6 Tips to Extract from Google Analytics

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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.

1 – Secondary Dimensions

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.

primary dimensions

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:

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.

For example:

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.).


2 – Goals

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:

  • Destination – means that the target will be met every visit to the page you set. For example, you can set the target will be achieved when someone visits a purchase confirmation page, or a thank you page material.
  • Duration – the target be met when the time spent on a particular page was larger than the set time. For example, if you have a page with a video telling a case study and this video has three minutes, you can set a goal adequate time for the remaining cooking time.
  • Pages / Screens per session – In this case, the goal will be achieved when a visitor pass over X screens. For example, if one of the goals of the website or your company’s blog is engagement with content and this content is paginated, you can choose to measure it that way.
  • Event – explain a little more about GA events in the next section, but it is basically “something that happens” on the site. The possibilities here are many. For example, clicking on a call-to-action specific, filling out a form, click a play a video, click on a button to perform a download, etc.

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:

  • How many conversions particular email campaign brought – so we measure the effectiveness of each material sent to Leads base;
  • How many conversions had from visitors from Google – so we see which pages are bringing more organic visitors and how many conversions it is generating;
  • How many conversions had media of visitors paid – in this way we see how much it is costing the conversion into each material and each campaign.

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.

3 – Making Test AB

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

4 – Monitor campaigns

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.


5 – Create dashboard

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

6 – Monitoring Events

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:

  • Buttons and menus – monitor clicks of the content offered by your site, understanding what buttons and features are better to optimize for conversions, and measure the click rate by opening the menu.
  • Viewing videos – start events, end and pause the video, understanding which video moments cause more outlets.
  • Maps – for local businesses, when you search for a route to your company is sent an event with the position of the start of the route, so you understand which parts of your city your customers are not asking for the address on forms.
  • Interactions with popups – Similarly, it is important to know how the popups are bringing results, and thus determine the exact moment that it should appear, to understand the reasons that make visitors click or not.
  • Errors in forms – when a user tries to send the results of the form is sent an event with the problematic fields, including which fields generate more friction for conversion.

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