New Years Resolution: Mastering Google Analytics

Mastering Google Analytics

January is the perfect time of year to tackle those pesky and seemingly complicated business tools that you’ve been avoiding the past couple of months.

Google Analytics has the most complicated and overwhelming-looking dashboard.

You may have taken one glance at the platform after installation, had a panic attack, and quickly exited out of the platform.

We totally don’t blame you, but we want to tell you something that will revolutionize your business: Google Analytics isn’t complicated.

No, we are not drunk; we are totally serious. It just looks complicated. Really.

We surely plan to blow your mind with a comprehensive overview of Google Analytics, which will take your promotional products business to a completely different level.

Just follow our headlines!

If you feel like you’ve mastered a particular subject already, skip to the next, and read on.

What is Google Analytics

Google Analytics is a overall website management tool used to track the engagement on your website, the demographics on your website, social media analytics, and much more.

Setting Up Google Analytics

If you are working on a Trade Only website, then we have a comprehensive overview for setting up Google Analytics on your VISION dashboard HERE.

If you do not have a Trade Only website, you can sign up for a free-trial here.

Your Google Analytics Dashboard

Here’s what your Google Analytics Dashboard should look like:

Google Analytics Dashboard

These words probably mean absolutely nothing to you, which is totally understandable.

Here’s a brief definition of what each of these topics mean:

Dashboards: this section allows you to customize the content you want to see and monitor. Add a variety of dashboards by topic (i.e. ‘Social Media Analytics’ or ‘Demographics’), and if you wish, you can make your dashboards ‘private’.

Shortcuts: the most commonly used analytics can be saved as shortcuts, which will appear in this section. We highly recommend saving your data in this section, as it will incredibly decrease time spent on Google Analytics

Intelligence Events: this section will be your best friend! Intelligence events allows you to set up alerts when your website traffic deviates from the norm. If you haven’t yet set an alert, there is a quite comprehensive overview of this section on your dashboard. Worth the read!

Real Time: Monitor activity as it happens on your website.

Audience: Learn about who is looking at your website. How old are they? Are they male or female? What do they like to do? These questions and more will be answered by this section.

Acquisition: Review your ad campaigns and your website referrals. Just how effective are your ads? And what do you need to adjust?

Behavior: So maybe you have lots of website traffic, but you aren’t getting any leads. See how people interact with your website and your content in this section.

Conversions: This section is broken up into the following sub-sections: goals, eCommerce, multi-channel funnels, and attribution. The eCommerce sub-section allows you to analyze consumer trends on your site. The multi-channel funnel allows you to see your business from an eagle-eye view: how are your sales, marketing, and customer service channels creating leads and conversions?

Google Analytics Quick Tips

The Devil is in the details, which is why you need to make sure you are optimizing your Google Analytics account for maximum effectiveness. These quick tips will help you do just that.

  1. Don’t inflate website traffic with your own IP address. This happens more often than not. If you plan on spending loads of time on your website, you want to make sure you filter your IP address on Google Analytics (HOME –> All Website Data –> Admin –> Filters)
  2. Creating goals will save your website. The more goals you have with your Google Analytics account, the easier it is to make your website work for you. This isn’t your typical ‘setting a goal’ i.e. you will not be writing a paragraph on what you want to achieve for your business. What you are doing is ensuring that people are landing on your website where you want them to. What pages do you want to highlight on your website? Add these to your ‘goals’ (HOME –> All Website Data –> Admin –> Goals)
  3. Customize your dashboard. Want to select specific metrics to monitor in your home screen? Smart thing to do! This will allow you to analyze the metrics that matter to you and your website goals. Customize as you wish, and don’t be afraid of monitoring too much! (Home –> All Website Data –> Dashboards –> Add New –> Blank Canvas)
  4. Have custom reports sent straight to your email, without having to lift a finger. How fantastic does that sound? Uhm, amazing! No need to remember to export a PDF file of your website stats, have Google Analytics do the remembering. All you have to do is select the frequency and the day you would like your report, and you’re on your merry way (Home –> All Website Data –> Dashboard –> Email)

Google Analytics Stats You Need to Monitor

  1. Sessions by Browser. Why? Because you need to make sure your website looks just as beautiful on Chrome as it does on Firefix. Or vice versa. If the majority of your website visitors are coming from Safari, then you need to speak with your web developer and make adjustments where necessary.
  2. Average Duration and Pages. This one may be obvious, but you really want to make sure you know which pages are your most popular and how long people spend on specific pages. The more information you have at your fingertips, the better business and marketing decisions you can make. The last thing you want to do is put money towards a specific page on your website that gets little to no views.
  3. Keyword popularity. Which keywords are drawing people to your website? If you know what keywords are sending people to your website, you can then leverage these keywords in all of your marketing campaigns.
  4. Bounce Rate. If people just aren’t interested in your website, your website’s bounce rate will be high. A bounce rate defines how many people are simply landing on your website and not clicking a second time to explore your products and services. Just because there is a lot of traffic to your website does not mean that you are interesting prospective customers.
  5. Depth of Visit. How interested are your website visitors? The depth of visit shows you how involved your website visitors are, and which pages are specifically interesting them.
  6. Traffic Sources.  Where are your customers coming from? If you know where they’re coming from, you can optimize the platform (if it is a particular social media platform), or cater your time and energy onto the highest traffic source.
  7. Top Exit pages. Eek! Exit is never a good word on Google Analytics. But we guarantee you have a particular page that really turns people off. It’s okay, it happens to everyone. Monitor which pages are the highest ‘exit’ pages, and either optimize them on your site or delete them and transfer data.

For More Information

For more information, you can email parris.wells@tradeonly.com or you can simply fill out the form below with any questions you may have about the topic or our services.

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Our Director of Digital Marketing, Parris Wells, will be hosting a Google Analytics webinar at the end of the month! Keep your ears perked for future dates!

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