Much has changed since Google first launched Google Analytics (GA) more than a decade ago. If you’re responsible for your organization’s digital marketing, you’re probably already familiar with some of its basic functions. Yet, there have been updates and it’s always beneficial for a refresher when it comes to these valuable tools.
Get to Know Audience Insights
Audience Insights can help you make more informed decisions when it comes to your digital marketing campaigns. The tool allows you to reach people based on their specific interests as they browse pages, videos, and content across YouTube and the Google Display Network. Once you’re able to identify the audience segments that generate the most conversions (i.e. Leads or Sales), then you can target those specific segments in your online advertising campaigns.
Familiarize Yourself with These Other Reports
There is a tremendous amount of data that can be generated from reports created through GA. Each one can help you better understand your web traffic. These include:
- Source/medium reports – Provides information on who is visiting your website and their behaviors, including how long they spend on your site and how many pages they view.
- Audience acquisition reports – Offers you a view of what channels are bringing you traffic so that you can evaluate your qualitative metrics.
- Content report – Gives an overview of the pages on your site and the performance of each page, including whether or not these pages are leading to conversions.
- Funnel reports – Also referred to as goal flow reports, these let you look at how your site’s users flow through a process, such as the order in which they view your site’s pages. From this data, you can determine where you may be seeing traffic drop off and areas you can improve.
- Use GAChecker – GAChecker.com crawls your site and creates a spreadsheet of missing Analytics and AdWords tags. This useful tool makes sure all your pages have the right code in place so you can accurately track visitors.
Link Your Google AdWords with GA
Do you have a Google AdWords account? If so, you will want to link this with GA so that the two can feed and inform each other. By doing so, you can gain a much better view into your campaign performance.
Leverage the Tutorials
Google Analytics Academy provides a wealth of information to help you improve the success of your website. There are intro videos on how the platform works, along with tutorials on how to install tracking tags, work with reports and even set goals.
Although Google Analytics certainly provides you with information about how your site has already performed, its real value is in providing predictive and prescriptive insights to guide the decisions you make as your website continues to evolve. By using it to help drive your decisions, you can make intelligent modifications based on measurable data.
How have you used audience insight reports to help improve your results?