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The 6 most Important Google Analytics Metrics for your Restaurant or Boutique Hotel Website

google analytics

In my previous article I raved about how good Google Analytics is and why you should be using it.

I then explained exactly how to set it up and start tracking conversions.

If you missed the article check it out here: Beginner’s Guide to Google Analytics: Setting up and Tracking Conversions.

Now we get into the real substance.

You’ve got all this information at your fingertips, now you just need to know which bits you’re meant to be looking at and how to interpret them.

Why? Why do you need to know all this?

Well if you really want to keep an eye on how your website is performing and whether it’s working in the right way for you, then every business owner / marketing manager should know this. It’s website 101.

Then if you can establish where your site is letting you down, you can make the necessary adjustments to make it work better.

The 6 most important Google Analytics metrics and where to find them

Now you have successfully set up analytics on your site and implemented conversion tracking, you need to know where to look for performance insights. Below is a list of the 6 most important metrics you’ll need to help you understand what is and isn’t working on your website and how you might be able to fix it.

1) New vs Returning visitors

Analysing the number of new/unique visitors verses return visitors (the ones who have been on your site before and keep coming back) will give you some interesting insights.

What many businesses could do with is a group of loyal customers who keep coming back. These people are advocates of your brand, they know what to expect and are more likely to book again with you. So give them extra reason to come back to your site and place that booking.

The data in this section will give you a good indication of how successful you are at this.

Where to find
You can find this data under Audience > Behaviour > New vs Returning

new vs returning visitors

2) Bounce rate

The bounce rate shows the percentage of people who leave a page without a single click. This metric can help you find campaigns and landing pages that need improvement and better user experience. For the best insights you should look at it page-by-page and ignore the site-wide bounce rate.

It’s important to keep this metric as low as possible. If you have a high bounce rate on a certain page then it’s usually indicative of a problem.

Problems may include sources of traffic that are irrelevant or pages that aren’t optimised for conversions (ie. They may have a poor design with bad usability).

Where to find
You can find this data under Behaviour > Site content > All pages

bounce rate

3) Traffic sources

For a successful website it’s important that traffic comes from a diverse number of sources. There are likely to be four main categories:

  • Organic search
  • Referral
  • Social
  • Direct

This data alone can offer us reassurance that visitors are coming in from a good distribution of sources and may also help you to understand how your marketing efforts are working.

For true insights you’ll need to look at it alongside goal conversions to identify which source is providing the most conversions and perhaps which ones need more work.

Where to find
You can find this data under Acquisition > Overview

traffic sources

4) Exit pages

This metric will help you identify pages on your site that are responsible for the highest percentage of visitors leaving.

If there is a high percentage of people exiting a particular page then there’s likely to be something on that page that is preventing them from clicking or going any further. Once you have identified a problem page, you need to analyse what the logical next step is from that page for the user and whether it is communicated clearly enough?

Of course there are certain pages on your site where exits will be expected and even welcomed such as booking confirmation page or thank you pages.

However you don’t want to see a high percentage of people exiting your site from the home page or in the middle of the booking process.

Where to find
You can find this data under Behaviour > Site Content > Exit Pages

exit pages

5) City

This is an important metric only if your restaurant / boutique hotel / website is focusing its marketing efforts on specific localities.

By filtering the analytics data to show landing pages with the secondary dimension set to ‘city’, you’ll be able to get a good overview of which pages are attracting visitors from certain cities and whether your marketing efforts are working.

Where to find
You can find this data under Behaviour > Site Content > Landing pages > in the table filter the secondary dimension to: City

city

6) Conversion rate / goals

The conversion rate (CR) is the measure of your site’s effectiveness in persuading your visitors to take a desired action. In the case of restaurants the likely desired action is to make a booking / dinner reservation. For boutique hotels it will be to book a room.

There is no ‘average’ CR you should be aiming for, however for ecommerce websites a CR around 1.5-2% is fairly normal. But this can easily be improved with minor adjustments to the user experience of the website.

Where to find
You can find this data under Conversions > Goals > Overview

conversion rate

Why haven’t I included visitor numbers?

This metric is great for giving us an overview / massaging egos but really it does no more than that. To get any real insights that you can use to improve your website, you have to dig deeper.

The above metrics are the best place to start for that.

If you would like more tips just like this, that help your restaurant or boutique hotel make the most out of your website so it really starts working for you, just enter your name and email below. We’ll send them straight to your inbox.

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