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How To Do Smarter Web Data Analytics

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Any web Analytics software comes with a variety of features and utilities. However, most of the users utilise these features and utilities only partially. If we deep dive into the various features and tools provided by such softwares, we find that our productivity and efficiency would increase immensely.

We take a look at ‘Google Analytics’ as such a tool and see how utilizing its various features ‘ smartly ‘ would greatly benefit the user .

1. Affinity and in – market segments

Google Analytics gives composition of gender , age and interests of your audience . Further GA also gives conversion and engagement metrics of these variables . Further drilling down into the interest or ‘affinity ‘ variable of your audience gives you valuable insights into your audience and in combination with the age and gender variables gives you your target segment . For example , if the age and gender variables determine 18 – 24 year old males as your biggest visitor group , then if you further drill down into the ‘ other category ‘ dimension , you will get more insights about the interests of this group and you can get a composition of the interest categories or ‘ affinities ‘ of this group . This will help you create a better segmentation of your audience . News Junkies , Avid Readers , Technofiles are some of the affinity categories defined by GA . The affinities define the lifestyle of your target audience .
In – market segment determine the product purchase intent of your audience . eg why a particular person is on the web for . The person may be looking for Employment or Travel or Holidays or On line learning .
Thus you can define your high user segment in terms of age , gender , their interests and their lifestyle and define you communications campaign based on these factors .

2. Shortcuts

Shortcuts saves settings of frequently used reports so that you don’t have to reconfigure reports every time you open them . You can apply any setting like adding an advanced segment or a new metric to your report and create a short cut . So every time you need to access the report , you just have to click on the shortcut and get the report in your desired format .

3. Custom Dimensions

One of the most powerful features of GA is ‘ Custom Dimensions ‘ that allows you to combine GA data with non – GA data eg ERP or CRM data . In this way you can combine your customers’ social behaviour and their past purchases from you . You can join various common variables in this way and get more meaningful insights . A very powerful tool indeed !

4. Time Lag and Path Length

The ‘ Time Lag ‘ report measures the number of days from the first user interaction ( click or direct session ) till conversion .
Thus the Time Lag report shows all conversions that occurred from paths 1,2,3 days etc .
The Top Conversion paths show all unique paths ( or sequences of channel interactions ) that lead to conversion . The Path length report shows all the conversions that occur by paths having channel interactions of 1,2,3 etc.
Thus you can get an insight of the number of days it takes for as customer to buy your product since the first engagement and also the number of steps a customer follows till he purchases your product .
Useful data indeed !

5. Assisted Conversions

Any channel interaction may be one of the paths that lead to final conversion or the last conversion preceding the final conversion . Thus GA gives the Assisted conversions and assisted conversion value of sales the channel assisted . GA also gives the Last click or direct conversions or the Last Click value or direct conversions value the channel closed . This gives you insights into the various channels that assist sales and that close the sales .

6. Custom alerts

Alerts inform you when a particular metric exceeds the normal limits of values . You can easily create such ‘ Alerts ‘ and set the action that accompanies the ‘ Alert ‘ e.g. send an email when an Alert is triggered . This automation helps you in monitoring your efforts easily .

7. Download Solutions

GA has a ‘ Solutions Gallery ‘ that contains solutions by various experts on various use cases of GA . Thus you can benefit from the knowledge and research of others . This helps you accelerate your learning and deepen your use of GA .

8. Search Queries

The ‘ Search Analytics ‘ report shows how many times your site appears in Google searches . It shows many valuable results such as ‘ Clicks ( count of clicks from a Google Search results page that landed users on your site ) , ‘ Impressions ( number of times your site appears in one page of search results ) , CTR ( Click through rate – Click count divided by impression count )’ and ‘ Position ( the average position from the topmost result of your site ) .
You can take valuable decisions like improving the position of your website when search keywords are typed etc.

9. GA Application Gallery

This contains many useful and innovative solutions developed by GA partners that are quite helpful to users .

10. Enhanced E – Commerce features

This gives complete and detailed analysis of online purchasing behaviour . Some examples how many times a purchasing cart was initiated , abandoned or completed . Or Economic performance like average no of items in shopping cart and average cart value etc. This is very useful for analyzing e – commerce .

We have given just an introduction of 10 useful features in Google analytics that can increase its effectiveness.

Best way to learn about them is to browse through ‘ Help ‘ or learn from your colleagues and friends or start applying these features in your daily use .

These will definitely improve your understanding about Web Analytics and you can utilize them better. You can also know how to do smarter web data analytics via our Data Analytics course.

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