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3 Common Google Analytics Gaps You Need to Plug

December 13, 2016

By Today’s Industry Insider


Google Analytics is the de-facto industry standard analytics tool.

It’s installed on almost every single business site. (It’s even looked at too, sometimes, too.)

It provides a tremendous amount of data that you can manipulate, along with customization options for advanced features that power users crave.

Also, it’s free.

Google Analytics excels at providing surface level, top-of-the-funnel, aggregate data.

Here’s an example of where that comes in handy, along with a few problems it presents.

Where Google Analytics Excels

That super-duper-in-depth Quote Request forms works fine on your desktop. But what about for mobile and tablet users?

It’s a mobile world, and we’re just living in it. Not only are more searches done on mobile than desktop, but mobile usage in general (and growth) continue to eclipse desktop usage.

Today, the best sites are mobile-first from the ground-up, ridden of legacy issues like poor UX, IA, and speed that shackle conversions.

Like, for instance, long-ass forms.

With just a few keystrokes inside Google Analytics, your answer is waiting for you.

While tablet conversions compare favorably to desktop, mobile suffers a bit.

You can extrapolate this further: pull up a basic spreadsheet and plug in the desktop conversion rate multiplied by your average lead value. Do the same for the lower mobile one. Hit enter. Find revenue or cost discrepancy.

Now you’ve got a cold, hard case to bring to your boss or client to fight for additional resources.

Google Analytics also does admirably with traffic channel source and page behavior.

For example, organic search will (generally speaking) be your top driver of traffic (whether that’s a deliberate strategy on your part or not).

Let’s take a quick look at which specific pages are performing best, so we can:

  1. Identify ways to improve them and get more people to convert from them.
  2. Reverse-engineer their success so we can start cranking out new content like them.

Again, if you know where the proverbial bodies are buried, you can pull up the most popular content on your site and add a ‘secondary dimension’ to highlight Source or Medium.

Awesome, a lot of older blog posts are performing well!

Perfect. Let’s make a few general notes of the topics that are performing well, and other ‘variable’ patterns they might have in common (like the images used, the category or style of content, the word count, etc., etc.).

But oh no, look at those bounce rates!

Maybe it’s time to reinvest in that old stuff and breath new life into it so we can better capitalize on all those search visits that are coming in.

They can probably use some new statistics and data as the world has evolved over the past few years. Today’s blog posts also tend to be more visual and step-by-step tactical, so let’s flesh out some of those high-level sections too.

With the help of a few basic Google Analytics reports, you can quickly spot high-level trends like this, and get decent reporting metrics on how your day-to-day tactical stuff (like blogging, tweeting, ads, etc.) are affecting new leads or purchases.

If …read more

Source:: Kiss Metrics Blog