Diving into digital analytics can be a daunting task, especially for those who aren’t data analysts at heart. From websites to social media, to digital ads and beyond, analytics isn’t anything new, but the ease of obtaining digital information is growing at a lightning fast pace. It is something we can all learn about, and continuously learn about! We will likely never know it all, but by having this information literally at our fingertips, it provides opportunities for those studying them to learn and progress with new ideas and visions faster. Interpreting data can vary from business to business, and what is considered a success for you can be different as well, but let’s just skim the top off of what data analytics is and briefly learn what the most important parts of analytics are for beginners.
Google, Social Media, and Other Digital Analytics
Likely the most popular kind of analytics for a website, Google Analytics is used by over half of all websites. Google tries to make their analyzing methods easy for the viewers, but there can be a lot of data and quite the big puzzle to put together. When first opening Google’s data interface, it can seem like a lot of information being thrown at you. But once you set up your goals, you will start to see the magic happen. You’ll learn where your audience is coming from, who they are, what their habits are, and so on. Here is a good reference for Google Analytics for Beginners, but we can also help answer any questions that you might have.
As for social media, each platform improves upon their analytical composition constantly. Insights as to who is following you, the performance of your social media posts, and learning what your target audience craves are all examples of why analytics are important for social media. There is likely very valuable information in your social media analytics, it is just figuring out what is most important to your business that is key. And truthfully, once you figure out how to interpret the data, the social media channel will likely change how they show you this data and you will need to re-learn how to read the information all over again. They are always keeping us on our toes!
Since this is just a quick reference, there are three things we suggest taking into account when learning how to read your analytics. Understanding your audience is critical as you need to know what they want and how you are going to respond to that. So let’s just briefly hit on the following topics to give a brief overview of what they are and how they help your business.
- How do people reach your site?
- What are they doing when they get there?
- What is your conversion rate?
How Do People Reach Your Site?
Thanks to analytics, we can see how a user even came to find your website. Did they just do a random search on Google? Did they click one of your digital ads? Did they click a link on social media? Your analytics will tell you all of this information which can then help to determine what is working best for your target audience and where you need to be!
What Are Common Behaviors on Your Site?
Once someone is on your site, whether it is your website or social media, what are they doing? Your analytics will give you a glimpse into how much time someone is spending on your site, where they are going within your content, what are they clicking, where are they getting stuck, how much time are they spending on certain pages and so much more! All of these behaviors can help improve your website for your audience.
What is Your Conversion Rate?
And finally, likely the most important analytic that we all want, is what is your conversion rate. If multiple people are getting stuck on a certain page and leave the website, then it is a website problem, not a customer problem. If you start to see patterns of what website visitors are doing when they make a purchase, then it is rewarding to see what you are doing is working for your audience. You always want to make sure that whatever you are pushing, whether it is a product, service, sale, download, etc., that it is easily accessible to the viewer and they obtain their goal for coming to your website in the first place.
The Bottom Line
Analytics are not always easy to digest but they are essential. If you are just learning analytics, start with our three recommendations for what to check out first. Once you learn those, then you can keep diving deeper into more. If you are not working with a marketing team that provides clear and consistent analytics information, then contact us to chat about how we can help.