Integration Central (00:01.206)
All right, welcome back to another episode of Ask an Integrator, the audio edition, where I will be breaking down some business strategy into clear actionable steps. Today, we will be talking about everybody's favorite business metrics. So if you've been wondering what metrics you should be tracking in your business, stay tuned and let's get ready to dive in. Okay, so.
question that I am asked often is, what metrics should I be tracking in my business? And I want to clarify that I'm typically asked this after I point someone to some information that makes a light bulb go off, so to speak. And after they have that, aha, then the question usually follows, well, okay, so what metrics should I be tracking in my business? Okay, so that's typically how it goes.
And the bottom line is, is that you should be tracking anything that you want results in. Okay. So where do you want results in your business? I am guessing that some of the areas that I'm going to cover today are places that you want to see results in. And I don't just mean high level. want sales. Of course we all want sales, right? But if you want specific results from initiatives or actions that you're taking in your business, we need to track.
how well they're working because without tracking, we are essentially flying blind. You are then if you're changing things or making decisions, you're not making them based on any information at all. You're basing them maybe on and this is something that people tell me all the time. Well, I put my freebie out there and nobody seems to want it. So better scrap it. Start over again.
The thing is, is that especially when it comes to a freebie or an offer, my gosh, so many things there, I'm telling you, it's a micro tweak that you need to make to make it better. Rarely when I work with clients is it, let's completely reinvent the wheel. I'm not about that. That's not anything that I subscribe to. Reinventing the wheel is...
Integration Central (02:25.912)
throwing away a lot of hard work that you've done, and we don't want to do that. I want you to tweak things to make them better. And so with that today, we're going to go over the three tips that I'm going to give you that you should be looking for when tracking your metrics. first thing, social media analytics. I would think that this would be pretty straightforward, right? But honestly,
I still think that this is an area, just in my experience, that a lot of people are flying blind in. If you're using social media of any kind, absolutely any kind, all of them have an analytics tab that you can go to. So I want you, as part of your homework from this episode, to go to the platforms where you're posting and find where that analytics tab is. know, YouTube is...
also known as YouTube University, and you can find where to find anything in there. But Instagram, Facebook, Pinterest, LinkedIn, all of these things have places where your analytics are held. So I want you to find that, okay? Once you find that, we are going to be looking specifically what I want you to be looking for right now, our engagement and impressions. Now,
And on different platforms, you're going to see other things and different variations of engagement or impressions. Engagement includes all things like likes, comments, shares, links, link clicks, right? It can also include how it's just, it's think about it this way, it's how I engage with your post. Okay. So that could mean a whole bunch of different things and
If you look at analytics dashboards in different platforms, they will break it down into those different things. But really, if you even just start looking at your analytics from the perspective of, wow, this isn't getting that much engagement, or this is getting that much engagement, that just gives you information on what you should be doing more of and what you should be tweaking, refining, or potentially removing.
Integration Central (04:47.266)
So the next thing is impressions and impressions I think are a little confusing for people. But impressions are arguably more important than engagement nowadays because engagement across the board and platforms is down. And how many of you can relate to this? You're scrolling through a platform. Doesn't matter what it is. Maybe you're even watching a YouTube video and you like it. But do you like it?
Do you click that like button? Most of us don't anymore. We just don't. We consume and we don't like things. However, it doesn't mean that we don't enjoy the content. And that doesn't mean that people, if they're not clicking the like button all the time on your content, especially on business oriented platforms like LinkedIn, it doesn't necessarily mean that people aren't enjoying your content. I just had someone
tell me again today that they had someone three months after she had been posting never engaged with anything of hers at all, right? But was watching her and reached out to hire her, right? So that's where impressions come in. So an impression is how long your post appears in someone's feed. Now on Instagram, when you're scrolling, it's typically there's one.
typically one post in your feed at a time. Maybe there might be kind of two, right? If you're scrolling on a desktop, it could be multiple posts. So what I'm trying to tell you by that is that impressions don't necessarily mean that someone is hyper-focused on your post, but it's pretty close. So impressions give us great information about our reach and how our post is
getting in front of people. So if I'm seeing the same number of impressions for everything, that tells me that the same people are seeing my posts over and over and over and over again, which is what we don't want, right? So that would lead us to start looking at some different growth tactics or visibility tactics on the social platforms to start getting our content in front of more people.
Integration Central (07:10.914)
That's a topic for another day, but hopefully it gives you something to think about instead of abandoning or I know sometimes when we're posting on social media and we don't get a lot of engagement or we don't see these things like sky high, it can deflate us. And then we just start being inconsistent. Don't let that happen. Right. Start tracking your analytics and then adjust, adjust, adjust. Okay. All right. And.
One more thing about social media analytics is that if you have low engagement, it is normal, right? It is completely normal. So like I was just saying, just keep adjusting, keep adjusting. OK, on to part two. Next thing that we should be tracking are our website and landing page analytics. And I could go down a rabbit hole on where we access this information. If you have Google Analytics installed.
That is a great place to start. But most platforms, Kajabi, Go High Level, Squarespace, Wix.
Click funnels, I'm trying to go through lots of them in my head, lead pages, all of these platforms, they have an analytics tab somewhere, right? So now they may not give you all the information that Google Analytics does, and I highly recommend getting Google Analytics installed if you can, because it definitely gives you way more information. But if Google Analytics is overwhelming for you,
You can also try something like Fathom Analytics, which you can install on your website and landing pages. And it's a little easier to use than Google Analytics, but let's get to the things that we want to be looking at. And I have two things for you today. This is definitely not an exhaustive list because if many of you know me, websites and landing pages are, you know, kind of my, my thing. And I could go into lots of analytics here, but
Integration Central (09:12.078)
One of the big things is page views. Now, if you come to me and you tell me that nobody is buying your offer, I'm definitely going to ask you how many people have visited your page. And that matters big time because if only 10 people have visited your page, we cannot draw any conclusions from that, right? Like I always tell people that I need at least 100 views in 30 days.
And those are unique views, right? So some platforms break it down even more into a unique view versus a view. Platforms that don't, that's not good because if you're looking at your page over and over again and it's recording all of those views, that's not the 100 views that I want, right? So your page views tell you so much because often, you know, like that...
Let's just think like if you're posting on social about an offer and you have 10 people coming to your page, right? And over the span of 30 days, that means we need to come up with a new strategy to get people to that page. We may need to adjust your content. We may need to adjust maybe even where we're sending them initially. That's a, that's a bunch of strategy for another day, right? But there's, there's different things.
that we can do besides abandoning that offer and thinking that nobody wants it because that's probably not the case. But that's typically what everybody thinks. We just have to stop looking at these things so personally because the technical truth of it is just not enough people have seen it. All right, the next thing is bounce rate or session engagement. And what that means is how long people stay on your page. So if I'm one of those 10 people that come to your page,
And I leave and it's telling me that people are staying on my page for an average of two seconds. That means we have some work to do on the page, specifically on the top part of the page. There's different tools that we can kind of, we can use beyond typical analytics like Hot Jar and Crazy Egg. Those are tools that we can use to kind of put a heat map on our page and check the specifics on how people are interacting on those pages. But
Integration Central (11:37.718)
If people are leaving in two seconds, or if we have like an average of, you know, like maybe seven seconds on our website or something like that, you may be thinking, gosh, nobody is like getting like signing up for this or reading this or this or this. They're not getting to it. Right. So that means that we have to look at whatever page we're analyzing and readjust that page. Doesn't mean we scrap things. Doesn't mean our business sucks. Doesn't mean any of those things. Okay. So.
page views and bounce rate. The next thing we are going to talk about are email analytics. I do hope all of you listening today are using email or are at least kind of dabbling with it. Your email list is one of your strongest assets, but only if you track and optimize it. And the reason that it's one of your strongest assets is because you own it. So I always want to see everybody getting to email.
So what should we track in our email? We should definitely be tracking our open rate. If you're under 30 % of people opening your emails, that means that maybe we need to look at our subject lines. 30 % is like a, it's a low end of what I'd want. Technically, a benchmark is 20%, but in my opinion, if we have an email list,
and 20 % are opening, I think we need to do better. So 30 % is Jackie's benchmark. And if you are sending, if we're tracking an email that you're sending a freebie delivery in or some sort of delivery, like a RSVP to a workshop or something like that, I'm going to push you and tell you that I would like to see that open rate be at at least 80 % because...
If people are not excited to go to their email inbox and get your freebie or get whatever it is that you're offering them and they're not opening that like at near like though at least those high of rates. We have big work to do on maybe the irresistibility of what it is that you are dangling in front of people. The next thing with email is your click through rate. So your click through rate is let's say I open your email and
Integration Central (14:03.278)
It's how many links I click or me clicking in the link. So if that's under 3%, that means that we need to tweak our email copy or even our layout. It may not even be a copy thing. Again, this goes back to what I would tell you about, you know, tweaking things and not reinventing the wheel.
Typically what you have is fine, but if you have a hidden like underlined link in the third paragraph down, that's not, that's hidden, right? People are skimming things and we need, they need like bold flashing neon lights, right? So we want our links to either be in buttons or in a dedicated line. So like a single sentence that's hyperlinked that people can click that is separate from any of your other paragraphs.
Those are going to help people click into them. And then also I can tell you that having a really engaging footer of your email, because most people when they get to an email for some reason, scroll all the way to the bottom. So having those links in the footer of your email is also really important. You're not annoying people by repeating things. Literally nobody is going to notice. Okay. So we have just covered social media analytics.
website landing page analytics, and email analytics. My bonus tip for you today is just to be patient with your data. And typically when I have people start tracking, they start tracking day by day. No, no, no, we don't want to track day by day. We want to at least give things 30 days.
before we make tweaks. And I know that sounds painfully slow, and you're going to hate what I'm going to tell you even more, which is that after those 30 days, we typically just want to adjust one thing and then give that more time. But that's how we do this right. We adjust, we analyze, we adjust, we analyze until we get it right. If we change five things at once and we see an uptick or we don't see an uptick, who's to say what? Tweak.
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made the difference, right? So we have to isolate those things to make sure that we get better results. We can also do A-B testing, but that we won't go into that much today, okay? All right, so today your freebie for the day is an email analytic tracker. So make sure you go back to your email or scroll up if you're listening in your podcast player.
and grab your email tracker. This is kind of my way of kind of hint, hint, nudge, nudge, giving you a push to start tracking your email analytics or maybe start just using email marketing in general. So if you want that, go ahead and grab that. And if you're already tracking your analytics, definitely let me know. Reply to the email that you got, send me a DM on Instagram. I'd love to hear about how you're tracking your analytics, how that's going for you, all of the things.
I'm a nerd like that and I do like to hear. So reach out and tell me what you're up to. And if you are just listening to this and going, oh my gosh, I have to set all of this stuff up. I have so much work to do. You might want to consider my business intensive sessions. I do a few of these a month and it could be a great solution for you. What we're going to do in that session is make you a 90 day plan. We're going to go.
That sounds simplified, but we're going to be going through all of your information and creating a 90-day plan for you, which can definitely include setting up a good tracking system for you. So if you're interested in that, just go to integrationcentral.co forward slash apply and apply for your spot. I have enjoyed talking about analytics with you today and I will see you back here next week.
