Well folks, it’s here: The final post that will round out our three part series on Google Analytics tools you need to use now. Make sure you check out parts one and two to help give context to this post.
A major component to our digital and Analytics strategies is Conversions. In our Planning process, we look at all the content clients want to include in a new website and create desired user paths with micro and macro Conversions. These “micros and macros” closely relate to Goals, but focus on actions across multiple pages, rather than individual website pages.
In the last post, we used photography equipment as an example for defining Goals. Let’s use the same scenario to explore Conversions: Selling camera equipment on your site is your macro conversion, the ultimate action on your website that you want your audience to complete more than any other. What helps lead to that sale? Micro conversions for selling your premium lens can include watching a features video, reading customer reviews, or anything else that could lend itself to the purchase.
This path to conversions is tracked with the Goal settings created in Google Analytics, along with other tools at your disposal like the Goal Flow report and Multi-Channel Funnels report. Though Google Analytics is an amazing thing, it does have limits. It helps gather this data, but it still does not put all the numbers together and provide insights to your data. That’s where the experience of reporting comes in.
Data may mean only so much to people. Being able to translate and convey it to others in an understandable format is a must. We have a number of clients to whom we deliver Analytics reports, and they love it. We take the time to assess these Goals and Conversions and put thought to it. We pull out insights and information to help lead digital, and even traditional, marketing strategies.
If you’re the marketing person in your organization leading the review of your site’s Analytics, consider some of the tips we use at KW2:
- Set a schedule – Many times, an Analytics reporting schedule will coincide with your marketing campaigns, fiscal years, and quarterly reports, but make sure you get Analytics assessments on the books for your team and/or manager, and stick to a regular schedule to review.
- Create an easy-to-digest report – Whether it’s in a Word document or presentation deck, keeping things consistent every reporting period makes it much easier to compare data over time from one report to another.
- Stay updated on Analytics – We’ve been called Google Analytics Gurus by our clients after they see what we do, but we work hard at it. Although we have several folks who are certified, Analytics are always changing as technologies develop, new tracking methods are being discovered, and more. Make sure you take the time every now and again to learn the latest features and tactics out there, as they’ll change and evolve as Google continually enhances what Analytics can do.
As you can tell from this and the previous posts, there’s a lot to Google Analytics. It’s a deeply engaging and immersive world of information, so knowing what to look for, and tying the data sets to one another is quite valuable to your marketing efforts. And yes, like many great marketing tools, it can be time-intensive.
You’re a busy person, and we want to be sure you’re gathering this data efficiently and quickly so you can focus on the other things at hand. If you’ve got a hunger for Analytics and are interested in more, feel free to give us a call or drop us an email.