1. Top Conversion Paths
(Conversion > Multi-Channel Funnels > Top Conversion Paths)
There is a substantial amount of data that you can get from this Top Conversion Paths. Some of the most obvious uses of it is to see which channels convert best/most efficiently, which channels assist conversions, number of visits that people like to do before they convert (is it mostly immediate conversions? Or does it take multiple visits?), and how the channels work with each other to lead to conversions.
To go a little deeper, we can use it to figure out how we plan our online marketing strategy. For example, if we see that people convert very well through display or remarketing on their second or third visit, it would be worth expanding the reach towards new audiences with paid and organic.
When used in conjunction with the Attribution Model Comparisons and assisted conversions this will give you a good idea of which channels perform most effectively in which area of the funnel. Although it is important to keep in mind that there is often more than one area in which the channels can perform.
2. Custom Dimensions
(Admin> Property> Custom Definition> Custom Dimensions)
Google Analytics already has around 200 pre-set dimensions and although in most cases they are sufficient, it is always good to have the choice of creating your own. This is especially useful when the existing dimensions may not be relevant to you or the information you are looking for.
Custom dimensions allow you to bring external data into the account (bring in data that isn’t usually pulled in by analytics).
The most common uses for this include phone call data or data from a CRM. However, because this is very versatile, it means that you can adapt this to the physical “conversions” of real life. If you want to track the number of phone call bookings, face to face enquiries, or number of times someone has opened an app.
3. Site Speed Suggestions
(Behaviour> Behaviour Flow> Site Speed> Speed Suggestions)
With the Site Speed Suggestions it uses the Google’s Page Speed Insight to look at each page while also showing the average page load time which makes it much easier to decide which pages should be a priority fix. It is also a much more detailed look at how to improve your site speed and it shows
Increasing site speed can be an extremely useful in reducing bounce rate. In many cases reducing the bounce rate is quite important because often we spend quite a lot of money and time into bringing visitors to the page. It is such a shame to have them leave before they even get to the page because it takes too long to load.
Benchmarking is a general way to compare the website to competitors in the industry. However, it’s important to remember that each vertical is built up of a substantial amount of companies and so the stats are only a generalisation of these statistics.
That said, Benchmarking is a great way to look for opportunities and points of improvement. A few examples include: weakness in the industry, locations to target or to see if it’s worth using device bid managements.
Analytics has a great suite of tools that provide data that can be used to constantly improve the website. Getting more familiar with these tools means you can have more data to make more informed decisions.
Written by Jeffrey Chang