7 Must-Use Google Analytics Features

Discover the Hidden Treasures in your Adwords campaigns with these 7 Must Use Analytics Features from Broadplace’s Jamie Ludlow
Chart Data By Hour of the Day
Go to Acquisition -> Adwords -> Hour of Day
You can then choose what you would like to view and see it in a visual graph to easily identify trends based on the time of the day over the date range you have selected.
 Analysing GA Data 1
Destination URLs
Go to Acquisition -> Adwords -> Destination URLs
You can then view the landing pages that are driving the most revenue and have the highest CR to help make decsions as to which pages you should be driving traffic to, to increase sales.

Google Analytics Tools
Google Analytics Tools – Destination URLs

Monitoring Shopping Categories/Brands
Go to Acquisition -> Adwords -> Shopping Campaigns
Here you can view your shopping campaigns and see how they are performing at campaign level and you can also select to view performance by category, product and brand level. This will help you to identify specific brands or product groups that are driving the most revenue which you can prioritise in a high priority campaign and assign more budget to.
Google Analytics Tools
Shopping Campaigns

Review Top Selling Products
Go to Conversions -> Ecommerce -> Product Performance
Here you can view the product performance for Ecommerce clients. You can sort by revenue to see which products are driving the most revenue and these are the products you will want to focus the budget on. Another good tip is to sort by average price and see high value items that are selling as these will bring higher margins and more revenue so they are good items to focus on too. If you have a shopping campaign it would make sense to put these top sellers in a high priority campaign.
Google Analytics Tools
Top Selling Product Review

Monitoring Time Delay Before Purchasing
Go to Conversions -> Multi-Channel Funnels -> Time Lag
Here you can see how long people take to convert after visiting the site. If you just want to see the data for Adwords visits then you need to make sure the Adwords option is selected.
If you see that most people don’t impulse buy and take time to convert then that is a great opportunity to offer them remarketing. Also if a client is asking why sales are so slow on a particular day you can mention that they only make 66% of sales on the day people click through to the site and they can expect to see an extra 33% of sales from that traffic over the next 30 days for example.
Google Analytics Tools
Monitoring Time Delay Before Purchase

See Where Your Campaigns/Ad Groups Have Assisted Conversions in other Channels
Go to Conversions -> Multi-Channel Funnels -> Assisted Conversions
This allows you to identify campaigns, ad groups, keywords that have assisted conversion in other channels. This can be broken down at campaign, ad group or keyword level.
Google Analytics Tools
Assisted Conversions

Attribution Modelling
Go to Conversions -> Attribution -> Model Comparison
Attribution modelling is quite complex and would warrant a whole training itself, but its useful to be aware of the basics. The model comparison tool, lets you compare different attribution models and see how much revenue has been generated based on that model. Personally I prefer ‘linear’ because this gives all channels an equal contribution to the overall conversion value rather than giving all of the credit to the first or last click which happens in first/last click modelling, but this can change based on the business goals.
Google Analytics Tools
Attribution Modelling

Again if you just want to look at Adwords data, make sure you have Adwords selection at the top.
For more Google Analytics Tips click here.
 By Broadplace Account Manager, Jamie Ludlow

4 Google Analytics Tools That Are Criminally Underused

1. Top Conversion Paths

(Conversion > Multi-Channel Funnels > Top Conversion Paths)

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)
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)
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.

4. Benchmarking

(Audience> Benchmarking)
Analytics Benchmarking
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

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