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4 Very Helpful Google Analytics Tips For Small Size Businesses

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A lot of the small business owners have now suddenly realized the potential of using data analytics on their websites. Those who are tech savvy have it very easy to integrate their business decisions using information from the analytics reports.

But, there are a larger number of businesses that have come online and on analytics because someone told it is useful. And thus, now you have a webpage and an analytics account but all you do is see the overall page views and bounce rate at most. Because there is so much information available and you don’t realise what you need to look for, so it stops there.

Here are 4 very helpful Google Analytics tips for small businesses that will get you started and begin using it to make better business decisions.

Tip 1: Create a raw profile

Although this sounds very easy, is one of the most important tips. Creating a raw data profile can be considered to be one of your most intelligent decisions. Raw data means all the data that is getting collected for your website; it is like an ocean of information collected through your website, for your website. Losing this data, or putting filters on raw data means that you are letting information go. Even though you feel that at this point you do not need insights of a particular geo-location, it doesn’t mean you stop collecting it. It might come useful later and then it would be a regretful decision if you cannot fetch that data. So, it is advisable to create a raw profile which can also be seen as your backup of data. You never, I repeat, NEVER put filters on raw data unless you are 100% sure that your business will not need that information ever.

Besides that, you may create additional profiles pertaining to your current market segment and target audience with relevant filters, so that you get to see only the information relevant to your business.

Image 1: Setting up a Raw Profile in Google Analytics

Tip 2: Filtering out your own traffic

The best of us end up visiting our own website time and again, be it for whatever reasons. Your visit also gets added as a page visit on google analytics and that can mess up with your analysis. It will lead to an artificial inflation of data. The smarter thing to do is to create a filter on your master profile to exclude you and your employees IP addresses.

  1. First, go to the Admin button in the top right of the orange header bar in Google Analytics.
  2. Click the drop down and select “Create new view”.
  3. Name the filter. Something like “Exclude Internal” and set the time zone to the same time zone as your other profiles.
  4. You will be directed to the new view page. Now click on “Filters” and select “+ New Filter”
  5. Name this filter, something like “Exclude my IP” or “Exclude Company IP”
  6. Change the drop down boxes to read “Exclude” “traffic from the IP addresses” “that are equal to”
  7. Key in your IP Address the box.

Now, your new profile will exclude all hits from your company IP addresses and your data set will not be inflated.

Image 2: Creating Filter to Exclude your IP Address

Tip 3: Internal Site Search

Google Analytics doesn’t show the keywords used to find your website through Google search. But, you can still get valuable keyword data into your analytics account by tracking your on-site search functionality. This data can be viewed by doing the following –

  1. Go to the “Admin” button and to the main admin screen. Go to new “Exclude Internal” profile.
  2. Click on “View Settings” in the right under the drop down box. At the bottom you will see Site Search Settings. Turn them on.
  3. In the Query Parameter area put your query parameter S, or Q, or keyword, or query, whatever it is. Click the check box to strip the query parameters out of the URL.
  4. By enabling site search in Google Analytics, you can now track the search terms visitors use on your site search.

Image 3: Enable Internal Site Search Tracking

This is useful because you will know what your users are looking for in your site or maybe searching for something that is difficult to find in the website. So, you can do better site optimization to give easy access to relevant data.

Tip 4: Defining your website goals

Now, you will have clean data that you can glean information from. But, there’s one more helpful tip to implement before you can actually say confidently that you are a Google Analytics user and make decisions using the analytics report.

You need to define your website goals. For e-commerce, it would be making payment. Most small businesses will not have this though. Most of them will have a contact us form that needs to be filled or request brochure. If this is so, then your website goal is lead generation. If you are just a blog site, then more hits on your page is your goal.

You must have at least one goal to justify using Google Analytics for your website. Let us assume the goal to be filling up of a request brochure form. Now your URL for this “Contact Us” form would be ending up in something like this “”. On submission, it should redirect to a page ending with “”. If it doesn’t, make sure it does, otherwise tracking your goal will be difficult.

  1. Go to the Admin section and in the right column, under your main profile, you should see “Goals”. Click on it.
  2. Click on the “Create a Goal” button and then on the “Custom” option.
  3. Name the goal something like “Contact Us”.
  4. Leave the option button here as “Destination” and click next.
  5. In Goal details, for the destination field you will put the URL where the user will end up after filling of form. In our example we would put “/thanks.html”.
  6. You can assign a monetary value to your goal, if you know the monetary benefit of the conversion to you. Or you can leave it off.
  7. For the funnel, toggle it to on. Name the step here “Contact Form” and then put in the initial page of the form such as “contact.html”. The funnel toggle is necessary to be on since you don’t want people landing on the thank you page directly to be considered as goal completions Only those who filled out the form and then redirected are to be considered as goals.
  8. Click Create Goal.

Image 4: Setting up a Website Goal

Now you can measure accurately if your website is accomplishing what you intended it for.

Google Analytics can be used in more ways than this, but as a basic user, this should be sufficient till you feel adventurous enough to go even further.

Image Credits: cxfocus, creare, amazeemetrics, lunametrics

  • web-analytics

  • There is 1 comment

    • 4 years ago

      TapAnalytic   /   Reply

      These are some really good tips. They are neat and straight forward.

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