Perhaps on a high-level assessment, you’re aware that ever since you started creating blog posts (for example), you’ve been taking more orders online. But are those customers coming from your blog posts, or from another online traffic source, like Facebook? And if it is from your blog posts, which posts were most effective?
You want answers to these questions so that you can do more of what’s working, and change or remove what isn’t. As part of running your restaurant business efficiently, you need to optimize your marketing budget and efforts through some basic analysis, in order to make smart decisions.
Let's keep using the example of creating blog posts. With an analysis tool, you can learn that after a couple months of creating posts, only a couple of people who visited your site through a blog post became a customer. If you're paying someone to write the posts, or you're spending your own precious time to create content, then the return on the investment might suggest creating blog posts isn’t profitable. You can either try to create content that better speaks to potential clients, or shift your marketing dollars into a different strategy.
Another benefit to reviewing your analytics is gaining the ability to find new ways to grow your business.
For example, if you learn that you are getting some web traffic from people searching Google for places to eat in a particular local neighborhood, then you might want to create and optimize a page on your website about how your restaurant serves that neighborhood. Since you know there is some demand (i.e. a decent amount of Google searches for restaurants in a neighborhood), you can create the supply (a neighborhood restaurant landing page) and reap the benefit.
It’s easy to get lost in all the metrics. Being overwhelmed will not allow you to make any good decisions, which is practically as bad as not measuring at all.
The key is to know where to focus your analysis, so you can efficiently get the answers you need. Otherwise, you’ll be aimlessly clicking around reports that aren’t useful to you.
We’re here to help! This 3-part guide will walk you through getting set up with Google Analytics, and the important metrics that you should focus on to build your restaurant business.
One of the most common digital tools for measuring a website’s performance is Google Analytics. There are a few reasons why Google’s analytics platform is so popular, where it’s been implemented on millions of websites worldwide.
Now that you know why Google Analytics is an important tool for your business, let’s find out how to effectively use it!
You’ll need a Google account when creating a new Google Analytics account. Our recommendation would be to use the same Google account for all of the Google products related to your business, like Google Search Console, Google Ads and Google My Business. This makes it easier to access each of your accounts without having to log in and out, and your notifications will get sent to the same email address.
1. Visit the Google Analytics sign up page while logged into your ideal Google account, or if you’re logged out, you’ll need to log in or create an account first.
2. Simply click the “Sign up” button
3. Add details
Your Account Name and Website Name can simply be your restaurant’s name. These are internal values for the account user.
When adding your website URL, update the protocol to either http: or https: depending on whether your website is secure.
The industry can be “Food and Drink”, and then you can update the time zone to your own, if it’s not correct.
4. You can leave the anonymous data sharing options checked by default, and click “Get Tracking ID”.
You’ll need to accept the terms before proceeding, and then you’ll be brought to a page that has your tracking info.
In order for Google Analytics to know what’s happening on your website, you need to add a snippet of code to the website pages that you want to track, which will send data back to Google.
Depending on how your website is built, there are a couple of different ways to get Google’s code snippet installed. Many web design platforms like Wix or WordPress (or online ordering platforms like eHungry!) will allow you to simply add your tracking ID (the UA-XXXXXXXXXX-X number seen in the image above) and the platform will do the rest.
Otherwise, you’ll need to add the Global Site Tag (seen above) to every page of your website where you want to track users (which will likely be all the public pages of your website, as well as some of the checkout pages that users access while placing an online order). You can simply add the tag as is to the <head> section of each web page. If you’re not sure how to access this area, ask a tech-savvy friend to help.
You can also use a tag manager tool like Google Tag Manager that would also involve adding a snippet of code to the <head> section. The advantage would be only needing to add this one code snippet, where you’d also be able to inject other useful code snippets through the Google Tag Manager interface, like the Facebook Pixel, without having to keep adding new code snippets to your website.
You can reach the Real-Time reports from the Google Analytics main menu on the left.
You should see at least 1 active user (you!), as well as the page you’re visiting, and your location. You’ll see data on anyone else visiting your website at that moment, as well.
Our guide to getting the most out of Google Analytics for your restaurant continues in the next chapter, where we look at reports about who your audience is and how they found you online.
Read the next post: Google Analytics for Restaurants Part 2
Besides giving you the incredible ability to take orders online, eHungry’s online ordering software allows you to simply add your Google Analytics ID to your settings, and we'll add the necessary code to all of the pages of your ordering site. One simple step, and you'll get all the juicy data from your ordering site's visitors!
Plus, you'll also get eCommerce data when your customers place orders, including the transaction amount and items ordered! That's right, we've already set this up for you, so you don't need to hire developers or to figure it out yourself!
The eCommerce data is super useful for understanding how your website and marketing efforts lead to sales of certain menu items, and the amount of transactions in general.
Learn more about all the amazing features of eHungry's affordable and easy-to-use software, and start growing your restaurant business today!
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