Google Analytics is used by many online retailers all over the world. Some people might not know what to do without it. But how does it actually work? Once you step into this maze you should know what the best ways are to use it so you can use it as effectively as possible. Well, continue reading, because everything will be clear after reading this blog.
In Google Analytics you can use several reports, five to be exact. These reports can be seen is the subjects in Google Analytics and all of those reports are very helpful. The reports are called:
– Audience report
– Advertising report
– Traffic sources report
– Content report
– Conversions report
The first subject in the navigation bar is called Audience report. This report shows all information about the audience that visits your website. The first three options are most used and also convenient for your analytic research. The first option is Demographics, this section shows where your audience comes from, which language is mostly used, the gender, age, etc. The section option is Behavior. This section contains the behavior of your audience, which means how they got to your website. It shows the difference between new visitors and returning visitors. It also shows the amount of time people stay on your website, and which subpages they view. The following section is Technology. In this section you can see what kind of devices the audience uses to visit your website.
The following subject in the navigation bar is the Advertising report. This section helps you with your Adwords campaign. First of all it is important to link your Google Adwords campaign to you Google Analytics account. The advertising report can show you which source and medium the audience uses, but it also shows you how many people click on one of the advertisement and it shows you how many people see your advertisements, this is called Impressions.
Traffic sources report
The third report is all about the traffic. Traffic sources can be divided in four types:
– Search traffic
– Referral traffic
– Direct traffic
– Campaigns (social) traffic
Search traffic is the traffic that reaches your website through search engine search. Referral traffic is the traffic that reaches your website when the audience members clicked on a link which links to your website. Direct traffic occurs when people type the URL of your website directly in into the browser, and campaign or social traffic occurs when people click on your advertisements or on your social media account which leads them to your website.
With the content report you can get knowledge of what the landing page is of the audience. The landing page is the page where the audience members enter your website. It also shows the amount of views, the amount of time that it takes to load the page, and the bounce rate of the specific page. The bounce rate is the rate of people that enter the page but leave the page rather fast. This report helps to improve the content of your website so that people find the information they were looking for.
The last report of the list, and the most important one, is the conversions report. When owning a website there should be set goals which should be reached by the audience members. These goals could be, for example, buying a product from your webshop, signing up for services, etc. Once an amount of goals are reached we call this amount the conversion rate. This report shows how the people reached the conversion page, how they completed the goal, and how much time they spend to complete that goal.
When navigating through Google Analytics you should use the Explorer Tab, this is the most valuable tool within the interface of Google Analytics. The Explorer Tab shows you two different things: The dimensions and the metrics. The dimensions are divided in primary and secondary dimensions. These metrics and dimensions help you track all statistics related to your goals.
Google assigns every report with a default dimension which is called the primary dimension. To gather more insight in this default dimension you can use secondary dimensions which are standardized list of characteristics or attributes. Secondary dimensions can be divided in four groups:
– Traffic sources
Each of these group contains several subcategories and we be used via the secondary dimensions button in Google Analytics.
The Explorer Tab also shows the buttons Site Usage and Goal Set. Site Usage is the regular view of Google Analytics, but if you set a goal in your Analytics you can use the Goal Set button to see the dimensions and metrics of the audience members who reached that goal. You can even set more goals if that is necessary.
How to create goals
Goals can be easily set in your Google Analytics account. On the top right of your account you click on the Admin button. Within the new view you click on the profile you want to create a goal for. The following view shows five goals, of which the third one is called Goals. The button +Goal give you the possibility to set the goal. You can fill out the information which is convenient for your specific goal, and you can also create a funnel. A funnel shows you the route the visitor is going, from entering your website till leaving, whether they reached the goal or not. It shows exactly where the most visitors leave your website and what percentage of entering visitors reaches your goal.
How to compare
With Google Analytics you can compare the data from nowadays with the data of yesterday, a week ago, a season ago, or even years ago. It is good to see whether your number raised or if they lowered. You should keep track of all numbers to make sure that you stay on an increasing line.
If you log in to Google Analytics you can see a date and a little schedule on the right upper corner. Right beneath that you find the text ‘Compare to paste’ and a box you can check. If you do this another date scheme appears in which you can fill in the date you want to compare your data with. The outcome will appear in different colors, every time range will be another color.
There are many possibilities when using Google Analytics. Once you have got used to it, you can explore all these possibilities. It shows exactly where the strong point of your website, and also the weak points, which is convenient so you can adept those weaknesses you convert them into strengths. Good luck with using Google Analytics, I assure you that you will like it! And if you have some doubt you can use Google to find you answers, YouTube videos are also very helpful, and last but not least: Use the Google Analytics guide for ecommerce business owners presented by CPCStrategy for more information.