Estimates suggest that as many as 30 to 50 million websites use Google Analytics tools, according to an article in Marketing Land. Despite the resource’s popularity, many marketers don’t fully take advantage of its capabilities. Learn how you can maximize the benefits of Google Analytics.
Creating compelling content is only one piece of the healthcare content marketing puzzle. Successful content marketers are both creators and analysts. They also measure the effectiveness of their content and overall digital marketing strategies and use these metrics as a basis for comparison and, if needed, improvement. Enter, Google Analytics.
Google Analytics streamlines the daunting task of collecting, managing, and reporting data. Its suite of free tools distills information into easy-to-use reports. Marketers in all industries can use these reports to evaluate benchmarks like website traffic, bounce rates, and even content effectiveness.
Put Google Analytics Tools to Work for You
If you’ve never used Google Analytics tools, you’ll need to create a free account on your first visit. Then, you can load (or have your organization’s developer load) the Google Analytics’ tracking code into your website’s HTML. Within 24 hours, Google will begin populating data for most reports. Ready to get started? Here are five tips to help you begin making the most of Google Analytics’ capabilities:
1. Measure bounce.
Google Analytics defines bounce rate as your website’s percentage of single-page sessions. If your bounce rate is higher than benchmark averages, it warrants investigation. High bounce rates show users may be leaving, rather than engaging with, your website. Dig deeper to determine why people are hitting the back button or closing the window. Your site may take too long to load, your content may need an upgrade, or your consumers may simply not find what they need.
If you suspect slow loading times are the problem, Google Analytics’ Site Speed report allows you to view how long it takes for your page to load and for users to interact with your site. The Mobile Performance Report also gives you an idea of whether or not consumers can easily access and use your site via mobile platforms.
2. Compare and contrast.
Benchmarking Reports offer insight into a variety of metrics, including bounce rates. Use Benchmarking Reports to compare your organization’s performance to aggregate industry data, which is available for more than 1,600 industry categories. This comparison either provides reassurance that you’re on the right track or highlights areas for improvement.
3. Share your goals with Google.
You can set up to 20 micro and macro goals using Google Analytics tools. Example objectives may include getting community members to register for a hospital-sponsored health fair, download a fact sheet about your facility’s new birthing center, or call to schedule an appointment with a physician. You can track many of these and other events using the Event Tracking feature.
4. Measure traffic—and much more.
One of the most basic uses of Google Analytics is to see how many people visit a particular website—data you can use in a variety of ways. For example, you can set up alerts that send messages when there is a significant change in the amount of traffic coming to your site. This information can help you quickly spot topics that resonate most with readers or campaigns that garner the most interest. You can also review traffic in real time to see how many people interact with your site when, for example, you post a new piece of content.
Taking traffic measurement one step further, Google Analytics also gives you a snapshot of how users arrive at your site. This enables you to see how many people are finding your site via organic search engine results (where their own Google search results point them toward your site), as well as measure the performance of ad campaigns and other paid traffic sources.
5. Find out which types of content reign supreme.
Many of the reports available through Google Analytics provide insight into content efficacy. But Google Analytics tools also include a dedicated Content Efficiency Analysis report that measures page views, bounce rates, and other metrics to highlight the topics and content types that readers prefer, according to Search Engine Land.
Looking for more tips to make your digital content even stronger?