Any company that engages in online marketing should have access to comprehensive analytics tools. Although countless tools of this type exist, few are more prominent than Google Analytics. Available in both free and paid versions, the web’s most popular analytics platform is utilized by small businesses and sprawling conglomerates alike. As the Arizona Daily Sun reports, you don’t have to be an SEO expert to glean valuable insight from G.A. However, just because your business uses Google Analytics doesn’t necessarily mean you’re using it to its full potential. If you’re interested in getting the most out of this celebrated platform, put the following tips to good use.
Create Custom Segments
In some instances, the default segments found in Google Analytics can’t provide you with the data you seek. Fortunately, taking the time to create custom segments can give you more in the way of specifics than their all-too-general counterparts. Unbeknownst to many G.A. users, custom segments are almost deceptively easy to create. With the help of the tool’s “Demographic” features, you can easily create segments for specific age groups, interests and genders. Once created, these segments are measured against overall visitor traffic to determine how certain visitor groups behave in comparison to others.
Pepper Your Reports with Annotations
If you frequently review your Google Analytics reports or have to explain said reports to the uninitiated, you’d do well to pepper your findings with annotations. In the context of this platform, “annotations” are notes added to explain rises, falls and slumps in traffic. As Digital Current explains, there are a multitude of reasons for which web content fails or succeeds – and understanding these reasons is the key to improving your digital marketing efforts. For example, if a thought-provoking blog post, feature article or video led to a sizable uptick in traffic, this is something you’ll need to make note of. Similarly, if bad press or an unsuccessful marketing campaign coincided with a noticeable fall in traffic, you’ll want to explain this in an annotation. In addition to making analytics reports easier for outsiders to understand, adding annotations whenever necessary ensures that you’ll be able to revisit old reports with ease.
Put the Data to Good Use
The detailed data generated by Google Analytics is essentially worthless if it isn’t put to good use. This is why it’s important to integrate your findings into future online marketing endeavors. To wit, if G.A. reveals that a certain type of content is able to generate interest from your target audience, take care to focus your energy on crafting content that’s similar in tone and subject matter. Likewise, after ascertaining the busiest times of day for traffic on your site, make a point of posting new content during those peak hours.
Staying on top of web analytics is very important – particularly for businesses with active marketing efforts underway. Provided it’s used properly, Google Analytics can prove exceedingly helpful in this department. Despite being the most widely-used analytics tool on the web, G.A. is seldom used to its full potential. By creating custom segments, annotating whenever necessary and putting the information you glean to good use, you can reap the full rewards of Google Analytics.Read More