When you’re getting traffic to your website via various marketing campaigns, you will need to know the effectiveness of those campaigns so you can know your next move. Google Analytics is a free tool that can help tremendously in that area.

Since the goal of your dental marketing campaign is to convert visitors to paying customers, some of the key data that you should focus on is:

  • Where your visitors come from.
  • What pages they visited
  • The amount of unique visitors and repeat visitors
  • The amount of time spent on your websites and its pages
  • If any actions, such as filling out the contact form, were taken.

Google Analytics will show sources such as search engines, backlinks, and social media. Google Analytics also shows the keywords that led the visitor to your website.

Knowing the pages visited will give you an idea of what services the visitor was interested in. It will also let you know what pages on your website may not be needed.

Unique visits are measured during a specific period of time. They do not include repeat visitors. Repeat visitors are the visitors that are returning. To see if your dental marketing campaigns are effective, you should see a steady increase in unique visitors. Repeat visitors will show how beneficial your website’s information is. A low number of repeat visitors may mean the information needs to be updated or more eye catching. Conversely an abnormally high number may indicate that you need to expand your marketing efforts to include a broader target market.

The amount of time a visitor spends on your website and its individual pages indicates whether the visitor is more apt to schedule an appointment or not. The longer a person is on your website, the higher the percentage that they will take an action. This will allow you to focus on what is leading to conversions and what is leading visitors to bounce immediately when they land on your website.

When actions are taken, you have converted a visitor to a lead and those leads to new patients. The amount of actions taken will not only fill your pipeline, it will also show where you need to adjust your efforts.

If you’re interested in more in depth analytics and tracking as well as staff conversions check out the Dental InboundMarketing Tracker

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com