10 analytics you need right now

March 9, 2015       The NonProfit Times      

Google Analytics is more than just click-through and conversion rates. These 10 analytics, as discussed in WebLink International’s e-book, “Top 10 Things Your Association Should Manage In Google Analytics,” can help you segment and target your audiences better than ever.

  •  Audience location: This can help you determine if you’re reaching your target audience and if you have an audience with untapped potential.
  • Audience engagement: This shows how long a visitor stays on a page before moving to another page. Use it to gauge how effectively you’re keeping your audience’s attention.
  • Mobile traffic behavior: This stat shows how much of your traffic comes from mobile devices. Expect this number to rise every year. Mobile-friendly sites are a must.
  • Traffic sources: Are your visitors coming to your website through a search engine? Banner ad? Email? This stat can tell you.
  • Social media traffic: This metric will show you which social media platforms are driving the most traffic to your website, and which you can safely minimize.
  • Site content trends: This is useful for comparing posts and pages month over month or year over year. Do some posts generate an outsized amount of traffic? Do specific dates or campaigns drive visitors? Find out by looking at site content trends.
  • Bounce rates: The guide recommends that “Landing page bounce rates indicate the success or failure of individual pages and are a better indicator of the website’s performance than the overall site page bounce rate.”
  • Site search behavior: This tells you how many visits use your search feature, and the search terms report tells you what your audience is searching for. “Use these items as a starting point for new content,” wrote the authors.
  • Events: This metric will show you if your audience is scrolling all the way through your pages. You can use the events stat to help determine where best to place your calls to action, as well as clarify bounce rate statistics.
  • Funnel visualization: This requires some custom setup from the Google Analytics administrator. It can help you determine if your audience is doing what you want them to do, and if it’s not, where the process is breaking down.