Tips for Making Analytics Work in Your Small Businesses


Many businesses mistake the idea that analytics can be added “anytime” to be useful. However the truth is that analytics value occurs when planning metrics so that they describe the persona of site visitors and app users who can be customers.

The following is a list of reporting ideas that can be planned upfront.  The metrics and dimensions are based upon Google Analytics, so implementing these is a matter of accessing your Google Analytics account online.

The key to getting the right reports that relates site visitors or app users to your business. Let’s start with the most straightforward: Location, Demographics, and Benchmark reports.

Location (Nation, city, state) or Geo Report

This basic report answers a key question – is your site attracting visitors consistently from an intended region?  Monitoring this against your business objectives can show where within a region are people accessing your site. This can inspire how you deploy your advertising and how you use your social media.

Demographics (Age, male/female)

Demographics provide age ranges and the mix of male/female visits.  These can be helpful in determining if the age and sex of the visitors match for the intended audience of a product or service. 

Benchmark (Device, location, channels)

Benchmark reports indicate a site’s or app’s performance compared to that of other sites or apps within an industry. The analytics reports from participating Google Analytics forms the basis of the benchmark data.

Social Media

There are analytics for each social media platform – Twitter Analytics for Twitter, Facebook Insights for Facebook, and various tools for Instagram – I personally like Ink361.   Each of these varies in appearance, but each has a  purpose: to monitor activity on the given social media platform. They can measure engagement of specific types of posts, the best time of day to post, and what content in posts are working the best to tweak your posts to increase reach.

Note that I wrote given: It means that the metrics are about activity on that particular social media.

But they can not reflect activity that leads to your website.  For that you need an analytics solution, Google Analytics. Google Analytics, or another digital marketing analytics solution like Piwik, contain reports to show how much of the social media platform is contributing to site or app goals.

Audit the traffic and see how each social media platform ranks in terms of visits, then engagement (time in session and pages/session).  Sources that are not top ranked may have higher engagement metrics those may be more worthwhile to develop further support.  

Make sure you can tie the activity to your business goals. A good consultant – like, say, Zimana Analytics can provide the right guidance to help your business keep its customer base strong.


Pierre DeBois, Founder and Chief Digital Marketing Strategist
Zimana, LLC
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