In our last post, we shared how you can apply the data generated from Google Analytics (GA) Audience Reports to your events.
While it is important to know who your audience is, it is as important to know how your audience arrived at your event website to begin with. Google Analytics’ Acquisition information tells you just that. This is crucial in determining which online marketing tactics are bringing the most visitors to your event website.
We will discuss the following subcategories under Acqusition:
- All Traffic
- Cost Analysis
- Google Ads
Acquisition Overview provides a snapshot of what Google calls the “Acquisition-Behavior-Conversion (ABC) Cycle.” In short, it shows you how your audience come to your event websites, what they do while they are on your website and whether they have completed a goal you have defined in GA (e.g. completing a registration or calling for an enquiry).
Channels tell you how your audience arrived at your website. The following are the explanations of each type of channel:
- Organic Search like Google, Yahoo! or Bing queries, provide the majority of web traffic for most websites
- Referral traffic comes from a link on another website
- Direct visitors come to your site by entering your unique domain name into their web browser
- Social traffic comes from places like Facebook, Instagram or Pinterest
- Paid Search traffic comes from Google Ads or other advertising platforms
- Email simply means the traffic comes from a link clicked from an email
Next, you want to know which website sends people to you. The default settings here show a breakdown of your biggest traffic sources.
This section excludes search engines and direct traffic and shows the websites visitors use to arrive at your site.
This section provides a breakdown of your Google Ads and other web advertising campaigns. You can see if your event advertising dollars are going to good use by tracking conversions and other metrics of visitors who find websites through paid campaigns.
If you run a Google Ads campaign, you can see how your ad campaign keywords impact search results and traffic. If you do not run a Google Ads campaign, you can still see what kind of keywords people typed in Google to find your website through Acquisition> Search Console> Queries.
According to Google, “The Cost Analysis report analyzes costs for your non-Google ad campaigns. To see Google Ads cost metrics, use the Google Ads reports.”
This information is particularly useful to website owners who are spending valuable marketing dollars on a Google Ads campaign. Here, you can learn about your bids, keywords, destination URLs, placements and more.
Social media has become an indispensable tool for all businesses. Most events with high ticket sales have successful marketing campaigns across numerous social media platforms. With so many social media platforms, how can we keep track of them all? Fortunately, GA makes it easy to analyse social media metrics all under one roof.
How do I apply information from the GA Acquisition report in my events?
Most significantly, the data would influence how you would strategize marketing campaigns for your event, for example:
- Knowing where most of your traffic comes from would equate to identifying your “money-maker”. You can then increase your marketing activity through that channel, which could bring in more customers.
- Knowing which channels are falling behind would signal that you need to find a marketing solution to increase reach in that channel. For example, if your LinkedIn account is not performing as well as your Instagram account, it could be because LinkedIn is a platform for professionals and Instagram has a casual setting. You may look into using different content if you currently standardise marketing content across both channels.
- Pump, maintain or drop my ads? Knowing whether your money spent on ads are worthwhile could assist you in making future marketing decisions.
With the help of the Acquisition Report, you can better direct your digital marketing resources and look forward to receiving higher online ticket sales for your events!
If you are looking for a simple, yet powerful registration software for your next event, please contact us for a free consultation and live demo – https://overview.eventnook.com/p/contactus