Technical Features related to Social Media Marketing Another key metric for small business owners to analyze is source or referral data. Traffic source data provides the web marketing with an in-depth look at the variety of ways users arrived at your business website. There are four main source metrics an analytics user can investigate. The first is direct traffic. This displays the volume of users who directly accessed the business website either through typing the domain name into their browser, from a previously bookmarked page, or even offline methods such as a special web address that may have been created as a part of a marketing campaign. The second source classification for activity is referral sources. Referral source information…show more content… An illustration of a positive marker may be posting a message on a smaller scale blogging website, for example, Twitter, with a going hand in hand with connection to a site article on your site and recognizing an extensive number of referral movements in Google Analytics referral dashboard from twitter.com (Litvin, Goldsmith & Pan, 2008). The third source classification for observing site activity is inquiry. Look referral data is given as either natural or paid. Natural pursuit is characterized as the essential words or inquiry word a client goes into a web search tool field and the relating list items for those catchphrases give a connection to your business site. In the event that the client then snaps to your site, Google Analytics will catch the hunt term and partner it as a natural inquiry referral. Google Analytics natural referral page will give a rundown of terms that alluded clients to a page on your site and in addition the quantity of times a particular pursuit term joined a client to your site. Paid pursuit referral is utilized as a part of conjunction with movement alluded to your site taking into account obtained key terms or what Google alludes to as Ad- Words (Finne & Grönroos, 2009).
Finally the fourth section within Google Analytics that can benefit small business marketers is the Content section. It provides key page metrics to show users what pages of a business website are receiving the most views, whether it be