Building your website didn’t happen overnight. You put in a lot of time, money, and thought into creating the perfect online representation of your brokerage. So, do you know how well it’s performing? What metrics are you currently measuring? There’s a saying that “things we measure are the things we improve”, so think about how many potential leads you might be losing from your website without knowing it. Luckily, Google offers a free tool to help you measure your site’s performance – meet, Google Analytics.
You can do a lot of cool things with Google Analytics like track how many people visit your website before they decide to submit a contact form. But you’ll have to set it up first. In this post I’ll familiarize you with the setup, terminology and some reports to start with.
Setting up Google Analytics
To get started, you’ll first need to insert some code into your website. To capture the most data, you’ll want to add this code to every page. If your website builder has Google Analytics built into the template, then this can be easy. Otherwise, you may need to contact your webmaster for help. But if you’re up for the challenge of doing it yourself, check out Google’s documentation.
Before you start using Google Analytics you’ll want to get familiar with the lingo so you understand what’s being reported. Here are the 3 most common words you’ll see in Google Analytics:
Users: Users are the total number of people who visited your website within a specified date range and duration of time.
Sessions: Sessions track your site’s visitors who take at least one action on your website. For example, clicking a link to your blog, submitting a form, viewing your listings sections, etc.
Bounce Rate: If someone lands on your website and leaves immediately without taking an action (clicking around, submitting a form, etc.), they are calculated as a bounce.
Reports: While Google Analytics offers many reports, there are two reports that will give you the most insight into how your website is performing: the Source/Medium report and the All Pages report. Let’s dive further into what information you’ll actually get from each of these reports.
This report will tell you where your users are coming from, like Google, Facebook, Twitter etc. Knowing where your website visitors are coming from is highly valuable. If you’re spending money to promote your business on social media, this report will give you the insight you need in order to determine if your advertising is working for you. If you’re seeing an increase in web traffic from social media sites then congratulations! Your efforts are working.
All Pages Report
As long as Google Analytics is installed on every page of your website, then the All Pages report will tell you which pages people are visiting the most.
For example, this report could tell you if your listings section receives a lot of traffic or not. If you have a high bounce rate on pages you weren’t expecting to have a high bounce rate, then you may need to do some tweaking to the page to get that number down.
As you can see, Google Analytics can provide you with valuable insights to your website. At a glance, you can see where the bulk of your users are coming from, and which pages they’re visiting. With just two reports, you can already begin to tweak your website to further your business objectives.
Let us know in the comments below if you’re interested in learning more about Google Analytics. We can go more in depth in future blog posts.