A look at Google analytics for B2B companies

Google Analytics is an immensely powerful analytics platform – and that is the problem, it can be too powerful and too complex for the lay user.

In this article we delve into our experience as a B2B marketing experts and look at ways to use Google Analytics that will help you find actionable data without getting bogged down in the intricacies of it.

Our top Google Analytics tips

Focus on organic traffic

We always tend to pay most attention to the amount of traffic that our clients get from the search engines like Bing, Google and Yahoo, this is known as “organic traffic”.

We tend to focus on organic traffic because it is more valuable generally than direct traffic, referrals from other websites or people clicking from social media profiles as people using the search engines are looking for a solution to a problem and may consider using your solution.

To find this in Analytics and to access this data is a little more complex than it needs to be. Go to the “acquisition” tab on the left hand side and the “campaigns” then choose “organic keywords” under that.

By default Analytics shows the past month’s date, we recommend changing this to at least the last three months (date range in top right hand corner) and choosing the “month” filter (just below it on the right hand side). Thus you can get a general idea of the traffic trends, you the trend to be increasing month-on-month.

See how people navigate around your site

The reports in Analytics can seem very fragmented and it is hard to understand how users are actually navigating around your site. To get a visual on how people are moving around your website go to “audiences” in the right hand tab and then select “users flow”. This shows the main pages people enter the website on and then what pages they move to afterwards. It shows how many people leave your site at each step of the way.

These statistics may shock you and are very useful for your user experience and design team as well as your lead generation team, as visitors may not be even getting anywhere near your contact page or lead form.

These are two actionable tips that you can use right away, so why not navigate over to Google Analytics right now and put them into action?

Need help with your Google Analytics and making sense of user experience (UX)? Contact us.


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