Understanding how to measure the success of your website is a lot easier when you know how to use Google Analytics. There’s a lot more to it than just “did our pageviews or sessions go up?”.
The first thing you need to do is work out what website objectives you need to measure. The measures of success for getting potential clients to engage more with your key programs are different to the measures of success for getting clients to register for events. If you want to measure engagement for a particular program, then you may want to look at the navigation path to get to that content page, average pageview duration once they get there, and whether they took action like downloading a brochure or signing up for a newsletter before they left the site.
If you want to better understand the different ways to measure against objectives, try Google’s Measure What Matters Most PDF. Once you know what you want to measure, Google’s Analytics Academy provides free online training – Digital Analytics Fundamentals is a good place to start.
Still need help? Wondering what you can do to improve your website now that you can measure the data? Contact us and we’ll help you.
VP of Client Happiness at Agileware. Emma is passionate about supporting the non-profit sector and ensuring that customer requirements are delivered.
