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Google Analytics reports are powerful tools when it comes to analyzing the success of online marketing campaigns. For many executives, content analysis is the first step in evaluating marketing success. The next logical step in the content analysis process is the Keyword Analysis Report. This report can help firm leaders determine if search engine optimization efforts are working as planned.
When using the Keyword Analysis Report, it’s important to carefully evaluate the information included under all three report tabs. The first tab contains bare-bones information about unique visitors, goal conversion rate, goal completion and average page load time. These basic statistics can be used to understand a page’s general viewership. Most firm leaders will be able to decide if a marketing campaign must be adjusted by reviewing this first page.
The second report tab, called the Engagement tab, helps firm leaders understand the effectiveness of each separate web page. Information about unique page views, page visits, the average amount of time spent on a page, bounce rates, exit rates and goal conversion rates is listed under this tab. A personal injury firm could use these statistics to decide if a page on Pradaxa lawsuits effectively holds the attention of potential clients, or if that page would be better used discussing another subject.
The third tab in the Keyword Analysis Report provides firm leaders with information about whether or not a marketing campaign is effective in turning website visitors into clients. Called the Revenue tab, this tab provides information about three essential keyword measures: revenue, per-visit value and e-commerce conversion rate. Carefully analyzing these statistics allows firm leaders to understand whether a given campaign offers a high return on investment.
Interested in what else you can learn through Google Analytics? The Link Analysis Report is our next topic up for discussion in this series! This report provides valuable information about whether a firm’s link-building strategies are effective in attracting new clients.