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”Why You Should Care about Annotations Annotations in Google Analytics will make your life as an analyst a bit easier.
Here is a list of things you definitely need to set up or apply in Google Analytics first: In my experience, goals are among the most important features to set up in Google Analytics. This post is about standard GA reports, but the standard cart/checkout funnel visualization in GA is value deficient. For the same number of button presses you'll get 25x more value than Google Analytics. Apply top traffic sources segments to the above report. What is causing a particular keyword, email campaign, display ad, offer, to convert higher or lower? In the above case I was astonished that while our email was primarily a direct response "here's a coupon to convert" marketing, it actually drove more conversions via other channels (! [If you remember from our first report above, direct was #3 in overall and social was #4, but on mobile direct is #1 and social is #3. Open your top landing pages in this report and then apply the Advanced Segment (button on top of the report) for your big traffic sources to see how differently your visitors click. Do you know how much money you make off each search term/expressed intent? Now would you not want all the top things people look for to have a .39 per search goal value rather than 0.12 or 0.63? If people are coming to your site and looking for stuff (and you have it) then there is no better signal to grow your keyword list. Is there a better way to make money than to take it from people who have started the checkout process and want to give you money? Is it possible to not have garish banner ads in the checkout process? Is the error checking when the person submits the page or is it (awesomer) in-line when the person moves from one field to the next? Multi-channel attribution was the flavor of the month for every month in 2012. And just as in 2012 magic pills will be scarce, FUD will be plentiful, and vendors will promise the moon. :) But get to know the assisted conversions report. If *all* your campaigns *always* include campaign tracking parameters, this report is really good at answering this critical question: Assisted Conversions. After that if you can't resist the itch, go play with the, now free to everyone, Attribution Modeling Tool in GA. This is a standard report in GA, but I've pressed a few buttons to make it smarter. On top of the graph click on Select A Metric and choose Goal Conversion Rate. Second, equally quickly, you know the main sources of traffic via mobile are. What you now see is the distribution of which link is making you how much money. This report is your easiest way into Web Analytics. This might be stretching it a bit but 100% of your internal site search terms should probably be on your SEO keyword list and likely a part of your Paid Search campaigns.I realize that you are pressed for time and you might not want to do it. Learn to apply the top traffic segments (see #1 above) to this report. Download this custom report: Landing Pages Analysis . Now that's something worthwhile to shoot for in 2013! Are these standard reports a part of your current Analysis Ninja arsenal?But in case you want to win big rather than just win, I encourage to read the six tips outlined in this post: The Biggest Mistake Web Analysts Make… I guarantee that if you invest this time, you'll find 5x better insights when you log into Google Analytics or Adobe Site Catalyst. Missing calls to action broken links, not enough content, content unrelated to the ads, something else? Find high bounce rates for one segment (Paid Search) and look at other segments (Display) where pages have low bounce rates. Smart people look at the Page Value delivered by each landing page and not just bounce rates. For each page now you know how often it is a landing page (Entrances/Pageviews), how much it stinks (Bounce Rate), how much money it is making you (Page Value). Do you have a favorite standard report that is not listed above? If you use these reports already, are these the types of insights you seek?
One way to do it is for me to just tell you what my top ten Google Analytics reports are that you could familiarize yourself with. How do these goals tile to your macro conversion, G3? Identify what your Match Type decisions are doing to your performance (Broad, Phrase, Exact, what's up? There is a lot more you can do in terms of Ad Words Analytics, most of your starting points sit in the above report. Ten standard reports that high insights in plain sight.