Tracking performance is the key to success.
Google Analytics provides the tools and solutions that you need to track important website metrics. Law firms that hope to improve their online visibility and attract more potential clients may want to learn more about how key Google Analytics metrics can help you better understand your website traffic, online client behavior, how clients find their way to your law firm, and how effective your marketing strategies may be.
Law firms that employ Google Analytics will gain access to a massive amount of website and online user data — but which metrics are the most important? That is where Civille may be able to help. We have created a list of The Most Important Google Analytics Metrics for Your Law Firm to help get you started on the right track.
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Top 5 Google Analytics Metrics for Law Firms
Like we mentioned above, Google Analytics gives you and your law firm access to massive amounts of website data that can help you make data-driven decisions that benefit your practice — but determining which performance metrics are the most important to your law firm can be a challenge. Broader metrics like Total Users or New Users can show you how many potential clients are visiting your website while metrics like Page Source can help you identify which pages online visitors are attracted to and where they are coming from.
Here are a few of the key Google Analytics metrics that we think your law firm should track at Civille:
1. Total Users/New Users
Total Users and New Users are broader metrics that will illustrate how many visitors you have to your law firm’s website and these metrics can be taken a step further with metrics like User Demographics to provide even more insight.
- Total Users — This metric provides you with the number of unique visitors to your website within a selected date range.
- New Users — New Users adds additional perspective by tracking first-time visitors to your website within that date range and can be an indicator of overall awareness of your law firm, the potential reach of your marketing efforts, and the growth of your client base.
- User Demographics — This metric takes general user metrics to another level, providing additional insight into your website visitors. User Demographics can be sorted by city, state, country, age range, and device type.
2. Sessions
Sessions is a valuable metric for law firms to track that can provide insight into how website visitors are interacting with your website — what pages they are visiting, what page elements they are interacting with, and more — within a set date range.
- Sessions — The general Sessions metric is a period of interaction with your website or app that is tracked starting when an online visitor lands on your website or views a webpage. A session will end after 30 minutes of inactivity — but that timeframe can be adjusted to better fit your needs.
- Sessions by Source — Sessions by Source is a key metric that will illustrate how visitors are arriving at your website and how they got there. This metric will show if users found your website via Organic Search, Paid Advertising, Social Media Referrals, Email Marketing, or additional marketing campaigns. This can help you determine where your marketing is most effective.
- Engaged Sessions — This key metric is a session that lasts longer than 10 seconds, includes a key event (conversion), or has more than two page views. Engaged Sessions provide a more in-depth look at how potential clients are interacting with your website.
3. Key Events/Conversions
To drive success for your law firm, your website needs to provide avenues for potential clients to interact with your law firm and turn that online visit into action. When an online visitor interacts with your website — fills out a form or uses a Call Now button — it represents a Key Event or a Conversion.
- Key Events — A Key Event is defined in Google Analytics as an event that measures an action important to your business. This action can be as simple as visiting a specific page you want to direct traffic to or filling out a form. Google Analytics users can create events or actions with the user interface that are marked as Key Events when they are recorded.
- Conversion Rate by Traffic Source — This metric dives deeper into your website conversions, dividing your conversions and goal completions by the traffic source, to provide you with a snapshot of where your conversions are coming from and help you evaluate your marketing strategies.
4. Bounce Rate
When you examine the health and performance of your law firm’s website, it is important to look at different aspects of engagement and Bounce Rate is a key indicator that you will want to pay attention to.
- Bounce Rate — Bounce Rate is the percentage of visitors to your law firm’s website that exit your website after visiting a single page and not submitting a lead or conversion. There is no specific Bounce Rate metric in Google Analytics 4 (GA4) — but your bounce rate can be calculated simply by dividing the Non-Engaged Sessions by the Total Sessions. When you have a high Bounce Rate, it could indicate user experience issues on your website, like slow page speed.
5. Engagement
Google Analytics can tell you a lot more than how and when potential clients visit your website. It can provide valuable information about how those potential clients engage and interact with your site and your content and provide added feedback on what elements of your website attract potential clients. General Engagement can be tracked in a variety of ways and with a variety of metrics.
- User Engagement — User Engagement is an important metric related to Bounce Rate, Sessions, and other key metrics. This metric is defined as the amount of time that someone spends with your website.
- Page Views — Page Views is a broad metric that tracks how many times your website homepage or specific pages are loaded on any device. This can be differentiated even further with Unique Page Views, which counts the number of individual visitors on a select webpage.
- Average Session Duration — Average Session Duration is an engagement metric that works in tandem with your Sessions and Bounce Rate. This metric measures how long website visitors spend on a select page. It can be a quality indicator of how valuable and engaging the content is on a specific page.
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Partner with Civille for Law Firm Websites and Analytics
Civille is a premier provider of law firm websites and we want to help you find online success for your practice. Premium websites built to fit your law firm are just the start and are complemented by digital marketing and analytics services that will help you achieve and measure your success.
The Civille Team will help you track your success with custom reporting, tag management and tracking, Google Analytics audits, CRM attribution, Google Analytics consultations, and much more. This list of The Most Important Google Analytics Metrics for Law Firms will help set the foundation for what the Civille Team can do to help you and your law firm succeed.
Contact Civille today for more information on our custom law firm websites and analytics services!
