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Understanding Customers through Google Analytics

Google Analytics is a wonderful mechanism for SEO (search engine optimization) professionals and marketers to reach and engage with customers. It enables them to look and think beyond the basics such as: the number of sessions, time spent on the page, as well as the total number of conversions.

Understanding Customers through Google Analytics
Understanding Customers through Google Analytics

It is imperative to optimize the use of Google Analytics in order to understand the customers better. It is a good practice to follow certain rules while developing a digital marketing strategy that will focus mainly on data. These rules are: taking only valuable insights into consideration (which result in savings on spend and which can boost conversions), taking simplified steps (no need to have advanced knowledge of analytics), and having no requirement for additional code (since all the reports can be easily accessed through Google Analytics). 

A few pointers for making the most of Google Analytics are listed below:

  • Using multi-channel paths for conversion: Google Analytics makes use of last click attribution to enable reporting on the conversions. A user’s path to conversion includes multiple touchpoints; which can be visualized in the Multi-Channel Funnels (MCF) Top Conversion Paths report. Marketers need to select the desired conversion, filter it to a particular medium, edit the primary dimension, and add a secondary dimension; in the MCF report.
  • Making comparisons among the various traffic sources and conversions based on the market: In case their business has ac presence in multiple markets, the marketers need to compare the various traffic sources and the conversions based on the market: per city (if the business is at the national level), and per country (if the business is at the international level).
  • Re-engaging users for retention along with the acquisition of new users: Marketers need to check at what point they should re-engage the users for retention (by advertising new products or by running email campaigns) for enhancing the performance. The brand or business also needs to acquire new users for this purpose.
  • Measuring the flash sale success: Marketers need to grasp the buying behaviour of new customers during specific seasons (festival seasons or other holiday seasons) and comparing the metrics such as: “transactions per user” and “revenue per user.” This is done by conducting flash sales during these seasons and measuring their success.
  • Using machine learning to calculate the probability of conversions: Marketers can make use of the machine learning aspect of Google Analytics to calculate the probability of the customers to convert. Previous audience interactions provide insights that enable the marketers to create website content and develop advertisements which are highly relevant.

Making use of the Custom Google Analytics Dashboard: While Google Analytics comprises a standard default dashboard that provides basic insights into the number of web visits, the number of pages visited, as well as the total number of accumulative conversions; it is imperative that marketers invest in a customized Analytics dashboard that will display only those metrics that they need. They can also simplify the process of reporting by sharing this customized dashboard with others in the company so that they can replicate it.