If you’ve been following this blog you’ll know that I put a huge emphasis on analytics and data, specifically Google Analytics. In this article I’d like to discuss three tools that your practice should be using within Google Analytics.
I’ve mentioned the first two tips in past articles. They focus on tracking web conversions (leads) and where they came from. The final tip is more advanced, and the data you can gather will help you with marketing decisions.
1) Conversion Tracking: Many practices have had conversion tracking for over 5 years, but it’s still shocking to see the number of practices that don’t. It starts by having a well-placed form on your website. Make sure that this form, when completed, re-directs to a “thank you” page. You’ll count every visit to this page as a conversion.
Once your forms re-direct properly to a thank you page you’ll want to copy that url. Then login to your Google Anlytics account and click on ‘Admin’ at the top and then ‘Goals’.
Then click ‘New Goal’ and complete the next steps, making sure you select the Destination option for goal tracking. You can name your goal whatever you’d like, and you can even create multiple goals if you have multiple web forms (as the example above show). Once you have goal tracking set up you can see how many web leads you’re getting as a percentage of total traffic.
2) Custom Reports: There are many different custom reports that you can run within Google Analytics. I want to focus on two specific reports, conversion tracking by keyword and conversion tracking by source. These custom reports will allow you to see where each web lead came from, even down to the keyword. Keep in mind that many of your results will say ‘(not provided)’, which means Google cannot disclose the keyword they used because that user was logged in. Still, the info is valuable nonetheless.
To set up your custom reports just click on ‘Customization’ in the top (to the left of ‘Admin’). Then select ‘New Custom Report’.
Title your report and then locate the metric group section. Click ‘Add Metric’ and then locate your goal in the drop down menu. Make sure it’s the goal completion, as opposed to goal abandon rate, conversion rate, etc. If you have multiple goals it makes sense to add them all. Then, in the Drilldown section select ‘Keyword’. Then save.
If you’d like to track by Source, create a second custom report and simply swap ‘Keyword’ for ‘Source’. Then you’ll have two custom reports that’ll allow you to analyze where your web leads are coming from.
3) Integration with Webmaster Tools: A newer feature of Google Anlytics is the integration with Webmaster Tools. You’ll need to get your website set up with Webmaster Tools to start, ideally using the same email associated with your Analytics account. Here are detailed instructions from Google on how to integrate the two.
Once you’ve got the two accounts synced up it’s time to analyze data. In the left-hand sidebar locate the Acquisition section, and the underneath Search Engine Optimization select ‘Queries’.
This report is valuable because it shows the relationship between your average search engine position (rankings) and the number of impressions and clicks you’re getting. However, I recommend you customize this report more. If you click ‘edit’ to the right of the advanced filter you can enter the following parameters.
Make sure the average position is in between 10 and 20. This range equates to page two of Google results. Why do we want to see the queries that fall on page two? Because this is low hanging fruit! What I mean by that is that with a little help you can boost the ranking for these queries up to page one. This “help” can be everything from additional blogs (with backlinks), press releases, social media posts and much more.
Focus on these keywords and driving traffic to these pages. With a little help you’ll boost some of these keywords onto page one, which will lead to more impressions and more clicks. So the next time you’re brainstorming new ideas for blog topics run the aforementioned report to see which keywords you’re on page two for.
If you’d like to learn more about utilizing Google Analytics then schedule a consultation with Turbo. Just leave us a message here or call 877-673-7096 x2.