Analytics & Dashboards

Google Analytics

Google Analytics is a website analytics tool that tracks website traffic and presents it as an easy to read report.

Google Analytics can give you information and answers the following questions about your site:

Click through Rates (CTRs)

This number is expressed as a percentage, and shows how many clicks your ad or website link received per number of impressions.

Essentially, the more times your ad or website link is clicked on by another user, the higher your CTR will be. A high CTR is an indicator that your ad or website is performing well!

Conversion Rates & Close Rates

The conversion rate is also expressed as a percentage. This number tells you how many of the visitors to your website completed a desired action (such as buying a product, subscribing to a mailing list, or filling out a form).

Conversion rate is a very good metric to measure the efficacy of your website in driving purchases or gaining subscribers.

Total Leads

A lead is a contact with a potential customer. These are important to keep track of in order to ensure that you are reaching everyone who is interested in your business.

How do new visitors come to my site, and why do they leave?

Google Analytics also tracks where your site visitors come from. Additionally, Google Analytics can help find weaknesses in your site by telling you when visitors left. From there, we can draw conclusions to find out what exactly is causing these users to leave. The following metrics are helpful indicators:

• Bounces: When a user visits a website and then immediately leaves, it is called a bounce. Because some platforms have higher bounce rates than others, it can be useful to look at each platform you have placed ads on. Your ultimate goal is conversions, not visits, so this strategy can help determine where your money is best spent.
• Exit Rate: The exit rate shows how many visitors left your website after landing on a specific page. If you see that the exit rate for one of your pages is significantly higher than the others, it can be a helpful clue that something on that page is driving visitors away.

How do visitors experience my site?

Google Analytics can also give you a general overview of how visitors interact with your website. There are several tools within this platform that you can use to gauge user experience:

• Event Tracking: Using the Event Tracking tool allows you to independently measure “events” on a webpage. For example, Event Tracking will allow you to see if a certain button on your webpage is not being clicked as much as you desire.
• Session Duration: The Session Duration tool shows the average time spent on your website by all visitors in a chosen time period. If your website contains a lot of content but the average time spent on the site is very low, you can infer that visitors are not taking the time to read everything. 

How well does my site perform in regard to my stated call to action(s)?

This is another instance where Conversion Rate is important. If Conversion Rate is low, this means a large number of users are not completing a desired action on your website. Knowing this, you can then use Event Tracking or Exit Rate to find the cause of this problem.

Facebook Analytics

Facebook has also created an analytics platform which allows you to track your Facebook-specific advertising activity (including Instagram, of course). Here are some things Facebook Analytics can help you find out:

Which demographics are performing best?

The Facebook Analytics platform includes a tool called Audience Insights. Facebook is able to break down the users who have seen or clicked on your ad into specific categories like age, gender, relationship status, education, and job role.

Which locations are performing best?

This question can also be answered using the Audience Insights tool. Insights can pinpoint which cities and countries are interacting with your ad the most.

Which ads are performing best?

Just like any other analytics platform, Facebook’s is able to track which of your ads result in the most impressions and clicks.

Email Marketing Analytics

Email Marketing Analytics are programs that allow you to track how users engage with your email marketing campaigns. Although it is not its own platform, email marketing analytics can be found in a multitude of other programs, such as Google Analytics, Mailchimp, Hubspot, and many others. These analytics are crucial to the success of any email marketing campaign, as they can give you insights regarding these topics:

Click through Rates (CTRs)

Just like every other analytics software, email analytics programs track how many recipients of your emails actually click on any hyperlinked content within the message. A low CTR can indicate that your calls to action are not obvious enough, or that the emails are too long and may be seen by consumers as spam.

Open Rates

The open rate signifies the percentage of subscribers who have opened an email. This indicator typically varies depending on the content of the email, the audience, and the subject line, but the average open rate for a marketing campaign email is 17.8%.

Bounce Rate

Differing from the web analytics definition, an email marketing bounce rate tells you how often an email gets “bounced” back to you by a recipient mail server. There are two types of email bounces:

• Hard Bounce: A hard bounce is a permanent error, meaning it cannot be fixed. These tend to happen when an account is inactive or the domain is outdated. 
• Soft Bounce: A soft bounce, however, is temporary. Soft bounces can result from a receiving server being down, the email being too large to send, or the receiver’s inbox being full.

Unsubscribes

Platforms like these can also show you how many users have unsubscribed from your mailing list. Don’t let this number worry you, since things like this are the exact nature of email marketing. Every time an email is sent out, you run the risk of losing subscribers. In fact, this is more of a matter of how quickly and how often you lose subscribers. For example, you may have the ability to pinpoint which email caused you to lose the most subscribers and keep that in mind for the future.

• Which email messages are performing best? This can be inferred by looking at a combination of the CTR, open rates, and unsubscribe rates.

• How many people have engaged with the brand?

• How many people had the opportunity to engage with the brand?