8 Advanced Google Analytics Features you need to know

If you visit Google Analytics just to see some fancy graphs and check only the traffic on the website, you might just be scratching the top of the surface only. Google Analytics is the most widely used software and lets you do the advanced analytics on your website for free. However many of us just do not make past the dashboard of the site. Many others would complain that Google Analytics wouldn’t let us perform complex analytics because of some inherent limitations and hence jump on some premium software like Mint, without exploring many of the robust functions which Google Analytics can perform.

Using such a capable product to only its partial capabilities is truly shameful. These advanced tools are not complicated, thus can be understood easily and at the same time would let you dig deeper. Web analytics suit might be able to suggest you the required changes in the design and structure of the website. By understanding these features, not only you would be able to increase your traffic and conversion rates but also save a lot of money by not subscribing to the paid services. So let us stop guessing and start analyzing.

1. Analyzing Goals- Key to conversion: The activities and journey of the users on the website can only be analyzed and understood if realistic goals are set on Google Analytics. This gives us the power of seeing the trend and monitoring user behavior. Goals can be set to everything which can measure conversion like, successful purchases, abandoned carts, social media sign-ins and also the newsletter subscriptions.

The basic reason of all content marketing or SEO is not to generate only traffic on the website but turn that traffic into conversions. Your self-esteem might be boosted with thousands of people visiting your website, but it wouldn’t make sense if none of them translates to conversions.

2. A Site Search: This is another way to understand the traffic which lands on your page and tells you the interests and demands of the visitors on your site. Setting up a site search tells what the visitors are searching on the website which would tell their needs and intentions of visiting the website. This could give you a better insight into the visitor’s behavior.

3. Event tracking: Users click on multiple links on your websites, which can be called individual events. With the event tracking feature of Google Analytics you can easily track which links are most visited, which will tell you which element interests the user base the most. This helps you to understand the user behavior. Selecting ‘Site Control’ in the Behavior tab would directly show you the links, products and elements which are most visited. With this knowledge, you can change the structure and design of the website, so these elements are easier to find. For example, moving your most viewed product on the top of the product list would surely increase your conversion rates.

4. The Landing Pages: This also comes under the behavior tab of Google Analytics, and you can identify the top landing pages of your website. Majority of the times these pages contain blogs and other forms of content. Creating Lead Magnets might just do the drill, which could result in increased conversion rate.

5. The power of segmentation: Digging deeper into the traffic analysis might just point out the direction where the majority of the visitors are coming from. It could mention if the customers are returning or new. A great returning customer base would show the satisfaction level of the previous customers. The devices which they use would let you know which structure of website you should develop, like a greater mobile based audience would require you to develop a better mobile version of the website.

There could be many referral sources for the visitors and analyzing them could lead to spending your resources on those which are giving the best results. There could be a whole new world for potential advertising partnerships.

6. IP Exclusion: This feature of Google Analytics becomes especially important for the designers of a new website. While designing a new website or when it is in the early stages of the launch, the web development team might visit the site multiple times to ensure everything runs perfectly. This is measured in Google Analytics in the form of traffic. The visits of the whole web team might just be the reason for the hike in the website traffic, and that could ruin the whole conversion analysis for you. If this step isn’t followed, then you would be under a wrong impression about the traffic your website is earning. Using the IP exclusion feature would make sure you don’t measure the traffic generated by you or your web team.

7. Backbone of Email marketing: Some important analysis can make your email marketing pretty effective telling you at which time you should email your customer and at which point you should follow-up. A cohort analysis could tell you the time period of the of consumer life cycle. This could suggest whether the consumers readily buy your product or spend time in researching about it. A longer cycle could mean that you have to send follow up emails to the prospective customer to persuade them to buy the product.

8. The whole family: No other software, not even the premium ones can incorporate the tie-in features like Adwords, Adsense tracking, and the search console. Linking all these accounts could lead to synergy and combined analysis functions as the data can be easily be shared between them. Google Console explains the ratings of the website on the basis of multiple parameters. Some of these parameters being the site links, user interface, sites which link to you, usability in different devices, etc. This explains the parameters which can be improved and some new ways to gain traffic.

All these features would make sure you don’t need a paid analytical tool for your website and will open doors of new possibilities to create more traffic and increase the conversion rates.


“If you tell the truth, you don't have to remember anything.”
― Mark Twain

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