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3 Reports from Google Analytics That Impact Digital Marketing Decisions

3 Reports from Google Analytics That Impact Digital Marketing Decisions
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Google Analytics (GA) is a powerful tool that shows how your search engine optimization campaign is driving your website. It has everything you need and more. It shows most (or all) the elements of your on-page audit. Most of all, it presents essential data on these elements.

As an SEO Philippines company or someone in charge of your website’s optimization, you must go beyond a Google Analytics sample report. You must aim for impact and goals. Hence, data is likely to be an ally. Below are three reports from GA that impact digital marketing decisions.

1. Finding the content leading to conversions

Identifying your website’s conversion rate is the quickest way to analyze its performance. The conversion rate also measures if your marketing efforts translate to sales. That way, your ROI is on a positive side.

The conversion rate is the ratio of users who do something to the total number of site visitors. These are the ones who made a decision and acted on it. The actions may not always result in a sale as the goal of websites varies. A user may fill out a form, subscribe to a mailing list or other service, and click on an e-mail address.

Content is in the front and center of all of these choices. Thus, checking your website’s performance on Analytics is a great way to determine the content that influences and pushes site visitors to do what you want them to do. To maximize your conversion rate, you must check the performance of the pages on your site. Analyze the posts that contribute to conversion. Find out if there’s a common theme. The similarities between the topic, content type, and other information on the page all contribute to your conversion rate.

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How to Check Data on Analytics

  1. Set up your goal for conversion.
  2. Change the date on the date range selector near the page bottom. The down bottom shows you the options to choose from and clicking the “More preset ranges” gives out more options. Select the date range you wish to analyze.
  3. On the Analytics dashboard, scroll down and click on “Behavior”>”Site Content”>”All Pages.”
  4. Checking your data once a month particularly if you conduct regular blog posts. Doing so helps identify the most popular content for site visitors. Meanwhile, websites concerned with products and services can track seasonal trends and their popularity on specified date ranges. These insights are also useful when planning future posts.

2. Identifying which traffic sources help with conversions

When you identify the path that leads you to conversions, you can cut the process of optimizing your site in half. The process takes in Google’s measurement model called “last quick wins.” It utilizes the last referrer to your site before a conversion occurs. However, it doesn’t give an accurate representation of what people are doing when they visit your site.

The last quick wins approach is one way of basing on a user’s behavior. It also accounts for the missing or misleading data in Analytics. GA gives credit to the site because of a user’s query for the specific item, service, or brand in the search engine. Unfortunately, it doesn’t merit the organic and paid searches that were the reason behind the conversion.

Focusing on the traffic sources helps you compare assisted conversions with last quick wins to validate assumptions about traffic performances.

3. Discovering user types and their journeys

One way of knowing your users is by tracing their journey. A person who enters your website from Facebook or Twitter is different from someone who found you in Google search results. They may be consuming the same content, but they have different intentions.

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Therefore, getting your data as a whole instead of treating them differently won’t get you a clear picture of how users interact on your website. Your intention of solving a need or two will get you veer your focus on user engagement.

How to create a segment of users (audiences) in GA:

  1. Click “Admin” and choose the account where you wish to create an audience.
  2. Select “Audience Definitions”>”Audiences” in the Property column.
  3. Click the  “+ New Audience.” The new audience configuration options will appear.
  4. Define the audience. There’s a list of preconfigured audience definitions such as:

– Smart List

– All Users

-New Users

– Returning Users

– Users who visited a specific section of the site

– Users who completed a goal conversion

– Users who completed a transaction

  1. Once you’re done adding your audience, click “OK” then “Publish.”

Grouping your audiences is a useful measure of tracking organic traffic from different sources. It allows you to observe how new and returning visitors behave. It also highlights the contrast between various traffic sources. This information will help you make necessary improvements to your site – from navigation, header placement, and site links.

Understanding Google Analytics reports encourage data-driven decision-making. Pulling out the content that sells and segregating the website’s users to understand their behavior are both examples of using data to adjust your digital marketing approach. When you follow the data, you make strategic decisions, witness trends, relationships, and anomalies on users and their behavior.