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Measuring Success in Google Analytics

Measuring your success as a business is a great way to see how you’re performing and improve this from campaign to campaign. Google Analytics has a wealth of information, and it’s well worth finding your way around this tool to get the data that will definitively tell you how well your marketing is performing.

As a basic definition, success is achieving your goals, but every person and company will have different goals. If you run a website that shows advertisements, you might want to get as many page views as possible. If you sell a product you might want to get as many online sales as possible. If you run a charity or resource you might care more about document downloads.

Google Analytics allows you to track all of this and more so you can track exactly how well your marketing is performing.

Downloads & Contact Forms

Tracking your conversions via downloads and contact form submissions in Google Analytics is a good way to see how many people are interacting with and gaining from your offering if this is how you measure your success.

Tracking these is easy, and requires either adding a small piece of code around your ‘download’ or ‘send’ button or alternatively ensuring that all actions have a ‘thank you’ page afterwards which can be tracked. These can be turned into Events or Goals in Google Analytics.
If you’re non-technical, this is something best left to your SEO experts, as it can be tricky and does require an understanding of code. If you use WordPress then some plugins can make some of this easier, such as Monster Insights which has a tick-box for tracking download links and outgoing links.

Once you have set up all the Goals you want you can see these in Conversions > Goals > Overview.

This section will then also show you sources for these Goals, and a range of other information you might check to see such as devices used by the browser and the page where they converted.

Phone Calls

Remember that you may also have offline goals to track, such as phone calls. If you’re a company offering services instead of online sales then you’ll want to track phone calls, and there are systems available that can do this and integrate this information with Google Analytics.

Call tracking providers such as Ruler Analytics and Infinity Tracking require just two small pieces of code on the website, they will then be able to tell you exactly where each call came from. You can then integrate this into Google Analytics and view marketing sources for each call, listen to each call to work out how good a lead it was, and calculate your exact ROI.

Tracking Sales with E-Commerce

Using sales tracking enables you to compare sales data if profit or revenue is how you define your success.

The diversity of Google Analytics means you can track a variety of sales metrics all in one – revenue, order value, product SKU, average price, product revenue and per session value. This is something your development team will have to do if you have a bespoke system, and if you’re using WordPress you can find Plugins that can make this as easy as ticking a box. You’ll see data in Conversions > E-commerce > Overview and once this is set up it’s a good idea to check it for the first few days of sales you receive so you can ensure it’s tracking properly.

The correlation analysis between sales data and metrics like bounce rates and traffic source is essential to understand the performance of your landing pages and marketing campaigns, otherwise you may never know which campaigns are driving the most sales and are best to replicate in the future.

Social Media Engagement

As with many things in Google Analytics, there are several ways to view this data. The Acquisition > Social menu is perhaps the simplest and has a range of pages showing information on how many people are coming to your site via Social, which pages they are landing on and whether they have converted.

If you’d like to instead simply browse all information throughout Google Analytics while looking at only traffic from Social sources, you can use a Segment for this. You can set up a dedicated Segment for Facebook traffic, Twitter traffic, etc, by specifying the ‘Source’ in the ‘Add Segment’ area here:

Page Views, Bounce Rates & Website Browse Paths

As mentioned previously, coupling these metrics with sales data can provide a comprehensive overview as to how your campaigns are performing with regards to sales.

But these metrics alone can provide useful insight into the performance of your marketing. Analysing page views lets you see in depth how many people are viewing your form or website and who they are, whereas bounce rate can tell you a lot about your performance and whether people like your content or are instead leaving as you are not engaging them.

Bounce rate can also give you an insight into whether your marketing is perhaps bringing people in for the wrong reasons. For example if you offer ‘next day delivery’ and the first page people land on says orders will not be despatched for three days, they may leave straight away.

In essence, these metrics all allow businesses to see how their campaigns are performing and which channels have been the most effective at driving the particular results they use to define and measure success.

If you need help with boosting your business’s traffic, conversions, or whatever matters the most to you, get in touch with our team today.

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Heather Hirst
Currently undertaking a Communications degree at Bournemouth University, Heather is the Digital Marketing Intern at WNW Digital. She is part of the digital marketing team and here to gain industry experience and develop her skills in all elements of WNW’s expertise. You can contact her at

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