Vistage Research Center

Get actionable, data-driven insights and expert perspectives from our global community of CEOs and thought leaders. Led by Joe Galvin, Chief Research Officer

Use Google Analytics to grow your digital marketing ROI

Google Analytics

I’ll be blunt. If you or one of your key managers is not watching Google Analytics you are not running your business effectively. You are missing digital marketing opportunities and may be losing market share without knowing it. Your website and sales will suffer from this lack of information and your content marketing strategy will be for naught.

The metrics in Google Analytics are leading indicators for your company and a driving force in your sales growth.  Someone on your team must have access and watch these key business metrics. In this blog post, I will simplify Google Analytics reporting into four key areas that must be watched on a weekly or monthly basis at a minimum.

Navigating Google Analytics

When you first login to Google Analytics you will see a basic dashboard on your home page with a navigation system on the left. There are four key navigation areas on the left. Each section will open up when you click on them. The critical data points and metrics providing insights into your business and growth are found in each section.

Let’s get into more detail on each one.

1. Audience

Click on Audience on the left hand menu, then click on Overview.

The audience overview is the best global view of your website’s data. Use the date selector to track the year-to-date data or compare the data previous periods. You’ll see your overall visits and the key metrics measuring user engagement with your website.

2. Acquisition

Click on Acquisition on the left hand menu, then click on All Traffic, then click on Channels.

This is the best place to get a summary of the traffic channels sending visitors to your website. Click through in each channel to get more data on where your traffic is coming from. Use the Google Search Console to dig deeper into your results in Google.

3. Behavior

Click on Behavior on the left hand menu, then click on Site Content, then click on All Pages.

You will see the most popular content on your website in this section. Your website visitors are voting with their clicks on what matters most to them. It makes up a fascinating profile of your company.

4. Conversions – goals overview (leads) or e-commerce (online sales)

Click on Conversions on the left hand menu, then click on Goals Overview or Ecommerce.

There are two major parts of the conversions section. The first is tracking leads and the second tracks ecommerce data in great detail. This tracking must be set-up in the admin section of Google Analytics. The data you see here is used to measure direct ROI.

Schedule a Google Analytics meeting and send reports

One of the best ways to drive action from Google Analytics metrics is by scheduling regular digital marketing meetings including a review of this data. Ask questions about the data and press your team for answers. Whether or not you hold a meeting, Google Analytics reports should be sent on a regular basis to the management team.

As you look for ways to improve results from your website and increase sales, make the time to understand Google Analytics. It is a must have resource to monitor and measure the growth of your company and drive success.

Related resources

Print Friendly, PDF & Email

Leave a Reply

Your email address will not be published. Required fields are marked *

Predefined Skins

Primary Color

Background Color

Example Patterns

demo demo demo demo demo demo demo demo demo demo

Privacy Policy Settings

  • Required Cookies
  • Performance Cookies
  • Functional Cookies
  • Advertising Cookies
These cookies are essential in order to enable you to move around the Sites and use its features, such as accessing secure areas of the Sites and using Vistage’s Services. Since these cookies are essential to operate Vistage’s Sites and Services, there is no option to opt out of these cookies.
These cookies collect information about how visitors our Sites, for instance which pages visitors go to most often. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.

Cookies used

Visual Web Optimizer
These cookies remember information you have entered or choices you make (e.g. as your username, language, or your region), and provide enhanced, more personal features. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

Cookies used

Google Analytics
Gravity Forms
These cookies are used to make advertising more relevant to you and your interests. The cookies are usually placed by third party advertising networks. They remember the websites you visit and that information is shared with other parties such as advertisers. If you do not allow these cookies, you will experience less targeted advertising.