Here are the 5 most important metrics to watch in Google Analytics:

1. New or Unique Visitor Conversion- When focusing on the activity on your website, it is evident that the way a first-time visitor interacts with the site varies from a returning customer’s activity. First-time visitors should have an engaging experience on your site which eventually leads to a purchase. The important metric is conversion which isolates the rate at which frequent visitors turn to brand loyalists. One way to ensure that the conversion rate stays up is to focus on the website’s usability. A user-friendly website which takes into account the experience of a first-time visitor through their eyes will be more successful. Therefore, the website should provide a great user experience up front without any additional tips or tricks needed to navigate the site.
2. Bounce Rate- The bounce rate is defined as the amount of time new visitors visit the site and then immediately leave it without completing any tasks. The minimization of bounce rate is the preliminary goal when dealing with value per visit, interactions per visit, return visitor conversion, new and unique visitor conversion, and traffic sources. When there is very little time spent on the website and no interactions, it indicates a high bounce rate for the site. There could be several reasons for this including weak sources of traffic, poorly designed landing pages, or load times that are high for the site. On e-commerce sites, the bounce rate is referred to as the abandonment rate which could be the result of a check out process that is too complicated.
3. Cost Per Conversion- One of the most important metrics in Google Analytics for an audience is the lead generation cost or cost per referral. Even if the website is bringing in traffic, a high cost per conversion rate will be indicative of an unprofitable website. It is a good idea to know this metric and evaluate what costs are affecting your brand and with what margins.
4. Interactions per Visit- It is important to know how your visitor navigates the website from the time they are on the page to the reviews and comments they make. This way you know exactly what visitors are doing on your site, how you can get them to do more of what you want, and how to influence their behavior into conversions.
5. Return Visitor Conversion- If a visitor returns to your website, two questions arise: first is why they did not convert into a customer on the first visit, and second how can the return visitor be converted into a customer? Many brands offer exclusive deal or coupons to return customers, while others offer a mailing list for return visitors that will earn their loyalty. The return visitor conversion is an excellent Google Analytics metric for understanding brand loyalty and visitor behavior.

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Here is a short breakdown of the announcements.

Responsive Search Ads

The new ads which give more real estate to advertisers have been in beta testing during the early months of 2018. This new kind of ad automates ad testing and allows an an advertiser more real estate on the web. The product will roll out to all Google advertisers over the next several months.

Local Campaigns

The use of phrase “near me” has been on the rise in mobile searches. To that end, a new campaign type called “local campaigns” has the aim of driving store visits. The ads are generated based on creative supplied by advertiser and location extensions. The platform then optimizes the ad delivery across ad networks.

Cross-device Reporting and Remarketing Stats in Google Analytics

The announcement that drew the most crowd response was the news that advertisers would be able to review cross-device reporting in Google Analytics. Excitingly, this means advertisers will be able to create and deploy cross-device remarketing audiences for use in new Google Ads.

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