How to Analyze Lead Acquisition Metrics in Google Analytics
Are you done guessing which marketing tactics are actually working to drive engaged traffic to your website and ready to know with certainty what's actually working? So you can optimize your strategy and improve your marketing performance?
In this video, I will teach you how to analyze the most important lead acquisition metrics and reports in Google Analytics so you can find all this data for yourself.
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As business owners of all the things that we invest into our business, one of the most difficult to get is a reliable ROI on is marketing, marketing, and advertising best practices, to quickly shift and evolve in the online world and are often difficult to keep track of and stay on top of, especially if you're a very busy business owner.
So what's the best way to keep a pulse on how effective your marketing currently is, and what's performing best or worst for your business? By looking at the lead acquisition reports in Google Analytics.
Honestly, these reports are where the big money is at when it comes to maximizing your marketing investments. And I'm going to take you through my exact thought process is I navigate these reports for my own business.
From the Google Analytics dashboard, you can go to acquisition and then overview. And this report alone will give you almost all the information that you need to know about your marketing performance. And I just love this because it's super interactive.
You can look at how each marketing channel performs across all the different metrics, and you can click to get more details about any specific channel. So for example, if I were to click on social, then I can see all the different social channels that are related to social and how they've performed in comparison to one another.
Now, if I go back, I can look at performance across all goals, cumulatively, or I can hone in on one specific goal and see how different channels affected performance with that particular goal. I can also see how these metrics compare to each other over time. So I can see where users spike versus where my goal completion spikes and I could dig into certain days or certain weeks of traffic when there's interesting things to look at.
And if you want to get more specific about how traffic actually got to your site, which I highly highly recommend, you can click on over to this source and medium report, all traffic and source and medium to get into the nitty gritty about exactly how people got to your website.
Now, the best part is that those values on the left side of that source and medium report are actually customizable. And I created a two video series all about how to customize the source and medium values in Google Analytics, using UTM parameters and best practices around the strategy to make sure that your data is digestible and as actionable as possible. You should definitely check them out.
Now, I'm going to take you to another report that I find super interesting, and it is primarily focused on the traffic driven to your site by SEO or organic search like Google from the Acquisition tab, go to from the Acquisition tab, go to search console and then queries.
And if you haven't already, you should make sure that you've connected Google Search Console to your Google analytics in the property admin settings, within Google Analytics. But in this queries report, you can actually see what terms people are searching to end up on your site. And if you click over here to the landing pages, you can actually see what pages are performing the best from an SEO perspective.
Impressions are how many people see your page in the search results. Clicks are the number of people who click the link to end up on your website. And then you can also get other cool information about these reports and how specific SEO pages impact your goal completions comment below.
And let me know, what are some of the ways that you are driving the most engaged traffic to your website?
Okay. Now, one last report that I look at is the campaigns report. A campaign is the broadest marketing categorization that you can look at in Google analytics terms, it goes campaign then source, then medium with campaign being the broadest then source and with medium being the most narrow.
So keep that in mind, as you're analyzing your marketing performance, you can look at campaigns to get a bigger picture of the performance of the marketing push, or you can go down to source and medium to look at performance of specific channels or tactics.
All right, now let's go to the all campaigns report by clicking on campaigns and then all campaigns. If you tag your URLs with UTM parameters, including the campaign parameter you here, you can have a look at the performance of the campaign as a whole, and then how many leads and conversions that I drove.
Like I said earlier, there is a lot going on in Google analytics and even just this one section of Google Analytics. But what I took you through today are the exact reports that I look at and analyze in my own business. Always simplify where you can and Google Analytics is no different.
You're ready to start making smarter decisions easily and more confidently to scale your business to greater success. Check out my Facebook group, confident and data driven entrepreneurs, where I have live trainings and Q and A's three times a week. The link is below. And I can't wait to see you in there.
Make sure to subscribe to this channel like button and comment below to let me know your biggest takeaway from this, this video. And if you're ready to take your business and marketing to the next level and using systems and metrics, don't forget to check out these related videos on my channel.
Cheers friend, to your business success!
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