How to Read Google Analytics?

The most important outcome of learning how to read Google analytics reports are to make data-driven business decisions. The fundamental principle to live and die by when measuring is to have a fully optimized GA profile. Now, what if you're fully optimized, filtered, and have layers and layers of data?

The purpose of this video is to take the measurement into a different direction. Measurement planning always start on your website and eventually is analyzed and processed to your profile views. The recommendation are always to make a list of your micro and macro conversion.

Micro Conversions: What actions do a user take that can be credited to the objective of your website?

Macro Conversions: Explain what are the top 3 or less goals you want to achieve on your website?

Having a list of these in a spreadsheet will help you build goals, filters, segments, and even consider event tracking. When I'm asked where to look next: Always start by visiting your website. Review how many micro and macro conversions are you tracking?

Conversions to consider:

  1. Social Follow Buttons
  2. Form Submissions
  3. Button Clicks
  4. Slider Clicks
  5. Video Start, Stops, and Ends
  6. Custom Dimensions
  7. Users Stepping-in & Exiting the funnel

There's an endless list any one website can gather. Try not to go overboard with what you're measuring and focus on the most important details.

Small Data Tip: It's easier to add layers to your reporting oppose to removing layers. Understanding your data should be simple and not complex. Website traffic analysis should become second nature when you know what your looking for.

What this video accomplishes is how to save money by looking at your pixel spend. When you want to measure your website traffic you have to always follow the money. Review the PPC channel and its source are the best first step when you have a fully optimized account. Keyword analysis really happens at the ad group level inside of your AdWords dashboard. I’m not a PPC expert, but if you are going to succeed it has a lot to do with how efficient your spend is on converting keywords. Another token has to do with where your keyword are converting. This is where how to read google analytics reports is going to save you money from just pure analysis. I saw on this website there were a lot of conversions coming from different markets. Granted, some of those were pixels coming in from Facebook and not only Adwords.

How do you make use of location data to help you maximize on your keywords and help increase your conversions and lower you cost per acquisition (CPA)?

  1. Sort by Source

Read Google Analytics by Source

  1. Second Dimension of Cities

Read Google Analytics by Cities

That's pretty much it to have a nice segment of your traffic. Export this as a recurring report sent to you via email or create a custom dashboard. Analyze how much of the traffic is falling outside of your ideal traffic and optimize to limit those conversions if they won't affect your directly. This report is very relevant to brick and mortar stores. If you're doing a national campaign you would have to refocus on how much traffic is converting from which region, thereby spending more on the users that convert more.

This is a very narrow focus only onto one channel that converting for one region.

Measurement Goal: Try to build micro conversion around each of your channels to construct a full picture of your website.

Planning is your best friend and it'll help you not only save money, but set yourself up for success.