5 Key Metrics Your Care Business Should Monitor with Google Analytics 4

5 Key Metrics Your Care Business Should Monitor with Google Analytics 4

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For any care business with a website, tracking performance is essential to understand how effectively your site is attracting traffic, generating leads, and driving sales. Google Analytics 4 (GA4) is an invaluable tool for this purpose, offering comprehensive data and insights into your website's performance. To help guide you in making the most of it, here are five essential metrics your care business should keep an eye on:

1. Bounce Rate

Bounce rate is the percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate, typically considered to be 56% or higher, can indicate that your landing pages need improvement. For care businesses, this might mean that potential clients or their families are not finding the information they need quickly enough, causing them to leave your site. Issues such as poor design, slow loading times, non-mobile-friendly layouts, or irrelevant content can all contribute to a high bounce rate. Reducing your bounce rate can help ensure that visitors stay for a longer duration and engage more deeply with your site.

2. New vs. Returning Visitor Conversion Rates

Understanding the behaviour of new visitors compared to returning ones is vital. New visitors are experiencing your site for the first time, so their interaction will differ from those who have visited before. For a care business, first impressions are crucial. Isolating conversion rates for new visitors helps you improve their initial experience, ensuring your site is user-friendly and inviting. This metric is crucial for optimising your site to convert first-time visitors into leads or clients by offering clear, valuable information about your care services right from the start.

3. Traffic Sources

Your website should attract visitors from various sources, categorised into direct, search, referral, and paid traffic (PPC). Direct traffic comes from users typing your URL directly into their browser. Search traffic is from users finding your site via search engines. Referral traffic comes from links on other websites, and PPC traffic is from paid advertisements on search engines or other platforms.

Each source can have different conversion rates, and understanding which sources are most effective helps you focus your marketing efforts where they’re most impactful. For instance, PPC traffic can be highly targeted, reaching people actively searching for care services.

To find out more about how you can use PPC to grow your care business, check out our PPC services.

4. Device Usage

Google Analytics 4 can show you the devices visitors use to access your site, such as desktops, mobiles, or tablets. This information is crucial for optimising the user experience for the most common devices. In the care sector, it's especially important to ensure that your site is mobile-friendly, as many users may be searching for care options on the go. Prioritising mobile optimisation can significantly improve engagement and conversions, helping families find the care solutions they need quickly and easily.

5. Average Session Duration

This metric indicates how long visitors stay on your site, on average. A good average session duration is typically around 2-3 minutes. In the context of a care business, a longer session duration often means that visitors are finding your content relevant and useful, which can translate into higher engagement and more enquiries. However, if the duration is high but conversions are low, it might suggest that users are struggling to find what they need. Ensuring clear and straightforward calls to action, as well as easy navigation, can help improve both engagement and conversion rates.

Take Action

By focusing on these metrics in Google Analytics 4, you can gain a deeper understanding of how your website is performing and identify areas for improvement. This will help refine your site’s usability, content, and overall effectiveness, helping your care business attract and retain more clients. While exact numbers may vary, observing trends and making data-driven adjustments will lead to better outcomes for your digital presence.

Want to learn more about how these metrics can work for your care business? 

Contact us today to find out how Prosperwell can help you optimise your digital strategy and drive success. Prosperwell.co.uk/contact

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