success of any brand or company depends on how quickly it can turn insights
into action. This also applies to data analysis. If you’re interested in being
more effective at Google analytics, then this piece is for you, as it would
speed up your data analysis, and website optimization.
are some of the things you should apply in your Google analytics to get things
done better and faster:
and goal values: Setting goals is one of the first things you should do in
Google analytics. However, there are not many websites with sufficient goal
settings. You need goals to see your conversation reports. You cannot progress
without having goals. Conversion reports include the absolute number of
conversions, conversion rate per goal, and goal value. Typically, Google
analytic reports do contain an ABC structure, which is Acquisition, Behavior,
and Conversion. In addition, it’s also important to understand the difference
between micro and macro goals, and why you require the two of them.
primary goal on a website also known as “macro goal” or “macro conversion.”
This could be a visitor making a purchase, sending in a lead gen form, making a
dealer appointment and so on. Your macro goal is also your most important
second type of goal is known as “micro goals.” An example of this is a visitor
downloading a brochure, or watching a demo video on your website and so on.
There is usually a direct relationship between micro goals and your macro goal.
Some of the benefits of both micro and macro goals include the following:
up a primary website goal improves your website optimization.
can report, analyze, and optimize interesting numbers for different
can more easily develop a multi-channel strategy that includes both macro and
is only on criteria needed for setting up a goal in google analytics. You need
to have “edit permission rights.”
analytics annotations: Annotations in Google analytics help in answering
important questions. Especially questions such as “what, why and how.”
Annotations are important, and you should care about them. They would make your
life as an analyst easier. There are some offline campaigns that have an impact
on overall traffic.
As an illustration, competitors that
temporarily reduce their prices probably influence your conversion rate and
many more e-commerce metrics at the same time. One of the best ways of
annotating is to taking a structured approach to add “big” events to your
Google Analytics account in the form of annotations. This can be done by one
person if it’s a small company. However, you’d need to take another approach if
working in a large corporate business. You could make use of a Google doc that
one or two people in each department have access to.
- Intelligence events: These are very useful in
connecting the dots. Intelligence events can be described as data-driven advice
by Google Analytics that helps you identify known unknowns and unknown unknowns
within your data.
via Google analytics reporting interface: This involves building your segments
directly via the reporting interface:
to a report where you can create and also apply segments.
on All sessions.
on the red New Segment button.
the reporting interface, you’d have the same choice as in the admin interface.
In addition, below are more points:
are linked to your unique login account information.
can be shared with other people who have access to the same view.
can’t apply segments to your funnel reports.
expressions: These are very useful. They can be used effectively for the
setting up report filters.
setting up goals.
defining funnel steps.
setting up segments.
filtering on and analyzing your data.
expressions are very helpful in building segments and also analyzing subsets of
data in a quicker way.
Google Analytics campaign tracking: Your data wouldn’t have meaning without
implanting campaign tracking the right way. There are 3 main channels
recognized by Google Analytics. On the medium level, they include the
direct traffic via bookmarks or directly typing in a URL.
incoming links from other domains.
Organic traffic via search engines
AdWords: This is easy to set up, especially if you want to link your AdWords to
your Google Analytics account.
Google analytics reporting: Although it’s important to report on the main Key
performance index of your business. However, you shouldn’t spend all your
valuable time on this. Automating your reporting efforts would save you a lot
of time. Google analytics spreadsheets Add-on helps to automatically export
complex data queries.
powerful custom reports: This can be used in combining information of various
reports to get a clearer picture of what is going on. There are about 80
standard reports in Google analytics, and the list is growing. Custom reports
help to see your most important metrics and dimensions in one report.
use of Pre-Built Dashboards for generating ideas: A lot of people prefer to
work with Google analytics dashboards, while others require a higher level of
flexibility and prefer to work with other tools such as Excel, Klipfolio, or
Tableau and so on. There are two resources you should consider when setting up
your dashboard in Google analytics. They include the following:
analytics solution gallery
two resources are helpful in setting up your dashboards in a faster way.
Overall, you would save a lot of time when you make use of data analysis and
- Copy your reporting screen URL: There are
situations in which you may lose your report by mistakenly hitting the wrong
button. Below are some of the ways of overcoming the issue. They include:
the URL of your report.
another tab, screen or notepad.
can use this when conducting a deeper analysis with advanced table filters or
regular expressions. It’s also useful when performing another type of analysis
for the same data set for comparison.
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