Digital Analytics Google Analytics

5 Underused Powerful Features of Google Analytics

Google Analytics is awesome. If I were to list down the top 10 most used features of Google Analytics, my list will look something like this

  • Custom dimensions
  • Google Adwords integration
  • Navigation summary
  • Goals
  • Funnel visualization
  • Site overlay
  • Ecommerce tracking
  • Events tracking
  • Site search
  • Webmaster tools integration

However, there’s a lot more to this. Given below are 5

Attribution Modelling
A multi-channel campaign strategy is never complete without an optimum attribution model. Merely analyzing Goals will not help, you need to attribute conversions to the show the true picture.
The model comparison tool in Google analytics, helps in comparing different attribution models. This will influence the calculated conversion value for each of the marketing channels.

Content Grouping
Most often, in Google analytics, we end up analyzing pages. However, analyzing sections is equally important. Content Grouping in Google analytics, lets you cluster your content into logical groups. So for e.g.: If you have an ecommerce website, you may group your content based on products, sub products etc. With this, you are able to execute advanced analysis by generating reports based on content groups.

  • Content groups are only available from the creation date on wards. Hence it is not retroactive
  • Content groups is available as a primary dimension in the Content reports.
  • You can build custom reports by using content group as a dimension.

Channel Grouping with Branded terms
A lot of paid search campaigns rely heavily on branded terms primarily due to following advantages.

  • Low Cost per click
  • High click through
  • Potentially high conversions

Hence, it is important to distinguish your paid search reports into branded and generic channels.
Google analytics offers a “manage Brand Terms” section under the Admin page that lets you group your channels as branded and non-branded.

Custom Reports
Custom reports helps you dive a lot deeper into the data. So, you have all the dimensions and metrics available. You can correlate such metrics with specified dimensions. Have your own drill down reports. Apply filters and get a readymade report that can be navigated ion demand.

Using events as Goals
While a lot of us may be configuring events as Goals, am not sure how well we leverage such Goals to develop certain custom reports. Navigating through the goals gives you an aggregate volume of total conversions. However, it is also important to attribute these events (Goals) to various CTAs across the website. So for e.g.: you may be having a register button in the header as well as the footer. We need attribute clicks on these buttons as well as subsequent submissions.

  • We create 2 goals (Registration Initiation, Successful Registrations)
  • We create a custom dimension that gets triggered on click of these buttons.
  • Next we build a custom report with the Custom dimensions correlated with the goals.

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