Why Customize Google Analytics?
As a small business or even as a start-up, entrepreneurs, It is easy to just connect Google Analytics and then wait for some of the data to come in. but if you don’t create a personalization to your Google Analytics data then you’re not going to be able to get the most of it. Just looking at the traffic, the impressions, just looking at the users and the bounce rate is just one element of optimization.
There are so many other elements of optimization. I mean if you can imagine Google Analytics has the power to tell you things like how many users have logged in, how they’re coming back using a cohort reporting. All the way to having the ability to measure if you have like a blog or some type of new site. Having the ability to measure categories and measure metrics based on authors. Based on your categories for an e-commerce site with a whole e-commerce integration solution. So if you’re not optimizing, if you’re not customizing your Google Analytics profile you could be missing out on a lot of opportunities.
So today I want to go over just a few of those things that you would want to do some research on to try to implement on your website.
Google Tag Manager
If you’re implementing any type of scripts or tags or anything on your website specifically for marketing, one of the platforms that I suggest before installing Google Analytics or if you’ve already installed; consider installing this. Uninstalling analytics and then installing this before reinstalling it again. It is called Google tag manager.
Google tag manager is one piece of code that goes on your website. but within it it’s a platform of what you would call a repository of all different types of tags that allows you to manage a lot of your marketing solutions from metrics to remarketing to being able to create conversions, all of those things are in one platform.
So instead of just creating a simple conversion for your store, or for a lead that goes to the “Thank You page” every single time for each channel like Adwords, Analytics, Facebook….You name it, With GTM you create those once which are called triggers and then you can add into tags.
You can create this opportunity to be able to put all of the different platforms that you want to put on your website on one platform and it’ll speed up your website.
Let’s Personalize Google Analytics
So there are a few things that are really easy to set up that I would suggest that’s the first thing you do.
1.)Search Function On Your Website
If you have a search functionality on your website you can go into Google Analytics and see what your customers are searching for. To enable this go to admin, you go through properties and under there you’ll be able to see a functionality for search queries.
You want to activate that and add your search query. What you’re going to add there is basically a dynamic URL parameter usually start with a question mark and a “Q” or a question mark and “Q” “=” and then the keyword and it’s pretty obvious. You’ll see it when you do a search on your website.
You want to copy that key and put it in there. Because what Google analytics will take that information and when whenever somebody comes and searches for something, it’ll take that information and put it into Google Analytics.
Which means that you can see what people are looking for within your site and if it’s a product you don’t have, it’s an opportunity for you to monetize on it. If it’s an article you haven’t written or if it’s something they’re looking for that you don’t have it all as this product or service it’s something that you can use to monetize and be able to remarket to them. So I’d really suggest doing that number one.
2.) Link To Google Search Console
You want to link your search console to Google Analytics. A lot of people forget to do this.
What is search console? Search console which is what’s known before as Google Webmaster is a platform for you to be able to diagnose your website, your website speed and also where you add your sitemap to Google so that Google can understand your website better.
If you haven’t done this, I would implore you to please connect search console before you do this step.
Connecting search console to Google Analytics allows to give you data on the organic side. A lot more intensive data about organic impressions and organic keywords that may lead to a conversion.
3.) Content Group
Content grouping is a way for you to group a lot of different pages together based on the likeness of that page. A perfect example of that is categories. So if one of your categories are black t-shirts and that’s just your category base, then you’re going to be able to create a category for black t-shirts. This creates a great analysis that allows you to see things like what channels may be selling black t-shirts more effectively than others.
Content grouping for a blog could be broken down into authors, blog categories, and tags. It’s a way for you to be able to condense the pages at once and be able to see at scale the pages instead of having to go one by one by one and then having to create a report.
You can see these pages at scale and you’re able to identify opportunities within that. This helps analyze data points like Authors potential to more AdSense dollars or how a specific category could be contributing to affiliate sales. These are important data points that you need for your business and your website.
4.) Custom Dimensions
Custom dimensions have the opportunity to be able to identify custom aspects of information within your website that allows you to be able to bring that in as a data source. An example of that would be bringing in some type of data like a Google “GA_ID” of a specific customer or even user login data. So if a person comes and signs into your website, you’re able to bring some of that custom data into custom dimensions like the customer’s name, email, favorites etc.
Now, this is not easy to implement and I would suggest Google tag manager for this. But it allows you to bring a lot of different dimensions that help you see and gather intelligence data to make decisions on your marketing strategy.
Let’s say you have another process, let’s say you have different types of data that you want to bring in based on a specific action. So if somebody interacts with the membership site and starts a chat with an agent and you want to measure those types of chats and keywords of those chats this can be done with customer dimensions.
There’s a lot of complexity to it, but you can do a lot more cool stuff with custom dimensions. I’ve used it before for attribution purposes, for final sales. So if I want to bring in specific data about a metrics for specific retail locations, If those location pages exist GA can break it down and can help you create reports that identify wins for each of your local stores.
I would suggest reading on it, there’s a lot of good blogs on it. But if you’re going to implement custom dimensions, the easiest way to do it is with Google tag manager. So these are some of the coolest kind of ways to kind of optimize and kind of you know do something better with your data than just installing Google Analytics and that’s it. I mean it’s not worth it if that’s all you’re doing.
5.) Remember to “Track Conversions”
A lot of business owners and entrepreneurs don’t know how to track conversions.
Conversions are “actions” a potential web traffic makes that lead into a “lead” or a “sale”. This customer takes an “Action” whether its a “click” or a “visit”. If a person “clicks” on your form then this is considered an “event”. If a person submits your information and then gets taken to a “thank you” page this visit of the “thank you” page is considered a “visit” in which is also an event.
You can tell Google Analytics when these actions happen, and Google will report on these actions. You will then want to set-up Goals. Using the events you created you can tell Analytics what specific events equal a conversion and you can set them up as Goals. These Goals translate into conversions.
You’ve seen it before, I mean if you look at the acquisitions and you look at different parts of Google Analytics, it says goals and it says a question mark and it’s empty. Well that’s because you haven’t set it up. Once you set it up, it’ll start populating some of this information and creating some of that opportunity for you to understand how people are interacting with your website and how many leads you got for that specific day. It is as simple as that. On the e-commerce site, goals can even get more specific as far as transaction values. Which event gets even better. Because then you can measure how much money you’ve made that day and a lot of other opportunities.
Set-up can be easy and you can find plenty of information on platforms like Youtube that can give you “Step by Step” instructions on setting this up. You can also use events to measure social media shares, you can use it to measure “page depth” in which determines how far a user has read a page.
I would really suggest to set up events and to set up goals as fast as you can so that you can start measuring conversion.
Customization of Google Analytics is an Integral part of your success. If done currently it can help you identify opportunities that can bring in ROI and customers. Start as soon as possible. If you have any questions, I am always here to help. DM me anytime.