As a PPC advertiser, it is almost a certain necessity that you use some sort of program such as Google Analytics on a PPC campaign’s landing page in order to accurately measure and understand the performance of the page. However, if the statistics are not completely understood, it can be all for nothing. The problem is that many advertisers do use programs such as Google Analytics on their landing page – to what extent it is useful to them is another question. For this reason, here are two important landing page statistics you should take note of and what they will tell you about your landing page.
 
 

#1 Social Media Traffic

The traffic your PPC landing page gains from social media traffic is critical to your landing page’s performance and to enable it to gain synergy results. This is because by including social media share buttons on your landing page, you are enabling your paid PPC traffic to share the landing page to their social network channels. This will help to bring more potentially contextual traffic to your landing page for free.
Therefore, if you see that you are gaining a lot of traffic from social media, this is great as it means your paid traffic is finding your page useful enough to share it and the people that see the landing page on social networks are clicking onto it too. If your landing page is struggling for social traffic, you may need to look at what social share buttons you are using and where they are located. If that is not the problem, you may find the traffic are not interested enough to share your landing page, which suggests a problem with the keyword targeting. Either way, keeping note of the percentage of traffic that comes in from social media channels will help to give you an rough idea how well your landing page is at gaining ‘free traffic’ from paid traffic.
 
 

#2 Visitor Location

How you target your visitors in PPC comes down to a number of important factors. One of these is the demographic location of them. You may only want to target your local area if you are a local shop or target a certain country if that is what your business plan states.
With the help of Google Analytics, you can see exactly how many people have come to your landing page and from what area of the world too. This way, you can see if your demographic targeting is working and only targeting the demographic market you want. If it isn’t, then you can go back to the drawing board to make sure it does in future (as this will only make your campaign run inefficient otherwise).
The best part about this is that it has the potential to make your campaign run more efficiently too. If you find that some of the traffic from areas you were not planning to target were actually doing pretty nicely for you and converting, you could potentially adapt your marketing strategy to target that demographic in future since it is backed up with statistical evidence.