Using Google Analytics to Make Better Decisions
Google Analytics is a handy tool right out of the box for understanding your website performance. But if you spend a little more time inside the application you can get some very useful information that will help you make better decisions about your marketing.
I sat down with Jon Meck of LunaMetrics at the ACP-LS Annual Meeting last year to learn more.
First, you want to make sure you have implemented it correctly, otherwise your bounce rate will be wrong.
And speaking of bounce rates, sometimes a person may visit a single page on your site, spend a lot of time and leave, having found exactly what they want. Maybe you don't want to count that as a bounce. And you don't have to. Jon explains how you can use events or time on the page to get a clearer picture.
We also covered:
Goals - to see if people are going where you expect them to
Content Grouping - to understand what topics are of most interest
Site search - to find out what people are looking for and the words they use
The 3 things you must get your IT team to do for you
About My Guest …
Jon Meck is a Technical Marketing Manager at LunaMetrics, a Google Analytics and Search Marketing consultancy based in Pittsburgh, Pa. They offer trainings in various locations around the US each month.
