Table of Contents
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin
The free GA account includes multiple reports that allow for a multi-angle view of visitors across the site and the ability to track the performance of your marketing campaigns. The GA’s default reports are as follows：
Behavior reports help users understand which parts of the site perform well and which pages are popular, and thereby create a better experience for the site. Use the behavioral reports in the GA to find out what’s hot on your site and what’s hidden. You can see how often users visit each page on the site, when they stay, and how often they convert. All reports can be found in the “Behavior” .
(1) Website Search
Let visitors find the target content faster – if the visitor can’t find what they need, they will search. Use the Site Search report in GA to discover what the visitor is actually looking for. Discover missed product opportunities and accelerate conversions.
(2) In-page analysis:
View the movements of visitors on the website – When viewing GA reports, it is sometimes difficult to visually see how visitors navigate through specific website pages. The In-Page Analytics feature allows you to visually analyze how visitors are viewed around the site.
(3) Site speed :
Before the user finds the problem – we all know that the “Turtle” speed loading website is annoying, and the slow loading may affect the advertising and search ranking. Use the website speed report in GA to see how long it takes for a web page to load. Identify and fix slow-moving web pages to give visitors a pleasant mood.
(4) Event Tracking
Knowing the visitor’s activity on the website – understanding how visitors interact with the web can be a great help. You can see how often they interact with Flash and AJAX elements or click a link to download a product manual, or even set up event tracking to learn more about how visitors behave.
2. Social analysis
The web is a social place, and GA measures the effectiveness of social media initiatives. At the same time, it analyzes how visitors interact with sharing features on the site, such as the Google +1 button, and how to use the site content on different social platforms.
(1) Assess the impact of social media on the indicators of interest
Conversion reports quantify the value of social networks. This report shows the conversion rate and the monetary value of the conversions from referrals across social networks. Just set up business-related goals to connect social impact to the metrics of interest.
(2) Understand which social sources will refer to interested visitors
You must understand which audiences are important to your brand. The Social Sources report shows the initial path of visitors from each social network to the site, as well as user engagement and conversion metrics for each social network.
(3) View what visitors are sharing and where they share content
Using Google +1 and other social sharing features, visitors can easily share with friends and increase the impact of their content. The Social Plugin report shows which articles on the site are shared the most, and which social buttons (such as Google “+1” or Facebook “Like”) are used when users share these articles. In addition, Activity Streams shows how visitors interact with your content on external websites.
3. Conversion Analysis
Use GA’s rich analytics to determine how many customers are attracted, how high sales are, and how users interact with the site.
(1) Exploring how visitor behavior leads to sales and conversions
The site is not static, so your conversion goals should be flexible. With GA Goal and Event Tracking, you can track sales, downloads, video plays, conversions, user engagement on your site, or define your own metrics. You can also customize the report to your goals and determine which visitor actions are most likely to help achieve the business goals you care most about.
(2) Use e-commerce reports to increase online sales
Identify the best-selling products and the most valuable promotions. Whether it’s a complex transaction or a simple click-to-buy, e-commerce reports can help you understand why customers are buying and what type of purchase they have. From tracking to campaigns and keywords, you can understand the buyer’s on-site behavior and adjust your shopping cart to increase sales and build customer loyalty.
(3) Fully master the effectiveness of your campaigns through Multi-Channel Funnels reports
Don’t limit your campaign’s measurement work to the final click to close the deal. Multi-Channel Funnels reports let you see the performance of all your digital marketing campaigns, including search ads, display ads, social marketing, affiliate marketing, email marketing, and more. Understand which channels attract visitors to your product and which channels drive sales, so you can plan your marketing plan more evenly.
(4) Track the different paths traveled by visitors on the site
Understand why visitors like or dislike your site. With GA user stream visualization and target channels, you can track visitor conversion paths, where they enter, where they stop, and where to leave. Identify the pros and cons of site navigation and analyze what needs to be adjusted in your website and marketing plan.
4. Advertising analysis
Understand the performance of social, mobile, search, and display ads to maximize the effectiveness of your ads. Link your website activity to marketing campaigns to get comprehensive information and optimize your performance. In order to attract users to the site, you have invested a lot of effort, but how do you know if the advertising program is effective? You can view all digital channels (including search networks, display networks, social networks, affiliates, and emails) and view them. What is the impact on conversion rate and return on investment? With AdWords integration features, including mobile ad campaigns and display campaigns, you can take further analysis.
(1) Improve the effectiveness of search engine marketing
search engine marketing can attract users to visit the website. With GA, you can associate visitor behavior with campaigns that run on search engines like Google, Bing, Yahoo, and more, to make smarter bids and keyword choices. If you use AdWords, you can automatically tag your campaigns to easily see the difference in conversion rates between different ad placements or landing pages.
(2) Use remarketing to quickly and easily reach customers with needs
Use GA’s remarketing capabilities to gain insight into customers who are interested in your products and services, and then show them on the web to directly satisfy them Targeted ads needed.
(3) Understand how much display advertising contributes to the advertising program
view how display ads are driving new customers to the site. You can focus on specific placements to see if they are effective in attracting the right visitors. GA can be integrated with the Google Display Network (GDN), which means you can use AdWords to create and manage campaigns, then insert GA tracking code into your Google Display Network marketing campaigns to measure your ads. Results.
(4) Give your mobile ad campaigns the same attention
If you’re running mobile ads or using mobile apps, you’ll want to know how it works. Mobile ad placements attract visitors who are self-contained, and GA can reveal to you how these visitors behave. You can segment your data by device, evaluate your performance, and optimize your mobile and regular sites with familiar metrics like time on site, bounce rate, and conversion rate.
(5) Understand the synergy between campaigns and multi-channel funnel
If you’re advertising on multiple digital channels like search engine marketing, display advertising, social networks, affiliates, etc., you must understand the role each channel plays. Learn how they work together to bring you more customers and conversions. Through multi-channel funnel reporting, you can fully grasp which channels are performing better and which are less effective, and then optimize and improve your digital marketing plan.
(6) The Campaign Metrics report helps identify effective and ineffective marketing campaign
Measuring the campaigns across all channels and seeing which campaigns are effective. You can view reports for channel segments and view real-time data after a few minutes of campaign start-up. You can also see the interactions and conversions for any links (including emails and banner ads) with tracking code added. In addition, you can track offline campaigns that drive users to your site.
As can be seen from the above, GA is a more comprehensive analytical tool. With the advent of mobile platforms, Google also launched GA For APP and Firebase Analytics in due course. By embedding the SDK (Software Development Kit), you can get reports similar to the website. Recently, Google has continuously adjusted GA, launched Data Studio, Audience Center and Optimize, etc. Now GA has developed into an important part of Google Cloud Analytics. Google also offers a paid version of Google Analytics 360, referred to as GA360 (with GA360 instead of Google Analytics 360), offering higher data capacity, lower latency, and more accurate data and official technical support, of course, the price is not Low, starting at $150,000 a year. For most users, if your site Alexa ranks after 10,000, you don’t need to purchase a paid version. You can use some tips to solve the problem of data sampling.