Most marketers use Google Analytics. However, few experts use all the features of this tool. Moreover, many optimizers log into your account for a tick. They do not understand what data they need and why.
In this article you will find tips that will enhance your capabilities when using Google Analytics. You may not be an advanced user of this system immediately after reading the material. But you will find out that Google Analytics is not only needed to track attendance and bounce rates.
- Tip number 1: create arbitrary categories of users
- Tip # 2: Assign Monetary Value to Goals
- Tip # 3: Learn the conversion path
- Tip # 4: Create your own alerts.
- Tip number 5: study the dynamics of attendance in retrospect
- Tip # 6: Add annotations to reports.
- Advanced marketers use Google Analytics consciously
It is inconvenient to hammer nails with a tablet
Google Analytics is a multifunctional system for monitoring website performance and marketing campaigns. Using this system only for monitoring attendance can be compared to nailing with a tablet computer. The nail you will surely score. But the tablet is not needed for this, right?
In this article you will not find a complete overview of the functions of Google Analytics. However, you will get acquainted with the six possibilities of this system, which not every marketer knows about. In particular, you will learn:
- How to compare the behavior of a particular demographic group with the behavior of the average user.
- How much do users leave the site in monetary terms?
- How to study in detail the conversion path of the visitor.
- How not to miss the abnormal changes in traffic.
- How to analyze traffic in retrospect.
Tip number 1: create arbitrary categories of users
Most likely, you are studying the demographic characteristics of the audience. You can also combine users into arbitrary categories by highlighting features for categorizing yourself.
Use the menu "Audience - Interests - Overview". You will see three reports: "Close Category", "Segment of Products in the Market" and "Other Category".
These reports give you an idea of the interests of your site visitors. For example, you will learn that 6.33% of visitors to your site are following technical innovations, 5.21% love movies, and 3.52% cannot live half a day without fresh news releases. 9% of visitors work in financial institutions, and 5% sell real estate.
Now go back to the demographic signs. Use the menu "Audience - demography - age." You will receive data on the distribution of the audience by sex and age. For example, most of the audience on site X represents an age category from 25 to 34 years.
Among the visitors of this resource is dominated by men.
Using standard reports, you learned that many visitors to your site can be described as follows:
- A man aged 25 to 34 years.
- He is interested in technical news, movies and news.
- Works in financial institutions or in real estate.
Now proceed to creating a category based on self-selected features. To do this, use the menu "Audience - Review - All Sessions". After that select the option "Create segment".
Name the new category of visitors and fill in the fields proposed by the system.
Select the "Check" option to see how many visitors fall into the created category. After saving the data, you can compare the behavior of the representatives of the new category with the behavior of the average user of the site. Using the "Date of the first session" menu, you can group users of a new category by the time of the first visit to your site. This can be used to increase the effectiveness of remarketing campaigns.
Tip # 2: Assign Monetary Value to Goals
You’re probably setting and tracking goals with Google Analytics. If you don’t do this, you don’t need Google Analytics, as you can keep track of traffic using more simple tools.
Moreover, just keeping track of goals is not enough. Give goals a monetary value. What for? For example, by assigning a monetary value to goals, you will be able to evaluate in monetary terms every lead that falls out of the conversion funnel at one time or another.
To assign a monetary value to the target, use the "Administrator - Targets" menu.
You will see a list of goals. Selecting one of them will take you to a page, the interface of which allows you to assign a monetary value to the target.
As noted above, by assigning a monetary value to a target, you will be able to evaluate failed conversions in monetary terms. This will allow you to rethink the optimization of the conversion funnel. Is it necessary to shorten the visitor's path to the goal? Or change the navigation menu to keep visitors from leaving the site? Do I need to simplify the design of the landing page? By assigning monetary value to goals, you will begin to ask yourself the right questions and look for answers to them.
Tip # 3: Learn the conversion path
Disregard this advice if all visitors to your site behave like this:
- Seeing the link in the natural issue or contextual ad, immediately go to your resource.
- They land on the landing page and immediately accept the conversion offer.
- Make out and pay the transaction.
Speak, most of your buyers come to the site several times from different devices before a deal? Then you need to study the conversion paths. This information will help you understand how visitors actually behave before you buy.
Take advantage of the menu "Conversions - multichannel sequences - basic conversion sequences". You will see the top 10 conversion paths.
You can select an additional analysis option. For example, conversion paths can be matched with key phrases (Additional parameter - traffic sources - keyword path).
Tip # 4: Create your own alerts.
Google Analytics automatically alerts webmasters about regular events. However, this does not allow for timely response to anomalies, for example, sudden surges or attendance failures. Here you can not do without the function "My Alerts".
Use the "Alerts - Overview - My Alerts" menu. Then select the "Manage Alerts - New Alert" menu.
You will be taken to a page whose interface allows you to select the parameters for a new alert. Select the required options, name the alert and select the email notification option. After that, save the alert.
Tip number 5: study the dynamics of attendance in retrospect
As noted above, many Google Analytics users use this system only to monitor attendance. At the same time they study only the current traffic. You can expand analytics performance by studying the dynamics of attendance in retrospect. For example, you can compare current traffic with rates of a randomly selected period.
Select the "Audience - Overview" menu. Use the drop-down menu at the top right of the page:
By setting the desired date range and selecting a period for comparison, you will get the desired schedule.
Tip # 6: Add annotations to reports.
With the function "Annotations" you can make notes on graphs and charts. By making notes available to all professionals working to promote a project, you will increase collaboration efficiency.
To create a comment, use the button below the graph:
After that, use the menu "Add a comment." You will see an interface that allows you to create notes.
You can make a comment accessible only to you or to all professionals using your Google Analytics account.
Advanced marketers use Google Analytics consciously
The functions described above will help you to get important data needed to increase the effectiveness of marketing campaigns. However, the ability to use these or other functions does not make you an advanced user. Experienced marketers log into Google Analytics account, presenting what information they want to get. And the functions of the system remain the tools for obtaining the necessary data. Amateurs use all functions, including advanced, for the sake of use. They do not know what to do with the information received.
And what advanced analytics features do you use?