The default settings of Google Analytics provide useful website data for free, but there is so much more that can be done with this tool. Just by enabling some of the additional functions it is easy to get even more data that will be of benefit to your digital marketing.
Here are some tips about twelve great add on functions that are simple to set up with Google Analytics.
- On-site Search
Default settings on Google Analytics do not report what users are looking for. By enabling On-site Search you can see what visitors have not been able to find easily from the website menu. By monitoring user searches you will be able to identify information that people want to find which is not currently available on the website.
- Event Tracking
The default settings for Google Analytics track user actions but do not measure them in the way that Event Tracking can do. Enabling Event Tracking reveals a lot more about what visitors are doing on a website.
The Event Tracking tool lets you tag any action on your site so it will be tracked and reported. You could use it to see how many users view a particular video or use the share button on a web page.
- Measuring Goals
The Goals feature on Google Analytics gives you more data about conversions, such as traffic sources, location of users and the type of device they have used. Each user action goal, such as subscribing, placing an order or registering online, can be given a monetary value for calculating return on investment.
- The Funnel Visualization Tool
When multiple steps are involved in completing a transaction, this tool allows you to see exactly where you need to fix something in your marketing. If leads are disappearing in some stage of the sales funnel you will know about it from Google Analytics. Then you can create a better way of guiding leads towards the end goal at the bottom of the funnel.
- E-commerce Tracking
Set up this enhanced e-commerce tracking tool to evaluate the success of your marketing strategies. It will provide you with greater insight into where customers are coming from and what you need to focus on to increase conversions.
- Cross Domain and Sub Domain Tracking
Setting up this function allows you to exclude or include any sub domains on your site and to capture data across a number of domains.
If you use Google Adwords you can set the Remarketing feature to create custom audiences who will be the target of your remarketing.
- Google Product Integration
When you manually link some or all of your Google products, it is easy to integrate them with Google Analytics. You will then get automated reporting for products such as AdSense and Adwords all in the same place.
- Demographic Reporting
Enabling the Demographic Reporting function lets Google Analytics show you more data about site users and customer demographics. This can cover all the Google products you use, so you will know what to focus on for new leads.
- Exclude Your Own IP Address
Internal testing and the actions you or your employees perform on your website may cause inaccuracies in user data. Set Google Analytics to ignore traffic from your own IP address so that reports on things like the average amount of time spent on the site and conversion rates will not be distorted by your own visits.
- Tag Manager
Change tags and add new ones without interfering with the maintenance of Google Anaytics and its coding. With Tag Manager set up, it is only necessary to place one piece of coding that allows management of tags at any time.
- UTM Tags
It is easy to combine data about clicks tracked across social media and marketing emails with Google Analytics, so you can monitor the impact of your digital marketing is having.