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The best performance tool you need

Digital marketers now have a thorough arsenal of different tools and technologies at their disposal. That said there are still many who don’t know how to use them properly, meaning they’re often missing out on the full potential of their online activities.

So, while we recognize that daily life has been getting busier, there is never enough time to review our own practices and questions. So, in this blog post, we will answer the most asked questions about the number one performance tool: Google Analytics!

If you need a good organizational structure, Google Analytics is the best tool to use. You can create a whole campaign for a lot of websites at the same time, and try lots of different versions for each of them.

The separation is done as follows: The account is the basic level of separation and also your access to Analytics. Within the account, properties (website, mobile app or device) where you want data collected are selected. Whenever you add a Property to your account, the Analytics software generates a tracking code, which can be used to collect information from that property. Last but not least, you can find the Views module to generate all sorts of reports for different properties.  There are plenty of advantages to having a more organized account. It can make it easier to log data and organize future actions. Following these steps is advisable for those who are just starting work on their Analytics account.

The key benefit of using Google Analytics is that it’s able to provide detailed insights into the performance of your entire website. All you need to do is look at the information in order to know where and how you can use it. With insightful analytics data, you can find out who your website visitors are and how they discovered your site. It’s also a good way to see their interests, languages and anything else that will help you better understand them. Some of the important metrics you’ll track are Site Visitors, Website Views and Visitors by Browser.

Website traffic reports allow you to see everything related to your website and how visitors end up on it. In particular, you can get in depth information like the top 3 sources of traffic, but will also provide more specific information such as where visitors found you on social media or other inventory sources. Which websites and social networks are sending you the most traffic?

Behavior reports can give you information on the content of your website and the actions that users take when they visit it. You can get a great overview of your visitor statistics through the “Overview” tab. It allows you to see detailed stats, like the average time they spent on your site, how many pages they viewed and their bounce rate. You can see a list of the most popular pages on this website, which include major pages as well as about 30 popular within-website pages.

Site Speed is an important metric for your website. This lets you know how much time people spend on your site which allows you to identify any problem areas and make adjustments as necessary.You should keep in mind that online users have grown accustomed to quick loading pages and will most likely move on to the next one if it loads too slowly. In the same report, you will find Site Search which allows you to find out the searches that each visitor made in your website.

The fourth kind of report will tell you about how successful the site is in terms of conversions. It’ll provide insight into the site’s performance, telling you both what is working on it and what isn’t. More specifically, the “Funnel Visualization” section will help you understand what action users take in between conversion stages to become a paying customer. Online buyers are always looking for the best deals. If you want to give them an even better shopping experience, then you should monitor the “Ecommerce Report” too. It offers useful information about the buyer’s journey from when they browse your shop up until they convert and make their purchase.

Important note: In order to use the insights above you might need to activate the Ecommerce Tracking separately.

The “Assisted Conversions” report examines the channels that a conversion took place on – without being responsible for the conversion. It can show what traffic streams had an impact on this event but weren’t based solely in Google AdWords/PPC, such as organic search.

As much as you may be satisfied with the high volume of traffic to your website, this doesn’t help if the people who visit aren’t interested in your niche. This is one of the most important goals in marketing and should be at the top of your to-do list. The only way to achieve this goal is to constantly optimize your strategy and actions. One good way of doing this would be to monitor conversion rates. Google Analytics can track “goals”, which are measurable actions that someone performs once they’ve arrived on your website. For example, if you want to start tracking conversions with Google Analytics, If you have conversion goals in mind, such as an online form or a completed purchase, you can create a new goal worth tracking. You can also create funnels to see how users move through your website and where they could be dropped off.

In the Segments section of Google Analytics you can assign categories to your website visitors. This is useful when you need to see the main topics that your audience or customers care about the most. We collect loads of useful insights and data, which you can review in detail. There is so much information out there that it’s difficult to know what to do next. Studying this in depth could lead to a change of approach for your campaign. Segments provide a lot of benefits. They let you track events without affecting your general data and also allows you to compare some stats simultaneously. These segments can be pre-created (ready-made), system (built in), or custom.

Interested in making your own segment but not sure how? No problem! Google offers an Analytics Solutions Gallery with other Analytics users’ segments that you can use for your company’s benefit.

There is a way for you to get a better understanding of the keywords responsible for the organic traffic on your site! You can connect your Analytics account to Google Search Console so that you see the data across two channels. Google Analytics is a web platform used to analyze nearly every aspect of your site, from what keywords people are using to find you and then bounce off your website or not convert into leads, to the mobile traffic you’re getting. Additionally, through Google Search Console you can not only see how often your website or e-shop appears in Google’s results, but you can also find out the CTR of your keywords.

Author: Vlachogiannis L. George

Technology Web Magazine
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