How to use analytics to track 2 key marketing metrics in your business
Are your marketing and promotional efforts working? Here are key metrics to pay attention to that are easily accessible through Squarespace Analytics or Google Analytics.
You create content to attract new leads.
Write emails to nurture new relationships.
You created a lead magnet and your goal is to build your email list.
How do you know if your efforts are working? Time is precious. And your creative energy should be maximized.
Enter - Analytics!
Analytics provide real-time data on what’s happening behind the scenes on your website. So you can track what’s working well or what needs a little extra love.
Here’s what you can track:
number of visits to your website
where your traffic comes from
user behavior
most popular content
lead magnet or freebie downloads
email conversions
How to access your Analytics?
You have two options:
Set up Google Analytics. Hootsuite does a nice job breaking down how to set up Google Analytics in this article.
Check your website for this data. This is what I do and what I recommend if your website builder software provides that info. I use Squarespace and the analytics are easy to access through the dashboard.
Here’s a 5-minute video tutorial to show you how to access your analytics easily.
Here’s a transcript from the video to reference in case you want to skip ahead. But then again - this video is only 5 minutes long! :)
Video Transcript:
0:02 Hi. Today I'm going to show you how to check if all of your hard marketing efforts are paying off, if you have access to behind the scenes of your website, which if you do not, I highly recommend that you get access to the behind the scenes of your website.
0:20 You're gonna be able to access analytics, which is a measurement of website traffic, website activity, and visitor behavior. So this is a very quick and dirty way of checking in on what's working so you can optimize those things and what's not working, so you can stop doing those things that may take up more of your precious time.
0:42 As busy business owners, I know that it is sometimes difficult to know where to put your energy. So this is a quick way to find out.
0:51 My name is Aga. I'm the owner and creative director of aga land brand.com. If you are building or scaling your business as a female, I am here to support your efforts by amplifying all of your marketing and business building.
1:08 So I'm gonna be using Squarespace because that's what my website is built on. You're gonna wanna log into Squarespace or any of your website platforms, and right now I'm going to show you behind the scenes.
1:24 So this is behind the scenes of my website, AGA, land Brand Net's, four space that I have access to with my unique login.
1:34 You have access to yours as well, or you should, and I'll take you one step back just to show you what your dashboard might look like.
1:44 So this is what I come to when I first log in. I'm gonna hit website and then it's going to take me straight to my website.
1:57 Here we go. It's loading. This is my menu. Your interface might look a little bit different. Don't worry about that.
2:07 We're gonna go and look what our options are here. Orders, inventory, customers, those things don't apply to me. I don't have an e-commerce website.
2:16 Where I'd like to go is analytics. Before I get to analytics, you'll see that I also have a traffic sources option, so I'm gonna click on that real quick and you'll actually see it takes you straight to your analytics so you can get there both ways.
2:33 I'm giving you all the preview of what's happening behind the scenes on my website, and this is just in the last 30 days. 2:39 So be sure to check those filters. You could also adjust to see month to day what is your activity. So let's look at that, right?
2:48 This is a more broad view. We can see that from I should say year to date for a broader, broader stroke.
2:58 Year to date, from January 1st until today, which is November 17th, I have had this many visits directly come to AGA Land brand. 3:09 That's what direct means. Somebody's typing in the email address or they go to Google and they type in Aand brand social.
3:17 You can tell that Instagram has brought in the most traffic from all of my other channels. Facebook brought in 88, LinkedIn brought in 52, and Pinterest brought in 36.
3:30 You can narrow down even more to see which of your Pinterest pins are performing the best, which is really interesting insight.
3:41 And you can see between all of your other efforts, email referral and search what's happening behind the scenes. So that's for traffic sources.
3:51 Let's go and take a look at form and button conversions. I have several, several forms on my website, which is how I want to capture everyone's email so that I can nurture them into my email sequence and build those relationships for no like and trust factor.
4:08 And I have several opportunities for people to engage. I offer seasonal workshops. That's a focus group registration that you see here.
4:18 I also have a free photo shoot guy that looks like 12 people have signed up for and a several other freebies, like five essential things nobody tells You When you start a business.
4:32 That's my freebie landing page. This is where you see what's happening, like this is where you can measure who's coming in and if your efforts are working.
4:46 Those are just the two main highlights that I wanted to share with you. Check on who's coming to your website, where are they coming from, and what are they doing? 4:55 If you have any other questions, reach out.