How to define, measure, and communicate the success of your digital marketing
By Matt Cooper
Welcome back to the world of Google Analytics! It’s time now to start getting into the belly of the beast. This week, we will discuss the different types of visitors that come to your sites and how to define quality traffic segments to get the most out of your time using Analytics. After all, there is a huge difference between an unengaged user and an engaged user.
Again, for each section I will include a clear action step to help get you on the right track. First, let’s look at different user types...
Define what quality traffic looks like
Guided by the objectives and supporting goals that you created for your website the next step is to define a spectrum of quality for your website's traffic. If you have not created goals for your website, please refer to my post from last week or view the full article for guidance.
As an example, below is one way you might want to define your traffic quality. On one end you would define the behaviour or lack of behaviour that makes up a poor quality visit, and the other, your target or more valuable quality visit.
On one end we have unengaged traffic. These are visitors that have arrived on your website but then immediately left or “bounced”. They have not consumed any additional content than what is on that page and have not converted on any micro or macro conversions.
Action step - Define your website traffic quality.
Segment your traffic quality
Advanced segments let you enter each quality segment into Google Analytics in the form of criteria. For example, If I entered “Interested” visitors, I could use the following:
Visitor type = New AND
Page depth <= 3 AND
Bounces = 0 AND
Goal Completions = 0
This group of visitors would have not immediately bounced from the site, but not provided any real behavioural interactions that I value.
After entering the criteria for each of my quality segments the result is that Google Analytics starts providing us with much more meaningful information.
Above is the visitor information report with each of the segments turned on. The red arrow shows where there was a spike in visitors on June 12th. Had we been reporting on vanity metrics we would have been reporting an increase in performance that was incorrect. While the traffic increased, the quality of traffic remained the same.
Action step - Setup your website traffic quality segments.
Understanding your traffic is arguably one of the most useful skills you can learn when using Google Analytics. Being able to convert an unengaged user into an engaged user is an important skill for any business.
Please join me next week to discuss how to identify your business' performing channels and ways in which you can optimize individual campaigns.
For now, please read ahead here.
Serving as the Director of Digital Measurement, Matt Cooper brings over 15 years in the IT industry to the team of Business Analysts at ISLWeb Marketing and Development. Matt provides consulting in all digital disciplines with an emphasis on Digital Marketing and measurement strategy. A Google Analytics and Adwords certified professional, his industry experience ranges from Government and Post Secondary Education, to B2B and B2C.