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4 Google Analytics Tips To Understand The Business Better

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Google Analytics has immense potential in helping an organization to resolve all their issues and helps in taking many strategic decisions. Unfortunately, this analytical tool is not exploited to its fullest ability. The reason behind this could be lack of knowledge or mere carelessness from the organization’s side.

Google Analytics is a complete package with so many features bundled in it. Using Google Analytics for merely checking the website or blog traffic will be an injustice towards this mighty tool. Google Analytics has many interesting features which are capable of giving deeper insight about a page like demographic data, visitor’s behaviour, goal performance, monitoring all the activities on the website, conversion paths, traffic patterns and much more.

The following are the four important Google Analytics tips that can help a user to understand their business better:

1. Audience Data

Using custom segments in Google Analytics is a common practice. The feature helps the user to segment their web page visitors based on demography like location, age, gender, likes, dislikes etc. This feature can be made even more effective by adding audience reporting view. This add-on feature will let the user understand the user’s interaction and activities on the website.

This feature can be accessed under Audience>> Interests>> Overview.

The report generated under this section will display three important aspects namely Affinity Categories, In-Market Segments and Other Categories. This report will help the user to identify user interests on the website and in-market segment. Apart from this, the user can identify typical visitors, their behaviour on the website, age, gender etc.

When all these data are collected, the next step is to generate custom segments. Google Analytics allows the user to generate custom segments as per their requirement and interest. Custom visitor segment can then be tracked against various goals set by user. This can be accessed under Audience Reporting>> click on the downward arrow available at the left of All Sessions. The user can also create custom segment based on demographic data. The next step is to give a name to the Custom Segment and to save it. Custom segment will give better insight about the website traffic making it easier for the user to interpret.

2. Set Value to Goals

Google Analytics allows the user to set up Goals. If the user does not set up Goals, then the metrics generated by Google Analytics will not give a detailed insight about the web page.

Apart from setting Goals, it is also important to give a monetary value to these goals. Goal Flow Report generated by Google Analytics will help the user to understand major traffic sources, exit pages etc. When goals are given a monetary value, it becomes easier to the marketer to understand the amount of money that is being lost when people exit the funnel.

When Page Value metric in traffic score card is viewed, it will indicate financial value against the goal value of a page. If the user has not assigned any value to the Goals, this column will show value as zero.

To Assign a Goal, user will have to go to Admin section>> Click Goals. The window that pops out, will display all the Goals set by the user. Here, the user can assign a monetary value to the Goal.

Assigning a monetary value to various Goals and analysing these data will help the marketer to improve their website further which will result in improved conversions.

3. Conversion Paths

Conversion Path indicates the series of steps that a visitor takes when they enter a website. The path will definitely differ with each visitor. As a result, it is important to understand the most popular path and analyse them.

Google Analytics allows the user to understand various conversion paths giving a complete insight into visitor’s behaviour. The conversion path may be very simple or complex and Google Analytics helps in tracking all of them.

In order to access this feature, the user will have to go to Conversion reports>> Top Conversion Path Section. This will give a complete report on conversions, multi-channel funnels and top conversion paths. By default, top 10 conversion paths are displayed in the report. The number of rows can be modified depending upon the requirement.

The report will let the user know various effective conversion paths like direct visits, through search engines, display ads, direct search which led the visitor to display ad, organic searches etc. The top conversion path can be integrated with keyword path which will give additional insight into the performances of various channels.

4. Historical Traffic Trends

While analysing traffic trends on a website, users generally restrict themselves by focussing on current trends. But it is advisable that past traffic trends also be considered in the analysis. This will help the user to get an insight about the trends over a period of time. This will in turn help the user to make many strategic decisions. This will let the user know, the changing trends in the traffic. This feature can be accessed under Data Range Dialog box>> Compare to previous period tool.

User can specify the date range and click on filter, it will generate a report specifying the traffic trends for that particular period. While using this feature the user must specify custom date range with matching days of the week. This will give two identical graph and to achieve this the date range will have to be entered manually rather than clicking on a start date. One must be very careful while deciding the date range or else it may lead to lot of variance in the data generated.

It is very important to understand and analyse each and every minute aspect of a website. Google Analytics is also capable of helping users in identifying any unusual activity happening on the website. In order to track any kind of important event happening on the website, user can set their own intelligence events which will send alert messages and notify the user. There are many such hidden features with Google Analytics. Users will be astonished to know that a lot can be achieved using this powerful tool. Businesses will truly benefit by implementing Google Analytics which will help them understand their activities better.

  • web-analytics

  • There is 1 comment

    • 4 years ago

      Shital Kalamkar   /   Reply

      Google analytics, consider almost all major and minor factors that affecting website for analysis. It has many hidden features which are really useful for business. Before using Google analytics one should study all features and then apply it. It will not only help to analyse present trends but also help to compare it with past trends.

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