Am I Creating Effective Content? Getting Answers from Google Analytics
Do people search for a local congregation after reading my pages?
- Which pages?
- How do they search for a congregation (via link at bottom or box at right)?
- Which pages?
- Where do visitors go when they leave my page?
Looking for Answers in Google Analytics
The “Navigation Summary” tab will show you which pages were viewed immediately preceding and following any given page.
Google data is collected and displayed anonymously and in aggregate, meaning that while you can't see precise navigation paths for individuals, you can see what most people do.
To learn more about why any one individual might do one thing or another, the Web Team runs usability tests and administers surveys for UUA.org so we can watch people use our site and/or ask them questions about their choices.
The “Visitors Flow” report offers valuable information about how people navigate the site, and where they drop off. Set groups of content and check group details for specific and in-depth data.
The “Bounce Rate” and “%Exit” columns can be illuminating; those numbers indicate the visitors who left UUA.org after looking at a page. Before panicking, however, consider whether or not your goals for the page include those exits: were you hoping that visitors would download a PDF, send an email, or visit another website? All of those activities would be counted as site exits, and you must look at the “Events” reporting (which also includes data on UUA-hosted audio and video) to determine whether your page is achieving its goals.
The “Site Search” report might hold hints about what searches people start on your page: what are they looking for that they didn’t see in your content?
On Lynda.com's Google Analytics Essential Training, watch Content Reports:
- Using the Site Search Pages report to understand how users search
- Understanding the Site Search and Usage report
- Analyzing the Search Terms and Search Term Refinement reports
“Campaign” tracking can be very useful when trying to measure the relative efficacy of a variety of advertising venues—if you’re paying for links or to send out expensive newsletters, for example, you’ll want to know which channel got you the most bang for your buck. Most links to UUA.org do not need to be coded as campaigns, however, since Google is already tracking almost everything.
Since it's important to maintain consistency—and to avoid duplicating campaign names, please do not code links to UUA.org without running your code by the Web Team first (analytics [at] uua [dot] org).
On Lynda.com, watch Traffic Source Reports: