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5 Web Analytics Tips To Use Google Analytics Most Effectively

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As businesses are having a successful presence on internet, it is very important to understand and measure their performance. This will allow the marketer to improve their website and social media presence. Web Analytics is the concept which allows the user to get an insight to everything related to the website. Even though businesses are able to make a remarkable presence in the online world, they are not proficient with tools to assess their performance. They are either new or unfamiliar with various aspects of analytical tools which in turn restricts their development.

Web Analytics is a methodology to track the visitors on a website, assess how much time the visitors are spending at the site, what are they clicking through, what are all the keywords being used, what is action taken etc. and as a result assess the performance of the website. These metrics and dimensions allow the business to take corrective action to improve their online performance.

Web Analytics does not only provide the details about the website but also measures all the activities on social networking sites. The details like which Facebook posts are driving traffic to the website, which tweets are engaging the customers, what actions are being taken on the website, where are the visitors coming from, on which pages the visitors are spending their maximum time, where are they leaving from etc. can be collected.

Google Analytics provides the complete overview of the page. Number of visits on the page, page views, demography related reports, number of unique visitors, average visit duration, bounce rate on the website, number of visits etc. can be clearly visualized.

The Audience feature of analytical tool helps to understand the demographic position of the visitors, their behaviour, technology used, social presence, sources and mobile reports. The Advertising report helps to get an insight on various AdWords performance. Apart from these, content and conversions can also be visualized.

There exists many interesting features in Web Analytical tools. The following are the five important tips to use Google Analytics most effectively:

1.  Map Overlay Report:

May overlay report is an old feature of Google Analytics but it is gaining popularity gradually. One can view this feature in Demographics>> Location.

Map overlay report allows the user to identify the place from where majority of the traffic is being generated. One can select the region on the map and view the detailed report. Google Analytics uses green colour to show the density of the traffic generation. For example, if the shade of green is dark then it indicates that major part of the traffic is generated from that region.

With this report in hand, the marketer can find out the reason behind certain traffic source. The reason could be direct searches, social media, AdWords etc. By identifying the major reason, the marketer can focus on these areas by running campaigns, advertisements, reaching to people in that region etc. to drive even more traffic.

This feature also allows the user to view the report by using secondary dimensions like visitors, technology, traffic sources and content.

2.  Referring Sites:

This feature can be seen under Traffic Sources>> Sources>> Referrals.

There may exist many websites or pages or social media pages, which would be helping to redirect the traffic to the website in question. These are called referral sites. These referral sites may have got generated because of many reasons like presence on social networking sites, blog posts, press releases etc. People clicking on the links are directed to the website thereby helping the marketer to identify the referral sites.

Once the marketer gets to know the referral sites, they can concentrate on nurturing an association with the referral sites using various ways like approaching them for guest blogging on each other’s website, by placing advertisements on each other’s page etc. This will help to further increase the traffic.

3.  Site Speed Report:

Site speed report is the next interesting feature in the analytical tool. This feature can be accessed under Content>> Site Speed>> Overview.  Businesses have their own IT teams to monitor the speed with which the website pages are getting loaded. Google Webmaster facilitates gathering of this information. In order to make this tool easily accessible by businesses which are not able to manage their own IT department, Google Analytics is embedded in this feature itself. This analysis is very important to check the site health, links coming in etc.

Under this report the user can see the overall page load time of the website. The average load time of each individual page can also be acquired by clicking on the page tab.

The business must try to keep their average page load time low. There are two major reasons for this. From the SEO perspective, if the average page load time will be high, then Google may penalize the website. If the page load time will be higher, chances of appearing on the Google searches may be higher but prospective clients may not want to access it because of the time taken to open.

Secondly, people are in a fast paced life where they cannot waste their time for certain information which is taking higher loading time. As a result, the prospective people may just move on.

So, one should catch hold of their IT department to fix the issue and keep the load time low for most popular pages.

4.  Goals and Funnels:

These features can be accessed under Standard Reporting>> Conversions>>Goals/Funnels.

Each and every website has got its own purpose and it is very important to set the goals as per the requirement. By setting up the goal, the user is able to decide which page the visitor must see. One can go to Destination Goals>> Set up a Goal>> Make it Active>> URL Destination/ Visit Duration/ Page-Visit/ Event>> Goal URL>> Match Type (Exact Match/Head Match/Regular Expression Match)>> Set the Goal Value and Submit.

Similarly, Funnel is the feature which allows the user to decide the path which the visitor must take. This will help to determine the spot at which the visitor is exiting the website.

5. Social Engagement:

Social media is an inseparable part of a website or a business. Social media acts as a major source of business. It is very necessary to gauge their role on social networking sites such as kind of information being shared by people on social networking sites about the organization or anything related to the organization, what are all the popular pages etc. This detailed analysis will help the marketer to improve their website further.

In order to utilise this feature, the social sharing buttons like Facebook, Twitter, LinkedIn, Pinterest etc. must be kept enabled. Apart from this there are certain codes that needs to be added to use this analytics.

Social media results can be tracked by tagging the links. The user can use URL Builder to achieve this. The URL builder will help the user to use the shortened URL  in various networking sites. As a result, any click on this URL will generate the respective report. This is a very useful feature when the marketer is using AdWords. This feature can be accessed under Traffic Sources>> Campaigns.

The Web Analytical tools have many features which when explored can be of great help to the business. The above mentioned Web Analytical tips can help the business to think strategically and improve their website.

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