Even though you might not have time to look at this information on a daily (or monthly) basis, it's important to understand the basics of website analytics. Mastering the basics will allow you to understand your marketing efforts and what is or isn't working when it comes to driving traffic to your website. Let's keep it simple with a few analytics terms you should know.
Page views
The number of times a specific page has been viewed on your website. This could be the homepage, About Us page, or even a Contact Me form.
Average time on site/page
The average amount of time per site visit that an individual is actively on your website or on a specific page. The longer someone is on your site, it can signal the visitor took time to engage in the content or it could potentially signal trouble if the page contains a form.
Impressions
The number of times a specific ad has been viewed by an individual. This could be an ad or call to action on your website, or an ad that you or your marketing team placed on a third party website and used to drive traffic back to your site.
Click-through
The number of times a specific ad has been clicked on by an individual. This could be an ad or call to action on your website, or an ad placed off your website and used to drive traffic back to your site.
Click-through rate
The percentage of impressions that resulted in a click. This could be from an ad or call to action on your website, or an ad placed off your website and used to drive traffic back to your site. If an ad is not pulling the results you had hoped, this metric allows you to potentially change your messaging and test what messages resonate with your audience that result in higher engagement or conversions.
Mobile vs. desktop web traffic
It's important to understand where your customers are coming from and know the difference between your mobile visits versus your traditional desktop visits. Mobile-first is the new rule when it comes to website design and content development. It's always nice to have the data to back it up.
Bounce rate
The percentage of customers that come to your site and take no action. This metric will help you determine what pages of your website are providing high value or none at all.
The importance of analytics lies in your ability to take the data and learn from the way consumers are engaging with your website. Use the data to understand your potential customers - behavior, needs, and expectations. If you don't quite understand the world of the web, learn from your peers such as fellow business leaders, employees, and your community members. Don't be afraid to ask questions. And, if you need an answer quickly, you can always turn to a trusty Google search.
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