Important Reports in Google Analytics
Google Analytics provides useful data that can help you analyze your perfomance online. Without monitoring your performance and visitor behavior, you could be preventing your business from capturing more of the total market.
Below, RezStream provides a listing of the most important reports found in Google Analytics that can be used to your advantage in tracking your website's online performance:
All Traffic Sources – Allows you to see where the traffic is coming in. Another important column to pay attention to is the bounce rate, which shows when someone leaves your site immediately without viewing another page. Ideally, bounce rates should be low. Any sources that result in high bounce rates will give you clues as to where to make changes to your copy, whether to renew with certain directories, and so on.
All Traffic Sources Tracking Revenue – If your online booking engine will install tracking scripts to track revenue to the source with Google Analytics, you will see incredibly useful information within the Ecommerce tab.You can see which sources produce and which do not--this information enables you to allocate your marketing dollars to the most effective sources.
Top Viewed Pages – You want your important web pages to appear high on this list. If they are not, you could have a website design layout issue. The top viewed pages essentially let you know how people are navigating through your website.
Visitors, Map Overlay – You can see where visitors to your website reside. This data can give you more tips on how to geo-target in the pay per click campaigns. Furthermore, if you are able to track revenue to the keyword level, you can see where people reside who book with you. Furthermore, you can also see internationally where people reside and whether or not they are booking online.
Keyword Conversions – Below you can see which keywords converted into online bookings. Again, this is helpful for PPC or SEO changes. This information is only useful if you can track revenue to the source in Google Analytics.
The statistics pulled above are by no means comprehensive in what Google Analytics can provide for you. Some of the more important statistics were pulled for illustration purposes.
Conclusion: Having a tracker that can track revenue to the keyword level enables you to make educated decisions about where your marketing dollars should be allocated, holds your business partners accountable, and ultimately helps generate more bookings online. That is the final outcome we all strive for—to improve website visibility, increase website traffic, and convert website visitors into making a purchasing decision.