If you are into the digital marketing field, you must have come across Google Analytics every now and then. GA is a robust web-based tool that collects data, analyses it and presents it in the form of meaningful reports. These reports help to encompass complete yet understandable statistics of website visitors.

Google Analytics helps the marketing professionals and webmasters provide a deeper insight into the visitor’s activities for their websites. Most people, however, don’t utilise the full potential of this highly sophisticated free analytics tool. Studies have shown that as many as 75% of E-commerce retailers use Google Analytics incorrectly.

Here at Templatetoaster offline website builder, I will mention a few tricks you must adapt to your Google Analytics information which helps to improve the website content and generate greater traffic. Check out digital marketing tools WordPress newsletter plugins and the best email marketing software.

Effective Solutions to Improve Marketing using Google Analytics

Leveraging Google Analytics to help your business grow is a great way to boost your marketing strategy. But how do you do it? Rather how do you d

1. Set up Goals and Track Conversions

Embarking upon a digital content marketing journey without setting goals is like shooting blindfolded. Always set site goals and measurable objectives beforehand. Next, create funnels, wherever needed. Funnels help in measuring the progress of every course of your conversion path. These goals and funnels will identify the target audiences you need to reach out to.

You can set four types of Goals:

  • Visit Durations
  • Pages/Visit
  • URL destination
  • Events or Campaigns

The Conversion rates show how much percentages of the specified goals have been met. And also define your own personalized goals based on the purpose of your website. These include how many visitors have become clients, how many purchases have been made, how much time have users spent on your site etc.

2. Integrate all the Analytics Platforms

An essential tip to enhance your online presence through GA is to implement the correct Analytics code, in its latest version, on all the site pages. This is something that sometimes is easily overlooked. GA also has a built-in facility to merge data from all your platforms in a single place through the Google Analytics Data Import. Combine the Google Analytics data with your CRM and other systems to gain better traffic insights. Further, it helps in integrating with many Google products including third-party software. AdWords, AdSense and Google Display Network are just a few of them. Remember to use auto-tagging while connecting with Google AdWords for better efficiency.

3. Utilize Advanced Segments

Google Analytics segregates data based solely on your needs. Make use of these segments to compare and contrast different groups side by side. One example is to segment your data in accordance with user behaviour and traffic sources. Presently, Google Analytics provides the opportunity of differentiating up to four advanced segments at once. The latest update of Google Analytics provides a feature of Plot Rows. This attribute allows you to define instant data segments in the form of tabular reports. Using these Plot Rows, marketing professionals may check the overall metrics of their websites. KPIs have been rendered mostly useless by the implementation of plot rows and advanced segments.

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4. Increase Traffic Flow with Real-Time Reporting

Sometimes it becomes confusing to have so many reports to look at just to see something at the particular moment. But with Google Analytics, you should specify your own attributes and filters to generate a Custom Report under a single page- that reflects the needs of your business, thereby increasing the traffic flow.

Google Analytics also newly introduced a feature of Real-time Reporting, where you may view live visitor information at any point in time. Reporting in real-time also lets you view the latest feedback and updates about your content. This attribute is accessed via the [Home] menu -> [REAL TIME(BETA)] menu. This menu of Real-Time Reporting further has distinct types of [Location] report, [Traffic Sources] report and a [Content] report that shall assist you in understanding the behaviour of users in real-time.

5. Connect to your Google Webmaster Account

You may connect the Google Analytics Tools account to your Google Analytics account by clicking [Traffic Sources] -> [Search Engine Optimization], and then select any one of the three reports. The three types of new search engine optimization reports are- Queries, Landing pages, and Geographical Summary. These reports will automatically integrate with your Google Analytics account. This new data helps to identify the geographical prospects of your target audiences. Also, you must modify the low-click keywords through rates by changing the meta title and/or the description of your page.

6. Focus on Event Tracking and Campaign Tracking

Have you ever wished to know how many times a certain file was being downloaded from your website? Or how many times the Play button was hit on your video? Or how much time did the users spend on a single page before exiting your site? Event Tracking helps you prioritize such options according to your most marketable aspects. It sure looks like a simple process but is actually overlooked and neglected by most professional webmasters. The latest version of Google Analytics enables you to set your favourable events like goals and track the performance based on specified metrics.

In addition to event tracking, Campaign Tracking gives seamless insight into the sources, referrals and links that bring visitors to your site. You should check all the URLs with tracking codes under a single attribute [Campaigns], where you may compare all online marketing campaigns with each other. You may read Constant Contact vs Mailchimp, ActiveCampaign vs HubSpot, ActiveCampaign vs Mailchimp, Sendinblue vs Sendgrid, Sendinblue vs Mailchimp.

7. Customize Social and Website Engagements

Integration of Social Media Accounts with your elemental website is a good idea to increase marketing value. Add the Google Analytics plugin to your self-hosted WordPress to configure features such as tracking outbound clicks, internal links and downloads that will ultimately redirect to some other external website. Google Analytics needs integration of all your social platforms and implementation of the latest analytical code in order to have a higher website engagement. If you use Buffer, Oktopost or other social media management tools for publishing purposes, you’ll get a great deal out of linking Google Analytics to them!

Make sure to define the social media settings under [Admin] -> [Social Settings]

Wrapping Up… Improving Marketing Strategies with Google Analytics

In a nutshell, the smarter use of Google Analytics also completely revamp your online content presence. Google Analytics isn’t just limited to social media or E-commerce anymore. It has become an all-powerful resource that identifies the loopholes and correspondingly suggest the necessary adjustments to your website content and design. Most importantly data plays an important role in marketing. You shall create an effective marketing campaign using the statistics and data through Google Analytics. The data helps you know your plus points and where you need to work harder.

Although we have tried to cover the key points, there may be still a lot left due to the diverse nature of GA. So go ahead and tell us your thoughts in the comments section about Google Analytics tricks/features that helped you and everyone should know about.