Part of every sound SEO strategy includes tracking and measuring performance. As a result, Roofing Webmasters provides Google Analytics tracking and reporting as part of our SEO services package.
Our clients receive Google Analytics 4 reports showcasing their progress with traffic and acquisition. Also, our team utilizes Analytics data to find clients’ new opportunities and maximize lead generation.
Why Roofers Need Google Analytics 4
There are several misconceptions about digital marketing for roofers, including where traffic comes from and when it converts. As a result, measuring the precise source of traffic and conversion is vital to optimizing your roofing marketing campaign.
Google Analytics 4 is the best tool for tracking these metrics:
- Bounce Rate: The rate at which users exit your site immediately after the entrance
- Conversion Rate: The rate at which a visitor becomes a lead
- Traffic Source: Where website visitors come from (direct, referral, etc.)
- User Demographics: Characteristics of your visitors (age, gender, location, etc.)
Measuring on-site behavior illustrates areas that need improvement and areas of great strength. The more data we accumulate and analyze, the more efficiently we can market your roofing services to a target audience.
Installing Google Analytics tracking code within your HTML source code ensures you can track the metrics outlined in this graphic.
For example, data showing a large percentage of traffic from a location outside your company’s service radius instructs you to do one of two things.
Either adjust your SEO to discourage those visitors from entering or expand your service radius to cover that location.
Is Google Analytics Required for Roofing Websites?
Although a website can rank on Google without installing Google Analytics tracking, maximizing results without corresponding data and measurement becomes very difficult.
Of course, other tracking tools like Google Search Console can also help guide your SEO efforts. However, no other tool gives the broad range of insights Analytics provides.
As a result, Roofing Webmasters installs GA4 tracking code on every client website. GA allows our SEO team to properly analyze, evaluate, and improve SEO campaigns for your roofing websites.
With this data, we can work towards getting your site more traffic and more consistent leads.
Migrating to Google Analytics 4
Google Analytics 4 replaced Universal Analytics on July 1, 2023. All standard Universal Analytics properties have discontinued data processing. As a result, old UA properties for roofing websites no longer track data. Roofing Webmasters can help you transition to GA4 quickly and efficiently.
GA4 allows roofing companies a broad view of consumer behavior via first-party “modeled” data. The enhanced matching learning features and reporting options enable websites to meet evolving privacy regulations in the technology ecosystem. Furthermore, GA4 allows you to continue to gather insights.
GA4 Features to Consider
For roofing companies with experience using Universal Analytics, GA4 is a frustrating evolution because of its inferior user experience and complex dashboard.
While the reaction to the new GA4 platform has been largely negative, it does present some noteworthy features to consider:
- Data Privacy: GA4 complies with GPDR and CCPA regulation
- Machine Learning: GA4’s enhanced machine learning can predict trends based on user behavior
- Event-based Tracking: GA4 offers more comprehensive event tracking compared to “session-based” tracking
- Cross-platform Tracking: GA4 more comprehensively tracks devices and platforms (i.e., mobile, tablet), including in the context of the customer’s journey
Google Analytics Consultation for Roofers
If you are unsure whether your website is set up for Google Analytics or has properly transitioned to Google Analytics 4, fill out a form for a free website consultation: