For a brand with a website presence, the useful content or unique products attract an audience to take action on the site. Successful website presence lies in the website being able to attract and convert potential customers to loyal customers. In order, to achieve that goal it is important to know how to navigate the Audience section of the Google Analytics dashboard. A robust feature with many metrics, the Audience section will enable you to know which metrics for measuring traffic are effective for your brand.

Here are the 5 most important metrics to watch in Google Analytics:

  1. New or Unique Visitor Conversion- When focusing on the activity on your website, it is evident that the way a first-time visitor interacts with the site varies from a returning customer’s activity. First-time visitors should have an engaging experience on your site which eventually leads to a purchase. The important metric is conversion which isolates the rate at which frequent visitors turn to brand loyalists. One way to ensure that the conversion rate stays up is to focus on the website’s usability. A user-friendly website which takes into account the experience of a first-time visitor through their eyes will be more successful. Therefore, the website should provide a great user experience up front without any additional tips or tricks needed to navigate the site.
  2. Bounce Rate- The bounce rate is defined as the amount of time new visitors visit the site and then immediately leave it without completing any tasks. The minimization of bounce rate is the preliminary goal when dealing with value per visit, interactions per visit, return visitor conversion, new and unique visitor conversion, and traffic sources. When there is very little time spent on the website and no interactions, it indicates a high bounce rate for the site. There could be several reasons for this including weak sources of traffic, poorly designed landing pages, or load times that are high for the site. On e-commerce sites, the bounce rate is referred to as the abandonment rate which could be the result of a check out process that is too complicated.
  3. Cost Per Conversion- One of the most important metrics in Google Analytics for an audience is the lead generation cost or cost per referral. Even if the website is bringing in traffic, a high cost per conversion rate will be indicative of an unprofitable website. It is a good idea to know this metric and evaluate what costs are affecting your brand and with what margins.
  4. Interactions per Visit- It is important to know how your visitor navigates the website from the time they are on the page to the reviews and comments they make. This way you know exactly what visitors are doing on your site, how you can get them to do more of what you want, and how to influence their behavior into conversions.
  5. Return Visitor Conversion- If a visitor returns to your website, two questions arise: first is why they did not convert into a customer on the first visit, and second how can the return visitor be converted into a customer? Many brands offer exclusive deal or coupons to return customers, while others offer a mailing list for return visitors that will earn their loyalty. The return visitor conversion is an excellent Google Analytics metric for understanding brand loyalty and visitor behavior.

The big picture is that social media is one of the most incredible mass communication channels invented by modern technology. The social media landscape has seen it’s share of growing pains, rising stars and spectacular failures, only to leave the business owner wondering which social media platforms to use. The noise on social media can get overwhelming especially without a direction or a strategy to cut through the chatter. The two primary functions of social media for business are ROI and leads. A tailored online marketing strategy should drive the business forward through social media engagement.
Here is how to determine the social media platforms to invest your time and money in:
The first question a business should ask about their online existence is: who is my audience? Social media audiences have been known to be fickle, they are a segmented bunch with short attention spans. Extensive market research about the business’ audience and where they hang out in the social media space is the recipe for success. While the big four (Facebook, LinkedIn, Twitter, Instagram) are standard for most businesses, special attention should be paid to niche social media sites which may be beneficial for more specialized businesses.

After defining the target audience, businesses should embrace the fact that organic social media reach is a thing of the past. These days, social media is a game where you have to “pay to play”. First of all, the business has to craft optimal messages that won’t trigger ad blindness. Then, a business needs to have a social media calendar which defines posting frequency, integration with other marketing channels, and the cost of paid campaigns- all factors that need to tracked and measured. A business that has these systems in place will be able to determine which platforms perform the best and how to capitalize on the data. More valuable yet sophisticated features like remarketing on Facebook benefit from the consultation and expertise of a marketing agency.

The big four social media channels dominate the online conversation but how does a business owner determine which platform deserves the most attention? Each platform has a personality, reach, and benefits for the businessowner. The behemoth Facebook is a generalist with 2.2 billion monthly active users. Needless to say, every business should have a Facebook business page and take advantage of Facebook advertising, granular targeting, and remarketing. LinkedIn is the B2B thought leader with 500 million users, great for posting online resumes, networking, and B2B sales. Twitter is useful for posting bite-sized, time sensitive information for the tech crowd and other progressive audiences of different ages with 275 million monthly traffic. Finally, Instagram is the cool kid of social with 800 million monthly users that skews slightly female, mostly urban and millennial. Instagram is heavy on the visual content curation which is a dream come true for the product marketer.

In online existence, where social media is no longer optional for the businessowner, how does the business determine which platforms to use for the best ROI and engagement? The answer is a powerful marketing strategy which intimately knows the target audience, social media calendar, and the performance of content on each platform.

The executives from Google recently announced new initiatives that are all powered by machine learning and propel automation to the next level.

Here is a short breakdown of the announcements.

Responsive Search Ads

The new ads which give more real estate to advertisers have been in beta testing during the early months of 2018. This new kind of ad automates ad testing and allows an an advertiser more real estate on the web. The product will roll out to all Google advertisers over the next several months.

Local Campaigns

The use of phrase “near me” has been on the rise in mobile searches. To that end, a new campaign type called “local campaigns” has the aim of driving store visits. The ads are generated based on creative supplied by advertiser and location extensions. The platform then optimizes the ad delivery across ad networks.

Cross-device Reporting and Remarketing Stats in Google Analytics

The announcement that drew the most crowd response was the news that advertisers would be able to review cross-device reporting in Google Analytics. Excitingly, this means advertisers will be able to create and deploy cross-device remarketing audiences for use in new Google Ads.