Digital marketers believe that their website is their gold mine of prospects and revenue. Google Analytics allows you to learn more about each prospective client who visits your website.
A deep understanding of Google Analytics is one of the most important skills for marketers today.
Google Analytics allows businesses to track footfall and measure key metrics that can help them determine sales trends and guide their marketing efforts.
Digital marketers use dashboards and report to gain insight into their marketing results, and then adjust their course as needed.
Google Analytics is a data dumper that provides a lot of information to users, but it has very limited visualization capabilities. For new marketers, the information it provides can be overwhelming.
This makes it difficult for anyone to use the tool. There are five reports that businesses can run to gain insight into their marketing efforts and measure conversions via their website.
These reports will allow you to pinpoint key KPIs that will enable you to determine how efficient your website is for your business.
Let’s take a look at these five Google Analytics reports.
Marketers must first learn as much about their target audience as possible. Audience reports can help them do this. This report can help you understand your audience’s demographics, buying habits, and interests.
Learn about the needs of your audience to improve your marketing performance. Also, learn how they respond to marketing. You can fine-tune marketing strategies for your target audience by classifying them based on parameters like location, demographics, and interests.
Businesses can then run different marketing campaigns for each audience. The Audience section of your website’s Google Analytics profile includes nine sections.
* Overview This section displays the top-level view for users and their sessions. This section provides information on the number of sessions created, pageviews, pages per user, and other statistics.
Demographics – This section shows you how to segment your audience by gender and age. To increase conversion, create targeted ads for each class.
* Interests Find out what your visitors are most interested in by this section. You can learn more about your users by using the three categories Affinity category and In-Market Segment, as well as their place in the purchase funnel.
* Geo This section allows you to gain insight into the language and geographic location of your visitors. After learning about the origins of your most visitors, target ads that are specific to their cultures and geographies.
* Behavior Get information about your audience’s behavior, such as how often they visit your site, how many times they return to it, how long they stay there, and so forth.
Technology – This section will provide information about the browsers, operating systems, and ISPs that your audience uses. This information helps businesses choose the best platform for launching software solutions.
Mobile – Determine if you should optimize your mobile site by looking at how many people visit this section via mobile, desktop, and tablet.
* Custom You can define your parameters and variables to create a custom report to further refine the information you are presented with.
Users flow – This section of the Audience report will show you the paths your visitors take to get to your site based on where they are located, their browsers, languages, and other factors.
Each section contains a table graph and a session graph that shows the data for all users.
How we can use Audience Data to Improve Traffic
Learn about your audience to improve your marketing strategy. Marketers will be able to target ads more effectively if they become more aware of their audience’s interests, location, and whereabouts.
Marketers can personalize their messages by running ads for a particular audience. Businesses will be able to bring in more traffic if their ads are relevant.
Mobile and Desktop Conversion Rates
Today’s mobile users are outpacing and surpassing desktop users. Businesses must provide better, if not equal, experiences for mobile phones and tablets than those on desktops.
Are you already using a mobile-first website strategy Next, check that your strategy is delivering the results you want.
Google Analytics provides a simple report that allows you to compare tablet and mobile conversions. This report will help you plan your mobile website strategy.
Scroll down to the Audience section and click on the last option, ‘Mobile. The Overview category contains a wealth of information about whether goal tracking and e-commerce tracking have been enabled.
Start by choosing a goal for conversion in the Conversions section. Poor mobile experiences are characterized by low metrics such as Pages/Session or Average Session Time.
The Conversion Rate Number of each device is another metric that you may want to consider. You should also look at the Conversion Rate Number for each device. This is a sign that you need to increase your mobile marketing efforts.
Traffic Channels Report
Marketers should know which marketing channels are driving traffic to their sites. Are they clicking on your ads Are they reading your blog posts? Are they finding you on social media?
These are some of the places that can be used to drive traffic to your site.
The Traffic Acquisition Report (Acquisition All Traffic Channels) will help you identify the most efficient channels for your business. This report includes eight default channels that will help you to understand how your prospects reach you.
Google Analytics’ default traffic channels include organic search, paid and display search as well as referral, social, and email. This report allows marketers to measure the effectiveness of various channels used to attract visitors to their sites.
You can always change your strategy if you find that a few channels do not bring you the desired results or site traffic.
You might have spent money on a marketing campaign. Now it is important to determine if the campaign has a return on investment in terms of traffic, engagement, and conversions. It is easy to determine the ROI of any marketing campaign by looking at the Traffic Channel report.
A high bounce rate, low session duration, and low conversion rates in paid search channels are indicators that your landing page needs to be improved.
This report will help you determine the ROI of different marketing campaigns so that you can make adjustments as necessary.
All Pages Report
The All Pages report (Behavior> Site Content > All Pages), helps you determine which content works best for your business.
You can view your most successful content and the revenue generated by each page every week. This report will give you an insight into your website’s content and allow you to make changes if necessary.
The page data is shown in terms of key metrics, such as page views, unique pages views (deduplication pageviews), average page time, entrances (numbers of times a user has entered this page), bounce rate, percentage of exits where the user did no further interaction with the site), page value, and page value.
You can see pages with high bounce rates or exit rates. These pages can then be reviewed and improved upon. This report will allow you to see which pages are converting and which ones are not.
Although this report may contain too much information, it is easy to view the data in a simple pie or bar chart. The All Pages report is a great tool to guide you in your content strategy.
An AdWords Ad is essential for any successful marketing campaign. It is crucial to understand how AdWords perform to get the best out of ads. The AdWords Report consolidates post-click data on users who have visited your site after clicking an AdWords advertisement.
This report will allow you to see the behavior, acquisition, and conversion cycles of your users. This report will let you know about the most successful AdWords campaign as well as the effectiveness of every keyword you bid on.
You can quickly improve your AdWords success rate and increase traffic to your website with the AdWords Report.
Google Analytics Reports can be a marketer’s best friend. These reports provide a wealth of information that marketing teams can use to increase the quality and convert their marketing efforts.
Bonus: Improving Content Marketing with Audience and Behaviour Data
If your goal is to personalize your content marketing strategy for visitors to your site, then Google Analytics’ audience feature should be your first stop.
However, it is more difficult to determine which data is important and how to respond to what is presented to you.
Your Audience is Important!
Always start with your audience overview. Many marketers, despite being technically proficient, ignore the larger picture and decide to get ultra-specific data first.
You can improve the precision of your marketing strategy by knowing how many pages are viewed, how many sessions, and how long each session lasts.
For example, if you notice that the average session length is quite short, you can adjust your blog content to make it more appealing to people who want to stay longer. This can be done easily by publishing blog content that contains industry-specific advice and long-form blogs.
Although this won’t result in direct sales it will increase the time that visitors spend on your page and give your brand credibility in your niche.
Open loops can be used in your content. You might use something like, “Later in the guide, we’ll show you exactly how to increase traffic to your site.”
You have created excitement for your readers by introducing an idea.
These techniques can be used to improve your website’s quality and increase traffic.
Use Demographics to help shape your site’s voice
Google Analytics shows that demographics can be broadly divided into gender and age. These two simple factors can make a huge difference in how you build your website.
Our demographics are very accurate for a personal trainer education provider. We are most popular among those aged 25-plus and tend to be more qualified for women than men.
You may now be thinking, “Great! Your target market matches your website and visitors. This is good news, to an extent.
We can also use this data for new markets. For example, we know that women over 35 are more likely to be interested in personal training than women under 25.
Our experience shows that people who have been trained by personal trainers or have done so in the past are more likely to want to become personal trainers. We might consider targeting women over 35 through Facebook targeted ads and creating content that revolves around “re-careering”.
After this is done, Google Analytics will show you how many users you have gained within a specific demographic (women aged 35 and over) over a given period. This allows us to track the success of our efforts.
Understanding your shoulder markets – What do your visitors like?
The subcategory “interests” is a quick and easy way to brainstorm content ideas for future marketing.
It allows you to see the interests of visitors outside your niche and what they do once they’re on your website.
Therefore, if you have an e-commerce website that sells mountain climbing gear and you find that your visitors are also interested in travel websites, then you can strategically create blog content and offers that revolve around travel.
It could look like this: “The top 20 destinations for mountain climbers”. This will combine your niche with the interests of regular visitors and drive more traffic to your site and sales pages.
Returning and New Visitors: How to Treat them Differently
You can choose “New vs. returning” under the “Behaviour” subcategory of audience. This will provide data about the number of returning and new visitors to your site as well as their reactions to it. It also shows you how long they spend on your site.
If you notice that returning visitors spend more time on your site than new visitors, then you need to create content that entices them immediately upon landing on your page.
This is where you need to address the large array of Google Analytics data. You can start by looking at which pages new visitors land on (landing page), and then see how you can improve those pages to encourage them to stay on the site.
You can also plan giveaways and sign up for emails by knowing the information about returning and new visitors. These offers should be targeted at new visitors since research shows that people will respond more favorably to requests for smaller amounts of information.
Asking new users for their email and offering them a freebie or a discount in exchange will set you up for future purchases and commitments to your brand. This will convert new users to return visitors and increase your monthly average traffic.
As well as having an in-depth knowledge of who is visiting your site, it also benefits your marketing strategy to know how visitors interact with your content online.
Combining these data streams allows you to adapt your publishing approach online to direct users to your value sites.
Authority Sculpting Using Content Drilldown & Landing Pages Data
Content Drilldown will show you the most popular pages and landing pages will tell you which pages your visitors are most likely to visit. These data can be used to maximize your website and blog content to attract more visitors to your pages of value.
If your blog post is a success, for example, it should outperform all the information pages about your services. You can use the authority of this post to drive traffic and customers to the sections of your site that are most relevant to your business.
It works in two ways. Internal links to your website are a great way for people to stay longer on your site. A link to a sales page can improve your page’s ranking if it has a lot of backlinks.
You can now rise above your competition in page rankings by simply being found in Google when someone searches for your services. This is known as Authority Sculpting by SEO professionals.
Organic traffic is key to website success. It can also help you rank higher on Google. You want to make sure you capitalize on pages with hard-earned links. These pages can be identified using Google Analytics.
Site search can be used in the same way as you would use the subcategory “interests” to find future content. Site Search Overview does exactly what it says. It tells you what visitors are looking for on your site (provided you have a custom search bar) and what the trending searches are if any correlations are to be found.
This is an indication of the type of content that your visitors are looking for in marketing terms. You should refurbish and promote pages you have created quickly in the past, such as this page. The reason is that your content is not up to standard, but the topic is extremely valuable.
Let’s suppose that a search term is highly ranked and you haven’t written any content for it. Google Analytics just gave you a post-idea which should have some degree of success.
More than anything else, the key mistake new marketers and start-ups make is to install Google Analytics on their site, and then not react to the data shown.
While it’s great to know what visitors are doing on your website, to grow your business and improve your marketing strategy, you must respond to the data.
These reports are a great starting point for anyone looking to use Google Analytics to get better insight into their marketing results and make improvements. You can up your website marketing game by using actionable insights provided by Google Analytics Reports.