Web Marketing: How to Interpret Conversion Data in Google Analytics - dummies

Web Marketing: How to Interpret Conversion Data in Google Analytics

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

After tracking is set up for your web marketing site, the reporting tool shows you conversion data for your goals in a separate report. That data requires some interpretation. Here are a few examples of typical problems and opportunities you might find.

Identify costly keywords with Google Analytics

The first thing to look at is your list of keywords generating traffic to the site. Some of them are pulling their weight; others aren’t.

Here we show that one such keyword isn’t generating any revenue. If you’re spending money on a keyword, consider whether those are dollars well spent. You might want to let go of any keywords that aren’t generating revenue.


Almost any paid search campaign, no matter how well managed, can benefit from an occasional review of actual conversion performance.

The hidden gold mine

Sometimes, one page or product on your site generates a far higher conversion rate than the others. A report like the content report with dollar index can reveal them.

In that report, it’s clear that one page is generating incredibly high value because it has a very high $ index. It might be a fluke; but then again, it might not. But it certainly pays to check.


The great landing page

Along the same lines as the Hidden Gold Mine, conversion data can show you the one page on your site that drives the best or worst conversion rate when it acts as a landing page.

A landing page is any page from your site at which visitors from other sites arrive. They land there.

Because search engines and other websites link to whatever page on your site they choose, every page of your site could be a lander. So you need to spot which pages are becoming landing pages, and adjust them to best answer visitors’ questions.

Look at the report shown below. It shows a few pages that have become major landing points for visitors coming from other sites.


You can use that data to find the landing pages that get the most traffic, and then make sure that they’re also driving proportional conversions. If they are, great! You’ve confirmed that things are working. If they aren’t, you can tweak them to do a better job.