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Analysis Paralysis: Using Google Analytics Data as Inspiration to Act Now

February 13, 2017

By Today’s Industry Insider


The best thing about Google Analytics is also the worst thing: there’s a massive amount of available data.

Why is that both good and bad?

You can use that data to improve and understand. Your traffic. Your audience behavior. Your goals. Your marketing. That’s good.

But because there’s just so much of it, it’s easy to get bogged down in just looking at it, swimming through it, and not actually making any decisions or doing anything beneficial. That’s bad.

And that’s analysis paralysis.

We’ve all been there: you’re so busy analyzing the data and considering all options that you never actually make a choice. Nothing happens. You’re afraid to make the wrong decision, or you’re overwhelmed with the sheer volume of the data itself and/or the directions you could take it.

In order to succeed, you have to break that cycle. And when it comes to Google Analytics, the only way to sidestep the analysis paralysis trap is to approach it with a concrete reason or plan.

You have to know what you’re doing before you dive into the deep end of the data pool.

Do that, and it can inspire you to action. Today. Right now, in fact. You just have to be proactive in your approach, and go in seeking answers to your already-established questions.

Google Analytics is a very good tool in your arsenal. Good…but not perfect. It does have its shortcomings. But that shouldn’t stop you from turning to it again and again.

Need some inspiration on how to be inspired by the data you’re collecting? I’m here to help. Break the analysis paralysis cycle with these five ideas.

Content Inspiration

If you’re doing any content marketing – and of course you are, because as you may have heard, content is king – then you need a steady stream of content ideas.

And that can be tricky. Coming up with new content is one of greatest challenges about running a successful inbound campaign. According to CMI’s B2C Content Marketing report, when respondents were asked to list their biggest obstacles:

  • 56% said producing engaging content
  • 46% said producing content consistently
  • 39% listed producing a variety of content

What if I told you that Google Analytics can help with all of that? Know where to look and it can provide more inspiration than a sunset over the Roman Coliseum (or whatever other location does it for you).

I Need Ideas. Inspire Me!

Here’s what to do: head on over to Behavior > Site Content > Landing Pages. This report will give you a list – in descending order from most sessions (i.e. most popular) to fewest – of the landing pages on your site.

Hit the Secondary dimension dropdown menu, and select Source/Medium under Acquisition.

Now you can see the source of the traffic, too.

Pay particular attention to those coming from organic search, referral, and direct, as these are the pages people are searching for and/or clicking the most because it appeals to them or …read more

Source:: Kiss Metrics Blog