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Instead, marketers need to focus on the actionable metrics that will help improve and optimize performance. Below we’ll cover three ways that marketers can use Google Analytics to gather valuable insights and create an actionable plan based on those insights.
One of the first actionable reports you should analyze is page performance in terms of number of conversions. Analyzing the individual page performance in with the organic segment enabled can give insight if your site is increasing in authority for all pages or just a couple pages on a website.
After analyzing what pages are contributing to a loss of conversions an action plan should be created to fix the issues that may be causing the decrease. Pro Tip: Add annotations to Google Analytics for algorithm updates to match up any increases or decreases from organic performance quickly. Making your website mobile friendly has been a topic covered in great detail by many blogs. Instead of looking at how many users are coming to a website via mobile, we should look how mobile users interact with the site.
Once again, you can view the number of conversions via mobile as that is always a good metric to track. Pro Tip: Use the mobile page performance as a means of getting buy-in to test different types of content for mobile users.
One often overlooked report in Google Analytics is the site search report under Behavior section. As we discovered in this post, there are multiple other ways to track actionable metrics within Google Analytics.
Understanding analytics can be hard and it takes a skilled marketer to use the data to make informed decisions.
Google is getting into the content recommendation mix with a new tool for AdSense publishers.
Matched content units also have their own reporting metrics, centered around content engagement rather than revenue. As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Unfortunately, it can be incredibly easy to merely focus attention on the vanity metrics within the platform.


You can run the report for any channel to identify the best converting pages by source to get better insights.
Once I have the report in the correct date range and filtered by the organic segment, I can see what pages are contributing to conversions.
If it is only one page that is contributing to a large loss of conversions then a quick assessment can be made at the page level. A sudden change in organic sessions may be related to an algorithm change, among other situations too.
With how important mobile is now, marketers should be looking at mobile data to make actionable steps to optimize the experience for their audience. Instead, focus on the metrics within the mobile data to build a tailored experience that your users are looking for. Showing the difference between mobile data and desktop will help create ideas on how to frame and show content to each user. There are many ways you can utilize this information, but one way is to create additional content on the most searched terms. It may make sense to add or remove pages from a navigational menu if there are commonalities to the search terms. As a marketer, it makes me happy that I can develop a strategy to improve a website with the help of analytical data.
The good news is that TopRank Marketing can help you understand your data more and make the informed decisions to optimize the experience for your target audience. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged. Matched Content gives publishers access to the familiar style of widget that appears at the bottom articles. Keeping visitors on the site, of course, increases ad views and the potential for ad clicks. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. The amount of data and tools to help interpret that data present an opportunity to be far more effective than in the past. By vanity metrics, I mean sessions, users, pageviews, and other metrics that sound important. By comparing the date ranges, you can generally see changes in which you should identify any negatively performing pages.
If most pages are decreasing in performance then you might have some more technical SEO issues.


There are a lot of engagement metrics to focus on like time on page and average pages per visit, but I like to keep it simple with the bounce rate on mobile devices. Of course, you can view the mobile pages that contain the highest bounce rate and analyze each page to see what you should do to lower the bounce rate.
Just because your website is responsive doesn’t mean you shouldn’t focus on the data.
Once setup, Google Analytics will track the search terms that people use on a website’s internal search tool. Adding more content based off of what people are searching for will provide your audience with the content they want. At the same time, we have to be careful not to get caught up in only focusing on the vanity metrics as the main KPIs. However, marketers may not be using one of the most well-known tools in the most effective way. Of course it sounds great to have one millions sessions, but that metric doesn’t provide me with any actionable data. Actionable metrics help marketers create plans to improve a website in terms of creating new content, updating a site structure, or many other aspects of a website. A report I recommend running is one that analyzes individual page performance during a certain date range compared monthly or yearly for organic sessions.
Or, you can compare the mobile bounce rate with the desktop bounce rate of a particular page. The site search report is awesome, because it will show you exactly how many times the site search tool was used, what terms people search for, and the page they search on. Besides creating more amazing content for your audience, you may discover that people aren’t finding the right page easily enough. This comparison will help you understand how different the mobile experience may be for users and what needs to do done to make the experience better for either the mobile or desktop version.
All three metrics within the site search report are important, but I tend to focus on the search terms report. Instead, people might be searching for a particular page that would benefit them if included in the navigational structure.



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