Albeit packed full of data and useful, downloadable reports, Google Analytics can be a minefield with its ever-evolving platform.
The difficulty for many is zoning in on the most pertinent reports and getting actionable data to help grow revenue. Too often the tendency is to focus on top-level data, instead of digging deeper across different areas like Acquisition, Audience, and Behaviour which bring a whole new dimension to your marketing strategy.
Here at Avvio, some of the key reports we analyse and make recommendations on at a top-level include Geo, Mobile and Channels performance. This helps us to maximise opportunities in new markets, optimise mobile performance and review the increases or decreases in important channels like SEO, PPC, Direct, Referral etc. In this article we will explore some other useful reports which are key to online success.
- Languages – have you explored the language breakdown of your visitors and do you have translations on your site to maximise these conversations? Looking at both the traffic breakdown and conversion rate can help you identify potential opportunities. Introducing translated content and setting up paid search campaigns can drive revenue in these markets.
- Behaviour flow – ever wondered how people navigate through your site depending on what landing page they start from? You can follow a user’s journey through subsequent interactions with this report and also analyse where they drop off. This helps you discover what content keeps users engaged with your site and may also help to identify potential content issues.
- Landing pages – analyse which of your pages is the most valuable on your site in terms of traffic and revenue. You could potentially introduce elements from your most visited pages to others.
- Geo cities report – digging into the ‘City’ report within the ‘Audience/Geo’ section in Google Analytics and sorting the report by ‘conversion rate’ or ‘revenue’ gives you excellent information that you can apply to your Google Ads campaign. Add ‘bid adjustments’ and pay more for visits from the cities that are converting well.
One of the best ways to manage your Analytics is to create a dashboard that allows you to monitor your KPI’s in one place. You can create multiple dashboards for different parts of your business depending on your stakeholder’s requirements. Your financial team may want to see different KPI’s than your marketing or sales team for example.
No analytics account is complete without pre-defined goals. Goals allow you to track the path to purchase or the different steps required to complete important actions on your website. The ‘funnel visualisation report’ shown below helps to identify points where visitors are dropping off in the booking or purchase process and can help streamline your e-commerce if analysed properly.
Try not to get too overwhelmed by all of the data on offer and instead focus on the key metrics in Google Analytics that will benefit both you and the visitors to your site. By analysing user behaviour and engagement you can gather many helpful nuggets of information that can benefit other aspects of your digital activity as well as help you grow your online revenue.