Be a Google Analytics Measurement Expert in Three Steps

Jessica Payne

Whether you’re in-house, agency-side or running digital channels of your own, there’s no excuse not to beef up on Google Analytics – one of the best FREE, yet underutilized data tools out there for measurement. Take a few minutes and study these three ways to transform into a Google Analytics expert.

1. Combine data segments to provide richer context. Clients and co-workers are getting more proficient in the dashboard basics of Google Analytics so simply reporting traffic numbers isn’t going to sustain interest, especially if you’re touting that as expert advice. Try combining data segments like how many new visitors are referrals. Running a digital campaign? Report how many new referrals come from social media channels. Compare that to when your campaign first started. Is there an increase? Congratulations – your campaign is working and you’ve got the data to back it up.

2. Use in-page analytics to pinpoint how well your content is performing. Through in-page analytics, Google lets you see immediately the percentage of page clicks for any piece of content. Just upload a case study, blog post or video? Now you’ve got the actual percentage. Compare to the previous month and to other bits of content. Any surprises? This will tell you what in-bound visitors are interested in most. Is a piece of content underperforming? Ask what it “looks” like to a visitor and move it up toward the top of the page, give it larger real-estate or add a call to action – all things data shows solicit more responses.

3. Create “events” around key desired actions. Not every action on a web site involves a mouse click. Indirect action set up as events on Google Analytics uncovers hidden, critical data you’ll need to optimize your content strategy and sustain engagement. While mouse clicks show some sort of action, indirect actions like mouse hovers, forms filled out but not submitted – even the amount of time people view a video before dropping off – can reveal so much more. Events will enable you to track these important actions so that you can improve SEO, optimize user experiences and keep engagement at an all-time high. Keep in mind you’ll need access to your web development team as setting up events requires a bit of Javascript.

Hit a snag with Google Analytics? Or have a measurement question of your own? Tweet @jpaynebu with a question or leave a comment below!

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