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2 Google Analytics Reports That Will Help Grow Your Business


If you look at nothing else, there are 2 reports you should regularly review in Google Analytics if you are growing a service orientated business. Often, professional services companies fail to interrogate their website as they don’t believe they can gain insights because the website itself doesn’t generate income like it would with e-commerce or SAAS businesses. But when configured properly and site goals set up you can gain valuable insights into your traffic, prospects and customer behaviors which can power your growth.

We have identified two types of reports that will help you get the very most out of what Google Analytics has to offer and provide you with the insight you need to push your business to the next level. Business growth requires knowledge and understanding, so let's dive into these two report types and learn more about how to gain these advantages for your own organisation.


Report 1 — Source/Medium

The Source/Medium Report provides business owners with highly useful data about where their traffic is coming from, as well as an insight into why traffic is coming from these locations. Armed with this information, you will be able to recognise what is and what is not working and understand the strengths and weaknesses of your web presence and your online marketing strategies.

To put it simply, this report can tell you where to stop or start spending marketing dollars.


How to Access the Report

Accessing the Source/Medium report from your Google Analytics account is simple. In the Master View, go first to the Acquisition tab. Clicking this will open a dropdown menu of reports relating to your website's acquisition of audience members and leads.

Clicking All Traffic will open another dropdown menu. Scroll down this menu until you see Source/Medium.

It can be difficult to gain any immediate insight from the charts included on the page, so it is advisable to scroll down to where the table is. This is where you will find information on the different sources of traffic and the corresponding performance information for each of them.

This means not only understanding the levels of engagement that your audience is displaying, but also identifying exactly what actions this audience is taking. From here, it will be easy to work out what kind of results your web presence is generating, not just in terms of a growing audience, but in terms of growing profits also.


Report Components

Bounce Rate (#1)

The bounce rate of your site is an important metric that you need to be measuring. A user who bounces is one more missed opportunity for conversion, representing a dip in your potential revenue. What's more, Google and other search engines view a high bounce rate as evidence that your site is building inorganic and irrelevant links, is pitching itself to the wrong audience, or is simply not fit for purpose. This will result in your site taking a hit in the search engine rankings.

So, knowing your bounce rate is definitely important, but, in isolation, this knowledge is not much help. Instead, you need datasets that you can make sense of in relation to each other — for example, you need to be able to see whether users accessing your content from one channel, in particular, are bouncing more frequently than those arriving from other sources. 


This gives you the insight you need to modify your content, your marketing, and your traffic sources. For example, if one traffic acquisition source is performing better than another in terms of bounce rate — such as emailed links over targeted social media ads — you may decide to prioritize this channel above the less successful one while simultaneously working on developing your paid social advertising to make it more effective. 


Traffic Tagging (#2)

You can augment the insight you receive from this report by tagging your traffic. When you receive traffic from a paid social media ad or from an affiliate link, this traffic is already tagged in your analytics dashboard. But what about the other traffic that comes your way, from clicked Google search results or direct searches for your URL via the browser address bar? After all, the generation of this sort of organic traffic should be your primary aim, and all other sources should merely support this.

To gain direct insight into this source traffic, you need to start tagging. This can be accomplished by modifying your URLs to include source and medium tags, which should look something like this:

[URL ADDRESS]/ ?utm_source=newsletter&utm_medium=email&utm_campaign=widget

This way, when traffic arrives on your site via this URL, the analytics platform will be able to immediately sort this, letting you know precisely where the visitor came from. Our favourite tool to do this easily is UTM builder from Effin Amazing: check it out here:


Pages/Sessions and Session Times (#3)

How many of your site's pages are your audience members visiting? How long are they spending on your website in total? This is vital if you are to understand how your page is performing.

Keep track of this metric. If your visitors are accessing your website and immediately converting, this is fine. But if your visitors are arriving, clicking a couple of links, and then logging off, this could be an indication that your web architecture is too confusing or convoluted for your audience, or that your content is simply not hitting the mark.

With this information, you have a foundation from which to begin enhancing and developing your website, making it more fluid and easy to navigate for visitors, and creating a clear line to conversion and support.


Goals (#4)

Where are you directing your visitors to? It could be that you are aiming to direct your visitors to high-level content that will offer the support they need, or it could be you wish to advertise an upcoming product launch or event and are funneling users towards this content.

In addition to this, you will have more concrete goals which you want to achieve with your site. These include the following;


Inquiry form.

submissionsInquiry forms are valuable data capture tools that you can use to build your lead network and achieve more conversions through qualified marketing interactions. This report will help you track the effectiveness of these tools so that you can get the very best out of them.


Lead magnet download.

A lead magnet is a major weapon in your marketing arsenal. This could be a piece of video content that demonstrates your authority in the field, an app designed to make life that little bit easier for your users, or a quote generator to give you prospects insight into the advantages you could be providing for them.

This component of the report tells you who is downloading your lead magnets and where are they accessing your site from — both critical insight if you are to make lead magnets really work for your business.



There are several possible ways to track phone calls via analytics, but as an absolute minimum, all the numbers on your site should be clickable. That is so that when a user is browsing your site on a mobile device, a click on your phone number will trigger a phone call.


Assigning a value to each conversion. Even when your business is service based and you don’t make money from your website directly, there are ways to back-calculate the revenue (on average) each lead provides your business. Doing this unlocks your ability to start tracking the cost per acquisition from each of your marketing channels which is valuable information and can also allow you to optimize for cost per lead which is ideal.


Report 2 — Landing Page Report


Success in business relies upon understanding the behaviour of leads and clients. Once your prospect accesses your website, you will be able to gain insight into their behaviour with the landing page report and tune your web presence in order to better meet their needs. This is particularly important when you are content marketing as there will be many pages in which prospects enter your site. It helps you see which pages are performing the best and those that need attention.


How to Access This Report

Click the Behaviour tab on your Google Analytics platform. This will open a dropdown menu. Next, click Site Content to open another menu. Finally, click Landing Pages to access the report.


Report Components

Once you have navigated to the landing page report you will see very similar data that you would have noted from the Source/Medium report. This difference now is that you are seeing the key metrics associated with the pages where your site traffic is landing.

This information on its own is handy, but you can dial up the insights by including a secondary dimension to this report. Source/medium.


Gaining a Secondary Dimension: Bringing in Source/Medium Reports

To get the very best out of your Google Analytics endeavors, you need to adopt a collaborative approach. This means bringing together insights from both your Source/Medium and Lading Page Reports to gain additional perspective.

By examining both reports side by side, you will begin to understand not only how your landing pages are performing, but also how your users are arriving at these landing pages in the first place. Page performance and traffic source metrics are two of the cornerstones of a solid analytics strategy, and combining this data gives you a supreme vantage point from which to plan your next move.


Goal Conversion Rate by Landing Page & Source

What are your goals in relation to your website? It is time to consider these goals and analyse them against the combined data from these two powerful reports.

Think about your buyer and client profiles. What do they want from your website? Are they more likely to engage with you via a Google search, directly via your web address, or through Facebook, Instagram, or Twitter? How can you nurture these leads so that they become long-term clients, rather than just one-off customers?


Answering these questions will give you some idea of what sort of goals you should be targeting. With these goals defined, you can analyse where your traffic is coming from and what your prospects' behaviour is once they reach your landing page.

For example, if your audience is engaged on Instagram, you can analyse this traffic source. How many clicks are you garnering per impression? Are you gaining more unique visits from paid advertising or organic posts?


Next: the landing page. What are your visitors doing once they reach your website? Are they bouncing straight back, or are they progressing through the structure of your website towards your intended goals? Are they getting lost along the way, or are they fulfilling these intended goals on each visit? This is critical data that gives you a better understanding of your audiences needs and how to best meet them.


The Wrap

The above information is lengthy to explain, but in reality, it is quick and straightforward to access the data once your website and analytics have been correctly setup. There are also ways to create website performance dashboards that give you the ability to access this information directly in real time without having to navigate your way through Google Analytics every time.

Mark Travers