Using Google Analytics As A Small Business

Galileo Galilei once said, “Measure what is measurable and make measurable what is not.”

This statement still holds true even years after uttered in today's era of technology which surpasses that of Galileo’s age. While Galileo wasn’t referring to the online traffic of your small business, this quote does apply.

There’s no way around it: You have to measure the success of your website. It’s critical to analyze your metrics, even if you aren't a marketer. For example, where are visitors coming from, what pages are attracting people, and the number of minutes spent on each page. You will have the power to transform your marketing by unlocking this data.

Did you know that 87% of consumers start their searches online? Whether looking for a new lawn care service or accounting software, those searches begin online. To reach your audience you must have a deep understanding of your business’ web presence.

Google Analytics is a user-friend tool available to anyone with a website that allows you to accomplish this. It is the best resource that small businesses can tap into for website data. Regardless if you are starting out or your company is generations old, Google Analytics is a necessary resource.

So what is Google Analytics? Google Analytics is a free web tool that tracks and reports website traffic. With Google Analytics you have ability to build a complete picture of your website visitors. You'll be able to understand who they are, how they got to your site, and what pages they find most valuable. This information will help you make strategic decisions about what content to create and which campaigns to invest in.

There are many metrics you can track, but here are the most important ones to keep an eye on. Consider this a starter Google Analytics guide.

Metrics Your Small Business Should Track In Google Analytics


The source data will show you how your users are getting to your website. Are they arriving from your newsletter? SEO search? Social media ad? You’re able to view this data through the Acquisition tab within Google Analytics. You can also view the source data for individual pages within your website.

How to use this information: Knowing the source of your audience allows you to understand how your marketing channels are performing or where you may need to increase your efforts. An important step for any marketer is to figure out the cost-per-visitor. Take the amount of money you spent on a channel and then divide that by the number of visitors your earned from that channel. For example: You spent $1,000 on social media ads. You had 20,000 visitors come from this campaign (and you know, because you also set up campaign tags). $1,000/20,0000 = $0.05 per visit. Doing this will let you know where you can find the cheapest traffic, allowing you to optimize your campaign spending.

Pageviews/unique pageviews

Pageviews are the literal number of views per page, whereas unique pageviews factors in the same user going to a single page multiple times. So, in theory, your page views will be higher than unique pageviews.

How to use this information: The page views help you understand what content your audience engages with most. Ensure those pages are always fresh or create other similar resources. For example, imagine that you're an ecommerce site and you notice that you are seeing a lot of views on your "Guide to Shoe Sizes." This might be a really valuable piece of content to build a marketing campaign around. Or, perhaps you want to make similar guides to help shoe buyers find the right fit for them.

Average time on page

This metric is straightforward. Google Analytics shares the average amount of time spent on each of your web pages.

How to use this information: Simply put, you want your visitors to spend a fair amount of time on your pages. Achieve this with smart, engaging content. If possible, hire a designer or writer to help.

Bounce rate

Google Analytics tracks the percentage of single-page sessions that end without further interaction. The bounce rate is a critical percentage you want to keep as low as possible.

How to use this information: If you’re seeing your bounce rate increase, think about what might drive that change. Did you change your website recently? Haven’t updated the blog in a while? Keep your website fresh and engaging to keep this number down.


The exit metric shares the percentage of exits that happen on each webpage.

How to use this information: If a certain page has a high percentage rate that is a red flag. You need to assess why your users are leaving that page and take action. For example, adding an exit-intent pop-up.


You can use Google Analytics to track where your visitors are coming from by country.

How to use this information: As a business owner, this is especially useful information to understand the location of your audience. If you are a local shop then, of course, you want visitors to live in your area. You can also filter other metrics within Google Analytics by location.

Behavior flow

Google Analytics produces a flowchart of how your visitors interact with your site. It shows you how they click through different pages and where they leave. Traffic is great, but if that traffic doesn't convert, then it isn't worth anything.

How to use this information: This particular option is complex, but give yourself time to understand it. Use this information to understand the flow of your visitors and how they interact with your business.

This is a shortlist of the metrics that are available through Google Analytics, but a good place to start. The first time you log in the site may feel overwhelming, but it’s user-friendly and easy to learn. Soon enough you’ll know the metrics you want to track the most and how to develop useful reports.

Google Analytics is an invaluable resource to measure all things for your business. The pieces which were once not measurable are easily measurable with this tool.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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