Google Analytics - Advanced Account Setup
If you are looking to go beyond the basics we’re here to ensure that your account is configured correctly, captures the data your business needs and provides meaningful, actionable reporting that will help you optimise your online performance.
In addition to the standard setup of Google Analytics our qualified consultants can help you take your account to the next level. Some of the areas we can help with include - but are by no means limited to - the following:
Universal Analytics – Universal Analytics introduces a series of features that change the way data is collected and organised in your account enabling you to get a better understanding of how visitors interact with your site. If you are currently using an older version of Analytics there are clear advantages to upgrading
Google Tag Manager - Google Tag Manager ("GTM") is a free to use tool that once configured can facilitate the rapid deployment of new tags (or code) to your site. This can cut down the development time needed to extend what you track on your site and it also works with other non-Google tags.
Advanced Tracking Settings – a range of additional customisations to your tracking code are available that can enable you to track demographic data (using data from the Google Display network), improve the standard in-page Analytics tool and that can monitor site speed in greater detail. Other options are also available.
Cross Domain Tracking - this is needed to track visitor journeys across additional websites under your control - commonly required where you use third party lead generation tools, payment or donation systems. Without cross domain tracking you'll be unable to attribute goal completions to the channel a visitor originally found you by.
Cross Device / User Centric Tracking – in today’s constantly connected world visitors may visit your site via an office desktop PC, return to your site via a tablet and then return via their mobile at home. Where visitors log into your site you can now stitch these (otherwise separate) visits together as a visit from a single user using Universal Analytics.
Custom Dimensions – custom dimensions enable you to associate additional information with your data. You can then use filters or advanced segmentation to isolate and compare datasets. The possibilities here are considerable – from tracking logged in users, membership types (e.g. bronze versus gold) or even the weather!
E-Commerce transaction tracking & enhanced eCommerce reporting - enabling you to measure the financial performance of your site and attribute ROI to specific strategies and tactics. Enhanced e-commerce reporting provides access to advanced reports on shopping & checkout behaviour, product and product range performance and coupon and affiliate marketing schemes.
Google Adwords – tracking what happens when people click through to your site from your PPC campaigns is essential. You could otherwise be wasting money if paid search traffic fails to convert or has a high bounce rate. Linking Adwords to Analytics is relatively straightforward but there are some advanced options that you may be unaware of.
Google Webmaster – with the rise of “Not Provided” keyword data in Analytics, Google Webmaster data has become increasingly important for measuring SEO success. We can help you create a Webmaster account (if needed) and link to your Analytics account.
Campaign attribution - In addition to linking your account to Adwords, we can develop and implement a coherent framework of enhanced tracking codes to use with your online campaigns. This will enable us to segment your data and accurately measure campaign performance.
Advanced Data Segmentation via “Views”
Views enable you to permanently segment your traffic into separate reports (rather than just the standard “All Web Site Data”). Additional views can facilitate advanced analysis, enable you to isolate particular traffic segments and are less prone to issues with statistical sampling (for sites with a large volume of visits).
For example it may make sense to have separate profiles for key marketing channels (PPC or Organic Search), by device used (mobile often has a higher bounce rate) or for particular segments of your traffic – such as logged in users.
Configuration & Reporting
Some examples of some of the configuration options available include:
Goals - setting and measuring specific goals for your site - such as a visitor completing an enquiry form or making a purchase - are essential to being able to both measure and optimise the performance that really matters. Goal conversion data feeds through to a wide range of reports within Analytics and is key to understanding what tactics drive conversion on your site.
Dashboards - these provide access to key performance indicators at a glance and can be built around your unique reporting requirements. Dashboards are downloadable as PDFs and can be set to email you reports on a regular schedule.
Custom Reports - these provide you with access to tabular and graphical data that can be built around specific reporting requirements. Custom reports overcome some of the limitations of dashboards and allow you to download the data to Excel.
Funnels - if customers are channelled through a series of pages to reach a goal - for example via a checkout process - tracking progress through this "funnel" can help identify weak points in the process and help reduce dropout rates. This can often have a dramatic impact on your bottom line. There are however some limitations to funnels within Analytics that need to be understood and for complex sites alternatives may be required.
Internal Site Search - analysing how people search on your site can help identify content they're struggling to find and provide additional powerful insight into your customers’ mind-set.
Channel Definitions – by default Analytics uses a series of rules to define the channels it reports against in the Acquisition reports. For sites that are heavily promoted e.g. by PPC or affiliate schemes – it can often make sense to expand upon the default definitions. An example could be a company that uses PPC to promote services, careers and also has a series of branded campaigns. Expanding “Paid Search” into “PPC Services”, “PPC Careers” and “PPC Branded” could provide additional insight here.
Capturing Other Visitor Interactions via Event Tracking & Virtual Page Views
Online video & other interactive media - by default Google Analytics tracks page views. Whilst this is fine for many sites if your site contains video, games or other interactive elements you'll need Google Analytics "event tracking" to monitor how people interact with these. Developing a framework for how you'll measure events offers the opportunity for powerful segmentation of your analytics data and an additional means of measuring visitor engagement.
File downloads - if visitors need to download files - for example your latest company brochure - or perform other activities that don't generate page views then we can help set up "virtual page view" tracking to measure such actions.
Outbound Links or Email Links - tracking clicks onto links to third party sites or email links can provide additional insight. For lead generation sites capturing clicks onto email links could also potentially be useful to capture as a goal.
Tracking across sites - where visitors are forwarded to another domain to complete an action - for example an external checkout process or a subdomain - tracking visitors across sites is important to understanding the behaviour of people on the sites you direct them to.
Form Completions – useful particularly for lead generations sites where a contact form often initiates first contact.
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