The Google Analytics is a web analytics platform most used on the Internet. According to Google, the platform is present in more than 10 million sites today. In addition to being very easy to install and collect a multitude of data and insights, it is free.
However, this multitude of data has its ‘price’ for the user. The GA has greatly improved its interface, but it is easy for the average user to get lost in the tool and not take advantage of their full potential.
As our Marketing team uses many daily Analytics features, we did a post with six simple things that can help users do more in-depth analysis, extract more insights and still save a lot of time in this process.
The first essential tip are secondary dimensions. It is something relatively simple and already delivers a lot of value to anyone who is considering. Though simple, most people I talk to do not know how to use right or do not even know this feature exists.
Before speaking of the secondary, let’s talk first primary. That’s the part that most people are more familiar. Roughly speaking, it is the main parameter that you want to analyze, such as “pages”, “source” and “campaign”. When selecting some primary dimension (such as “pages”), will see the performance numbers of all my pages, and the number of visitors, average time, bounce rate, etc.
Secondary dimensions allow further analyzes in the primary dimensions. By selecting a particular primary property (eg the page ‘/ blog’), you can use the secondary dimensions, which open several possibilities for analysis.
Primary Dimension: Home -> shows a list of pages and performance per page
A click on the ‘/ blog’ and select the secondary dimension “type of traffic” -> shows the distribution of visits to the blog according to the type of traffic source (organic, direct, referral, social, etc.).
Google Analytics also provides a fantastic way to measure the results of marketing actions of your business: setting targets ( goals ). For each objective (download materials, visit to a specific page, etc.) you can set a goal and then draw important insights for decision making.
The options provided by GA goals are:
The great advantage of setting these goals is able to cross them with virtually any other information brought by Google Analytics. A practical example of a goal that we use very often here at Digital Results is filling out a form on some Landing Page. Whenever a Landing Page is filled, we achieved a conversion, goal we set in GA.
Thus, we follow some reports like:
To create a goal, go to the Administration tab and then choose the account, and the view of the property to which you want to set a goal, click Targets and then New Goal:
Select the type of goal you want to create and follow the steps indicated by the GA. In the example below, I teach to create a conversion goal in Landing Pages created by the RD Station.
Give a name to the target, select the Destination option and click Next Step. On the next screen, select the Regular expression option and, in the text box, place / conversion
Create a goal and start to collect data for analysis.
Just to be clear, the regular expression option refers to an expression that can appear in several different URLs. This way, you do not need to create several goals to measure several pages.
In the case of Landing Pages RD Station, each conversion generates a view in “address-of-lp / conversion.” In practice this means that all Leads undergo this “invisible” page after converting and this generates the conversion in Analytics.
Want to view the goal in practice? See conversions from each page of the site going to report on the Reports tab and then Behavior> Site Content> Landing Pages. Just above the table, to the right, you should already see the option to choose the goal you set (if not already there).
This report shows, for each page of the site, how many people have accessed this page and, from there, how many converted.
One of the possibilities that Google Analytics offers is performing A / B tests, which allow you to test hypotheses and validate changes to your site.
Not long ago we post here on the blog teaching how to use Google Analytics to make these tests: How to make an A / B test in Google Analytics
One of the great advantages of Digital Marketing is the ability to measure the return on investment of marketing actions. To help with this, it is very common to separate these actions by campaigns. And that follow-up actions and campaigns that Google Analytics can help you measure.
Imagine that you are making a specific campaign Christmas. In this campaign, you make some submissions email marketing, buying ads on Adwords and Facebook Ads, purchase banner space on a site and makes a series of guest blog posts.
The great aim of all these actions is to bring traffic and convert those visitors into Leads.
Through traceable URLs that explained in the post URL Builder: Learn to use Google URL builder in 5 steps , you can group all these specific actions on a campaign and see how many visits and conversions it generated.
Dashboards can translate as a control panel, or a compiled the key information and metrics of your business. They are essential for anyone working with quantitative data, facilitating the monitoring of key metrics and have a vision of the whole.
In GA we find a plethora of metrics, but some are much more strategic to your business than others. Therefore, Google allows you to choose yourself what will be the first information you see when logging into your account.
Building Dashboard in GA comes down basically to add widgets, which are interfaces created by Google itself for tracking numbers. You only need to know what track and assemble widgets according to your need.
The GA also provides the ability to import Dashboards built by others, provided that they have been made publicly available. The very Solucions Google gallery has a number of Dashboards organized by company type and purpose for you to use on your own.
Some possible examples are schedules for new users, sessions geomaps and bar graphs for page bounce rate.
An alternative solution for those looking for convenience and even deeper analysis is the use of specialized software, such as Marketing BI, part of the RD Station . There you will find all key metrics related to your business, acquisition campaigns and channels, and goes far beyond what the GA itself
This tip is a little more advanced, since it needs the help of a developer or someone who has a sense code.
With knowledge of the pages your users visit, it is very important to understand how these users interact with your site, which buttons are clicked, which menus are opened and under what circumstances these events occur. This will manage to bring a wealth of much greater information for analysis.
To find this information, the GA allows you to configure in detail what will be collected through events. These events are monitored by Google Analytics and organized according to the parameters that have been set.
Some events of applications:
To set up, define which events you want to pass the measure and pass the following link to your programmer (or company that takes care of your site): https://support.google.com/analytics/answer/1033068?hl=pt- BR .
Viewing events in Google Analytics
To view the sent events, see ‘Behavior’ -> ‘Events’ -> ‘Overview’
Thus, we can analyze the events organized in categories, actions or subtitles. In the figure below show the case listing the events per share:
By clicking on any of these events, the elements are listed as well as other Google Analytics tables, with export possibilities tables in .csv, secondary dimensions, etc.
There are still many possibilities for analysis within Google Analytics, but doing well done basic already can help your company find great opportunities for optimization and improvement. I speak better about the potential of doing analysis and improvements in post: Analysis and constant improvement: the way to grow 30 times in three years