It’s that time to present all your hard work in a monthly marketing report. When you don’t have an analyst on deck, you’ll need to take the lead on reporting the numbers. But where do you start? And what’s considered enough to show to your big bosses? From an analyst to a marketer, I will make it as simple as possible for you to replicate on your own with Google Analytics.
When you’re searching for web analytics help, you’ll typically see that each expert specializes in Google Analytics or Adobe Analytics. Not both. So when you’re starting, how do you decide on which tool is best for your business? Luckily, you’ve come to the right spot as we’ve dealt with both web analytics tools for all types of industries.
When you click into Adobe Analytics’ Segment Builder for the first time, it’s a blank canvas with drag-and-drop functionality. Without any prior segmenting experience, it can seem overwhelming because you just don’t know where to start. But once you start digging into what the Segment Builder offers, you’d most likely never want to stop using it.
It's one thing to track activity on your site, but how do you relate it to the external campaigns that you run? Knowing how the visitor landed on your site can help you understand what marketing initiatives are best for your business.
When you're new to digital marketing or just Google Analytics, it may seem like you've gone into another dimension. So many reports, so many terms. Where do you even start? But I got you! I've compiled the top 50 terms to get you started, so you can get to playing with your data sooner than later. If you're looking for a specific keyword, go ahead and hit CTRL+F to search for a term you need right away.
When you just start out with Google Analytics, you typically just follow the rules on how to set up a basic property, a view, and a couple tags. But what’s missing until you dig deeper into your business needs are a few extra setting configurations.
Segments are filters you create in your own account, where you can see different cuts of data in the same report. It’s important to note that segments don’t permanently change the data. It’s a way to view the data any way you want it, as long as the raw data is originally there.
Dimensions are qualitative characteristics of the user where it describes the user’s behavior, location, device. Even if the value is numeric, dimensions are always categories. Then, metrics will quantify how many had that characteristic. The different metrics can go from how many users based on a cookie all the way to a single page view.
Now that Adobe's amped up their UI game with Analysis Workspace, Report Builder's been put in the back burner for many analysts. Not me. So I'll show you how you can still get value out of this outdated, yet amazing tool today.
Are you just starting off with Adobe Analytics? Well, it's great that you're here to learn about props and eVars. In addition to the out-of-the-box dimensions and metrics, Adobe offers these two custom variables to complement your basic tracking. Props and eVars are really the meat-and-potatoes that makes Adobe Analytics tracking so flexible. Each of them have its own unique purpose, so let's get familiar with how they're used.
Let's get down to the bottom line. All marketing traffic is not valuable until it translates to real conversions. Depending on your business, your top conversion falls under one of these two buckets: a sale or a lead. But you can track your conversions in several ways in Google Analytics. One of them being the Conversion Reports.
Behavior Reports are your lens into what your visitors do on your website. This Google Analytics section shows which content resonates the most with your users and how they navigate through it all, also known as pathing behavior. Behavior reports can help guide you in a number of ways, but are most commonly used for content strategy and user experience.
Any type of marketer would find value in at least one of the Acquisition reports. Why? Because really, marketing dollars are divvied up across the multiple channels. We put more time and money into getting customers to our website than anything else. So let's dive in where your traffic is coming from, shall we?
Audience reports provide data to help you understand your user demographic, behavior, mobile usage, and industry. All Audience dimensions can be useful in segments to apply to other reports ie Pages, Events, or Goals to see what type of users perform desired actions. Google Analytics presents directional data on your audience to help lead targeting or personalization strategies.
Great for Immediate Results & Quality Checks: Since data can take up to 24-48 hours to populate Google Analytics’ historical reports, Real Time reports are handy for immediate testing. As the data updates live by the minute, you can review the amount of traffic and how it’s being categorized for Google Analytics report immediately.