Insights & Analytics as a Key Performance Indicator (Part 2)

Do you know where your traffic is coming from? It's so important today for small businesses to understand where their brand is working and where it's not. If you're not taking some time out each month to visualise what's going on in your online marketing then you are missing out in a big way.

In this second part, (if you missed part one, click here) I'm going to look at Google analytics and help you understand just how you can get a quick glimpse of what's working and what's not in your business. It won't take more than 5-10 minutes for each of you to do this in house in the future. Schedule it for once a month, or once a week, but schedule this as an important part of your business otherwise you could be missing out on improving your performance online.

So here we have an overview of the last 30 days for a website. This is a small startup business, focusing primarily on the UK market. From our overview screen we get some basic info, but I think it's important you understand what this actually means:

Sessions: The period of time a user is actively engaged with your website. Try to think of this as the number of times people have engaged with your website.

Users: User that have had at least one session within the selected date range. Think of this as the total REAL number of people that visited your site.

Page views: the total number of pages viewed. This one is self explanatory really.

Bounce Rate: Is the percentage of single-page visits. This is when someone comes to your site and leaves your site from the same page.

Avg. Session Duration: Average length of a session. Again pretty self explanatory. How long the average person has spent on your site.

With some simple clicks, we can quickly double check that we are getting our target audience. So by clicking on Country, under Demographics we can now see breakdown of visitors by country and even by city.

So knowing that they are looking for new business in the United Kingdom, we can see that the business is definitely targeting the right audience. United Kingdom and London are the number one Country and City for visitors online.

So what’s next. Well let’s have a look at where our traffic is coming from. By clicking on Acquisition in our left menu and then going to overview, we can see a quick overview on where the traffic is coming from.

This screen gives us a really quick snapshot of what is driving traffic to our website. We can see here that the website is bringing in Direct traffic, this is where people have been taken directly to this page, so potentially from a link or from tying the URL they have typed in.

The second is Organic Search. This means that you are coming up in Google. Unfortunately, Google removed the breakdown of what you were being found for a few years ago. So we only really get an overview of what percentage of our traffic is from people searching for us.

The third channel on this screenshot is Social, this includes your Facebook page, your twitter account or anywhere else that you are currently using as part of your digital marketing strategy.

If we click on the social tab, we can then see the break down of each channel that this brand is currently using.

Finally, going back to the overview, we can see which referrals we have received. Referrals are the links that are on other pages, this will give you a breakdown of where links are generating traffic for you. This might give you some insight in to where your traffic is really coming from.

I say this to ALL our coaching clients, knowing this info is really important. If you don’t know what is and what isn’t working for you, there is NO way you can do better.

So many small business owners I talk to have been so busy working in their marketing, that they don’t ever really work ON their marketing.

Peter Drucker says:
“If you can’t measure it, you can’t improve it”

He was right. By the way, just for full disclosure and so that you understand how powerful the right traffic can be, this business has billed over £11,800 so far this year. Is your business doing as well?

If you have any questions about your Analytics, or you are looking for more information then hit me up, send me an email on and I’ll be happy to help you out with a quick free call.

We have some great stuff coming up on our blog and our video section in the next couple of months, keep up to date, follow us on social media and most importantly, ask me about what you are struggling with. I promise I’ll help!

Chris Bruno