Whether you’re a business owner or marketer, Google Analytics is valuable in giving you data and insights about your website visitors.
If you do not have Google Analytics on your website, I strongly recommend that you install it. You can follow this step-by-step guide and easily set up Google Analytics on your website.
Let’s check out some Google Analytics reports that will maximize your marketing efforts!
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Want to know if your SEO investment is paying off?
The organic keywords report helps you measure the success of your SEO efforts. You can find out what keywords people use to search for your brand, what keywords does your website rank for, which of these organic keywords resulted in conversions.
Simply hop over to Acquisition then Campaigns and finally Organic Keywords.
You can analyze your organic keywords and figure out which is your most valuable keywords then create more content involving these keywords. Of course, it doesn’t always have to be the same exact keywords. You can create content around synonyms of these best performing keywords.
Site Speed Suggestions
In today’s online world, website speed is a priority because it has a huge impact on conversions. In fact, a 1 second delay in page load time will lead to 7% reduction in conversions.
With Site Speed Suggestions, you can find out the pages that can be optimized for speed and how you can speed up these slow pages.
Under Behavior, click on Site Speed then Speed Suggestions.
Here, you can see the average page load time, PageSpeed suggestions and PageSpeed Score.
These site speed suggestions are optimization tips tailored to your site. You can consider implementing them to make your pages load faster.
PageSpeed Score isn’t a measurement of speed. It indicates the extent to which the speed can be improved. Therefore, a high score means there’s less room for improvement while a low score means there’s more room for improvement.
Users/Behavior/Events/Goal Flow Reports
Google Analytics has reports that let you visualize the path.
- Audience > Users Flow: Visualize the path in which users travel from one page to the next
- Behavior > Behavior Flow: Visualize the path in which users travel from one page or event to the next
- Behavior > Events > Events Flow: Visualize the order in which users trigger the events on your site
- Conversions > Goals > Goal Flow: Visualize the path where your website traffic traveled through a funnel towards a goal conversion
The drop-down menu at the top left corner allows you to choose another dimension. For example, source/medium, campaign, landing page.
You can hover over any page or event to get additional details like sessions, drop-offs, goal completions.
Clicking on the path gives you 3 options: highlight traffic, explore traffic and group details.
These flow visualization reports help you identify pages or steps in your funnel that have high drop-off rates and discover content that keeps users engaged. By analyzing how users interact with your site, you can identify potential issues and quickly solve them.
Funnel visualization allows you to see user behavior for each step of the funnel. You can visually see how many users proceed to the next step and how many drop off. With this information, you can find out if your funnel is too long and complicated or whether there’s a technical error in the payment process.
Before you can see this funnel visualization report, you need to set up a funnel when creating your Google Analytics goal. Note that you can only create funnels for Destination goals.
Under Conversions, click on Goals then Funnel Visualization to view the report.
Also, bear in mind that there are some discrepancies between funnel visualization and goal flow reports.
Top Conversion Paths
With top conversion paths report, you can see all the unique paths that led to conversions (sequences of channel interactions), the number of conversions from each path and the value of those conversions.
You’ll be able to find out how channels interact along your conversion paths. Like what the common conversion path is (eg. exposed to your brand through Google Display then finding your website through a search engine). In addition to identifying the channels and campaigns that are high converting, repeated patterns will also give you insights on how you can effectively market across channels.
Go to Conversions then Multi-Channel Funnels and click on Top Conversion Paths to view the report. You can change the primary dimension from channel to source/medium, campaign etc.
Let’s say your first interaction is mostly Facebook while your last interaction is mostly Google Search. You may then consider running more brand awareness or top-of-funnel Facebook campaigns and bottom-of-funnel Google Search campaigns.
Assisted conversions report summarizes the roles and contributions of your channels. It shows how many sales and conversions were attributed to and assisted by each channel. An assist is any interaction that is on the conversion path but is not the last interaction (aka non-last interaction). The higher the number, the more important the assist role of the channel.
In other words, you can find out which channels or campaigns have helped contribute to conversions.
Under Conversions, click on Multi-Channel Funnels then Assisted Conversions. There are 3 types of reports:
- Assisting Interactions Analysis
- First Interaction Analysis
Again, you can change the primary dimension from channel to source/medium, campaign etc.
On top of analyzing the Assisted Conversions, Last Click or Direct Conversions and First Click Conversions, do examine the following metrics.
- Assisted/Last Click or Direct Conversions: A value close to 0 indicates that this channel completed more sales and conversions. A value close to 1 indicates that this channel equally assisted and completed sales and conversions. The more this value exceeds 1, the more this channel assisted sales and conversions.
- First/Last Click or Direct Conversions: A value close to 0 indicates that this channel was frequently the final conversion interaction. A value close to 1 indicates that this channel was equally the first and final interaction. The more this value exceeds 1, the more this channel was frequently the first interaction on the conversion path.
Let’s say LinkedIn has 1.9 Assisted/Last Click or Direct Conversions. Meaning that even if LinkedIn doesn’t result in many conversions, it has assisted in many conversions. Thus, you shouldn’t neglect this channel when planning your campaign strategy.
Likewise, if Google Display has 1.5 First/Last Click or Direct Conversions, you might consider increasing the budget because it’s the first channel that exposes people to your brand.
Now It’s Your Turn
These are some reports I frequently use to analyze marketing campaigns. What other reports do you find valuable in maximizing your ROI?
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