8 Ways to Turn Insights Into Action With Google Analytics

Whether you are new to analytics or an experienced user, Google Analytics can help you turn customer insights into actionable solutions for your business. It brings together the information you need to improve performance across your sites, apps and other marketing channels. Sadly, people only seem to look at page views or the number of visitors they get.


In truth, Google Analytics lets you do a lot more than that. For example, you can use it to:

1. Measure sales and conversions

2. Get to know your audience

3. Get insights into how visitors find and use your site

4. And keep them coming back for more

The question is…How? In the spirit of helping you get the most out of Google Analytics, here are 8 ways you can use Google Analytics to make intelligent marketing and business decisions.

1. Link AdWords to Analytics

Linking your AdWords account and Google Analytics gives you a complete picture of customer behavior right within your AdWords account. This gives you an abundance of data that you can use to refine your AdWords campaigns and improve the overall performance of your business.

2. Optimize keywords

Ranking for the right keywords can make or break a website. This makes keyword research one of the most important activities in search marketing. One of the most useful resources to get knowledge about keyword demand and keyword referrals is Google Analytics. This includes targeting by location because you can see, geographically, where your visitors are coming from or where they are not coming from so you can optimize their experience and build your business.

3. Use Event Tracking

Event Tracking is a powerful feature in Google Analytics that you can use to record user interaction with website elements such as page gadgets or file downloads. This is accomplished by attaching a small piece of JavaScript code to the particular UI element that you want to track. All user activity on the elements is then measured and reported in the Analytics reporting interface. This is particularly useful for people who constantly find themselves creating different CTAs (Calls to Action) and wondering how effective they really are.

4. Use Segments

A Segment is a subset of your Analytics data. Use Advanced Segments in Google Analytics to isolate and analyze specific parts of your traffic and understand which digital marketing strategies perform best. In addition to analyzing data with Segments, you can also use them to build audiences for re-marketing.

5. Use Multi-Channel Funnels and Attribution

In Analytics, conversions are credited to the last search or ad that referred the user when he or she converted. To see how the other elements of your campaign worked together to assist and/or complete sales, tools like Multi-Channel Funnels and Attribution are very useful to show previous referrals and searches.

6. Use Page Speed, Custom Alerts and In-Page Analytics to reach peak capacity

To get more conversions and better performance, analyze and optimize your site performance with Site Speed, Custom Alerts and In-Page Analytics. The Site Speed reports, for example, measure aspects of latency such as page-load time. They show how quickly users are able to see and interact with your content so you can make improvements.

Custom Alerts, on the other hand, lets you know if there is a dip in traffic patterns so you can act immediately. Examples of alerts that you can set up include revenue drop, campaign performance, landing page bounce rate increase and keyword performance. And finally, with In-Page Analytics, you can make a visual assessment of how users interact with your web pages so you can fix things like poorly placed content or ineffective calls to action.

7. Use flow visualization reports

Next up, flow visualization reports in Google Analytics illustrate the paths users take (including detours or backtracking) through your content. The types of flow reports include:

  • Behavior Flow: Helps you identify potential content issues

  • Goal Flow: Useful to identify high drop-off rates or unexpected loops

  • Users Flow: Lets you see how your different marketing channels are performing

  • Events Flow: Lets you analyze the order in which users trigger Events

  • Funnel Visualization: Shows the performance of each funnel step

  • Google Play Referral Flow: Helps you gauge interest in your app, if you have any

8. Use Campaign Tracking

And finally, Campaign Tracking refers to a method of identifying how users discover your site. To use Campaign Tracking in Google Analytics, you need to add parameters to URLs that you use in custom web-based or email ad campaigns by using Google’s URL builder. When used well, Campaign Tracking can help you identify the campaigns that are performing well.

Related Post:

Working with Google Webmaster Tools

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