10 things to do and check in Google Analytics for Construction Companies
10 things to check and do in @priteshpatel9 Digital Marke2ng Manager Follow @PauleyCrea2ve
@priteshpatel9 Why use Google Analy7cs? Google Analy2cs collects data on your website, marke2ng ac2vi2es, channels, tac2cs and campaigns. Using this data it allows you to understand what’s happening, what’s working and what isn’t and allow you to make more informed decisions based on data.
@priteshpatel9 #1: Do exclude your own internal traﬃc (and your agencies, developers and anyone else who 2nkers with your website) By excluding your own internal traﬃc you are essen2ally cleaning up your data. The example below shows 81% direct traﬃc for a small FM company website. This direct traﬃc was generated because all internal computers and laptops had the browser set to the company website as default. So every 2me an employee when onto the internet, the company website would load up and would be recorded as a visit. Not accurate.
@priteshpatel9 #2: Check you have ‘Goals’ set up Video on how to set up goals: hGp://bit.ly/setupgoals It’s essen2al to deﬁne the goals of your website. It could be enquiries, sign ups, registra2ons, downloads subscrip2ons or even play buUon clicks on a video. What’s important is that you deﬁne these goals because this is how you will prove the value of your website and measure the performance of your digital marke2ng campaigns.
@priteshpatel9 25 of the 30 sample requests came From Google as a result of our SEO ac2vity. 5 came from our email campaign last week. 10 are in ‘Visit arranged’ status and 3 are in ‘Quota2on Supplied’ status Once you have your goals set up in Google Analy2cs (all the stuﬀ you want to measure) you then start seeing data like below. You can then track back and see which sources all enquiries came from. Try and use the data in your CRM to see if enquiries turned to quotes or site visits to view the quality of leads coming in via your website.
@priteshpatel9 More info here: hGp://bit.ly/measuringcampaigns Below is a custom report in Google Analy2cs (Goals by Source) which breaks down exactly which traﬃc sources/campaigns/channels drove the most number of goals (enquiries, downloads, sign ups, requests etc). Where do most of your enquiries come from? Are your email campaigns working beUer than PPC? How much do you spend per channel?
#3: Choose your metrics & KPI’s @priteshpatel9 Our website gets 60,000 visits a month Our website gets 200 visits a month Example KPI: % of visitors who register for spec tool and go onto complete specs 95% This website generates 10 enquiries a month This website generates 100 enquiries a month Don’t focus on visits as a metric on its own to determine success. Just because you have 60,000 visits a month to your website it doesn’t mean it’s successful. See example below. The website with just 200 visits generates 100 enquiries as opposed to the 60,000 visits only genera2ng 10.
@priteshpatel9 #4: Priori7se your website goals to business goals Pritesh, feedback from sales is that sample requests are turning into orders…..let’s look at ways we can increase sample requests Once you have your goals set up in Analy2cs, start to priori2se them. Which ones do your bosses care about? Enquiries more than brochure downloads right? Well focus your eﬀorts on the ones that maUer. Start adding in call to ac2ons on your emails, blog posts and your landing pages in order to generate more enquiries.
@priteshpatel9 #5: Look beyond the top 10 keyword report Interes2ng keywords are found in or aier the top 50, 100, 250 By default, when you view the keyword report, you will see the top 10 keywords used to get to your website. Usually the top 10 is just varia2ons, misspellings of your company name. Ask your agencies or whoever does the repor2ng to show you the top 100 or 250 or even 500. This is where the golden nuggets of search terms are located.
Use Analy7cs to help you develop content Useful blog post about long tail search terms: hGp://bit.ly/beyondtop10 @priteshpatel9 And you should see search terms which are much longer and descrip2ve. These search terms can be used as ideas for new blog posts, videos, infographics or reports. Try and create content in diﬀerent formats and see which one works beUer. Test and learn.
#6: Always be comparing date ranges @priteshpatel9 Always check to see if you are winning. Are things gejng beUer? Compare your data this month to last month, this quarter to last quarter, this year vs last year or even comparing the same 2me period YoY (seasonal eﬀects can skew data). And ul2mately are you genera2ng more enquiries (goals) from your website. If not, you can ques2on why not by reviewing where traﬃc may have fallen or your website is broken.
#7: Track your ‘site search’ facility Stockists? Dimensions? Weights? Packing Quan22es? Installa2on details? Part numbers? Codes? Downloads? Staﬀ Bio’s? @priteshpatel9 Make sure your agency or developers have enable tracking of the on-‐site search box. You can then view what people have searched for on your website – maybe you have missed some details on your product pages or there’s content which you can add to help the user ﬁnd what they want.
#8: Set up speciﬁc dashboards @priteshpatel9 Further reading here: hGp://bit.ly/lead-‐gen-‐dashboard
#9: Use the Network Report (frequently) @priteshpatel9 Further reading: hGp://bit.ly/networkreport A bit tricky to do without help on this one but essen2ally the network report shows you which companies are using your website. Using the compare date ranges you can see who is using it more (maybe as a result of your email and direct marke2ng) and who is using it less (maybe you need to do some brand awareness campaigns).
#10: Learn about Mul7 Channel @priteshpatel9 Mul2 channel reports (only works if you have goals set up) gives you an idea of channels used before conver2ng into an enquiry. You can see the value of other channels which assisted in the conversion process. Example below shows you that one enquiry came from a search engine ﬁrst, then trough TwiUer, search engine again and then through a reﬀeral website. How important was TwiUer in this process? 1st visit Monday Googled: C24 2mber decking 2nd visit Thursday Clicked on TwiUer feed promo2ng a blog post 3rd visit Friday Googled: BS4978 an2 slip decking test Googled: 2mber vs composite decking environmental 4th visit Monday Read a new project win story on Construc2on News website, clicked through and submiUed enquiry
@priteshpatel9 10 things to do & check in Google Analy7cs #1: Do exclude your own internal traﬃc -‐ clean up your data #2: Check you have ‘Goals’ set up -‐ this will help prove value #3: Choose your metrics & KPI’s -‐ avoid vanity metrics #4: Priori2se your website goals to business goals -‐measure what maUers #5: Look beyond the top 10 keyword report – get ideas for content #6: Always be comparing date ranges – check if you’re winning (or losing) #7: Track your ‘site search’ facility – understand what users want #8: Set up speciﬁc dashboards – make it easy for yourselves & your bosses #9: Use the Network Report (frequently) – is your audience loyal? #10: Learn about Mul2 Channel – this is what’s next
@priteshpatel9 Visit our website: www.pauleycrea2ve.co.uk View our porsolio: hUp://www.pauleycrea2ve.co.uk/porsolio/ Read our blog & sign up for monthly email roundups: www.pauleycrea2ve.co.uk/blog Download our social media ebook for construc2on companies: hUp://www.pauleycrea2ve.co.uk/construc2on-‐marketers-‐guide-‐ebook/ View our YouTube channel with some great tutorials: hUp://www.youtube.com/user/PauleyCrea2ve