How to Actually Use Your Analytics

The Sprocket Report

This article was updated on 1/16/2024 with the article entitled “Tips to Understanding GA4 for the Small Biz Owner.”

Busy entrepreneurs say “Prove that wading through the Google Analytics of my website is worth my time.” Challenge accepted! Here are three real case studies from our clients on how they are using Analytics to improve their businesses.

A client recently told us they didn’t have time to look at their Google Analytics report because they were trying to focus on marketing. We realized then that we must be doing a poor job of showing folks how to actually use their Analytics when planning their marketing strategy.

You don’t have to pore over every detail of every report. Simply get out your goals and pick a couple of reports that will tell you if you’re meeting those goals. Look at just those reports and ignore the rest. The three clients below are doing just that.

Finding New Target Markets
Everyone with a website should look at the Traffic Sources – Referrals report to see who is coming to your website right now. You may find that you are appealing to a target market you never considered before. An organization we work with that puts on an annual event was surprised to find referrals from several websites written in other languages. Looking closer, they found that their event was showing up on calendars for many non-English speaking communities, a market they hadn’t considered before.

Closing the Sale
The Demographics and Interest reports tell you the ages, gender and interests of the visitors to your website. We have a client who sells ad space on their website and for them, this report is invaluable. When their sales person sits down with a prospective, not only can they can show how many eyeballs will see the ad, but that it will also reach the right target market.

Staying Relevant
If you offer events, provide a rarely-needed service or occasionally release a product, it’s important to build an audience that is waiting for your news. Blogging on your website is one way to do that. We have a client whose book launch is coming up so she is blogging now to build her audience. By checking the All Pages and Landing Pages reports, she can see what posts are resonating most with her readers so she can write more in the same vein.

You can access your Google Analytics in several ways, including easy-to-read PDFs in a regular email. We can work with you to set up the reports which will of the most use to your business or guide you in reading your Analytics if you want to delve deeper. Just ask us! We’re always happy to help.

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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