If you haven’t yet integrated Google Analytics to your business, you already have missed opportunities. GA is the most powerful marketing tool known and used. The tool helps you discover important identifiable data about everything happening on the website related to audience, traffic, bounce and conversion.
8 Unmissable Google Analytics Features
The USP of Google analytics is its detailed and user-friendly reports that tell marketers about the strategies that are working and others that are struggling to take off. If you’re using the tool, but without any visible business advantages, you might be doing it wrong.
I am listing here 8 important metrics that you’re probably missing out.
1. Internal Session Data
A complete session metric that GA generates includes the sessions done by internal employees or persons associated with your workplace in some way. Harvesting potential of your website without discounting these sessions will lead to inaccuracies in information. It’s therefore recommended that you apply a filter to weed out internally occurred sessions. It’s quite important if you want to stick to accurate and factual data..
2. Spam Traffic
Don’t assume that all the gigantic traffic your website is receiving is coming from genuine sources. The data might include a bit of spam traffic coming from spam or bots. It may seem small but could flare up the bounce on your site. In addition to putting spam blockers to work, apply a spam filter in GA to ensure data accuracy.
3. UTM Parameters
UTM parameters are a kind of tags that are added to the URLs to track the source of web traffic. If you are putting up two ads on different websites with UTMs in place, you can track which of the two ads are doing a better job of driving traffic to your site. It’s helpful in tweaking your marketing strategies. So, if you’re yet to decide over using UTMs, it’s the right time to go.
4. Beyond aggregated data
It’s quite fine to collect aggregated data and setting up strategies around that. But that doesn’t give better insight into your right audience and their behavior. For instance, serving ads to the markets where your products and services aren’t popular is an utter waste of ad funds. If aggregated data shows 30% open rate, but 1% conversion, you probably targeted the wrong audience.
To avoid such mess, you need to filter the GA data on the basis of parameters like demographics, behaviors and geography. If you do it, you will be able to collect to better tailor your content and reach right audience.
5. Setting up Goals
Every marketer has a goal to achieve when he sets up a marketing campaign. It may be to generate leads, improve customer engagement and make sales. With Google Analytics as well you can set up goals like app downloads, getting more link clicks or encouraging more contact forms. The tool dives you deeper into how you’re approaching your goals and if not, what could be the adjustments need to be made.
6. Conversion Tracking
Conversion is the utmost goal for the marketers running marketing campaigns. Most of the marketers miscalculate the conversion metrics as they most often employ outdated or inefficient tools for metric measurement. I will recommend you to go to Google Analytics to track this aspect. It will paint a complete picture of your website’s performance.
Once you set up a conversion goal in Google Analytics, you can tap into different metrics such as where the conversions came from, what pages on the site, users have visited most and what got them to fulfill the conversions you received.
7. Events or Campaigns
In addition to tracking demographics and user behavior, it’s also important that you track the performance of all your ad campaigns. If you’re failing to do so, you won’t be able to know which ad campaigns are performing well and which aren’t. With Google Analytics, you can generate the source of your referral traffic, as well as specific campaign-tracking variables. In addition, you may also get the information about events like email clicks and video views.
8. Not using Google Analytics at First Place
You will miss out above listed 7 magnificent features if you haven’t yet integrated Google Analytics in your marketing strategies. Not using GA is amounting to missing out on one of the best tools available so far for analyzing your web traffic. Without using such an amazing marketing tool, you won’t be able to track how your campaign is performing and in what way your marketing strategies are heading to.
So, if you haven’t yet integrated Google Analytics as your marketing tool or still struggling with it being a novice, recall your GA settings. Find if above parameters are rightly utilized by you to get the best results out of it.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.