The question of “what would you like people to do on your website” or “what action would you like people to take” is a surprisingly difficult question for business owners to answer!
Looking at traffic to your site is not enough as there is a difference between quantity and quality.
The channel that drives the most quantity may not be the channel that drives the highest quality of traffic.
How do you measure quality?
That is the question that varies from one business or website to another! There are several indicators (Key Performance Indicators anyone?) that demonstrate a visitor is potentially engaged (beyond the obvious where they make a purchase or complete your contact form):
- File Download – perhaps you have PDFs on your website? Someone who downloads one of these would appear more engaged than someone who does not
- Clicks Away From Your Domain – this might be a good thing (e.g. if they are going to your social media platforms or an external booking site) but it may also be a bad thing as you may have lost them forever -> It’s important to track the difference!
- Video Progress – wouldn’t it be helpful to know which of your videos get the most views? And the least?
- Add to Cart
- Form Completion
- Clicks on Email Addresses or Phone Numbers
How to Set Up Google Analytics 4 to Track Your KPIs
Here is a rough outline of the tasks DriveTraffic completes for our clients:
- We’ll either gain access to your existing accounts (and if you don’t have these), sign you up for:
- Google Tag Manager (GTM)
- Google Analytics (GA)
- Google Search Console (GSC)
- We will then create events and goals in Google Analytics such as but not limited to:
- Form completions
- Clicks on email
- Clicks on phone numbers
- Outbound links
- Navigation Tracking
- We will also set up Heatmap Account which will provide us with insight as to how visitors navigate your webpage
- Max of 3 heatmaps
- About the Author
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!