your marketing efforts did to drum up new business, it can end up feeling like you’re throwing spaghetti at the wall with no real way of knowing what sticks.

Yet, evaluating your marketing doesn’t have to be so complicated. With the help of a few Google Analytics reports, you can get a clearer picture of what works and what doesn’t in your marketing mix and optimize your efforts to drive more interest, inquiries and sales.

Here are four reports to help you make smarter marketing decisions.

Demographics Report

When planning your marketing approach, think about your target market. Who do you want to reach? How old are they? Are they mostly male or female? Whether you’re looking to engage potential clients in the corporate market or newly engaged couples planning their wedding, you’ll need to know who is actually visiting your website to see if your efforts are paying off. The demographics report will tell you the age and gender of your visitors so you can determine whether or not they fit in with your target market.

Where to find it:

You must first enable the demographics report from the Admin page, under the Property Settings tab. Once you turn on the demographics and interest reports, you can then head over to the “Audience” reporting section to generate a demographics report that reveals age and gender data of your website visitors.

Location Report

Whether you serve your local market or you operate a branch of a company located elsewhere, most event businesses aim to reach potential clients in a certain geographical area. Identifying your website’s effectiveness in attracting people from within this area is critical. For destination event professionals, keep an eye out for traffic that comes from your main feeder cities. High traffic numbers mean little if all of your visitors are flooding in from 3,000 miles away (or worse, Russia) when you are trying to attract a more local crowd.

Where to find it:

Navigate to the “Audience” section and select “Geo” to review top countries, cities, or continents that are sending traffic to your site. Most businesses will find the “City” data to be the most valuable for auditing purposes.

Traffic Report

Seeing a lot of page views and unique visitors is exciting, but the numbers are only part of the full picture. The value of those visits is what truly matters, as unqualified leads serve little purpose in helping you achieve your goals. The traffic report displays all of the referral sources for your website visitors, so it can reveal some important insights about your marketing efforts. For example, if you’re advertising on a certain blog, you can quickly see how much traffic you’re receiving from that website to determine whether it’s been a fruitful strategy (and decide if you want to continue). On the other hand, if you notice your organic search numbers are rather low, you might consider hiring an SEO specialist to focus on your rankings. Ultimately, the traffic report is one of the most important factors in understanding what works in your business.

Where to find it:

Click on the “Acquisition” tab under the traffic menu item to review all of the channels that send traffic to your website. This can be further broken down in the “Social” report, which shows your top-performing social media channels.

Behavior Report

It can be frustrating to see a high number of pageviews combined with a high bounce rate. All of the previous reports reveal who is visiting your site and how they got there, but we’re missing one invaluable facet: their behavior on your site. The behavior report will show you the blog posts that are most popular, the pages that lose the most visitors, and much more. This can help you to better optimize your website to serve potential clients with exactly the content they’re seeking.

Where to find it:

Select the “Behavior” menu item and view site content. Your report should reveal all of the valuable data points from your website, including total page views, bounce rate, time spent on the site, and other behavior-specific information.

To take your evaluation to the next level, you can run year-over-year reports for all of these factors to compare your current performance with years past. With this information, you can determine your company’s rate of growth or decline and create realistic marketing goals accordingly.

When it comes to understanding your analytics, remember that data are just that: a bunch of numbers that have little to no value until you apply context. These four reports are simple, but they will reveal a treasure trove of insights that will push you in the right direction for a more effective marketing push in the future.

Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.

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Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator who recently presented at NACE Experience in both 2017 and 2018.

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