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Learn To Do Smarter Web Data Analysis

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Learn how to do smarter web data analysis with these simple tricks to extract meaningful IABI (Insights, Actions the leadership should take, Business Impact) data.

We are all aware of Pareto’s Principle – the 80/20 rule, and it applies perfectly even to web data analysis. In most of the tools we use for analysis, we use only 20% of the features for 80% of our analysis. But, there are so many other features that we do not pay attention to that could help us do our analysis easily and effortlessly. We will focus on Google Analytics tool, but most of the other tools have these features as well.

  1. Real-Time reports

Although not unknown, the real-time report is an impressive feature in Google Analytics where you can view what is happening on your website RIGHT NOW. Yes, it tells you all about how many users are logged on, from what type of device, which page are they on. It is a fascinating feature especially when you consider that the data is segmented across multiple dimensions. This feature is useful for those organisations that can take decisions from the real time data because it shows more about the activity rather than any value.

Google web analytics

  1. Affinity and In-Market Segments : Know your audience better

The Affinity category and the In-Market segment give us a better understanding of the visitors engaging with us on our website. This data complements the behavioural data that Google Analytics provides (which pages are being viewed, internal search keywords being used, which products are put in cart and abandoned, etc). It simply helps in knowing and understanding our audiences better.

The Affinity category shows the lifestyle preference of the audience. Armed with this knowledge we can give tailored social media content or blogs that can cater to these specific lifestyles.

The In-market segment identifies the purchase interest of the website audience, what they are researching for and purchasing. Knowledge of this data helps with forming an advertising strategy – content, target, etc.

This gem of a feature needs to be turned on in the Google Analytics account to view the valuable insights.

 Google web analytics

  1. Shortcut to save your complex report views

A lot of organisations deliberately avoid the reporting feature and jump into analysis. They end up doing this because they don’t want to customize their report each time to give the analysis they need. The standard way to get the analysis you need is to start with a standard report and apply relevant filters according to your need, and end up with the analysis of the filtered data. But, then this did not get saved until recently when the Google Analytics team introduced the shortcut feature.

Now, you go through this only once and then hit on the shortcut button which is right under the name of the report. This way you can always come back to it at a later stage and get updated reports for the latest time period.

 Google web analytics

  1. Custom Dimensions

If you want to make the Google Analytics dataset unique to your organisation, then you should use the custom dimensions feature. To use custom dimensions might requie technical help from a Google Analytics Certified Professional (GACP) which is totally substantiated by the IABI insights provided through it.

For example, if your website is a content oriented site, then you can segregate your data by content type, authors, subscribers, non-subscribers, active users who comment vs. those who do not comment but are active. Or if yours is an e-commerce site, you can custom dimensions like users who have purchased multiple numbers of times, details related to the cart or checkout, any campaigns you are running for upselling or discounting a product, the possibilities are just endless.

This feature helps you deliver impactful insights pertaining to the website.

 Google web analytics

  1. Path Length & Time Lag

The Path length is a vital feature for e-commerce companies. It gives you insights into how many visits or sessions did it take a user to convert.


In this above report for example, approximately 40% converted on first visit but it took more than one visit for 60% of the users to convert. So, you should have a user experience such that it incentivizes the customer to come again (it could be to register, save a wishlist, opening of an account). Or you could change landing pages such that instead of having only a Buy button, it has two or three steps till the Buy button. The option of saving carts is a good idea to have a user return to the website. In case of non-availability of a product, permission to send an email as soon as it is in stock could be another way to get users to return.

Similar to Path length is the Time Lag feature. Instead of how many sessions till conversion, it shows how many days it took a user to convert.


Both features together can help you to shift your marketing and sales strategy in a heartbeat as per the customers’ expectations.

There are many other such valuable features which can help you use Google Analytics smartly to get better IABI insights.

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