I’m sure almost everyone has heard about Google Analytics. But does everyone know that it is free to use? This flack always thought Google Analytics was something you had to pay Google to use. So, when PR News columnist Brian Greene contributed a piece about two easy, and very important, metrics us flacks can obtain from Google Analytics, I was very intrigued.
According to Greene’s article, Google Analytics can help answer two of the most important questions any flack can be asked when a client wants to measure the effectiveness of any PR strategy or campaign. They are, “Where do your visitors come from?” and “What sort of activity do they engage in on our site?” (This second question is rather broad, but it can be relevant to social media sites or to a client website.)
Greene notes in his article (click here) these two questions are easily answered through Google Analytics. The software will help you determine where your traffic is being generated and also enable you to map the behavior of every visitor to your site.
Finally, Greene also notes the Behavior Flow section of the software is where you can really monitor the success of a social media campaign. He commented: “Another great option for monitoring the success of a social media campaign is within the Behavior Flow section. Here you'll be able to narrow the visitors to just the medium they came to the site from. You'll then be able to understand what those visitors from your social platforms are doing once on your site.”
(I should note that the original article was posted on July 31, ahead of a PR News’ Google Boot Camp held recently in San Francisco.)