How to Use Google Analytics in Communication Reports

  • January 27, 2022
  • Fran Stephenson
  • 2 min read

12 Questions Communicators Should Ask

How are you using Google Analytics in your communications programs? Oh, you’re not. Maybe it’s time you took a little tour back through your website data and see if answering any of these questions can help inform future program and tactical decisions.

  1. What language is dominant for your users? Do your communications tactics reflect that language?
  2. Where are your users coming from? Does it match with the geography of your stakeholders? If not, why not?
  3. What is the ratio of new users vs. returning users? What does that mean to your comms programs?
  4. How can you improve your communications pieces based on the technology and mobile devices used by your web visitors?
  5. What are the key learnings you can see about traffic sources to your site? How is the mix of paid, direct, organic, referral and social correlate to your communication efforts?
  6. What is the highest source of referrals to your site?
  7. How do visitors get to your site?
  8. What is the most visited landing page and is that appropriate for your organization?
  9. What are the top pages on the site?
  10. Are all your web pages up to date?
  11. What is the relationship between landing pages and exit pages? Is that the path you want users to take?
  12. Is site speed good or is it a problem? What can be done to improve it to keep people on your site?

Connecting what you do as a communicator to what your website users are telling you is a simple way to make your programs more relevant. Let us know if you tried one of these and what you found out about your website.