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7 Google Analytics Tips For Accurate And Meaningful Data Analysis

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In order to run a website or a marketing campaign successfully, it becomes mandatory to assess their performance time to time. There are various analytical tools available that can be embedded into the website which in turn help the business to understand the performance of their website. The data collected using various analytical tools helps the business to take many of the important decisions.

Google Analytics is one of the widely used analytical tools and has got various interesting features. Many a times people using Google Analytics, do not explore all the features and the tool does not get utilized to its fullest. One would be surprised to know that there are so many salient features in Google Analytics and the data extracted through them when analysed, can change the complete understanding about the website.

The data becomes the core of any analysis and it very important to generate accurate and meaningful data. The following are the 7 Google Analytics tips for accurate and meaningful data analysis:

1. Understand the Sources:

The traffic to a website can be generated through various sources. Businesses use various social networking sites to promote their website and they indulge in many marketing campaigns on various platforms. It becomes very important to understand which platform is acting as the major traffic source, so that the marketer can concentrate more on that particular platform and change strategies on others as well.

Pie charts are of great help to understand the data generated for traffic analysis. The pie chart may include the percentages depicting search traffic, Referral traffic, direct traffic, Campaigns etc. One can go to Traffic Source>>Sources>>Campaigns to get a clear picture of the various sources to the website.

The performance of a search keyword can be analysed using Google Analytical tool and this data can be accessed in all search performance. One can separate out paid and non-paid search traffic in this report. Apart from this, one can also identify better organic keywords, goal value comparisons etc. For an in-depth analysis one can access all traffic sources end to end report.

Landing pages are the pages that appear when a link is clicked. The landing pages decides the destiny of a website. If the landing pages are not great then all the money invested in promotion can be considered waste. A good landing page will result in increased potential customers, higher conversions and higher page score. One can view the landing pages at Content>>Site Content>> Landing pages.

If the bounce rate of a particular page is high then it indicates that there exists some problem with the page. One can work on the problem areas and improve the page. With the google analytics tool one can come to know the visits to a landing page, bounce rate, page value etc.

2. Funnels Report:

Whenever a visitor enters the website there are few set paths or stages which they go through before they buy a product or a service. It is very important to understand this path as it will help the marketer to identify at which point the visitor abandons the website. It will help to decide how the number of text fields can be reduced, when coupons are being used, what is their error message etc.

3. Reports about Mobile Devices:

Mobile devices have stormed our lives and it has to be accepted as a major revolution. Businesses are striving hard to reach out to their customers via any means. Mobile has become the most sought after medium these days. Mobile websites are developed to customise the view on a mobile device making it more convenient to use. Now, the marketers or businesses would like to know about the customers accessing the website using their mobile devices. Google Analytics aids this report generation. One can find this report under Audience>>Mobile>>Devices. One can choose the metric and see the conversion rate. Details like which visitor is accessing the website using a mobile device, which device are they using, sources of traffic etc. can be viewed.

4. In-Page Analytics Report:

Apart from knowing the performance of the whole website in general, it would be really interesting and beneficial to know which section of the website is being viewed maximum and which sections are being ignored. In-page analytics reports brings out all the required details about the website. This feature can be accessed under Traffic Sources>>Content>>In-Page Analytics. Apart from the clicks, In-Page Analytics can also project which link is making how much money. This report can be seen by changing the metric to Goal values.

5. Location Report:

The visitor to a website may come from anywhere. There are no boundaries in the internet world. The marketer may come up with an effective marketing campaign on various social networking sites, but many of them will not be able to understand the spread of their audience base. Google Analytics can help the user to generate a location report. This report tells the user from where exactly the traffic is getting originated. This feature can be accessed under Audience>>Demographics>>Location. One graph will be generated and one can change the metric from visits to Goal conversion rate.

The report will always show the biased value. In order to see other demographic areas, it is necessary to further dig into conversion rates. The report generated can be of great help to bring changes in areas like campaign targets, content development, social strategies, product mix, keywords, search engine optimization etc.

6. Site Search Terms Report:

There would be many visitors using site search engines. It is necessary to know the keywords they type-in to search for certain information on the website. Google Analytics allows the user to determine these keywords. One can access this feature under Content>>Site Search>>Search Terms. This feature is highly underutilized but it may do wonders if tapped.

This report will help the marketer to know the keywords that the user searches which they are not able to view at the first glance, how many keywords have shown the search result as zero which can directly affect the conversion rate, how much money could have been made with the conversion out of those keywords etc. These are some of the key areas which get easily ignored and marketer needs to pay attention to these aspects.

7. Paid Search Report:

AdWords acts as a major source of traffic to the website. Paid advertisements posted on search engines and other platforms can generate a lot of revenue to the business. Google Analytics allows the user to extract this information. The data from AdWords is combined to the site performance data which in turn projects the cost per click and revenue per click. This tool also allows to track down which AdWords are generating good value over others which helps the marketer to alter their strategies as per the requirement.

Google Analytics is an amazing tool and amount of data and reports generated, if analyzed and understood properly, can boost the business.

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