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Google Analytics: Taking Your Website Data for a Test Drive

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Is your website generating leads that go on to become your best clients?
These days, a significant number of people are looking for the services you provide and finding your business online, but you could be missing out on high-quality leads if your website and marketing efforts aren’t data-driven.

If you’re like most contractors, you’ve made an investment in your website and, perhaps, online advertising. You should be seeing a return on that investment, and if you’re not experiencing growth, Google Analytics could help tell you why. It provides detailed insights into who is visiting your site, where they’re from, and what they’re doing when they’re there.

At StructureM, we believe data should drive all your marketing decisions. We can analyze the data, and help you make the changes you need to see a steady stream of ideal clients, or you can dig into Google Analytics and crunch the numbers yourself. This post will show you how.

Before we get started, make sure Google Analytics has been set-up properly. Read this post to make sure. Now, let’s take Google Analytics for a test drive.

When you open Google Analytics, you’ll see a series of reports automatically pop up on the home page. They are worth exploring, but to dial in your data, you’ll want to dig into the reports under the various links on the left. If you’ve just installed Google Analytics, you probably won’t have much to look at, but if your site has had Google Analytics installed for some time, you’ll be able to gain lots of insight.

Google Analytics Overview


The Audience tab offers information about visitors to your website. If you pull up the Overview screen, you can toggle between hour, day, week and month in the upper right corner to get a picture of the most active times on your site. You can also find out how long visitors spend on your site, and if they return. For more insights, familiarize yourself with the subsections on the left. There, you’ll find demographic information such as their age, gender and interests. For contractors, one of the primary data sets you’ll want to examine is under the Geo tab. There, you’ll find number of visitors from your service area or region.

A good question to ask yourself here is, are the visitors to your site your ideal clients, and if not, what do you need to do to attract them?

Google Analytics Audience


The Acquisition tab will tell you how visitors are getting to your website. This is particularly helpful if you’re using any online advertising, or if you’re planning an online promotion. Are they finding you through a search, and what terms are they using? Are they finding you through social media channels? Which one? Those answers and more can all be found in the reports under Acquisition. Once you determine which sources are most valuable, you can make changes in your marketing strategy to make the most of those high-performing channels.

A good question to ask yourself here is, are your marketing efforts producing profitable traffic to your site?

Google Analytics Acquisition


Once you attract a visitor to your site, you’ll want to know what they do there. That’s insight you’ll find under the Behavior tab. You’ll be able to tell what pages your visitors hit first and where they end their visit as well as how much time they spend on each page. Depending on how you’ve set up Google Analytics, you will also be able to track whether viewers do what you expect, such as watch that video you made, click through to a form or access a .pdf. You can also drill down into search behaviors as well.

Another feature under the Behavior tab is the Site Speed subcategory, which provides you with the average load times for pages. This is helpful in determining the performance of your website. If users have to wait a long time for your page to load, they might abort before even visiting.

A good question to ask yourself here is, what are your best performing pages, and are they providing you with high-quality leads?

Google Analytics Behavior


In the context of Google Analytics, Conversions refers to visitors’ actions around the goals you established when you set-up Google Analytics. Don’t worry, it’s not too late to add them, you’ll just need to do that under the Admin tab. For most contractors’ sites, you’ll want to measure conversions based around lead generation. Those goals can track whether users click to call you, fill out a contact form, or initiate a web-chat. If you sell anything on your site, this is where you’ll find out how many visitors start the buying process and make a purchase, what they purchase and how much they spend.

A good question to ask yourself here is, are visitors to your site doing what you want them to do?

Google Analytics Conversions

The Big Picture

When you look at the data generated by Google Analytics as a whole, you should have a better understanding of how well your website is performing and how well your marketing efforts are working. Perhaps the most important insights have to do with visitors to your website – who they are, how they got to your site, and what they’re searching for. The question here is, what are the commonalities between the visitors that became high-quality leads, and how can you attract more of them? It could take just a few slight changes or require a major overhaul. Either way, you’ll have data guiding your decisions.

If you’re ready to take your website and marketing to the next level, Structure M can help. Reach out to us today to find out how.