Analytics for Small Business Part.2

Published by Engagement Labs on August 6, 2014

Our previous blog looked at the usefulness of analytics for small business and the framework in which you should use these tools. This time we are going to focus on a few of the most accessible platforms and the type of data that you can gain.

Google Analytics

Google Analytics is going to be the most powerful tool that you use, and the one where you devote most of your efforts. The major benefit is that it can help you obtain more accurate and objective data in terms of customer behavior and impressions of your website.

  • Obtain real time pulse of your customer preferences and impression of your business web pages.
  • Track web page engagement of visitors to your site.
  • Identify your web page click-through rate for each visit of your customers.
  • Find out if visitors are navigating past your homepage, and where they are ditching the page.
  • Monitor the geographic location of your site visitors. Find out if your website is targeting the right market!

Start by identifying your organization’s top goals and objectives and whether the website reflects them. Questions for analytics should evolve from there.

Focus On Actionable Data

Page views and unique visits can validate what you’re doing right (or wrong). That’s important, but for many organizations it isn’t often actionable. Here are 3 Google Analytics reports that can lead to action:

  • Referrals and All Traffic sources
  • Organic Search – overview
  • Referring page and destination URL custom report

These metrics can identify which referrers and traffic sources are driving the most conversions, and isolate the specific external efforts generating the highest ROI.

Creating Custom Google Analytics Reports

Most Google Analytics users typically don’t understand or bother creating custom reports, yet such reports can be extremely valuable.

A good custom report shows full referring URLs for every visit, along with the destination URL. This is “actionable intelligence,” because it indicates which specific external assets/media are spawning the most traffic and to which pages. Furthermore, when compared to conversion data, it’s possible to see which external publishers drive the most conversions, so you can modify towards optimizing future outreach efforts.

Gain Better Insights using Advanced Segments

Often overlooked, advanced segmentation allows you to pinpoint and analyze specific traffic types. For instance, obtain a detailed understanding of your mobile traffic, helping you build a more effective mobile site.

Find Out, Right Away, If Your Site Traffic Spikes or Drops 

Have automatic, customized alerts sent to you, informing of any unexpected event on your page, be it a sudden spike in traffic from a specific site or an unforeseen drop in traffic overall.

Develop More Effective Content

Information gleaned from Google Analytics can help publishers develop content that will appeal to target markets

  • All Pages: at a glance, see the popularity of your pages based on page-views, unique page-views, average time on page, and more.
  • Landing Page: the first pages that visitors see when arriving to your site. Find out which content actually draws visitors.
  • Keywords are also a good metric for content creators to stay attuned to. Google Analytics can inform you of visitors’ search queries used on your site.

Email Marketing

Using email-marketing software is a great way to get your company’s name on the radar of your target market. Small businesses can still use mass communication to reach customers in a personal way.

Once you have a campaign in place, use “Open rates” and “click rates” in order to improve future mailing campaigns. Using A/B testing of email send outs will also lead to improved email quality. Look at who opened the email, how many times and where they clicked.

Use these statistics to create a “Lead Generation” sheet for salespeople, who now have a specific reason to follow up rather than just a cold call.

Social Media Statistics

Doing analysis of Twitter, Facebook and other Social Media statistics can give you an idea of your brand influence. If your social media profiles have reached a plateau, it may be time to change your approach. Analyze the content you are publishing and whether it is indeed interesting to your target market.

You are better off focusing on your loyal customers and paying attention to the content that resonates with them instead of focusing on amassing a huge following that does not translate into sales.


Facebook Insights offers a very simple overview that highlights popular posts, fan growth and even allows (very) basic competitive analysis.


Unless you are a publisher, developer or advertiser your Twitter does not offer a built-in analytics tool. Fortunately there are a number of free options to fill the void.

Social Media Monitoring

Many small businesses are present on a variety of social media networks. Some have detailed analytics, others offer an API that has resulted in 3rd party tools, and others are completely devoid of statistics. An easy way to monitor the effectiveness across other channels is with a monitoring tool that looks for brand mentions. Mention offers a free version of their tool that will fit the needs of many small businesses.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of sub metrics which are then benchmarked against a hand-picked database of 75,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.