25 May 2017

How Digital Marketing Expert Spend Their Time and Budget in 2017

Digital Marketing

Hi thereπŸ‘‹
It has been a while since my last post... hope you all are doing great?

Have you ever wonder how expert digital marketers spend their time and budget? Looking for ways to improve your own digital marketing strength this 2017?

Search Engine Journal shared with us several ways by which marketing expert spend their time and budget on digital marketing and how you could follow in their footsteps in 2017.

SEJ last October went on a research, interviewing 230 digital marketing experts on how they work, what they spend and how they measure their success.  Here is a summary of the result collated from the research.

On SEO (Search Engine Optimisation)

Three questions were thrown to our experts, if they performed SEO  Audit on a new client website, How often they perform SEO Audit on a client website and how much they spend on SEO.

According to result, 43 percent of the experts said they usually perform SEO audit on for a new client website before doing anything, 24 percent consider it unnecessary while 33 percent claims it depends perhaps on the client they are handling.

On how often they perform this audit, 47 percent claimed they do it every 6 months which is the highest frequency rate. 29 percent claimed they do it monthly and 15 percent claimed they do it yearly while 5 percent probably don't do it at all.

So how much do they spend on SEO? according to Search Engine Journal, 31 percent of respondents spend an average of $51 – $300 on SEO tools per month, with 23 percent spending less than $50 a month and the shocker is 7 percent spend above $1000.

 Social Media Marketing is Effective

80% of the respondents say that social media network is still an effective use of resources.
Facebook continues to be the favourite social media platforms for digital marketers with 62% saying they would pick Facebook over any other social media platform out there,

On how they measure their social media effectiveness  39 percent look at engagements (likes, votes and comments), 31 percent prefer conversion and 13 percent prefer the traffic flow.

On How much they spend on social media paid ads, 46 percent  of respondents are  of the opinion that businesses can be effective on social media without utilising paid campaigns 27 percent of respondents spend an average of $51 – $300 on social campaigns per month, while 19 percent spend $0 – $50 and 16 percent spend $301 – $1,000

PPC is Vital

Has much as many digital marketers prefer the free stuff, Paid advertising still plays a vital role in Digital marketing campaigns.

SEJ research reveals that 42 percent of digital marketers allocate most of their digital campaign budget to Pay Per Click (PPC) and display ads.

So how much do digital marketers spend on their PPC campaigns?  18 percent of digital marketers spend between $51 to $300 on average for their monthly PPC campaigns. 17 percent spend below $50 per month for PPC campaigns and 16 percent spend $5000 for PPC campaigns per month which is very huge...

The survey also shows that being in the top three positions on SERPs results in the highest number of clicks for ads. It brings in an average CTR of 2-3%.

And Content Marketing remains King

Though digital marketing experts, to be precise, 56 percent of them believes that a balanced diet of content marketing, SEO, Social media marketing and link building is the most effective aspect of digital marketing, 53 percent of the mix claim that they still have a planned content marketing strategy and believes that content marketing still leads the digital marketing strategy.

The irony, however, is that despite content marketing is very vital to digital marketers, not much is allocated to it during budget planning. 24 percent of respondents spend under $50 a month, while 2 percent spend between $51 – $300 and 17 percent spend $301 – $1,000.

So what type of content are most effective?

According to the research, Blog posts tops the category with 41 percent, long form content follows behind with  14 percent, videos 12 percent, webinars 7 percent and podcast, 3 percent


What does the research tell us?
  1. SEO audit is very vital and should be done at least twice a year.
  2.  That social media is still effective for business with facebook as a key player
  3.  Paid advertising is still very important even though you can run your campaign without it.
  4. That content marketing is king and owning a blog is very important.


From the above research, Digital marketing experts gave us insights on how they effectively run their marketing campaigns, with many of them spending lesser money and still getting the result. This shows that the amount of money budgeted for a digital marketing campaign doesn't really matter but rather the strategies and their effectiveness.

29 April 2017

Five Tips for Choosing The Right Niche for Your Blog

Blogging can be a very rewarding career if you but your mind towards it. In a previous post, i wrote on the benefits of blogging for business and individual, of which one of it is financial freedom. However blogging is not something you just rush into. It takes a lot of time, decision and planning before you can start blogging.

Four tips for choosing the right niche for your blog
A lot of times we hear people complain about how they start a blog and had to shot it down because it wasn't giving them what they want. One of the major reason for this kind of negative comments about blogging falls on the fact that the complainer did not pick the right niche or topic on which he or she wanted to blog on. I too was formally a victim of this until I got to realise my mistake I probably won't be blogging by now.

 Your blogging success depends on the niche you choose to write about and Five other factors which we will be discussing in this post.
 These factors includes
  1. Motivation
  2. Knowledge
  3. Content
  4. Market
  5. Patience 
We shall look at these factors in details
  •  Motivation

What is the first thing that comes to your mind when you want to start blogging? Lots of people allow money to be their motivation when they start blogging. They hear how people succeed in making money out of it so they decide to jump into it and thus get their hands burnt.

All you need to have is the passion for what you do. Many successful bloggers out there became what they are not because they started blogging just to generate revenue, but rather because they love what they do.  When you make money your motivation, you land into trouble as you will be tempted to choose a topic or niche you won't be able to handle.

I started blogging back in 2013, and since then I have gone through many blogs and failed. What drove me then was the money generating factor. I wanted to make money so I started a news site, Marcelodiagbe.blogspot.com. It was great but something was off. News niche required much time and patience than I could give and thus I couldn't stand it and I closed it. Time wasted, money never came in.

Today  I'm a digital market blogger not because of the money, but because that is where my passion lies.

So when you are starting a blog, you need to ask yourself – are you passionate about this topic? Do you read on this topic and follow the news regularly, if yes, then you have crossed 33% of the journey. Because having a passion for a topic is not the only criteria which determine your blogging success.

  • Knowledge

The second factor has to do with Knowledge. How much do you know and understand what you are blogging about? Take for example you love travelling.  You blog about travelling and yet you haven't stepped out of a particular area before. You won't be able to create rich content or had your flare to such content about they place you write about because you haven't been there or haven't researched about it.

When you blog about something you know nothing about but only fantasise about it, you will hit a wall in your blogging career.

 The good thing, however, about talent is that you can acquire it. Passion cannot be acquired.  However, you can learn about what you want to blog about, it only requires you to research.
  • Content

Every blogger wants to make money through their blog. However, if you want to make profits from your blog you need to create contents that will relate with your audience and get them engaged.

Any product or service, no matter how passionate you are about it, will not sell if there is no demand for it. According to the richest man in the world Bill Gates,

Yes, there are some products that people never realised they would need until they see a very attractive content that was able to lure them to getting it. A good content attracts sales and creates a market for you.
However, when creating content there are certain tips I suggest you should follow.

  • Market

You want to make money from your blogs, you have to make something people want. Any product or service, no matter how passionate you are about it, will not sell if there is nobody wants it. Let’s say you are passionate about making snacks with weath, but no one cares about weaths snacks. That could be a disaster for you because unless the market pays you for your passion, you cannot keep doing something that doesn’t pay your bill.
  • Patience

Has I metioned earlier in this article, blogging takes time. For you to be a successful blogger pateince is require. This is not only applicable in the time it takes from you but also the time it takes in growing and eventually making money from it.

Patience is key for every blogger because without it, failure is eminent.

Final note

Blogging isn't easy at all, to become successful you must be ready to put in all your time, energy as well as have patience and choose the right niche.

All the best for your blogging efforts! If you have any questions, leave a comment below!

26 April 2017

6 Digital Marketing Myths to avoid this Year

Myths have been an integral part of our lives. It's in our history, stories, and movies. From the great Greek gods of Olympus to the superstitious stories of African legends.

Elf, Pixie, Fairy, Figurine, Myth

So when it comes to myth people find it hard to believe because they feel these stories were fabricated.

However, currently, there is a myth going around and people aren't seeing this as the fabricated stories of the Greeks gods but totally believe this one.

The myth behind Digital marketing as been circulating like a virus and people are not aware of the harm these myths is causing to their business.

From the early days of digital marketing, to be truthful, some of these myths might have been real, but as people seek several ways to promote their business and increase sales and conversion, some of these myths as gone into extinction.

So if you is just starting out as a digital marketing, these post will clarify your idea of digital marketing.

Here are 6 myths of Digital Marketing that is killing several businesses...

Digital Marketing can solve all your business needs:

This is one of the selling points for digital marketing. You hear words like ' the world is now digitally and technologically driven, the internet age is evolving, digital marketing is all you need to solve your business marketing problems. Traditional marketing as gone obsolete and is no longer applicable to this new digital era.

Here is the truth about this myth.
Digital marketing is just an integral part of the methodologies for marketing. Traditional marketing has not gone obsolete. When combined together it gives you that Voltron's force in your marketing strategy.
Yes we are in a digital world and digital marketing plays a very vital role in it, however, it is a cure to all your business marketing needs

Digital Marketing is easy:

 This is one myth that people so much believe and have got them doing digital marketing wrong. People see digital marketing as a bullet train, whereby they just setup a blog or website, open several social media profiles and then sit and watch the magic happen. The fact is Digital marketing is not as easy as traditional marketing.

Here is why....
Traditional marketing just requires majorly advertisement, Digital marketing requires more than that. It involves connecting, engaging and conversion of your target audience which takes time.
It involves several tactics and techniques if executed through a well-planned strategy will bring in joy.  When it comes to digital marketing, it is all about the audience and not the business.

Digital Marketing is free:

 People have rushed into digital marketing with this belief and have gotten their hands burnt in the process. Take for example I once believed that once I opened a facebook page, get my friends to like it, then other people will follow suit. the problem, however, was actually getting my friends to like it. A task that was so simple at least for the sake that they were my friends.

I later got to understand that one way or the other we have to still rely on facebook ads to get that like faster or patiently wait for it to grow.
The fact is Digital Marketing is not totally free but it is however not as expensive as Traditional Marketing.

Digital Marketing Produce Returns of Investment (ROI) Immediately:

You are just starting digital marketing and is so excited that once you create a digital marketing campaign and it goes lives, the money begins to pump in. This myth is like pizza to the ears of several business owners.

Fact Check.....

Putting your money in pay per click advertising, or SEO or Social media marketing does not guarantee that your ROI that you get 3x or 4x amount in sales and profit immediately.  It is a process.

You don't think about the now but the future. It is traditional marketing that you invest money on ads, perhaps billboard, newspaper ads e.t.c and you expect the money to be flowing in in a rush.

Digital marketing is all about communicating, engaging and then conversion. It also gives you and opportunity to monitor your ROI which takes time but the payback is always enormous (if you strategy works out great).

Digital Marketing Works Better With Numbers:

Back in the earlier days, people believed that digital marketing was all about quantity and not quality. They churned out lots of low-quality contents to generate traffic, backlinks and referral link not minding where they were coming from.

But now that is not the case, though it is good that you have so many followers or friends on social media platform. When it comes to traffic, backlinks and referral links one must be very careful of the source as there are now rules governing it.  If these rules are not heeded, it will affect your business badly.

Also, changes in search engine algorithms now focus on quality backlinks, clicks and referrals.

Digital Marketing is for the Young Generation:

This statement as been erroneously uttered by many business men who believe that since their product is not for the young generation, then there is no need using digital marketing.

Yes, the younger generation is very active in the digital world but see this fact.
According to International Business times, the dominant age group on Facebook users falls between 25 and 55 meaning that digital marketing can be used to target any age group all that matters is the content and digital marketing strategy.


Digital marketing is no doubt the best marketing force in this digital age. However believing in certain myths or lies as I mentioned above can cause huge damage to your marketing strategy. Clear your mind, set your goals, create strategies and ensure you leverage all marketing techniques that are available at your disposal.

Thanks for reading..😊

If there are any other myths that haven't been mentioned here, feel free to share with us in the comment section.

25 April 2017

Social Media Marketing: An Introduction for beginners

Social Media, Facebook, Twitter 

I have written different blog articles on how to use various social media platforms for marketing, there is one on Facebook, and another on Twitter and also Instagram.
However i feel i haven't really given an introduction to the course itself.

Social media is now a part of our lives whether we want it or not. To be fair it is now the driving force of Digital Marketing or Digital Media Marketing which ever you may call it.
 Every business or organisation see social media as a very big part of the organisation growth as the use this medium to get inbound traffic as well as promote their brands.

So what is Social Media Marketing?

According to Wikipedia,  “Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”

In other words...
 Social media marketing is the process of  using social media platforms to positively influence consumers toward a website, company, brand, product, service, or a person.

The end point of every social media marketing campaign is to bring conversation to businesses and organisation and when done wrong can destroy ones reputation online and eventually kill one business. That is why when one is running a social media marketing campaign, he or she needs to understand, listen and respond positively to customers no matter the negative comment they make.

What Social Media Marketing is and is not.....

Currently Social media is a big deal. It is where your customers, audience, leads, prospect is and want to be. It can be use by any organisation no matter their services for marketing. And it is all about your customers, prospect, leads and audience.

Social Media is not the first step for marketing, neither is it a fad or magic or is it totally free or a replacement for traditional marketing. Most importantly social media marketing is not about you 

Why is Social Media Marketing so important to businesses

  • It is where our audience and customers are gathered
  • It helps produce traffic to business website.
  • It helps increase sales
  • It helps to build important business contact 
  • It is the best branding tool
  • It simple, easy to use and cost effective
  • It helps in link building for bloggers and 
  • It increases business popularity and brings leads to our niche area.
To become a good Social Media Marketer, there are two categories of skills you must possess.
  1. Technical Skills
  2. Personal Attributes

Technical Skills

The technical skills includes;
  • Basic computer skills
  • ability to use search engines and social platforms
  • and a basic knowledge of graphic designs

 Personal Skills

Personal skills matter a lot in social media marketing.
  • Creativity and Passion
  • Personable
  • Diverse vocabulary
  • Listening and strong reading skills
  • Lastly Professionalism in responding to negative content.
The way you respond to potential customers even valuable customers can do a lot of damage to your business reputation and can kill your business before it starts.

We have looked at the definition of social media marketing, what it is and what it is not. We have also talked about why it is important to businesses and the skills a social media marketer needs to possess.
However what is required to become a successful social media marketers?

There are 8 elements required to be successful as a social media marketer

Let us look at them.
  1.  Have a targeted mind: you need to know your goals your target audience and where you can find them.
  2. Stay focused
  3. Measurement: measure the success of your campaign.
  4. Produce great content: they say content is key. a very content causes engagement in an interesting way.
  5. Integrating with other digital marketing methods
  6. Simple: keep your marketing simple and easy to grab. Drive home your point.
  7. Memorable: let your social media campaign give your customers a very positive unique experience.
  8. Stay updated. The digital world is growing many new social platforms are popping up. you must keep abreast of the new changes occurring.
Social media is a great medium to improve brand awareness among customers, to engage customers in exchange for long-term loyalty, and to boost product sales.

12 April 2017

Digital Marketing - Basic Frequently Asked Questions and their Answers...

A few days ago, two interns for web development and design was transferred to my branch office where I work as a digital marketer and graphic design. While making an inquiry on if they had a basic knowledge or if they had a basic idea of what digital marketing was?
One of the interns immediately spoke up, saying it was all about using social media platforms to market one's product or services. He further claimed it was an easy thing has he once had advertised something online before and found it very easy than the normal conventional marketing system which I believe he meant "store to store" marketing which is very common in Nigeria here.
 Internet Marketing, Digital Marketing
I was like ehn!!!!! easy ke?

But I wasn't surprise of what he thought digital marketing was, I too was in that position where I thought digital marketing was just limited to social media marketing not knowing that there were others aside from the social media.

Thank God the guy had not actually applied for a job and claim to be an expert in the field. He would have not only embarrassed himself but would have spent unnecessary stress going to the interview only to find out the other strange lands of digital marketing.

But first, before we go into the strange lands or other areas of digital marketing,

 What is digital marketing?

 I am going to pick two definitions of buttress my point Wikipedia and Hubspot

Let us look at Wikipedia's definition.....

Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Then let us take a look from one of my favourites blogs definitions...Hubspot

 Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. 
  If you look at the two definitions you will notice that they are very similar in definition but the later definition help introduced other channels, which digital marketing covers, thus opening our eyes to the fact that DMM isn't just limited to social  media alone but covers every area of the internet as long as people are there.

According to a friend of mine, DMM gives us the opportunity to reach customers that we can't reach on land.

Digital marketing in my own simple definition is the ability to reach your customer through the different online or internet channels.
And what are these channels?
1. Social media platforms; that is facebook, twitter, Pinterest, Instagram, google+, and so on
2. Email Marketing
3. Search Engine Optimisation (SEO)
4. Pay Per Click marketing (AdWords, Facebook ad campaigns and other search engines and social campaigns that involve you spending money)
5. Mobile Marketing
6 Content Marketing and so on to mention a few.

Why do we need DMM...

Understandably,  Nigeria is the largest country in Africa and has the highest internet users online according to a statistic carried out by Digitxplus i saw on Vanguard.
To be precise the stats placed Nigeria at no 1 position in Africa and eight in the world claiming that 63 million Nigerians use the internet every day.
With these huge number of internet users, lies the opportunity to market your goods.
so here are the reasons why we need DMM services
1. Our customers spend most of their time online. they are on facebook, twitter, Instagram and snap chat. they have emails. they like stories, subscribe to instant news blogs and so on

2. With the internet and cheap subscription rate offer by some mobile giant in Nigeria particularly GlobalCom. People now get their news and gossips through the internet even the internet has made discussions across borders easy.

3. We need to advertise where our customers are, and they are online.

4. Companies are now aware of the changes in the marketing world and the need to fight for customers who now just don't want to buy a product but also want to have that connection with the makers of the product.So these companies are ready to pay high for expert digital marketers.

What are the Opportunities or benefits of digital marketing?

in my first ever published article on this, i wrote on the benefit of digital marketing for startups in Nigeria.
but let us look at it generally......

1. it can help us with personal branding. And can help with entrepreneurs.

2. Learning digital marketing gives you various job opportunities with high pay and also you can be a digital consultant and make money at your convenience

3. its give us an opportunity to start our own business

Jobs Opportunity for digital Marketers...

1. first of all there are not many digital marketers in Nigeria. but be warned eyes are now open.

2. Thousands of companies are now looking for digital experts and they are ready to pay much.

What kind of digital marketing jobs can I do if I don't want to get employed?

1. you can use the knowledge to grow your business.

2. create stream of income (niche blogging, affiliate marketing, video marketing etc)

3. consult with clients and charge per hour or per contract period.

Who can learn digital marketing?

Anyone can learn digital marketing (i studied History and international studies). All you need is an internet connection and your laptop.

How can I learn it?

you can either learn it as a self-learner through online blogs and other internet websites. search on Google.s
But the best way to learn this is through self-learning by having a guide around you or through professional services such as Ultra Media Solutions (UMS) in Nigeria.
Digital Marketing is a fast changing world and new trends and tactics are constantly coming up. So digital marketing requires continuous study and updates.

So that is that for today...... you can check out this article I wrote on creating a digital marketing strategy....Key steps to creating a digital marketing strategy

Digital Marketing is fun if you key into it.. the benefit is enormous.

1 April 2017

Google Analytic Alternatives for 2017 - My Top 5 best

Every business wants to track their marketing statistics and interpret the data in order to make good decisions that will bring positive effects to their organisation

There are many analytic tools out there that can do the job and it is no doubt that Google Analytics  (GA) will top the list of any business owner as the most preferred of all analytics tools. I have written several articles on Google Analytics, How to set it up, how to read it and which KPIs are most relevant

but is it (GA) the only good analytic tool out there? 

Of cause, the answer is a big NO. 

There are many alternatives aside from Google Analytics and I will introduce you to some of them. To be precise the best five (5) analytic tools that can give Google Analytics a run for their money. We are going to look at their good and bad sides.
Here we go.....

Top 5 Google Analytics Alternatives


First on the list of Google Analytics alternative is Clicky. This tool offers real-time traffic information for your website (unlike Google Analytics where you wait for 24 hours). Clicky might not be easy to use for beginners but it analytics features is as good as Google Analytics and it is very easy to install on your website.  It main dashboard has different websites stats that you can customise based on the date you want. It measures actions visitor take on your websites such as videos views, and downloads. It also offers you backlink reports. Tells you which external site are sending traffic to you.

The Good Side of Clicky

  • ·         Provides real-time data
  • ·         Feeds your website with Keyword terms people use to locate it and shows your website rank for search engines
  • ·         Has a twitter search track feature that monitors, keywords, retweets and tags from Twitter.
  • ·         Easy to install
  • ·         Comes with Heat Maps and Split testing features.

Bad Side Clicky

  • ·         It is not easy to use for beginners
  • ·         It is not totally free. Most of the key important features such as “goals” tracking are only available for premium accounts.
  • ·      Pricing depends on your website page views
Clicky is the next best analytic tool after Google Analytics


This is another very good analytic tools. But as the founder put it, Kissmetrics is a customer web analytic tool that will help you increase your customer base. Though Kissmetrics also monitors visitors of your website, it is advisable that this tool should be used by e-commerce website owners, why? It gives you information about your customer engagement and behaviours before and after they buy something from your website.

The Good Side

  • ·         Like Clicky, it provides real-time data.
  • ·         Through it funnel feature, you can find your website weakest point that will cost you conversions and fix it.
  • ·         Comes with split testing features.
  • ·         API integration makes it easy to incorporate analytical data into your website.
  • ·         It has a revenue tracking feature which also shows you what customers do after they buy a product from your website.

The Bad Side

  •  it is built around customer insight and actionable metrics thus lacks several features Google Analytics has. 
  • It is also not free and cost about $250 per month.

Here is another nice analytic tool that comes with a very attractive User Interface. Chartbeat also focuses on real-time data and analytics. It has a very robust dashboard and it services is superb. With its IOS apps and email notifications, you get access to information about your website. It offers it services to big clients like Billboard, Fox News, and Time. Chartbeat tells you everything about your audience from which content they are reading on your website to how far they go down the pages of your website.

Good side

  • ·         nice user interface and beautiful design
  • ·         audience oriented
  • ·         real-time reports on page views, and visitor’s behaviour
  • ·         informs you on how users are sharing your contents
  • ·         it replays feature is adorable

Bad side

  • ·         Reports data are not In-depth like Google Analytics.
  • ·         Also not free. Cost about $9.99
Another good analytic tool which offers several options Google Analytics also offers such as tracking referrals, searches, popular pages and more. It is, however, a self-hosted web analysis tools and the accuracy of its data can be affected by your server.

Good Side

  • ·         It has most of Google Analytic features, like unique visitors, referrer which is divided into new and repeated referrers, popular content and most recent content, searches e.t.c.
  • ·         It measures feed subscription through it bird feeder feature
  • ·         It has a nice interface
  • ·         Customizable

Bad Side

  • ·         Data provided not as detailed as Google Analytics
  • ·         Requires your server before it can be configured
  • ·         Dependence on your server can affect the accuracy of its reports and collection.
  • ·         It is not free (but one-time payment only) price is around $30 per website


this tool has actionable metrics that is very important for e-commerce websites. It measures visitor engagement. It also gives real-time reports and notifies you of traffic increase,  social media trends and much more.

Good Side

·         Tells you how long the visitor stayed on your site. This report is accurately collected through a tool called Pinging which notifies GoSquared when a visitor enters your website.
  • It has a user-friendly interface, with widgets that you can custome to your taste.
  • It gives you insights about individual users.
  • Real-time analytics.
  • A very well built API.
  • Integrated chat support- You can chat with your visitors while they are on your website.

Bad Side

  • ·         It pricing is based on page views and if the page views is consumed before the month runs out you won’t be able to access data reports until the next month
  • ·         It price start from $24 per month for accounts with monthly page views of 500,000.


Analytics are very important if you want to measure the growth of you website and business. The five analytic tools are my personal best recommende, but they are not the only ones out there. We have other good ones like Woopra, CrazyEgg, and Mouseflow to mention just a few. Be aware that most of them are not free as Google Analytics and will require subscription to access their most important features.

If you use any of the tools mentioned or others kindly share your experience with us at the comment section . HAPPY NEW MONTH  😘

26 March 2017

Key Performance Indicators to look out for in Google Analytics in 2017

Google has updated their Analytics app. However the difference between it and the former one it just a little design changes and a new feature, Search Engine Console which replaced Search Engine Optimisation in the former interface. Aside from that every thing else remains the same.

Today we are going to be looking at which of the data offered on GA a very important KPIs (VIKPIs).

KPIs refer to Key Performance Indicators. On GA, these are very important data we need to analyse to measure how successful our website are.

As a beginner, GA can be very confusing as there are so much data to read from. However there are KPIs that every company, website owner, blogger must monitor to measure their growth.

There are four categories on GA, Audience, Acquisition, Behaviour and Conversation. Each them offers different analysis of a website. We are going to look at them with their KPIs one after the other.

Yay! You have finally setup your first Google analytic account for your website, Congratulations!


This is the first of the four categories. It is the default analysis you encounter when you log on to your GA account. It gives you information of the age, gender, location, and behaviour of your audience. He also tells you the kind of technology your audience are using - the type of browsers they us to access your website, if they are using mobile phones or laptops and how often the visit your website. All these info can be accessed through the sub-sections under it.

So what are the important KPIs in these category?

Pageviews, New vs returning visitors, Sessions and Bounce rate. Automatically, Audience, sub category, “overview” is the default view you see when you log on to your analytic account. Here you see all the summary of what should you will expect when you click on any other sub category under Audience. Looking at the interface your attention should go on that of pageviews, Bounce Rate and Average sessions/duration.
  • Pageviews: clicking on the sub-category “Behaviour,” section “frequency and recency” you get a more detailed analysis of the number of views your page had within a month period. The number of views gives you an idea of the popularity of your website, company or blog.
  • New vs Returning Visitors: This particular section works with cookies and can be confusing considering that we all have the option to turn off cookies on our browser or delete cookies already generated. But then it is very important. The also tells you how popular your website is. Pageviews let you know the number of visitors your site get within a month, but the ratio of New vs returning visitor let you know if these views are all majorly from old visitors or it is expanding and incorporating new visitors too.
  • Sessions/Duration: still on sub-category “behaviour” click on “engagement”, you get an interface that looks like that of the “Frequency and recency”. The difference is while the former tells how long visitor stay on your website, the later tells you how frequently they visit. In Behaviour>engagement interface you will notice that your session duration is divided into groups from the shortest duration to the longest. Longer sessions means audience find your website or blog interesting and informative. Shorter session means either your website isn’t interesting or that audience quickly find what they are looking for. Shorter sessions determines your bounce rate.
  • Bounce Rates: this particular data is very important to all website as this can affect your website ranking on search engine positively or negatively. It shows you the percentage of users that exit your website immediately after they visit it. A high bounce rate means that visitor do not find your website attractive, or user friendly. Though sometimes this might not be the case, high bounce rate might be as a result of users finding what they want immediately on your website. If your bounce rate is high then your website can never rank top on search engines. So how do you check bounce rates. From Audience>overview, you get a summary of your bounce rate. For more detailed bounce rate for each sections under “Audience” you can filter out bounce sessions and non-bounce sessions from the segment tab you find right beside the “All Users” tab.


this category deals with traffic sources. It simply tells you what channel your audience are using to access your website. It gives you data from organic search, social medias, pay per click campaigns, referrals e.t.c. I consider all sections under this category important. You will want to look at the source/medium, referral, channels, Adword campaign, social and the newly added Search Console.

These sub category offers you insight on your organic search, Pay per click campaign, social media referral, referral from other sources, direct traffic and traffic from your newsletter(email).

Comparing their data will help you know where to focus your advertisement energy on. When you click on sub-category “campaign” you will get access to the keywords queries which users use to locate your site through organic and paid search.


This category simply tells you of how your pages are performing. Here you get to know your top landing pages and exit page, site speed, and goals.

In this sub-category, the sections you will want to focus on are “site-speed”, Site Search and Publisher.

  •  Page Load Time : In this section which is located under “Site Speed” you get to know how much time you page takes to load and also suggestion on how you can reduce it loading time. The information here is based on your top landing pages within a month period. You will also be given suggestion on how you can reduce their loading time.
  • Search Terms: I consider this area important because it gives you an idea of the type of content your audience want. If you have installed a customised Google site search on your website. Search terms let you in on the keywords/terms users are looking for on in your website.
  • Publisher: if you linked your AdSense or any ad publisher to your GA, you can monitor your revenue and know which of your pages bringing in the sales.


 Conversation means different things to different website, blogs and businesses. It can be subscription of newsletter, sales, sending a contact form. Carrying out of a CTA and so on. When you set objectives or goals for your website, this sections let you know if this goals are being achieved. However conversation cannot work if you have not set goals for your website on GA - in other words no goals, no conversation data.

The sub Section which every website, business and blog owners

Setting up Goals in three easy steps

Setting goals is easy, just go to your admin which is now very visible on the side bar of the now updated GA interface, go to the column that says “views” and click on “goals.”

A pane comes up, select “new goals”- a form will appear. You will notice that creating a new goal requires three simple steps (by the way you will need the confirmation url of the goal you want to setup. This url comes up after a transaction as been completed. Copy it).

  • The first step to setting up a goal requires you choose between default GA goal theme or you customise your own.
  • The second step requires you to fill in your Goal name, Goal ID and select the type of Goal (duration, destination, pages/screen per session and event).
  • The third step is where you input the url i told you to copy earlier. This url helps analytic do a private investigation on your goals........ Goals is set - how easy.


 As i have earlier said every data analysed on GA is important and also depends on your website, blog or business objectives. For business owners setting up goals for sales and any other services render is important, so also is the of “new vs returning” visitors, pages views, bounce rate and several other options offered by GA. For those who focus perhaps on a particular Gender, age group, location and others, GA also offers data for these, check under audience.