If you run a hospital or clinic, there are many tasks you need to perform that don’t directly involve caring for the sick or injured. In the digital world, you often need to give lots of TLC to the online assets that help you generate leads and reach out to new clients.
With Google Analytics (GA), you can easily deploy that special touch to maximize your lead generation efforts. It will gather information about how your website is performing and who visits it, so you can cultivate a strategy that improves your web traffic over time. Plus, it will do all of this for you at no cost.
Once you’ve set up GA, you’ll be able to find out:
· Who your website visitors are
· Where your site visitors are located
· How each page of your website is performing
Keep reading to learn how to set up your GA account. After you’ve launched, don’t forget to give your staff account access, so they can study your stats with you and help you generate more ideas to expand your practice.
Lay the Foundation
Before launching your GA account, consider what you want to achieve with your hospital or clinic advertising For example, your key performance indicators (KPI) might include a survey outreach, attracting a certain number of visitors to a landing page, or generating increased traffic to your blog.
Decide what your goal will be for these and other indicators, and begin measuring your progress.
Step 1: Create A Google Tag Manager Account
With Google Tag Manager, your GA account will know exactly what information to collect from your website and send to its own platform. Google Tag Manager works in tandem with GA, and it’s free, so you can save your hospital or clinic marketing dollars for another project.
Google Tag Manager will guide you through several steps to set up your new account from its main dashboard. You’ll need to name your account, then “set up a container for macros, rules, and tags.” During this process, you’ll choose descriptors for the container. Select the options that come closest to the kind of information you want to collect.
Once your container is created, Google Tag Manager will provide you with an installation code to copy and paste into your website code.
Step 2: Set Up Google Analytics
Now you can head to the GA platform and set up your account there. You’ll first need to input basic information about your website. Then you’ll be asked to choose an industry. Be sure to select one that most closely matches your work. Next, you’ll be prompted to choose a time zone so that your data will be reported during the proper times.
Once you’ve followed the directions to finish setting up your GA account, it will give you a tracking ID. This ID is what GA uses to send you analytics information, and it should never be shared with anyone.
Step 3: With Google Tag Manager, Arrange your Analytics Tags
Now that both your GA and Google Tag Manager accounts are set up and they know how to communicate with each other, you need to configure your Google Tag Manager.
This is where you can store and manage the details of all your tags. Google Tag Manager eliminates the need to attach tags to each individual blog entry, photo, or other content on your website. Google Tag Manager does this automatically
Whenever you need to add a new tag, head to the dashboard and choose “Add a new tag”. After that provide details for:
· Configuration and
Configuration lets Google Tag Manager know exactly where to send your data. Triggering tells it the exact types of data you want to collect. It is recommended that you choose “Universal Analytics” for this step, to simplify set up.
Next, the platform will provide choices for the types of data it will collect, and you simply choose the ones most relevant to you.
Step 4: Define Your Benchmarks
With your tags clearly defined, you can now return to your GA account dashboard to define your benchmarks. This step makes your data collection goals crystal clear for GA, so it knows exactly when and how to gather analytics information.
Begin by choosing “Admin,” then, select categories from the list that most closely match each of your goals.
Step 5: Link Up with Google Search Console
The final thing you’ll need to do is link your GA account to Google Search Console (GSC). Console is yet another link in the strong analytics chain that Google has created to help you increase traffic to your website.
GSC will help you better understand how searches are conducted around topics related to your content. It will also help you see how and when Google crawls your website and performs indexing. GSC will show you how your site performs when Google evaluates it, so you can improve your search engine optimization (SEO).
It’s a Team Effort
Now that you are ready to begin studying your website traffic and developing a more effective plan for generating leads for your hospital or clinic, it’s a good idea to include your staff in your promotional efforts. Make sure they have access to your GA account dashboard so they can review the collected data and follow your website’s performance.
When everyone on your team is invested in your lead generation activities, you’ll have more brains working together to come up with new and fresh ideas for expanding your reach and growing your clientele.