42 Rules for Applying Google Analytics: A practical guide by Rob Sanders

By Rob Sanders

Forty two ideas for making use of Google Analytics is knowing a visitor's trip via your web site then employing that dimension, assortment and research of information for the most goal of safely optimizing and enhancing web site functionality. This comprises studying the place your viewers come from and the way they have interaction along with your web site or measuring key drivers and conversions reminiscent of which web content inspire humans to react through calling, emailing or procuring a product.

The advantage of making use of this unfastened wisdom, no matter if you're an advertiser, writer, or website proprietor, might help you write greater advertisements, advance your advertising tasks, and create higher-converting internet pages.

It is much more vital to use analytics now that web advertising channels have advanced from conventional show and textual content to cellular, video and social networking. while you are to be successful, it's a needs to and never an choice to align metrics with enterprise ambitions, draw actionable conclusions and articulate metrics and ambitions to stakeholders.

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Extra info for 42 Rules for Applying Google Analytics: A practical guide for understanding web traffic, visitors and analytics so you can improve the performance of your website

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What sets Google Analytics apart from its competitors is that it is aimed at marketing professionals. Marketing managers especially need the information about their marketing campaigns so they can see what works and what doesn’t. For example, it would be important to know if a key web page associated with a particular marketing or promotional campaign was not receiving any visitors. The power of Google Analytics will provide that information in a timely manner via reporting or alerts (see Rule 13, “Use Your Intelligence”).

Your focus should shift to keywords that assist in achieving your website goals versus those with higher volumes that yield less revenue. Figure 3: Google Analytics displays what keywords visitors are using and which ones are converting Furthermore, the average per visit value, or the value of a visit calculated as revenue divided by visits, may be a better indicator of keyword value as opposed to just total revenue. 45 per visit value. Regardless of how much traffic you get per month for a search term, even if you are generating very few visitors, the fact that you can drive a high conversion rate or a high per visit value from a keyword may suggest that it is a keeper!

But all of this is from my perspective and the rules outlined in this book are mine, based on my experience. Some of these rules may work for some readers and others may not. It is all based on their business, strategy, and objectives. The topics or “rules” in this book are geared towards non-techie types like marketers, business owners, data enthusiasts, consultants, and various stakeholders who don’t have time or patience to master the ins-and-outs of Google Analytics. Instead, they rely on someone like me to provide a high-level overview and low-level details they seek.

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