Does the very mention of the word "analytics" make your eyes glaze over a bit? I don't blame you if the thought of sifting through tons of numbers and metrics makes your brain hurt before you even begin. Me too, I'm with you.
So when our team had a full day of Google Analytics Bootcamp this past week to prepare for a certification exam, I was a little apprehensive to begin.
A full day of instruction, review and 90 minute exam later, I am just blown away at the information available from Google. Overwhelming? Sure. Worth it? Absolutely!
Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. It's the most widely used website statistics service.
So in a nutshell, Google Analytics shows you who is interacting with your website, how they got to your site, and what they did when they got there. Good information to have, no doubt.
If you know the potential that this tool can have for your law firm, you'll start to get excited when those Marketing Performance Reports hit your email inbox each month.
Google Analytics - What You Need to Know
- Know Your Audience: Everything from the location of your visitors, to the way they got to your website, to what they did when they got there is captured in Analytics. Understanding the demographics and behaviors of your audience will help you build a marketing strategy to target the audience you really want.
- Know Your Traffic Sources: How are people finding you online? Knowing which traffic sources visitors are using will help you determine if you online marketing efforts are paying off and how to switch things up if not. Examples of a traffic source are an organic Google search, a social media account, or an email newsletter that brings visitors to your website.
- Know Your Mobile Users: In our tech-savvy world of smartphones, tablets and other mobile devices, information is only a screen-swipe away from users on the go. So don't miss these stats! There could be a large population of your online visitors that are accessing your site from a mobile device, which can change how you think in terms of site design and functionality.
- Know Your ROI: Determining your Return on Investment (ROI) of your online marketing dollars is key! You need to know which efforts are paying off and which ones need a boost. What good is a website if you don't even know if it's working? Diving into Analytics can give you a clear picture of the revenue generated from your marketing efforts.
There are countless other things to learn about Google Analytics. It really does take a professional team with the right certification to handle these metrics for you. Lucky for our Essential Clients, the IMS Team has four staffers and counting that are Google Analytics Certified. We've got you covered!