Tracking how many visitors your architectural website receives, what they look at and where they come from is extremely vital in today’s global economy. Even though we are all architects, there isn’t a one size fit all marketing plan. Treat your Google Analytics as a tool for you to grade your own performance and how well your marketing is doing. Here are some of the key value add from knowing this data and its relevance to your architectural practice.
- Knowing how your architectural portfolio is performing has a direct relationship to the amount of potential leads you are getting. Simply put, the more traffic you receive the more leads you’ll receive.
- Where your traffic is coming from is super important, especially if a majority of your work is fairly local. Your analytics is a great tool for you to access if your marketing plan is working locally. The objective here is to grow the awareness of your practice locally, nationally and internationally.
- The source of your traffic determines if your ads, social media or publishing efforts are paying off.
- Even if most of your business is based on referrals which most architectural studios are. Like going out to a restaurant your best friend referred, most new clients will look you up and do their homework on your body of work. They will access how much value you place on the presentation of your work and very importantly, how well does it preform across devices (phone, tablet, and desktop)
Google Analytics is free and super powerful!
Setting up Google Analytics is super easy and even easier if you are already using Google G Suite. Here are a few simple steps in creating a Google Analytic’s account.
- To get started, here is the link to Google Analytics.
- In the upper right-hand corner, sign up or sign up for a new account.
- Creating a New Account, make sure that Website is selected and then fill in the Account Name, Website Name, URL, Industry, and Time Zone.
- Click “Get Tracking ID” and review Google’s terms of service agreement.
- Now you’ll be presented with a Tracking ID that starts with UA
- Copy this Tracking ID and paste it into Monograph’s Analytics section.
That’s it, you are now done!
Using your Google Analytics is fairly straight forward. Google Analytics is broken up into 5 main sections, Real-time, Audience, Acquisition, Behavior, and Conversions and within these sections you’ll be able to grade and propose suggestions in regards to the performance of your Monograph website. Here are some pointers on how to use Google Analytics for architects.
- Adjust your date range in the upper right-hand corner and click on “Compare to” see how your Monograph website is doing.
- Keep an eye out for Avg. Session Duration, Bounce Rate, and Page / Session. Ideally the Avg Session Duration is high, Bounce rate is low, and the page / session is high.
- Location sections allows you to keep tabs on where your visitors are visiting from.
- I typically jump straight to All Traffic and then Source/Medium section. This section will give you a pretty good indicator of where your audience is finding you ranging from organic search, direct, and social media.
- To get started, jump straight to Site Content and then All Pages to understand which pages of your Monograph website receives the most pageviews.
Hopefully that’s enough to get you started. Stay tuned for part 2, where we’ll take a more in-depth look at understanding Google Analytics. We’ll also cover what you can do to help Google find you faster. If you’re interested in learning more about how Monograph can help grow your firm’s online reputation, send us a note at firstname.lastname@example.org.