How to use Google Analytics more effectively
Google Analytics is constantly releasing new features that make the work even clearer and more useful. Recently, trends are shifting after the global user preferences – many innovations are taking place in the field of mobile and YouTube analytics. Lately, a lot of Google Analytics features have been made, related to enhanced e-commerce, metrics and valuations. On average, Internet marketers and SEO specialists are using Google Analytics capabilities only for 20%. In order to make your main analytical tool more actionable from this perspective, there is no need to pay for updating, research a lot of papers and instructions, but just to take into account and try to focus on and use these some hidden functions in order to improve the performance of your website and its Search Engine Optiаmization. Regardless of how long you use the analytical tool, it is always useful to get acquainted with it again and understand which of the functions have escaped your field of your vision. Let’s explore more on, How to use Google Analytics more Effectively!
5 Tips to use Google Analytics more Effectively
Professionals who spend most of their working hours behind the Google Analytics dashboard have learned how to build cohorts through segmentation. Those who are especially timid to graphical representations built the entire mechanism of cohort analysis using Excel. Such persistence is explained by the fact that cohort analysis is claimed by marketers and business owners. It allows you to segment users in a special way and builds clusters. These are special groups of users, united by one property (for example, those who came to the site from the tablet PC in the period from July 2 to July 5, when the coupon was valid for 50% of the discount). Cohort analysis will help you to see the characteristics of the behavior (duration of visits, views, profitability) of such users in each time interval. This is especially valuable for determining the profitability for regular/new customers in the online store.
In Google Analytics, there is only one type of cohort – by the date of the first visit. However, the interface in the form of a drop-down list leaves hope for the appearance of other built-in types. The size of the cohort is determined by days, weeks and months.
2.Additional Analysis of Interests and Behavior
At the moment, Google itself pays much attention to issues of users’ behavior on sites. And this information is much more crucial than the demographic data (age, sex, income), which are so useful for marketers. Therefore, one of the “hidden pearls” of Google Analytics tracking is an analysis of the composition of the audience present in the market and the identification of groups of users by interest. The report “Affinity & In-Market Segments” allows you to better understand the people with whom we coexist on the Internet. This information perfectly complements the data on the behavior of users on the site (which pages are viewed by people, what they are looking for with internal search, what products are removed from the baskets). “Affinity-category” differentiates visitors to the site in terms of lifestyle and preferences. This immediately shows what kind of content is needed for your site or social networks.
Using custom parameters is a great way to create a unique dataset in your Google Analytics. A simple example is the ability to track whether users entered your site under their account or viewed it without registration. Hypothetically, registered users are your existing customers. The setting is done by adding the program code. Entering a shortcode allows you to customize the data about users at will. Setting up custom parameters requires a little technical work. However, you should spend your time, as a result you will get better information. If you do not have an online store, but a site with content, then the data will be sorted by the names of the authors, the type of content, subscribers, commentators, etc. In the case of the online store, in addition to everything else, you can track customers who make a lot of purchases, learn the detailed information about the goods in the baskets, discover how many orders are accounted for by the same buyer, cross-selling and a million other details.
An analysis related to “pan sessions” (multiple visits to the same user) can be quite informative. Loyalty reports, recent visits, and frequency of visits are excellent examples of pan-session analysis. For the online store, “hidden pearl” is the report on the length of the user’s path – the Multi-Channel Funnels tab. It shows the number of visits (sessions) that the user needed to complete the purchase on the site. The “Assisted Conversions” report is built on the previous method and shows how the marketing channels interact before the conversion occurs. This report collects the results of your marketing activities (email, referrals, advertising) to attract new people to the business, indicating which channels the user interacted with prior to conversion (multi-channel conversions).
You can get maximum with the help of Google Analytics API. But it needs to be said that this will require technical skills. The next “hidden pearl” is the Google Analytics Application Gallery. Here you can find many super-useful applications, with which absolutely any problem is solved. Most often, you need to “pull” the data from Google Analytics. There are tools for automatic site audits. You can be sure that the data collection is correct (try the Check My Analytics application). Here are solutions for creating toolbars and visualization (try Tatvic or NextAnalytics), tools for optimizing search engines (try the Analytics Portfolio). For business and mobile platforms, there are many intelligent options, including integration with e-mail, tag management, e-commerce, and content management.
At the largest marketing conference in Seoul, the head of AdWords, Jerry Dishler, outlined a new way of buying. These are micro-moments, during which there can be spontaneous decisions about buying. Indeed, the reality is changing quite quickly and the task of business analysts is to be able to respond to the challenges of the external environment. To do this, it is crucial to monitor the updates of tools and make corporate data a reliable basis for making managerial decisions.
So are you focus and still sure that your Google Analytics is as actionable as possible? Improve it right now!