Digital Marketing may be referred to as a disruptive force by most marketing professionals and many people are struggling to come to terms with the new rules of engagement.
Google analytics, however, has a fairly classical approach toward reporting which makes it easy for all marketing professionals to interpret data properly.
Although people who are technically sound will always have an edge in web analytics, however, the interface in Google analytics is designed in a way by which it easy for even traditional marketers to navigate with ease and extract important data about an online asset without much hassle.
Google analytics is certainly very capable for advanced analytics but the basic user interface is designed for simplicity. The UI has been divided into four simple sections (which marketing professionals have on the tips of their fingers) :-
- AUDIENCE – WHO IS YOUR TARGET MARKET / AUDIENCE
- ACQUISITION – HOW TO DRIVE USERS TO YOUR WEBSITE
- BEHAVIOUR – WHAT IS THE USER DOING
- CONVERSION –HOW MUCH – GOAL SETTING AND PERFORMANCE MANAGEMENT
AUDIENCE – WHO IS YOUR TARGET MARKET / AUDIENCE
The purpose of the audience section is to define your ideal user. This section uses a various attribute to define the user, which are:
- Demographic (Age & Gender)
- Geo (Region)
- Behaviour (Engagement with website)
- Technology (Browser & network)
- Devices (Mobile, Desktop, tablet)
If you have a clear idea about who your target audience should be, then you can use the “Audience section” data to see if it matches the profile of your ideal user.
If the profile does not match then you can deliberate further on the changes that will help you acquire the ideal user.
ACQUISITION – HOW TO DRIVE USERS TO YOUR WEBSITE
Once you are done defining your target audience, the next thing is to select channels to drive your target audience to your website.
There are many marketing channels through which you can drive traffic to your website such as organic search , paid search, display, social network, direct channel etc. The acquisition section will help you identify the most appropriate channel for your target audience and help you settle on a marketing channel and campaign that will give the optimum results.
The acquisition section also allows you to do an in-depth analysis of your campaigns, Adwords & Keyword based marketing activities.
BEHAVIOUR – WHAT IS THE USER DOING ON YOUR WEBSITE
The behaviour section tells you what a user is doing once he/she is inside your website.
The purpose of this section is to identify the content & user behaviour flow within the site that will optimize conversion.
Some of the important features of behaviour section are:
- Behaviour flow: it is a graph which shows how the users are navigating through your website. It can be used to identify nodes where relevant content can be paced to stimulate conversion.
- Site content: it shows which pages on your website are being viewed the most and how long users are spending there.
- Site Speed: users have an aversion to slow sight speed and they won’t take a second to switch to some other website. With the help of the site speed option, you can see how long your landing pages are taking to load as well as how quickly users are able to navigate the site.
- Site Search – This helps you analyze what a user is looking for in the search function within your website. If there is a clear search pattern on your website, it may be relevant to revisit your navigation.
- Events – An event is an onsite action by the user which has a significant value for your business. e.g. A completed sales transaction or a successful sign-up/ subscription etc.
CONVERSION – HOW MUCH (GOAL SETTING AND PERFORMANCE MANAGEMENT)
The purpose of the conversion section is to identify the most important interactions in your website (e.g. order confirmation on an e-commerce site) and then assessing the performance of these interactions.
The important attributes of conversion section are as follows:
- Goals – Goals on your website are generally associated with specific URLs on your website. With this feature, you can track how often the “Goal URL” is being triggered.
- E-commerce – If you have an e-commerce website, this feature can help track sales performance, the number of transactions, as well as time-to-purchase.
- Multi-Channel Funnels – This feature can help you find out which digital marketing effort has been the most useful in driving conversion.
- Attribution – This section allows you to decide how much credit you want to give certain channels on their path to conversion.
To put things in a marketing perspective google analytics takes a two-step approach towards marketing data. First, is identifying and attracting the prospective users and second navigating & stimulating conversion. And with the most rudimentary technical knowledge, you can learn to use Google analytics and extract relevant data.