Google Analytics proves to be one of the strongest web analytics service with tremendously valuable information in a simple freemium model. Not only us, but the marketing professionals globally adore the analytical reports and data information generated by Google Analytics features. But before we jump onto the numerical world, lets quickly clear our basics.
What is Google Analytics?
Google Analytics is a web service for the purpose of understanding and intelligently optimizing the data usage simply by measuring, collecting, reporting and analyzing.
Why do we need to understand the web data?
In this competitive business environment, whether you are a small, mid-size or a big firm, we are constantly creating strategies over strategies and spending insane budgets on the marketing campaigns which might (in most cases) be attracting the wrong type of audience. Then, what’s the point of writing so much? Here is the thing.
To control the situation, this intelligently crafted program has completely changed the way we used to learn the market. Let’s assume you have an e-commerce portal of beautiful artifacts, you should ideally research the business aspects of your product and the market after the launch. Google Analytics features let you learn the exact needs and behavior of your customers with tables and numbers. There isn’t any scope of doubt in it. Google Analytics lets you study every single move your customer make on the web and literally reads their mind to give you better and better results.
Despite this, we also won’t deny the fact that Google Analytics portal sometimes become quite overwhelming for many newbies in the marketing game with its plethora of information and people mostly end up asking questions like: “How does Google Analytics features really work?”
With the heaps of data, sometimes things go down in a rabbit hole even after having all the right intentions and motivation. To avoid a confusing scenario, we have enlisted the most effective google analytics tactics for your company’s growth.
Define Google Analytics Goals for Your Business
What are Google Analytics goals? Google goals signify the target set by the google analytics account holder as per their business success parameter. To exemplify the goals, it would be buying a product in an e-commerce site and filling a contact information form for a service-based site.
In simple words, goals track how and when visitors complete the expected actions set by the business and completion of the action is called conversion.
Google analytics report provides you with the number of conversions as well as the percentage of the conversions (known as the conversion rate).
You can set up maximum 20 goals per view, but they should be legitimate goals as it helps in making the GA tool much more usable.
To create goals, you need to click on the ‘ADMIN’.
Then, in the 3rd column, click on ‘Goals’.
You can create your goals here.
Apart from this, you can also use the “funnel” option which helps you to identify every step your buyer is making before reaching the final goal. You understand your buyers better and can make amendments in your business as per their behavior.
Our advice is to carefully set goals which would be relevant to your business and plays a direct role in the marketing strategies.
Psychographics and Demographics
This Google Analytics feature has done an impressive job with the demographics that have enhanced the marketing game so high.
GA demonstrate some basic psychographic results too, but very few marketers reap benefits out of this. However, every business should explore the psychographic feature as it tells more about the customer’s interests, lifestyle, and values which could help in increasing the conversions.
Getting back to the demographics, it gives you the more detailed report of the age group and gender.
To analyze the details about your website demographic details, click on the ‘AUDIENCE’ -> Demographics -> Overview. You would see the data in the simplified charts for AGE:
And, for Gender:
Another tab provides geographical details such as “which country are they from” or “what language do they speak”.
This information might sound little basic, but sometimes these attributes help in aligning the shape of your marketing strategies and agendas. It also helps you to figure out if you are getting right traffic on your website, if not, then you can decide if you want to change your strategies accordingly.
How Exactly Audience Has Reached Your Website?
Referral traffic report is a vital information in driving a successful marketing plan. This should be a mandatory pit stop for all the marketers to understand where exactly the traffic is coming from or what is the influence.
To be clearer, the referral is a page that brings the traffic to your website. If, for example, someone clicks on your blog link at Facebook which directs them to your website, then the URL of that post would be the referral. Subsequently, GA would smartly track down the bounce rate (visitors who haven’t spent much time on your website), the percentage of new visitors’ and an average time spent by the visitors from the referral pages.
Path for the referral page: ACQUISITION -> All Traffic -> Referrals.
Move down to the table and you would find all the referral sites sending visitors to your site.
You must be thinking that how does this help.
Let’s assume that a popular blogging site has featured your e-commerce product, and this brings you many visitors who end up buying your product which means conversion.
It helps in reading and understanding your target audience from the featured blog. For example, things like, what type of content people are liking, are the images better or the punch lines, whether you should invest in influencer marketing or endorsing on popular bloggers pages etc.
Referrals help you in improving your online marketing strategies for achieving your business goals.
Find the Right Keywords
Your web content gets visibility on google with the ‘right’ keywords embedded in your website. Sometimes it becomes a riddle to figure out which type of keywords are ranking better for your website, even though you have an evolved keyword optimization tool. At times, the least expected keywords bring in the higher traffic.
If you figure out what works the best for you, you can plan and strengthen your SEO strategies around required the keywords to get the higher rate of conversions.
Marketers can invest in the correct search words to reach the bigger pool of audience with the calculative strategy.
This particular Google Analytics feature gives you an easy way to find the keywords right for your business. To look for the report, click on ACQUISITION -> Overview and scroll down to the below table.
You would get to see the acquisition, behavior, and conversions of your goals through this analytical representation.
Click on the Organic Search and you would see a table of keywords bringing in traffic and conversion rate. However, the keyword data reports might not work for you because sometimes you see the majority of the keywords as (not provided).
But it gives you the clear idea of the terms(keywords) people are using before reaching your website.
This helps you in identifying the keywords which are already bringing in traffic and you can scrutinize that keyword for your business.
Traffic Bounce Back
Most websites have huge traffic but low conversion rate, this means people are visiting the website and unable to find what they want.
Bounce rate is “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.”
Even if you analyze the higher bounce rate at your website, you don’t really understand why it happened. That’s where Google Analytics features come as a savior.
GA helps you to go deeper and understand the psyche of your audience. To figure that out, you should go to Behavior -> Site Content -> All Pages.
You need to analyze the bounce rate for every page and check for the traffic optimization. You should try changing your content approach or maybe unnecessary call-to-actions and pop-ups are shooing away your visitors. There isn’t any defined way to diagnose the flaws. You have to try different ways until you come to a conclusion about the problem.
Google Analytics is a magic tool which gives you in-depth metrics for every move on your website. Whether you are new or an old marketing geek, practicing the above five effective features would direct your business towards the success.
BluEnt is a digital media company based in New York City. We have assisted our clients with the tailor-made strategies for achieving the higher conversion rate and successful brand awareness. To know more about us, click here.
Maximum Value. Achieved.