Top tips: How to use Google Analytics to measure your ROI
Gareth Beck | 19 July 2012
Chris Arnold's blog this month looks at return on investment (ROI) on a website and raises some interesting questions. As he gives some specific examples of things he looks at when he's talking to clients I thought I'd show you how to get those reports.
First off, Chris talks about views of the contact page, which is a great place to start.
To get to this, within Google Analytics we're going to go to:
In the search box type in 'contact' (or the name of your contact page) and you'll see something like this:
This shows you the number of page views to the contact page and gives you an idea on the number of times this was viewed uniquely in the time period.
Chris then talks about branded vs unbranded searches - this is covered in one of the two Google Analytics Cheat Sheets we've done so far see links at the bottom of this post.
It's also worth looking at the number of people that have emailed you through the site. This is tracked on all Landscape sites that have Google Analytics installed and can be seen here:
All emails, downloads and outgoing links are automatically tracked on the landscape platform and clicking on the blue link under the event category will show you a greyed out 'mail'. However;, we can get more data and clicking on Event Labeljust above mail and you'll get a report that shows what email address were clicked on.
It's worth bearing in mind that in order to properly look at whether the site is working or not you need to understand what it's supposed to be doing. There are two great blog posts here, both part of Chris Arnold's 'Make the most of your website' blog posts, on aligning your website to business objectives and calls to action
By Gareth Beck