6 Google Analytics Reports & Tools Everyone Should Use

We all know how important data is, and using tools like Google Analytics to analyze our websites can help – but are we taking advantage of all that is being offered? I’ve been working with web analytics for the past four years, and during that time there have been several updates and new reports launched, making it difficult to keep up. It can be easy to stick with the reports and tools we’ve been using since the beginning, and overlook what we aren’t as familiar with.

Published: 11.16.2016

Here are 6 tools that you may not be using – but you should be.

1. Device Reports

  • With mobile becoming more and more popular everyday (even jobseekers are using mobile, with 89% starting their search on mobile devices), knowing what devices your audience is accessing your site from is extremely important. If your site isn’t responsive or optimized for mobile, your audience probably won’t spend the time to “pinch-and-zoom” to access all of your information.
Google Analytics Device Category Report Color Coding Breakdown
Google Analytics Device Category Report Color Coding Breakdown

2. Goals

  • In my experience, Goals are one of the most overlooked capabilities of Google Analytics. You can create goals to track conversions on your site, whether that is how many users complete any of the different forms on your site, or setting a goal for users to visit a certain number of content pages and then your Contact Us page. You can even add a monetary value to different goals to track the ROI of your marketing efforts.

3. Event Tracking

  • Event tracking is another extremely underutilized tool. Many people use event tracking to track content downloads, but there is much more to Event Tracking than meets the eye! Wondering how many people actually watch a video on your site the entire way through? With this tool you can set up “Events” at different points throughout your video to measure how many users remain engaged throughout. If you see a large drop in users at 1:30, then perhaps you should shorten your video or look at the content of the video to see if edits are needed. You can also use event tracking to track drop-off rates on your long form content pieces.

4. Site Search

  • If your website has a search component, this report can give you multiple insights. You can use it to see what your users are searching for most often. For instance, if people are searching for “phone number” – consider adding your contact information to a more prominent location on your website. Or if you’re struggling to write content for your website, you can use this report for ideas to provide the information your users are looking for in a direct way. You can also use the terms people are searching your site for to inform SEO decisions in the future.

5. Location Reports

  • Using geographic location reports can help you better understand your audience. You can see where your visitors are coming from and can even drill down as far as city and metro area. Another recommendation would be to use the secondary dimension feature with this report to learn more about what your users from each area are accessing on your site. You could use this data in tandem with an email marketing campaign to determine when your audience is most engaged with your content, and target marketing communications for that time.
Google Analytics Geography Report

6. In Page Analytics

  • For me, I like seeing results visually. The graphs and charts in Google Analytics are great, but In-Page Analytics are a whole ‘nother ball game. There is a Chrome Extension you can install* that will give you an overview of your basic metrics and number of active users in real time, but the in-page click analysis is what I really like about this tool. This gives you a way to visualize how users are interacting with your site. You can use this tool to test different interactive elements to see if users are clicking or engaging with them, or if modifications are needed.

*The feature is also available to access within your analytics account, although this will be moving exclusively to the Chrome Extension soon.

These tools can not only help you learn more about your audience, but if you’re considering a major change to your website, doing a quick “audit” with these reports will give you direction to base your changes off of and can be used as a baseline to measure your results against.

Interested in diving deeper into analytics and how we can improve your website’s performance? 

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Sanger & Eby
501 Chestnut St.
Cincinnati, OH 45203

Katie Krafka
Director, Client Engagement
p. 513.784.9046

Sanger & Eby

501 Chestnut Street
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