This complicated Google Analytics: how it will help the business owner
It’s not easy for a business owner or a company director to understand Google Analytics when he has other important tasks besides promoting. The success of the project depends on the ability to work with data, evaluate the effectiveness of sources and quickly make adjustments – you cannot just brush off statistics or push the numbers to the contractor if you want to understand where your advertising budget goes and where potential growth points are.
The traffic for the site is the main value, but the more it is, the harder it is to analyze it. Google Analytics allows you to do an analysis of traffic sources, that is, sources of sites from which users have moved to your site.
The traffic sources of a small site are few: search engines, social networks, organic and paid traffic. On sites with high traffic, the number of sources can reach several hundred: e-mails, partner networks, price aggregators, paid traffic from other resources, and so on. How to analyze this data to make management decisions competently?
What is the Source / Channel report?
Suppose that from the technical side, Google Analytics is already configured, the data is collected correctly – we just have to evaluate them and draw the appropriate conclusions. Reports in GA not only identify and group indicators, but also provide data clearly, which is important for tracking the effectiveness of advertising campaigns.
First of all, pay attention to the report in the system in the “Traffic Sources” group – the “Source / Channel” report in the “All Traffic” subgroup, in which data on incoming site traffic is collected and grouped based on UTM tags.
The report consists of two blocks – “Upper” and “Lower”.
In the upper block, you can select a user segment — by default, these are all users and the time period, and you can also save, unload, or change the current report.
A segment is a part of traffic, united by a common feature. Below in this block is a graphical visualization of data: you can select up to two indicators and monitor their dependence on each other in the graph. The data is viewed in a breakdown of “day, week or month.”
The block is represented by three columns. Their names depend on the type of tracking purposes, but have a similar purpose:
Transaction / Conversion Rate (CR) ratio — what percentage of users make a purchase or reach a goal;
Transactions / Goals Achieved – number of purchases / goal achievement;
Income / Target Value – the amount of customer orders.
Data can be filtered using an optional parameter. For example, when evaluating the effectiveness of paid advertising to use the “Campaign”.