Diving into analytics can be a bit of a headache. I plan to simplify why they matter along with providing you information on how to utilize them and what you need to pay attention to the most. People often get bogged down when going through their analytics and don’t know what they need to look for. Analytics will also help you significantly when running ads because you will be able to identify who your audience is. Now this can only be done if you have highly thorough analytics. Otherwise you won’t have the data you need to make informed choices which will leave you shooting in the dark. What are analytics? Analytics is the information derived from data and statistics. To give you an example we had 30 people come to our site yesterday. The analytics behind that would be. When they came to the site, how they came to the site, type of device they used, and more. Knowing these analytics and understanding them can separate you from the rest by a wide margin as long as you are understanding the information that you receive. What analytic data matters? The data that you should focus on is all of the data that points to the users experience. That is because poor UX can mean that your content is not liked or enjoyed so it should be revamped. It is also important in the regard of making changes to your site and you need to know how individuals are taking to it. The analytics I will specifically mention are for SEO work and not analytics over all which would require me to mention the analytics that are important for digital advertising. The specific analytical data to focus on is users, sessions, bounce rate, session duration, and events. These are some of the most important analytics in regard to UX. The reason they are the most important is because users tells you how many people went to your site. Sessions tells you how many sessions users had on your site. So if you had 20 users and 40 sessions. You could assume that each user had 2 sessions on your site. Bounce rate tells you the percentage of users that leave within 30 seconds to a minute of being on your website. Session duration will tell you how long the average user spends on your site during one session. How to utilize analytical data To utilize analytics to the full potential you must first identify what stage of website development you are at. If you are at the point of running ads then you will be looking at the core analytics along with much more such as source/medium, device type, location, and more. If you are at the beginning stages of website development then you are mainly paying attention to the core analytics which are user, sessions, bounce rate, and session duration so that you can know if the website is being enjoyed or not. After you understand where you are in the process of website development you can set goals that you must meet. Now it is also important to set realistic goals for your website. If you are brand new with no social signals then you can expect to receive lower traffic with little to no analytics. So a good method when you first start out is to review analytics on a daily basis but compare each month. Because within a month to month basis you should have considerable growth if you are performing SEO properly. After you start to break a thousand users per month. You can start to perform weekly testing with pages to see what is preferred by the users. I recommend doing one page at a time just in case they strongly dislike the change. That way it is only one page and you can revert it easily. Versus changing a plethora of pages which could possibly make them start to stay away from your site completely till they see a change. Now let's say that you are at the stage of running ads. This means you are converting organic traffic but you want more sales. This is where it is important to know where your converting traffic is coming from(source), where they are located, and what device they are using. With knowing this information you will know where to run ads. What location to target, and even what devices you should lean towards targeted. Another key factor to pay attention to are the individual converted users sessions. This is so you will know what stage your audience is typically in. Are they ready to immediately buy or are they in a learning phase and they need to be nurtured. Now if they are immediately ready to buy then you can cater your ad to being something about an amazing deal so they have a sense of urgency. Now if they are in the learning phase and have no interest to immediately buy. Trying to create a sense of urgency will waste the ad budget and not work to your favor as you would hope. The best way to take a learning phase audience through the lead nurturing process to becoming a sale is through hands off lead nurturing. This means that your content is good enough to establish trust, credibility, and most importantly informs them thoroughly about what they are getting into. This shows them that if you could teach them through your content then imagine what you could do for them if you were hands on. Analytics are crucial to any business and with the internet. It is now easier than ever to collect this data, read this data, and act on this data accordingly. So make sure you are taking advantage of adding google analytics to your website so you can begin identifying what is and isn’t working. So you can take your business from A to Z with whatever project you are currently on.