How to Measure Traffic Volume and User Retention
In growth hacking, you are going need to be like a satellite that is able to measure and assess what is happening with the traffic on your website or web platform.
The first metric to know is Sessions. Sessions used to be called Visits and is the number of times that the website was visited during a specific time frame.
Number two is Users. It used to be called Unique Visits and it is Google Analytic’s best guess that this is a single unique person who hasn’t visited the website within the past half-hour. So, it’s totally possible that you have a website that has 100,000 visits by 70,000 users. What that would mean is that some of these users revisited the website before that thirty-minute time period lapsed.
Number three is Bounce Rate. This is the number of sessions where the user only visited a single page on the website and then they left the website. What this does is measure the quality of user visits on the website. A higher bounce rate would be an indication of lower quality.
Number four is page views and this measures a single view of a specific page. What this does is help you gauge the effectiveness of one specific page versus another.
Source/Medium: Where’s the good traffic coming from?
You also need to be able to look at a variety of sources of traffic on the internet and prioritize the channels that are working for your growth hacking operation over others.
One metric to look at first is the source of the traffic. This is pretty self explanatory. It’s just saying that when this traffic comes from this website, it’s tracked by Google Analytics and then you can look that up later.
The second part is the medium of the traffic. Examples of traffic medium might be organic search versus paid advertising versus email referrals. Or it might say “none”. Oftentimes, “none” just means that it was a direct link given to somebody in particular, which might mean word of mouth.
For example, if Sanjay sends an email to Rob with a link to a particular page on a website and then Rob visits it, his medium would likely turn up as “none” in Google Analytics. So, as you’re sending your content marketing, for example, out into the world, you have to know which channels are giving you the highest return on investment so that you can prioritize and put your energy there.
The best way to do this is with the combined metric of source and medium because it will show you not only the source but the medium from which the source is delivering you traffic and it’s important to make sure that you have opted-in to email tracking if you’re a part of an email list service.
For example, let’s say that Vivica, is responsible for generating leads on a particular piece of thought leadership as a part of a growth hacking operation. What Vivica might do is arrange two different email list partnerships. Then, when she goes into Google Analytics, she could find that, in the source medium metric, there’s a specific trade journal the had a much higher conversion rate than all the other sources of traffic.
Then, she’ll know that that trade journal is an effective way to distribute the content to generate the traffic that she wants to create growth.
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