In our digital world almost every action taken on your website, Facebook page or Twitter profile is tracked. The data captured from these sites can be instrumental in helping you build your food, fitness or wellness business. It may seem a bit overwhelming at first, but I have no doubt that there is value in taking the time to understand how people interact with your business online. Awareness about how visitors and followers (a.k.a. potential clients) engage with your website and content can help you focus your energy on activities that directly support your business goals.
Here are 4 important metrics to get you started in the exciting (seriously, this stuff is awesome) world of analytics:
1. Traffic. You can find your traffic statistics on your website dashboard or you can enable Google Analytics to find out the volume of visitors you have on your site in any given month (day/year/custom date). On Facebook you can visit Insights > Page Views. Why is traffic important? If you are selling something on your site or it is an important tool for building leads, then this traffic number is at or near the top of your sales funnel. Therefore, the more traffic you get, the more opportunities you have for visitors to turn into customers or leads. Traffic is also an important metric if you are a blogger and looking to monetize through brand partnerships. Brands are looking to get exposure to as many targeted folks as possible and traffic is one of the first metrics to be reviewed.
2. Engagement. More important than traffic and followers is how people are engaging with your site / posts. In Google Analytics, you can see which pages and posts most popular and on Facebook (Posts), Twitter (Top Tweet) and Pinterest (Top Pin Impressions) you can view which posts / tweets / pins have gotten the most engagement. Once you understand which content makes your audience tick, you can spend your energy creating content that people really want. This will keep your readers / potential customers coming back for more and much more apt to spread the word to their friends. Quality engagement is especially important when seeking out brand partnerships. Smart brand managers will look into your engagement and determine if it is organic or paid, and whether or not your community fits their targets.
3. Audience. Who is engaging with your content / visiting your website – what is their age, gender and geographic location? What are their interests? What other brands are they engaging with? What are they buying online? Knowing who your audience is really comprised of (and not just who you want to be talking to) will help you define your target audience and focus your time on creating content, messaging and products specifically for these people. Understanding your target audience is a crucial component of a creating a powerful brand message. You can find audience data in Google Analytics > Demographics, Facebook > Insights > People, Pinterest > Analytics > People You Reach.
4. Referral Source. Google Analytics (Acquisition) and Facebook (Page Views> Top Sources) let you see where your traffic is coming from. If a guest blog post, social media channel, media mention or keyword brings in relatively more traffic, you should focus on expanding and nurturing these streams.
Where to find Analytics:
Google Analytics: https://analytics.google.com (you’ll need to sign up for an account and paste the tracking code into your site.
Facebook: Your Page> Insights
Twitter: Profile and Settings > Analytics
Pinterest: https://analytics.pinterest.com/ (you must have a business account)
Instagram: n/a, but there are third-party analytics services available.
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If you’re so excited that you think every professional you know should have access to this information, then make sure to share this with a friend.