One of the most used web analytics tools is Google Analyticsprobably for two reasons: its immense functionalities and his gratuity. Knowing more about the characteristics of your audience, knowing which are the main sources of traffic to your website, analyzing user behavior and knowing which content works best, are just some of the options it offers.
As a digital marketing consultant, analyzing data and drawing conclusions will be part of your daily work. Therefore, it is essential that you learn to use this web analytics tool and all the customization possibilities it offers. Since, although it offers us a lot of data, depending on the type of business that you must analyze (ecommerce, digital media, blog…) there will be some KPIs and specific data to take into account.
What can we measure with Google Analytics?
Google Analytics offers us a very practical panel to identify elements such as our web traffic, audience profile and conversions. However, in addition to the standard configuration and reports, it also allows us to make our own personalized reports based on the type of business, objectives and KPIs that we have set in our digital marketing strategy.
Some of the data that we can obtain through Google Analytics are:
- Audience data:
- sessions
- users
- Number of page views
- Pages per session
- Average duration of each session
- Bounce Rate
- Percentage of new sessions
- Behavior: new visitors, return visitors, frequency of visits and interaction.
- Demographic data: language, country, city, age and gender
- Navigation system: browser, operating system and Internet service provider
- Mobile: operating system, service provider and screen resolution
- Active users
- Interests: affinity categories, market segments and other categories
- user flow
- Data on web traffic acquisition:
- channels
- Source/medium and references
- sessions
- conversions
- Adwords: campaigns, bid adjustments, keywords, segmentation…
- Search Console: landing pages, countries, devices and queries
- Social: sessions, conversions, landing pages, user flow…
- Behavior:
- Page views
- unique pageviews
- Average time on page
- Bounce Rate
- departure percentage
- adsense revenue
- Adsense Page Impressions
- Viewed Adsense ad units
- behavior flow
- Most Viewed Pages, Landing Pages, and Exit Pages
- Site speed: page times, user times…
- Searches on the site: sessions with search, search terms, pages…
- Events: total, value, sessions, flow…
- Publisher: impressions, coverage, page views, impressions, %, clicks, CTR, revenue, URL…
- Conversions:
- Objectives: compliments, value, conversions, % abandonment, url, route, funnel graph, flow of objectives…
- E-commerce: product performance, revenue, purchases, quantity, average price, average quantity, category, sales performance, transactions, time to purchase…
- Multi-channel conversion paths: conversions, assisted conversions, value, paths, time span…
Google Analytics offers us real time reports to immediately monitor the effect of the new content or changes that you have made to your website or to monitor specific promotions delimited in time. For their part, the custom reports allow us to cross data (dimensions and metrics) in order to be able to correctly monitor objectives and the custom variables They offer us the possibility of analyzing specific segments.
You can also create custom alerts to receive a notice when a certain goal is reached, annotations to identify important moments and changes on the web and see the changes in the data from that moment, or to via APIintegrate this report with other tools developed by the company itself,
How to improve a website with Google Analytics?
With all this data and possible configurations of our Google Analytics reports, we can monitor the achievement of the quantitative objectives of our online marketing strategy. Thus, we can mark our tactics and specific actions as annotations in the general graph of our report, program personalized alerts to achieve certain objectives and automate personalized reports for each type of profile that is involved in the strategy.
Based on the data and results obtained in the short term, we can identify which actions are working best to achieve our strategic objectives, and in which it is better to stop investing efforts.
Google Analytics also allows us to optimize certain aspects of our website, such as the design/usability and SEO. For example, if we know that most users access the web via mobile, but nevertheless, we lose them without achieving the sales objective, perhaps our efforts will focus on optimizing our mobile website.
For more information, we invite you to consult its official website: www.google.es/intl/es/analytics/