Navigating Google Analytics

Ever since starting as a TargetClick intern in January, one of my biggest challenges has been figuring out Google Analytics. This powerful tool is something we use quite often around here to show clients how services are performing. Google Analytics is a program which has the ability to show how many visitors, clicks, and conversions a website had during a given time period. In addition to these metrics, there are many others which can show demographic and referral information. The first time I logged into Google Analytics, I was very overwhelmed. There were various tabs and charts and I was not sure which metrics clients would see value in. When I began creating my first report for a client, I was not sure how to even begin. Luckily, members of our team were there to help me with my Google Analytics questions. The first challenge I faced was figuring out exactly what metrics mattered to clients. After reviewing a couple examples of reports our full-time account managers had put together, I was off to a great start. Next, I created an outline for myself in order to use Google Analytics to show clients how the services they have purchased are performing. Below are four tips which have helped me when I am putting together reports for clients: 1.Visuals, visuals, visuals: A simple visual is more eye-catching than a paragraph of explanation. Whether it is in the form of graph or chart, visuals help communicate changes to the client. 2.Compare month to month: Changes can easily be seen when two blocks of time are compared. For example, one could compare the number of conversions from the month of February to the number in the month of March. Did the number of conversions increase or decrease? The month to month comparison is a great way to see changes which are happening as a result of our services. 3.Explanations: Explanations help to show clients exactly what the terms we use here at TargetClick mean. It may be very confusing to a client if they are told how much of the traffic to their website is a result of organic search traffic on Google if they do not even understand what organic search traffic is. 4.Show the largest changes: Showing clients the largest changes help depict which services are working for them! These changes get the client excited for what’s to come.