construction marketing Google Analytics

Construction marketing Google Analytic reports

The chief construction marketing Google Analytic reports

Google Analytics offers a wealth of information on your website traffic. Because of this abundance of data, it can be challenging to decide what you should be looking at in construction marketing Google Analytics. For that reason, in this blog, I will discuss


  • Google Analytic terms
  • The reports Conach recommends clients review
  • The differences in Google Analytics, Google Plus, and Google My Business
  • Why the different aspects of Google are important


What is Google Analytics?

First of all, let’s discuss what Google Analytics is. It is Google’s web analytics service that tracks and reports your website traffic. It is important to note that the service can be installed at no cost on your website. Once it is installed, you need to take advantage of the reports to improve your website SEO strategy. To better understand Google Analytics, let’s look at some common terms:



Any time Google Analytics collects data on your site, it is a hit. Such as when a viewer loads a page on a website or a screen in a mobile app.



There are multiple ways a pageview is counted. One: a page is viewed. Two: a visitor hits the back button. Three: a visitor hits refresh. Four: a page is opened in a browser.



A visit is when a visitor makes a series of pageviews on your site counts. The visit is over when a visitor closes the browser, deletes cookies, or stops activity for 30 minutes.



A bounce is a visit with a single pageview.


Time on Page

When a visitor lands on a page and goes to the next page is considered the Time on Page.


Time on Site

The total time for all pageviews per visit is the Time on Site report.


New Visitor

A new visitor is one that comes to your website without using cookies.


Returning Visitor

A visitor with existing Google Analytics cookies from a previous visit.



Page/Visits are the average number of pages a visitor views during the visit.


Direct Traffic

Direct traffic is when a user enters a URL into a browser or uses a bookmark to access a website.


Referring Sites

Referring sites is traffic that identifies the referrer as not coming from a search engine and finds no campaign variables.


Search Engine Traffic

This term refers to organic or paid search engine traffic from search engines, and a search term is identified.


Recommended construction marketing Google Analytics reports

Google Analytics reports offer insight into a variety of data regarding visitors to a website. When you want to access it, you need to sign into your Google Analytics account and select Standard Reporting. Because of the amount of information and reports available in construction marketing Google Analytics, we recommend reviewing:

Website Traffic

Traffic Sources

Traffic Sources reports the number of people visiting your site and where it originated. It is important to understand the different forms of traffic.

For example, organic traffic is from a search engine. This information helps determine the effectiveness of your keywords.

CPC refers to “cost per click” which is traffic from paid ads. As a result of this info, you can tell how well your Google Adwords are working.

Referral traffic originates from another website linked to your website. This report lets you evaluate your backlink strategy.

Direct traffic can be from typing in your domain name, your website is bookmarked, or if Google is unsure of how the visitor got to your site.

Visitor Information

Bounce Rate vs. Exit Rate

Bounce Rate shows the number of visitors that go to a single page and then exit immediately. Exit Rate reports visitors viewing several pages on your website before leaving the site. The reason these percentages are important is to determine pages that are engaging visitors and those that aren’t.


Top Landing Pages

Top Landing Pages report the exact pages visitors landed. This information can be very valuable for a salesperson when contacting the prospect.


Exit Pages

Exit Pages indicate from what pages visitors are leaving your site. Of course, you want visitors to exit from pages that start a relationship with your company to allow you to follow up. These pages are Contact Us, Request More Information, Get A Quote, or downloadable white papers.


Location Report

The Location Report is an interactive map with the capability to drill down to information, such as individual cities to show the location of your visitors. This information can be very valuable to determine if the visitor is in your geographic sales area and worth pursuing.


Construction marketing Google Analytics, Google Plus, and Google My Business

Previously, we discussed what defines Google Analytics. Now, let’s look at Google Plus and Google My Business. The distinction between them can be a tad confusing. To clarify, let’s look at all three. Google Plus is the social media platform for Google and is similar to Facebook.


Google My Business uses Search, Maps, and Google Plus to help visitors find you in local search results. However, Google My Business manages Google Plus, hence the confusion between the two.


All three of these platforms are important in construction marketing. First, Google Analytics provides reports that can help make your website better in usability and capturing leads. Second, Google Plus is another social media platform to help you network and to improve organic search engine. Third, Google My Business helps local prospects find you.


Don’t be overwhelmed by all the data in construction marketing Google Analytics


By reviewing these few reports, you can gauge SEO effectiveness and make changes to improve it. The information the reports provide can help guide you in other marketing efforts. For example, if you are conducting a construction marketing campaign with multiple target markets, it shows which markets are most active and the best potential to pursue. The reports can help determine if your geographic sales area is producing leads or you need to expand. Regardless if you only want to review the reports recommended or explore the others, the data will help you get the most out of your construction marketing Google Analytics.




Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and the forming closer, personal relationships.

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.


For more information visit or contact us or call 989.401.3202.

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