Google Analytics can be a little intimidating at first, but it’s a great tool that allows you to track a customer’s journey through your website.
There are also free analytics courses you can take to better understand how to use the platform and how to set the right goals for your business.
In this article, I'll go over 3 ways Google Analytics can help you book more parties and grow your business.
If you'd like to watch our on-demand webinar on the topic, please click the image below!
In Google Analytics, you can track the following:
Google Analytics will help you learn more about your customers and how they behave on your website. This will enable you to make more intentional, data-backed marketing decisions.
Just knowing your traffic numbers and sources is not enough. If you get 1000 visitors a month from Google and only 1% of them are purchasing a party, then there is no point in driving more traffic with your existing strategy. It's time to optimize.
Here's how Google Analytics helps with optimization:
Be sure to ask your customers what they think of your website. After all, you're optimizing your website to improve their experience and grow your business!
Every site visitor has monetary value. You can actually determine what that value is by setting up “Goals” within your Google Analytics.
Goals allow you to see whether the revenue generated from the time and effort you invest into your website is increasing as it should.
To start, you’ll have to log into your Analytics account, then navigate to “Conversions” > “Goals” where you’ll have the option to set up new Goals.
There are so many different Goal types you can play around with.
Destination goals allow you to track the conversions of a particular action (like a purchase, download, or sign-up) that result in a visitor arriving at a particular page (like an order confirmation or a “thank you” page.)
Duration goals measure the length of time that visitors remain on your site (their engagement with it.)
An event goal is a little more complicated because there are several variables that can be considered depending on what you want to track. An event is an action that happens independent of a page load, so you can’t use a destination, like a URL, as a trigger. The event goal is great if you want to track the number of times a user interacts with a PDF, video, or blog post OR the type of interaction, so if they’re downloading a video or file or sharing it on social media.
You can then go on to add the numerical value you’d like to hit once you choose the goal you’d like to track. If you want to add in a revenue goal, this is where you will have to work backward.
Let’s say you generate ten leads via a contact form on your website. Out of all these leads, you manage to convert one into a $1000 sale. You divide the total of $1,000 by ten leads, and this leaves you with $100.
You’re not receiving $100 of each person, but you know that you have a 10% close rate. So, you can assign $100 value for each lead coming through your contact form.
This method isn’t a reliable way to measure the value of your goals, but it can provide you with some clues on where your revenue is coming from.
You can also add a symbolic value. This means that if you’re struggling with calculating your goal value, then you can start with a guesstimate of what each conversion is worth to you.
Remember that if you have multiple ways for people to become a lead on your site (like a newsletter AND a contact form), separate the data you have on your leads and calculate goal values for each. This keeps your data clean and accurate. Be sure to use the most recent data you have.
Over time, you will see a chart like the one below. It will include data like:
What did you think about the google analytics tips in this post? Let us know in the comments below!
Effectively marketing your FEC or event venue doesn't have to feel like rocket science.
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