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Three Ways to Measure Your Website’s ROI Using Google Analytics

0 Comments | Oct 15, 2012 | Written by:

How to Take Better Advantage of Google Analytics for Your Business

Google Analytics logoMost business owners only use Google Analytics as a means to monitor traffic flow to and from their company’s website, but this powerful free online tool can do so much more.

For instance, Google Analytics offers business owners an easy way to track their ROI in terms of their online marketing and traffic generating efforts.

Using Google’s versatile online monitoring tool, you can determine whether or not the money you are putting out for your pay-per-click advertising is worth the traffic they are pushing to your site. You will be able to quickly determine whether or not your ads are under-performing or excelling, so you can decide whether or not it is time to pull the plug on a certain campaign.

Here are three ways you can use Google Analytics to help you monitor your company’s return on its investment for the traffic that is coming in to the site.

#1 – Use Goals Tracking

Google Analytics offers the ability to measure a number of different goals, including URL Destination, Time on Site, Pages per Visit, Events, and others. The goals you choose to track are best determined by your type of business.

For example, if you enable Goals Tracking in order to track a particular URL destination (like a web page that is set up as a Thank You response after a free report download link is clicked), then you can see real-time stats on how many visitors to your website have downloaded your free report.

Similarly, enabling the Goals Tracker to monitor your visitor’s time on the site will tell you how long each visitor is staying on your site, so you can make the necessary adjustments in order to keep them around longer.

#2 – Use Advanced Traffic Segments

Advanced Traffic Segments can be set up to provide you with a detailed list that outlines where your traffic is coming from. This allows you to compare traffic that is being generated by your social media outlets to determine which one is the most effective avenue for your business. Using the “Source” qualifier also allows you to find out what percentage of traffic is coming from Google, versus other search engines or websites.

#3 – Add Segments to Conversions to Track ROI Over Time

On the Conversions tab within Google Analytics, add the advanced segments you created. This will highlight the results based on your website’s visitors, and from which sources they are each coming. Use the Conversions to monitor your traffic and their sources, so you can better determine which online marketing strategies are giving you the best return on your investment.

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Dave Donovan is a freelance writer and owner of Donovan Copywriting. He has more than seven years of experience as a professional writer, editor, and proofreader. Dave has written extensively for the web with a primary focus on articles targeting finance and business.