Google Analytics is an extremely helpful tool that allows you to build insights about your audience and improve their experience on your website. All within one tool, you can analyze traffic coming to your site, map out where your visitors are going and how they got there, and even attribute conversions. With so many features available, it can be a challenge to know where to start to maximize your analytical scope. Read on to find some tips and tricks to get the most out of your time in Google Analytics.
Create Custom Dashboards
Let's say your monthly analytics reporting always includes total sessions, device type, user type, and location. Save yourself the trouble of tabbing between Audience, Demographics, Technology, etc. and set up a Dashboard with all of the data points you'd like to report on in one place.
You can take this a step further by applying different Audience Segments (outlined in our next point) to see how different types of visitors are interacting with your high priority metrics.
Check out how to create Custom Dashboards here.
Create Audience Segments
When marketing to your customers, it's crucial to know who you're talking to. Segments can be created off of three factors:
- Users - previously made a purchase, new visitors vs. returning visitors, or users who added items to their cart but did not complete the purchase
- Sessions - sessions that began on a certain page, or sessions that originated from a specific campaign
- Hits - certain interactions like pageviews, events, and transactions
Once you've created audience segments, you have the power to see where specific groups came from, and what path they took through your website. For example, if you're running 2 different Adwords campaigns, tracking these campaigns through segmentation will allow you to isolate how visitors are engaging once they get to your website. You may also be able to see which campaign is performing better.
Check out how to create Audience Segments here.
Create Goals to Keep an Eye on What's Important to Your Business
Goals can be created off of URLs, Time, Pages/Visit, and Events.
If your website objective is for visitors to arrive on your website, research your business, and then fill out the Contact Us form to begin the business/client relationship, you can track all of these items by creating goals.
For example, if information gathering is crucial to your buyer's process, you'll want visitors to spend a certain amount of time on your website. You can create a goal that fires whenever visitors spend more than, say, 60 seconds on your website. If a small percentage of visitors are reaching that threshold, then you can use that knowledge to tailor what kind of information visitors are seeing, and how they're accessing that information.
Check out how to create goals here.
With a little bit of customization, Google Analytics will go great lengths to drive insights about your audiences and how to improve your user experience. If you've started on your analytical adventure and need help making necessary changes to your website, let's get in touch. Building beautiful and easy to manage websites is one of the things we love to do!