Using Google Analytics Traffic Sources To Improve ConversionsAs a Campaign Analyst at TechWyse one of the things I cover in my monthly meetings for lead generation clients is how many leads we were able to bring to your business. We set up these leads through your goal conversion profile using Google Analytics.  What’s great is if you have different forms on your pages we can break out which page each lead came from and report this to you.  The screen shot below shows how many leads were received from the three different inner pages as well as the home page.

As your Campaign Analyst it is not enough that  I show you how many leads our internet marketing efforts brought you. We need to break down the traffic sources even further.  What I mean by traffic source is how did visitors find you? Was it through an organic search,a Pay Per Click ad or did they have your page bookmarked?  Through Google Analytics I can create a customized report that breaks down that information for you.

Source – what is the origin of your visitor e.g. Google Organic, Google PPC, Torontolife.com/referral

Visits – the number of individual sessions initiated by all the visitors to your site.

Per Visit Value – this is a Google Analytics Return on Investment Calculation which is a set value.

The more detailed information we have the better chance we can make a more valid data driven decision to improve your marketing campaign.  Based on the information we have in the screen capture below for a renovations company, one suggestion will be to re-evaluate the Kitchen and Bathroom pages.  They have converted the least out of the four forms.  Next, we can use Google Web Optimizer to help us determine what changes will help improve conversions.

 

Understanding traffic sources and there relationship with conversions is probably the most powerful thing that Google Analytics can tell a marketing department or business owner in helping determine the value of your advertising dollars.  Use this report and you will be far more ahead of the game then you ever were before!

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