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Beyond the Basics: Harnessing the Power of Google Analytics

November 1, 2018 | Team DMB

Google Analytics is a great tool for building an understanding of your audience and checking the performance of your website. But unless you’re a bona fide expert in the field of digital marketing, you might not be using Google Analytics to its full potential. That’s why our white label SEO company team has highlighted several tips for capitalizing upon Google Analytics.

To learn more about capitalizing on every lead and taking advantage of the tools at your disposal, here are some tips based on our decades of industry experience.

Highlight Demographics Through Audience Data

The numbers behind the Audience reporting section can give you further details on those visiting your site and help you optimize your site for your core, qualified audience. You can use the Audience reporting feature to create customized segments within the audience, then measure how that group interacts with your site compared to other visitors. This empowers your marketing staff with actionable data for its ongoing marketing campaigns.

To implement this strategy, go to the Interests Overview tab listed on the Audience page in Google Analytics (Audience > Interests > Overview). This will then present you with a page that generates three other interest reports: Affinity Categories, In-Market Segments, and Other Categories.

Assign a Monetary Value to Marketing Goals

Beyond simply reviewing your page views and clicks via Google Analytics, our white label SEO company team recommends using the tool to measure your site’s performance against set marketing goals. However, this measurement has limited value without a clear connection to spend. You can assign a monetary value to your Google Analytics goals by navigating to the admin section, and then clicking, “Goals”. You can then specify the value of each goal.

By assigning a monetary value to each goal in your campaign, you can generate a Goal Flow report outlining the amount of money your business is losing on every lost lead. This information is particularly useful in white label PPC.

Analyze Events

You can use Intelligence Events within Google Analytics to keep an eye on changes that take place across your site throughout the day. For example, if you experience a 500% increase in traffic over a period of a few hours, you can use Intelligence Events to ensure your team is alerted immediately

By using the Intelligence Events notifications, you can specify the parameters that trigger an alert by going to the Custom Alerts menu on the Intelligence Events page, then clicking on the “New Alert” tab to set up your custom parameters. Google even goes as far as to provide you with options to select monitoring time windows and how alert messages are delivered. 

Use the Compare Function

Comparing your current campaign performance to past years is a great way to drill down on historical trends. Within the date range dialog box, you can use the Compare to Previous Period tool for a full insight into how your campaigns are performing compared with recent years. This can help you to determine trends such as peak traffic levels, and to prepare for any change in customer behavior.

You can also analyze different date ranges by entering a set of dates in the Compare to the previous filter. When doing so make sure you enter the specific date range for the period you want to compare, otherwise Google generates a report based on the period immediately preceding the date range you’ve entered; this can provide you with inaccuracies if you want to solely monitor campaign performance on business days, rather than weekends.

Add Annotations to Report  

If you’re not the only one responsible for monitoring your Google account, doing some housekeeping will make it easier to keep track of spikes in web traffic and other events. By adding annotations, you can create little speech bubbles at the bottom of your Analytics graph that describes each event.

Each annotation can be either “Public” or “Private.” To read them, simply click on the downward arrow tab icon immediately beneath the graph.

See Your Most Important Information First  

If there’s a particular page or report you often generate before anything else when visiting your Google Analytics page, you can organize your data, so it pops up immediately. This way you don’t have to look for it manually. All it takes is visiting the Dashboard menu, selecting New Dashboard, then adding the specific widgets you want: this could be anything from collected metrics to a pie chart or timeline.

By customizing your dashboard, you can see information like goal completions, traffic, and other metrics all in one place.

Capitalize on Geographical Data  

Have you ever wondered what geographical area contains the most visitors to your site? Perhaps you’re in the process of developing a new adaptive SEO strategy or PPC campaign; either way, Analytics can provide you with detailed, place-based data. This type of data is frequently used by white label SEO companies to develop targeted marketing campaigns that focus solely on the locales that will generate the most returns.

Under the Visitors menu of your Google Analytics page, you’ll find the Location tab. This provides users with simple demographics, in addition to global stats, the average time visitors spend on your site, and bounce rate.

Learn What Visitors are Searching for  

Knowing what visitors to your site are searching for can help you tighten up your marketing strategies, get ideas for new products or improve upon existing goods and services. This information can also provide insight into what needs to be done to make your website more user-friendly.

First, determine your website’s search URL by performing a search on your site and copying and pasting the web address generated in your browser by the search function. Once you’ve obtained your search URL, go to the Profile Settings page of your Analytics menu, then find the Site Search Settings tab. Then activate the “Do” button to activate Site Search.

Identifying High and Low-performing Pages  

Determining which pages customers are visiting most and the ones that aren’t doing so well gives you valuable insight into what has and hasn’t been working. By visiting your Content Menu and selecting Pages under the Site Content tab, you can view detailed information about each page on your site.

You’ll also be able to determine how many people are arriving and exiting on particular pages. If you have one page where you seem to be losing a significant number of visitors, you may need to optimize or rework your on-page content.

Determine Where Visitors Abandon Their Shopping Cart

For those with an eCommerce website, it can be helpful to track when a visitor decides to abandon their shopping cart for one reason or another. If your site has a multiple-step checkout process, you can set up a goal with the Goal Funnel tool by clicking on the Goal page, then Goal Type > URL Destination.

After entering the basic goal details and the final URL address of the checkout process, you can select the “Use Funnel” box and enter in each page URL pertaining to the checkout process. This way you can determine exactly where during the checkout process people abandoned their carts. If you notice one page in particular with spiking exit numbers, it’s a hint you need to make that page more user-friendly.

Determine if You Need a Mobile Site

Lots of business is done directly from cell phones nowadays, meaning your company could be suffering without a dedicated mobile site. Luckily your Analytics page can provide some pretty substantial information to help you decide whether or not it’s worth the investment.

Take a look under your Visitors menu on the Analytics page and click on the Mobile tab. There you’ll see detailed information about everyone who’s visited your site on their phone. You can then compare the average time mobile users are spending on your site with the bounce rate to find out just how much mobile traffic you’re losing.

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