Google Analytics is a powerful free tool that you should be using. If you aren’t, stop reading now and call your web guy and ask him to implement it. If you’re a blogger, implement it yourself for your blog. (It’s super easy if you’re on WordPress like me.) If you’re already using Google Analytics, then you may continue reading :).
I had the pleasure of attending the Google Analytics Master Class in Sydney last week. It was a very useful session and I highly recommend you attend one, should the opportunity arise. Here are the top 10 tips that Google suggested we take away from the session. No, they’re not rocket science, so if you’re doing all 10, you can pat yourself on the back for using the tool well. In that case, you should explore the Analytics blog by Avinash Kaushik, the Google Analytics guru, for more ideas on how to get the most out of Google Analytics.
Top 10 tips from Google Analytics Master Class
- Set up goals and funnels – Each Analytics profile has 20 objectives you can set and then measure your visitors against. For example, a goal could be signing up for a newsletter (or whatever action you deem relevant on your site). This way you’ll be able to judge your traffic sources or keywords against these objectives and make better decisions for you advertising spend or SEO efforts. The funnel visualisation will show you at what point your users are abandoning your website.
- Link your AdWords and Analytics accounts – Linking both accounts will give you easy access to data about your paid search campaigns, thus enabling you to optimise your keywords, ad groups and campaigns more efficiently.
- Implement e-commerce tracking – If you sell anything on your site, ecommerce tracking will help you keep tabs on what is driving conversions and what isn’t.
- Compare and contrast advanced segments – Play around with this reporting to see how different people behave on your site. This is a very powerful tool which lets you essentially compare any variables tracked in your analytics.
- Check your intelligent alerts daily – Intelligence reports alert you when key metrics (which you’ve specified) change. Review these frequently to keep track of what’s happening on your site and act accordingly.
- Experiment with your site content using Website Optimiser – This is a free A/B and multivariant testing tool which lets you optimise pages for conversion.
- Play with Google’s other data-driven insights tools – There are several free tools that can give you valuable insights into your market like Google Trends, Ad Planner or Google Insights.
- Develop your Google Analytics expertise – Keep on using Analytics and learning by doing. Do the Google Analytics online course and become certified in Analytics by taking the online test ($50 per test).
- Subscribe to Google’s blogs – Check out the Google Analytics blog as well as Occam’s Razor blog.
- Work with a Google Analytics Authorised Consultant (GAAC) – Here’s a list of GAAC’s in Australia.
My personal tip – Learn by doing. You already know the front end content so getting to know the data behind it can give you some very valuable insights. The best thing is that you can’t break anything! The data will still be there when you’re done so go on and get your hands dirty!
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