Google Analytics is the most frequently used, comprehensive platform that aids in Search Engine Optimization (SEO) and other digital marketing efforts. This multi-functional suite delivers comprehensive data enabling organizations to structure and construct ideal digital marketing strategies.
However, with the breadth of information that Google Analytics provides, it is crucial to understand that only 10% of the data is needed to analyze and make changes that will affect 90% of your conversions within the healthcare industry. While focusing on the other 90% of data to fully optimize your campaigns may reduce your overall ROI. Therefore, knowing the most vital metrics to track in Google Analytics is essential to help you save time and make the necessary changes to your SEO and other digital campaigns.
Top 10 items to measure in Google Analytics
Total sessions (Audience Overview): Your website's total number of users, new users, and sessions is one of the most critical metrics to track each month. When you combine this data with industry trends, you can see how your website works and where you fall among averages. This metric is the foundation of statistical information that lets you know how successful your digital campaigns are. Are you meeting industry standards or not? Combined with keyword optimization and critical content strategies, you can manipulate website sessions, increasing the number of visits you obtian each month. This translates to more potential conversions.
Growth of sessions (Audience Overview): Measuring your users, new users, and session growth from quarter to quarter and year over year lets you determine seasonal trends, strengths, or issues with your campaigns. Analyzing these trends will help you make more informed decisions about your digital campaigns. Analyzing only monthly data may ignore seasonal trends, economic impacts, and other potential buying behaviors of audiences.
Sessions by source (Acquisitions > Channels): Traffic sources help you determine where most sessions come from, i.e., organic search, paid, referral, etc. With this information, you may re-focus your campaigns based on your needs.
Bounce rates (Audience Overview): This data entails how many people left your website shortly after visiting it. While there can be many reasons for this, a high bounce rate may indicate an issue with your website's overall appeal and user interface. With public trends, high bounce rates are unavoidable. However, a benchmark of ~75% or less is desired depending on several engagement factors. Bounce rates that are consistently at or near 100% may indicate an issue with the appeal of your website or problems with the user interface.
Location of target audiences (Audience > GEO > Location): Experts note that many people ignore audience location as a metric. Still, this element can aid in designing focused marketing strategies or analyzing spam that comes to your website to help secure your website further.
Engagement of audiences (Behavior > Site Content > Content Drilldown): Audience engagement measures which pages were visited by a person and how long they spent on each page. Knowing which content and pages generate interest helps tweak your website and marketing efforts appropriately. This data also indicates what services or products are essential to buyers or topics that may create interest in your brand.
Traffic through social media (Acquisitions > Social): Through this metric, social media content and marketing strategies can be tweaked based on audience reactions and interactions. Social media trends may offer data to help you make more informed decisions on your social media efforts.
Content trends (Audience Overview): Google Analytics can also track sudden rises and drops in audience footfall on your website, allowing a business to use this information in a productive manner.
Search behavior (Behavior > Behavior Flow & Acquisitions > Search Consol): Knowing what people search on your site is another vital element that can help your marketing efforts.
Events (Conversions > Goals): This factor helps clarify audience behavior on your website. This data shows interest in various elements of your page, i.e., calls-to-action, hot links, digital forms, and other interactive features supplied on your website.
Together, the statistics mentioned above make an elaborate foundation for a concrete SEO or other digital healthcare marketing strategy. With the help of a reliable marketing agency, these results can be transformed into actionable plans.
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