Referrer growth and performance measurement over time are some of the most common KPIs tracked in digital marketing. Learn about how to track them with Google Analytics.
- [Instructor] Measuring the performance of individual traffic sources over time is probably one of the most important KPIs that an online business would track. In fact, I could show you what it looks like behind the screen of an agency. And what we would do is to typically benchmark our own site, let's say this our own domain, versus two competitors. And here you can see the results displayed side by side. And we can zoom in on the information that pertains to one of our competitors at a time.
And here we can see various different traffic sources, how it perform over a longer period of time for a competitor. Now, if we look at Google Analytics and the capabilities it's got, that's obviously pertains to our own site. And under the Acquisition area, if you were to click on All Traffic and Channels, it'll provide a good overview of what's going on. Now, you would want to look at specific channels.
So if with want to see what social did over time, we can click on Social. And here we can see what happened. Equally, if we go back, we could choose another channel. Let's say we want to measure the SEO performance of an SEO team. We can click on Organic Search. And again, we can see what has been happening. Now, you obviously want to go further than this at times.
You might even want to know whether it was Google or Bing that performed more poorly over time or that performed better, in which case you would look at adding a segment. So I would look for a predefined segment. If you have this available on your Analytics setup, that's great. So I would select Google, and I would go to the bottom and click on Apply. And here you will see how the Google segment itself compared to all other users.
Great, so it is important to track this particular KPI, which would be traffic sources. And you would certainly want to zoom in on specific traffic sources so that you can take it back to the drawing board and see where improvements can be made.
Learn how to step up your marketing analytics game with this course on setting and measuring KPIs from marketing expert Adriaan Brits. He shows how to import existing dashboards and create brand-new ones to measure your KPIs and keep track of relevant data. Learn how to enhance dashboards with goals and event tracking, review historic or recent trends, and find more data you need. Then get tips and tricks for reading Google Analytics reports and measuring specific KPIs related to content marketing, brand awareness, or even customer loyalty.
Skill Level Intermediate
Q: This course was updated on 12/22/2017. What changed?
A: The following topics were updated: setting up KPIs with Google Analytics and measuring KPIs with Google Analytics. In addition, a new video was added that covers ecommerce KPI tracking.