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Exploring The Power Of Google Analytics: Aligning Objectives With Metrics

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Digital Vidya is now the official training partner for Google Partners. Under this partnership, the Google Hangout on Air on Google Analytics: Aligning Objectives With Metrics was taken by Kunal Mehta, the Google Regional Trainer and Kumar Gaurav as the host. The participants learned about the importance and implementation of Google Analytics.

Why Google Analytics?

Google Search aims to provide highly relevant and targeted content to the users based on their location, interests, profiles, interests and various other factors. With Google Analytics, Google wants marketers approach their customers with a similar precision and relevancy.

The Importance Of Google Analytics For Digital Marketers:

Did you ever wonder if there was a way to know how does a visitor land on your website, what she does and how information about her behavior can help you improve your digital marketing campaigns? Google Analytics has answers to all these and more. From even before a visitor lands on your website to creating buyer personas based on their behavior, capturing extremely meaningful data and delivering reports that assist you in strategizing extremely targeted efforts for your product or service Google Analytics is the secret to enhance your digital marketing campaigns to get more business and higher profits.

Analytics For Digital Marketers

Analytics For Digital Marketers

Diving Deep Into Google Analytics Reports: The Complete Picture

Diving deep into reports can help you analyze the data better and compare the various factors such as sessions, new sessions, new users, bounce rate, pages/sessions, avg. session duration, goal conversion rate, goal completion and goal views. It gives you useful insights about your digital marketing results. For example, you may find that even though the number of sessions in a given geography is much higher, it has a low goal conversion rate.

Google Analytics Insights From Reports

As marketers, it is important to analyze the following:

  • What are the top five geographies?
  • Where should I focus?
  • What’s more important – new sessions or new users?
  • Where am I achieving a higher conversion goal from?

The Changing Marketing Perspective – From Intuition To Data

Once you understand the importance of web analytics you’ll know that having good information about your users and your brand performance is indispensable. Because data never lies it is important to move from intuition-based approach to data-driven approach where you target your potential customers with the best tailored offer for them.

Why Data-driven Approach?

Whenever a customer accesses your digital platform, she leaves a trail of footprints that is meaningful data which can be viewed through reports. This meaningful data helps you understand the personas of your customers. Knowing the personas before people land on your website is extremely valuable for your business. This helps you in creating better offers and user experience for them.

Google Analytics also helps you find out which search engine your visitors are using, their location, which banner or ad they clicked to land on your website, which marketing activity like email campaign or affiliate marketing campaign brought them to your website. This information helps you to have more sessions, new users and conversions (both macro and micro conversions).

Google Analytics Data Driven Approach

Google Analytics Data Driven Approach

The Steps To Implement The Data Driven Approach For Digital Marketing:
  1. Define your objectives, strategies and segmentation: These could be to achieve a sales target, increase readership, email sign-up and various others. Once we decide the objective, we create a strategy to target customers based on segmentation and personas.
  2. Identify your Key Performance Indicators (KPIs) and measure them on digital platforms: Identify your KPIs like micro and macro conversions (sign-ups, filling up a form, sales etc). You also need to implement web analytics code on your digital platform.
  3. Make data driven decisions: Once you’ve implemented Google Analytics on your website, you can analyze the reports and avoid the noisy, irrelevant data and decipher conclusive and meaningful data that will help you create a 360 degree profile of your customer.
  4. Optimize and re-strategize to address current gap areas: With all the data at your disposal like where you’re getting conversions and profits from, and complete knowledge about what your customers are like, you can re-strategize and optimize your marketing efforts. You can align these metrics with your conversion goals to achieve your business goals.
Some Key Points:
  • The above steps need to be followed accurately with great clarity in strategizing all that you want to implement.
  • The data, metrics and the factors will keep on changing with time and accordingly you need to set your objectives, change your strategies and align them with your goals.

ABCs Of Web Analytics:

Google defines the ABC’s of web analytics as below. This process is so defined to help you easily implement a strong strategy for your digital marketing campaigns.

Google Analytics ABCs

Google Analytics ABCs

A: Acquisition

Customer acquisition is like opening the doors of your company for the prospective customers. For this you need to identify the channels you would reach out to them, whether you would target new users or return users, how you would deliver your message strongly and increase footfall.

B: Behavior

Before you expect conversions from your acquisition efforts, understanding the behavior of your prospective customers helps you in better targeting them with products and offers that are highly relevant. With the help of Google Analytics, you can figure out what the customer is looking for and showcase the right thing at the right place and time. Engaging with your customers to provide them a flawless customer experience is what Google loves as user experience is its priority.

C: Conversion

Once you understand your customers with their personas and needs, achieving your conversion goals becomes all the easier. Your visitors to your digital platform are more likely to sign up or buy from you and you win over your competitors.

Implementing Google Analytics On Your Digital Platform

This is pretty simple. Once you create an account with Google Analytics, it gives you a tracking code to place on your website and you’re good to go. Google does the rest of the job while you’re free to invest your time in analyzing reports and creating strategies.

The Extra Power Of Google Analytics

Google Analytics provides funnel reports that show the clear funnel through which your digital marketing processes are going. You can see exactly where the loopholes are and see what’s to be done to fix them.

Q&A During Hangouts Session:

Google Hangouts QnA

Google Hangouts QnA

Q: What is the methodology to identify premium customers from analytics?

A: To identify premium customers you need to see where they are and what they’re buying. If a customer is going for offers, you can know that they’re looking for value for money. By tracking which of your customers are looking up for premium products you can find out their location, IP addresses and other details. Targeting them further through remarketing is a good strategy.

Q: How data-driven approach helps in digital analytics?

A: Data never lies. This data really helps in creating good marketing strategies for your business. So, using Google Analytics helps you bring a remarkable improvement in your marketing and acquisition strategies.

Q: How does Google identify the experience of a visitor on a website?

A: Time spent on a website, how many times a person returns on website and psychographic segmentation are some of the factors with which Google identifies the user experience. With the help of social media, positive and negative comments about your product, reviews and other such details can be tracked by Google and accordingly it knows the user experience of your website. It’s not only in terms of how people are interacting or how many conversions you’re getting that affects your search engine ranking. All this directly affects your prospects.

Q: How to track a registered user with the user ID feature of Google Analytics?

A: This can be done through Customer Dimension. Whenever somebody logs in you can track their user ID or a matching hexadecimal code that can be masked.

Q: Can we measure the time of video and audio played?

A: JavaScript puts dynamism on your website by tracking all interactions on your website. You can place a code which will be fired whenever your video is played. You can set the frequency of firing the code like every ten minutes, half-length of the video, full video and so on. This helps in tracking what portion of the video is being watched and what effect it has on conversions.

Q: How to analyze app data?

A: Google Analytics has different kinds of tracking code for mobile sites, desktop websites, android apps and so on. The code will be in different languages. With the help of this code for your app you can track your app data too.

Q: How do we implement segmentation for goals?

A: Go to Conversions -> Goals -> Overview and you can see how your segmented users are behaving. You can see how many people from various locations have achieved the goals, what kind of revenues you are getting and so on. You can also select a particular goal and see the data for that goal as well.

Q: While setting up goals what is the importance of specifying URL “equals to”?

A: It is to set your final destination page. When somebody reaches a particular destination page then only your conversion is completed, not before that.

Q: How to track e-commerce conversions using Google Analytics?

A: Within admin, you need to make sure that e-commerce settings are on. You also have to implement the different e-commerce codes on your website, mobile apps, blogs, forums, responsive websites and all digital platforms.

Q: How to create a view for a specific channel like Facebook?

A: Google Analytics offers you three hierarchies which are

  • Account: Every organization can have only one account.
  • Property: Each organization can have multiple digital platforms.
  • View: Each property can have multiple views. These views are to segment data based on who can see your data (as in case of employee hierarchy) within an account to maintain data integrity. To implement this, you can go to Filters and set filters as to who can see the data from Facebook or other channels.

Image credits: www.marketingtechblog.com, www.pymnts.com, blogs.sas.com, kmcanul1.wordpress.com, ros.org

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