Digital Advertising

  • Susan Rapaglia
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Google Analytics: To Know It Is To Love It
Google Analytics: To Know It Is To Love It 800 533 Susan Rapaglia

3 Key Metrics We Think You Should Know

Oh Google Analytics, how we love you. How could we not love a tool that offers awesome insights into your online presence and is FREE! Much more than a conversion platform, Google Analytics (GA) offer plenty of equally, if not more useful tools to help you assess the health of your website and business.

In addition to the popular GA stats—like site visits—there are 4 other key metrics that we think all business owners should know (and check regularly!):

Acquisition Source/Medium

Acquisition > All Traffic > Source/Medium
On the Acquisition Overview page you’ll find a quick snapshot of your bounce rate. There’s not much else to say here other than you should keep an eye on this value pretty regularly. A “target range” can vary depending on your website and industry, but typically you want to stay in the  40-60% bounce rate range. Anything below that is great! Above a 60% bounce rate probably calls for some additional research as to why the value is so high. We like to compare the bounce rate month to month as well as the rate compared to the previous year. 

*Extra Credit: According to Google Analytics, the bounce rate is the percentage of visits in which a person leaves your website from the landing page without browsing any further.

Pages Per Session

Similar to bounce rate, it’s a good idea to compare “Pages Per Session” values to the previous month and year to monitor growth. Another helpful piece of insight is on the Acquisition > All Traffic > Channels page where you can see the pages per session breakdown per channel. This is a great way to analyze visitor engagement depending on the channel they used to get to your website. While the length of time and pages search will vary on industry, most businesses are looking for their website visitors to stay engaged and move around the site towards a specific goal—contact forms, shopping pages, etc. 

Device Type and Behavior

Audience > Mobile > Overview
Here you can find a breakdown of the types of devices visiting your website: desktop, mobile or tablet. You can get even more specific (down to device name) in the “Devices” section, but  we find that the Overview page usually does the trick. Make sure to check crucial metrics like bounce rate and pages per session per devices. A low bounce rate for desktop and tablet, but high rate on mobile likely indicates a design/responsive issue that’s preventing users from exploring your site from their smartphone. As we become more and more “mobile first” it’s really important that you’re optimized for all device types.

This was definitely a quick and dirty intro into important Google Analytics metricsThe list could go on and on. Every tool in Google Analytics serves a valuable purpose, but for those just learning the ropes it’s best to start with the most important.

  • Susan Rapaglia
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3 Reasons You Should Be Using Video Marketing
3 Reasons You Should Be Using Video Marketing 1200 800 Susan Rapaglia

They say content is king, but we think that needs to be a little more specific: VIDEO content is king. Coast Creative believes deeply in this theory—nay fact–and work with many of our clients to create attractive, engaging videos that will convert. Of course, video can seem like just another marketing investment, but is it? Is skipping video a short-sighted business decision? Here are Coast Creative’s

Top 3 Reasons To Use Video Marketing

People LOVE Video

And not just cat videos. Video marketing engages in a way that photos can’t, and certainly like marketing copy can’t. According to KPCB, video will account for over 74% of all online traffic. That’s an insane percentage. Another incredible number, 500 million (YES, MILLION) people are watching videos on Facebook each and every day (TubularInsights). Be where your customers are: in a video on social media!

It’s Got the ROI we LOVE

Video converts! Including videos on your landing page can improve conversions. And, online videos can serve as fantastic lead generation, brand awareness and customer engagement tools. According to vidyard.com, 70% of their survey respondents reported video content performed better than any other content type for producing conversions. Let us also mention that video possesses another type of ROI—ROTI or Return On Time Investment. Video can convey and incredible amount of information in a short amount of time. Viewers have to do very little work to learn about your product, service or brand.

…And, Facebook Says So

We’d like to think we’re the boss, but the fact of the matter is we work hard to stay ahead industry trends and the evolving rules of digital marketing. As we sit now, Facebook’s newsfeed algorithm values video more than it does a traditional image-based advertisement. SEO.com states that “videos have repeatedly shown that they have much larger organic reach and engagement than other forms of content. People are watching more than 100 million hours of video on Facebook every day…” Additionally, video advertising on Facebook is one of THE MOST cost-effective forms of digital advertising you can complete.

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