Before we jump straight into Google Analytics I want to set the approach strategy with everyone. Sometimes advertisers are forced into making decisions about search marketing from the pressure lacking campaign performance. They’re not getting enough sales, leads, inquires, and often they are paying good money for these limited results which causes them to look for answers inside Google Analytics.
My only disclaimer is that advertisers who are specifically going to Analytics for answers of what to change in their Adwords account might be quick to jump the gun before learning all the answers. I want to remind you guys that Analytics should be used, not as a change agent, but as a tool that allows us to get the entire story about your campaigns before making any decision at all. In other words, we use Analytics to paint the entire picture so that we can process all the information and eventually come to a justifiable conclusion about what is actually happening when people visit our website.
So for the purpose of this segment, I only want to give you tools that might help paint that picture clearer for you. In reality, everyone who follows these steps will achieve different results that will eventually demand different actions. What you learn today might be change the way you see your campaigns and even your business. Once the picture is clearer, what you do about it should become clearer too.
Note: Because Google Analytics contains information about your website from all referring sources, it is important that you observe the correct source segment (Adwords or Google) and compare to others.
1. Explore Bounce Rates in Comparison to Other Referring Sources
2. Explore Exit Pages (Top Exits and Percentages) in Comparison to Other Referring Sources
3. Explore Average Time on Site
4. Examine Content Page Views and Sort by Source
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Great job. By now you should have a stronger approach to Analytics and because you have more of the story, your decisions will be more informed and you won’t put yourself in a bad position because you took action prematurely.