Benefits of Having Google Analytics

Benefits of Having Google Analytics

Have you ever wondered what all the hype is about surrounding Google Analytics? Sure, you can see simple things like time on page, site visits, and where the user came from, but did you know that’s just the surface level intel you can gather. Google Analytics is a highly customizable analytics platform that is beneficial to far more than on site interactions. What you choose to track and implement as settings will heavily affect your learnings. Whether you are a CMO or a Product Manager, there is valuable data held within Google Analytics that could advise both marketing and product strategy.

Customer Journey

On the surface level, it might seem like you can only see the source and medium for where a converted user came from, but in fact you can see customer journey which is usually more important and impactful than just their final click to your site.

What can you do with this information?

It is absolutely important to know the last click the user made before converting on your site, but what about their actions before that? All of the actions that a user made before they converted on your site is important. For example, say Jane clicked on a Facebook ad, came to the site, then left. Then click on a Google ad, came to the site, then left. Then came to the site from an organic search listing and converted. If you just look at the source/medium of the conversion, you might think your paid efforts are not worth the money, when in fact they are the ultimate reason that person converted.

Where to find this feature

Find this in the conversion tab, then go to top conversion paths. At the top of that page, select which conversion you want to see.

MCF Channel Grouping Path

Events

Events are one of the most powerful features in Google Analytics. Events are items that are tracked within the platform and are fully customizable. Some examples of events are button clicks and scroll percent. These are just a few of the hundreds of events that can be tracked and customized.

What can you do with this information?

Looking at how users are interacting with your page and certain items on your website can be extremely beneficial. If you find that certain people are interacting with certain product pages more than others and convert, it might be an indicator to expand on that product. On the other hand, if you see them interacting a lot with a page and not converting, it might be time to cut the product or clarify what the product is. When it comes to something like scroll rate, if you see users not scrolling very far on some blogs, it might be an indicator that this is not the best content to share on your page.

Where to find this feature

Find this in the behavior tab, then go down to events. Remember that these will have to be configured with the Google Analytics tag.

Google Analytics Event

Site Search

Site search is a powerful feature within Google Analytics. What this feature does is track all of the terms that your users are searching on your site. As long as you have a search bar on your site, this is a function that should absolutely be enabled.

What can you do with this information?

When you find that users are searching certain items that you don’t carry, it might indicate that you should broaden your product line to include that item. On top of this, if you find that users are searching for a specific question or phrase, this might indicate that the FAQ should be revised to include answers to that phrase or questions. In conjunction to these points, if that question is already answered on your page or that product is already offered, it may indicate that your landing pages need some alterations to make those answers and products easier to find.

Where to find this feature

Find this feature in the behavior section under site search. Remember that this will have to be configured by your developers.

Google Analytics Site Search Report

Analytics goes beyond time on page and website visits data. Discover data such as customer journey, traffic source, and as many customizable trackable user events on your site as you want. Some of the above items might be obvious after you read them, but when you are new to Google Analytics and unsure where to start to gain the most information, these are a great start and a great reason to take Google Analytics seriously.

Benefits of Having Google Analytics

Benefits of Having Google Analytics

Have you ever wondered what all the hype is about surrounding Google Analytics? Sure, you can see simple things like time on page, site visits, and where the user came from, but did you know that’s just the surface level intel you can gather. Google Analytics is a highly customizable analytics platform that is beneficial to far more than on site interactions. What you choose to track and implement as settings will heavily affect your learnings. Whether you are a CMO or a Product Manager, there is valuable data held within Google Analytics that could advise both marketing and product strategy.

Customer Journey

On the surface level, it might seem like you can only see the source and medium for where a converted user came from, but in fact you can see customer journey which is usually more important and impactful than just their final click to your site.

What can you do with this information?

It is absolutely important to know the last click the user made before converting on your site, but what about their actions before that? All of the actions that a user made before they converted on your site is important. For example, say Jane clicked on a Facebook ad, came to the site, then left. Then click on a Google ad, came to the site, then left. Then came to the site from an organic search listing and converted. If you just look at the source/medium of the conversion, you might think your paid efforts are not worth the money, when in fact they are the ultimate reason that person converted.

Where to find this feature

Find this in the conversion tab, then go to top conversion paths. At the top of that page, select which conversion you want to see.

MCF Channel Grouping Path

Events

Events are one of the most powerful features in Google Analytics. Events are items that are tracked within the platform and are fully customizable. Some examples of events are button clicks and scroll percent. These are just a few of the hundreds of events that can be tracked and customized.

What can you do with this information?

Looking at how users are interacting with your page and certain items on your website can be extremely beneficial. If you find that certain people are interacting with certain product pages more than others and convert, it might be an indicator to expand on that product. On the other hand, if you see them interacting a lot with a page and not converting, it might be time to cut the product or clarify what the product is. When it comes to something like scroll rate, if you see users not scrolling very far on some blogs, it might be an indicator that this is not the best content to share on your page.

Where to find this feature

Find this in the behavior tab, then go down to events. Remember that these will have to be configured with the Google Analytics tag.

Google Analytics Event

Site Search

Site search is a powerful feature within Google Analytics. What this feature does is track all of the terms that your users are searching on your site. As long as you have a search bar on your site, this is a function that should absolutely be enabled.

What can you do with this information?

When you find that users are searching certain items that you don’t carry, it might indicate that you should broaden your product line to include that item. On top of this, if you find that users are searching for a specific question or phrase, this might indicate that the FAQ should be revised to include answers to that phrase or questions. In conjunction to these points, if that question is already answered on your page or that product is already offered, it may indicate that your landing pages need some alterations to make those answers and products easier to find.

Where to find this feature

Find this feature in the behavior section under site search. Remember that this will have to be configured by your developers.

Google Analytics Site Search Report

Analytics goes beyond time on page and website visits data. Discover data such as customer journey, traffic source, and as many customizable trackable user events on your site as you want. Some of the above items might be obvious after you read them, but when you are new to Google Analytics and unsure where to start to gain the most information, these are a great start and a great reason to take Google Analytics seriously.