How to Add Google Console to a WordPress Website
There comes a time in every companies life when it becomes critical to understand how users are using your product or service. For Google, this time is now.
In the last couple of years, Google has begun to incorporate a lot of analytics directly into their products. Not only will this help them improve their own services, but it will also allow them to provide businesses with valuable insight into how people interact with their products.
If you’ve ever used Google Analytics, you’ll notice there are three main tabs along the top: Overview, Analytics, and Audiences. Let’s take a closer look at each one.
When you first log into the Google Analytics dashboard, you’ll notice that there’s an Overview section at the top. This is where you can see important metrics about your website including traffic, and what campaigns are performing well. Let’s explore this section a little more closely.
The first thing you’ll want to check under the Overview section is your website’s traffic. This will tell you how many visitors you’ve had, and which sources (e.g., organic search, social media, email marketing, direct traffic, and more) sent those visitors to your site. You can further break this down by looking at the traffic by day or by week.
It’s important to note that even though your website is growing, this doesn’t necessarily mean that your efforts are paying off. To figure out what’s working and what isn’t, you can look at the traffic by campaign. A campaign is a series of actions that you’re taking to increase traffic to your site (e.g., a PPC campaign, an SEO campaign, or a social media campaign). Once you’ve isolated the campaign that’s driving the most traffic, you can determine what you might need to change to increase its effectiveness.
The next section of interest under the Overview tab is your website’s users. Here you can see a list of all of the people who’ve visited your site. You can sort this list by the following:
- Time Spent on Site
- Action (e.g., Buy, Explore)
- Current Visits
- Organic Searches
You can use this list to get a sense of your site’s audience. For example, if you see that most of your visitors are coming from England, you might want to consider investing in content more appropriate for an international audience (e.g., using a VPN to cloak your location, or adding a UK government department to your site’s links).
If you’ve ever been worried about your business’ competitive intelligence, you might want to check out the Competitors section of the Overview tab. Here you can see a list of your top competitors, along with the key metrics about each one.
You can use this section to get a sense of the competition. You don’t need to be best friends with your competitors, but you should be able to get a sense of who they are and what they’re doing. This way, you can decide if there’s any way you can compete effectively against them.
One of the cool things about Google Analytics is that, beyond the standard metrics, you have the ability to create custom metrics and reports. This is where you can go above and beyond the standard stats, and gain insights that will help you make smarter business decisions. For example, if you want to know which of your products are performing the best, you can create a custom report that shows you product-level engagement (i.e., how many times a product was opened, used, or viewed).
To create a custom reporting project, click on the button labeled New Project in the top right corner, and then select the type of reporting project you want to create (e.g., a product benchmarking report, or a comparison report of two products).
You can find a guide to creating a simple custom report here. If you’re looking for something more in-depth, you can read Google’s own guide here. This is one of the areas where you can really see the power of a quality analytic tool.