Google Analytics is the most accessible web analytics tool out there. There’s a mixture of small businesses all the way to corporations that have adopted Google Analytics. It’s easy to implement and presents a holistic view of website performance. GA provides enough information to apply for every day marketing strategies. I’ll lead you through the reports where you’ll get the most value out-of-the-box.
Sites frequently undergo changes to stay relevant and engaging. People want more and more with their online experience, but how can we keep up with the demand? How do we know which feature works best with our users? Is it adding more messaging or simplifying the online order process? A/B testing helps you figure that out.
When Adobe Analytics used to be Omniture, Report Builder was the easiest extension tool for pulling vast amounts of data more easily. Going into the actual UI for Omniture was a pain, especially when load times were slow and flipping through multiple reports for the same analysis. Now that Adobe’s amped up their UI game with Analysis Workspace, Report Builder’s been put in the back burner for many analysts.
Just starting off with Adobe Analytics? Here’s a primer on what props and eVars are! First off, they are two different types of custom variables to give you more flexibility in tracking analytics. Most of the time, out-of-the-box variables are just not enough to get the full value of Adobe Analytics. Adobe Analytics allows you to fully customize your analytics infrastructure the way you want it. How? Through props and eVars, of course!
Google Analytics’ Behavior reports show which content resonates with your users by Page Path. Page Path typically is the destination path after your domain ie. “/” as homepage, “/contact-us,” “services.” Behavior reports identify pages with the most traffic (page views) and applies it to adjacent metrics.
Know where and how your users visit your website Acquisition reports attribute your users to different marketing channel strategies. You can see where the share of your traffic comes from: social, search, and more! Acquisition is especially powerful for marketers who are focused on acquiring new customers. How do people reach your website before converting? Which campaigns push users to order?
Useful for contextual comparisons and benchmarks. Audience reports in Google Analytics present scorecards of raw totals (vanity metrics) to measure your website and app activity. These totals can be used as benchmarks to compare segments of your traffic.
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.