How To Analyse Google Analytics Campaign
It is important to ensure that your goals in analytics, and the objectives you have set for your website, are aligned to your over business goals. This helps ensure that on and offline channels work harder, together, to deliver results for your business. While your website will have its own specific goals, the overall business objectives should be aligned with business KPIs. In this article, I want to talk about some of the ways that you can analyse Google Analytics campaign.
Taking a look at the slide above we can see two examples of the best practices for aligning goals and business KPIs:
#1 Increase the number of repeats customers
If your overall business objective is to increase the number of repeat customers you have, you want to transfer this same objective on to your website. A good way to do this is to set up a goal that will track users who complete more than one transaction (come back and buy again) – and the aim is to increase the number of these conversions. Using this goal you can then analyze and optimize your website to provide good user experience, communication at the end of purchase and follow-ups after the purchase.
#2 Increase your Average Order Value
While the average order value might be different on and offline, the objective of increasing it, relevant to the channel is appropriate both on and offline. Tactics to upsell would be different, however, and for instance, online you would plan to upsell products during the check-out phase, with related and relevant products or offers.
Using the audience reports, marketers can gain a better insight into who their online audience is – who is visiting and converting to customers on their website. This information can be compared to offline insights and your offline audience, in order to understand how these audiences differ, in both demographics and behaviour.
For example, here we see that the offline audience is slightly older with an equal gender split, while the online audience is a bit younger with a higher number of males than females.
The audience insights that can be obtained through Google Analytics are gender, age ranges and general interests of your users. This information is collected through the use of cookies. We can also obtain information about our audience such as their geographic location and the device they are using. When combined, all these insights can help to develop a clear online audience profile.
Understanding your online audience helps to segment and analyze the behaviour of your online visits and you can gain insights into which audiences are most engaged, and which ones have the most conversions. This helps you to not only understand who your visitors are, but which audience is most valuable based on conversions and spend.
For example, here we are comparing e-commerce conversion data for males and females and this shows us that while females have more conversions and bring in more revenue, traffic from males has a higher conversion rate, and males tend to spend more than females do.
Target Audience Profile
This deep understanding of your audience, from visits to spend, enables marketers to optimize website and marketing campaigns, and ensure marketing spend is more efficient and targeted towards your most valuable audience.
These insights can help inform content based on the engagement of your audience, messaging and targeting of online advertisements based on audience online footprint, and their engagement per platform and ad.
Optimizing your content can come from your audience, but it can also come from knowing more about how they are coming to your website, and what their user journey is like.
Analyzing this journey, such as this example of looking at the behaviour flow by landing page, allows you to see the most common journeys and identify your audiences’ interest in content or issues with it.
This can help to make optimization decisions on how to improve the content, call to actions and overall journey on a website in order to drive users towards the conversion.
Analyzing the top pages helps you to understand the most popular content, the pages which lead to high bounce rates, and also which pages that contribute to conversions and therefore have the highest page value.
Areas for improvement can be identified, for example, with pages that have a high bounce rate. Optimization can be made to improve the landing experience, content, call to actions and more, in order to lower the bounce rate and retain more visitors on the website.
If your website has a search function, tracking how this is being used and the search queries your visitors enter in the search bar can provide insight into the most popular products or topics related to your website, service or brand.
It can also help to identify a demand for content and information that is either not available or hard to find on the website.
These insights can help to improve the actual content on your website, as well as the structure and user journey, by ensuring that the in-demand content is visible and easy to access.
Event tracking, when set up, allows you to track non-page load interactions, such as clicks (to emails, external links, social links), downloads (of brochures, guides or other PDFs), video views (as well as detail on how much of a video is watched).
The information within the Events section, such as the overview report here, gives greater insight into how many events, and unique events take place, on your website.
This section can also provide insight into how your visitors are interacting with your content and what they are engaging with. They can be used to improve your website by focusing on areas such as Call To Actions, copy and layout.
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