HOW TO USE GOOGLE ANALYTICS – GETTING STARTED GUIDE
WHAT’S GOOGLE ANALYTICS?
Google Analytics is a web based service offered by Google with free and paid (premium) versions for website owners. The Google Analytics service provides website owners with up-to-date data related to traffic sources, user behaviour, conversions (goals) and more. Some of other web analytics providers include Adobe Analytics, Web Trends, Flurry (mobile analytics) and others.
HOW TO USE GOOGLE ANALYTICS (getting started)
- Create your Google Analytics Account. (If you have already a business Gmail account, you do not need to create a separate account. Ensure the gmail account you use to sign up is not your personal one as you want the account to be for your business and at some point allow other people to have its login details).
- Implement the Google Analytics tracking code. If you have any difficulties I can implement the code for you.
- Link your Google Webmaster Tools account and Google Adwords account into Google Analytics. Google Webmaster tools is will give you data about your site that Google Analytics will not give you such as: a) what terms you are ranking for, b) any technical issues affecting your site being crawled and indexed by Google and other website performance data. It is important you both integrate Webmaster Tools and Adwords into your Google Analytics account ensuring all data is organised and in one place. You might want to also learn more about Google Tag Manager to ensure you are being effective at tracking all your external campaigns generating traffic to your website.
- Know what your top three website conversion points are. Conversion points can be of different types, from can selling specific product ranges (thank you pages needed), getting users to download a report, getting users to fill in a “contact us” form, getting users to call you or to watch a specific piece of content (podcast, video)
- Identify all your conversion levers: traffic sources, top keywords driving conversions, your abandonment rates per check out page.
- Do a cost-benefit analysis to indentify your “low hanging fruit” areas to increase conversions.
- Take advantage of “Custom” reporting to understand performance better with metrics that are important to you.
- Start taking actions, fixing problematic sources of traffic (underperforming channels, keywords, landing pages).
Improve your website conversions by transforming google analytics data into actionable insights.
ANALYSING WEB ANALYTICS DATA
- Acquisition (Sources, geography, Technology, New/Return),
- Actions (Entry Pages, Exit Pages,Most view Content, Page navigation)
- Achievements (Conversions by Source, Conversions by Product categories, Conversion paths, multichannel conversion).
TIP: Businesses should maintain a balance between acquisition channels. The majority of your website traffic should not depend on just one single source of traffic. Some websites have most of their traffic coming from SEO. It might not be a good position specially when Google is refreshing their algorithm quite periodically.
- Mobile traffic tend to convert 1/3 as much as desktop traffic. If most of your converting traffic comes from mobile visits but conversion rate is lower than average site conversion, you might want to push traffic sources at the times when traffic is mostly driven from desktops.
- Link your Webmaster tools with your Google Analytics so you know what keywords are driving traffic to your website. You still will NOT be able to know what keywords are driving conversions. Only businesses who spend on Google Adwords currently have access to keyword data that converts.
ACTIONS – CUSTOMER BEHAVIOUR
- Users do not care about the structure of your website. Important to understand the type of behaviour from a users point (When analysing pages – specially popular pages with high bounce rates – always ask what your users might be looking for)
- Create the first impression: Design and brand elements play a key role here.
- Connect the customer expectation with what the company offers. How did people ended up in that page? are you clearly offering what people are looking for?
- Call to action: ensure your call to action is prominent and clear.
Other tips related to landing pages include:
- For high bouncing rate landing pages, important to check if they are paid visits. Click on the landing page and go to secondary dimension and see sources of traffic (paid).
Factors affecting bounce rate in landing pages:
- Page relevancy
- Page adequacy
- Presence of key information
- Page design
- Content organisation
- Call to action
- Quality of the visitor
- Keywordpage load speed
- Browser compatibility.
TIP: Use the top entrance paths for your most popular landing page to get insights on what sort of content users where looking for.
- A good practise is to group you website pages into Categories in Google Analytics and if you find that most of the traffic is for filtered pages or search results pages then investigate more and find an insight.
- Sometimes you can find that you can add a product category into your website instead of getting people to filtered a set of products.
- Site Search tend to be good for conversions. People who do a search tend to convert more than people who do not search.
SETTING GOALS AND KPI’S THAT DEFINE THE SUCCESS OF YOUR WEBSITE
- TOP LEVEL BUSINESS GOALS MACRO GOALS
Type of goals: a) Sales, b) lead generation – emails, calls -, c) advertising revenue (for publishers) – view more pages – stay longer, d) customer support (faq pages, pdf downloads, etc).
- SECOND LEVEL BUSINESS GOALS – MICRO GOALS: Subscribe, add products to shopping cart, download pdf’s, newsletter sign ups.
THREE BASIC GUIDELINES FOR WEB ANALYTICS
- You need to segment data, aggregates will NOT give you insights.
- You need to build stories – Start building relationships between data/reports.
- Do comparisons between behaviour on different time frames or for different customers (new vs return), (new south wales vs victoria), (sydney vs Melbourne users).
GOOGLE TAG MANAGER SUPPORT IN SYDNEY
eDigital also offers Google Tag manager implementation support to companies based in Sydney, Melbourne, Brisbane, Perth, Adelaide or any other city in Australia. eDigital offers:
- Google Tag Manager Measurement Plan.
- Defining your best Tag Implementation strategy depending on your specific data needs.
- Installing Google Container Snippet with Google tag or other third party tags.
- Connect multiple Google Tag Manager accounts to one single Google Account user.
- Trigger set up including the right: Variables (Built-in type i.e: page path or click id, user define type: i.e: purchase complete), Operators and Values.
- Follow some of eDigital recommended Google Analytics experts Avinash Kaushik and Justin Cutroni.
GOOGLE ANALYTICS CONSULTANT & TRAINER
Mauricio Escobar is the Founder & Global Head of Digital Marketing Strategy at eDigital. Empowering best digital marketing capability over 18 years via Strategy Workshops, Campaign Management & Training Sessions; Mauricio’s has generated traffic growth and sales for a great variety of Australian brands. Mauricio now consults and trains Agencies, Government & Marketing teams. His articles, strategy frameworks & templates are read by thousands of marketers subscribed to his e-newsletter. Mauricio enjoys nature trekking around the world, conceptual photography & teaching Digital Marketing at Private Colleges & Unis. Certified Facebook/Adwords Marketer – Social Media Specialist – Sydney SEO Consultant – Corporate Trainer – StartUp Investor – International Speaker.
Contact Mauricio today!
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