Quick note: The next OCG meeting is Wednesday, January 8. Happy new year!
Whether you’re new to Google Analytics or simply trying to step up your game, the tool has a lot to offer. Niquette Kelcher, content strategy manager for the Office of Superintendent of Public Instruction, met with OCG members in December to discuss how communication professionals can get started with analytics and how Google’s tool can help.
Know the goals
It’s tempting to just dig into the data, but without a strategy going in, you’ll quickly feel overwhelmed by numbers. As communication experts, you’re probably poised to answer questions about business goals, but don’t be shy — interview other employees in your organization if you need more info. Here are some questions to get you started:
- What are the business goals?
- How is the website supposed to support/achieve these business goals?
- What data can you capture to show how the website is/isn’t meeting these goals?
…if you haven’t already. Get instructions here.
- Who is your audience?
- What is traffic like now? Look at visits, unique visits, pages/visit, bounce rate, etc.
- How are users progressing through the site? What are they accomplishing? Is that what they should be doing? Does it accomplish a business goal?
Measure the business goals
Explore the Google Analytics features and determine which ones you will use to measure the business goals. Scroll down on this page and read about the available features.