A lot of small and medium businesses are using Facebook, Instagram, LinkedIn, Google Ads and other platforms in order to promote their products. That’s the easiest part – as long as you pay enough to those platforms, they will bring you some traffic. But what happens next? Do people convert? If not, why?
These are only part of the questions, that we are going to answer in this post, so let’s start, shall we?
Yup, you guessed it right – that strange Google software, that has a ton of tabs, filters, options and what not. You can love it or hate it, but this is the key for understanding what really happens with people after they land on your website – if you set it up correctly, you could export a ton of valuable insights from the free platform.
In order to start investigating on your ads’ performance, you should first have Google Analytics set up on your website – it is important to note that the code doesn’t work in retrospective way. You could see data from the time after you have installed the code. More on how to install the Google Analytics code, you could find here.
Now that you have your GA code installed, you can get start digging into the tons of data that Google Analytics provide. But where should you start?
Understanding customers’ online behaviour
In order to understand why people are not converting, you should first understand what the data in Google Analytics means. Let’s say you have Facebook and Google ads running. In order to get a general overview of the ads performance, you should go to Acquisition, All traffic and Source/Medium. From there, you could have a general glimpse of the quality of your ads. The main metrics you should watch here are the users, sessions, bounce rate and pages/session. If you have set up your events properly, you could also look at the conversion rate and revenue generated. Those would indicate you how good are your ads and targeting. Generally speaking, you would want the number of users, sessions and pages per session to be high, while the bounce rate should be low. The big thing here is that everything depends on the product/service that you are promoting and the ad strategy that you are currently running. One important note here, higher bounce rate doesn’t always indicate that your ads or targeting are bad, it could also indicate that your landing page is built perfectly and people do not need to go to other sections of your website. Find everything about the bounce rate here.
Finding which is your go to advertising channel