How to Set Up Google Analytics Goals and 10 Tips for Progress
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How to Set Up Google Analytics Goals and 10 Tips for Progress
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Black Pearl Matrix
Valuable tips for progressing with Google Analytics:
- Check if the Script Is on All Pages and in the Correct Location
- Understand the Difference Between Account, Property and View
- Add New Users
- Enable Demographics and Interests Reports
- Collect Internal Research Data
- Set Goals
- Integrate With Google Search Console
- For E-commerce: Track E-commerce Reports
- For Advertisers: Integrate With Google Adwords
- Take notes in the tool itself
Google Analytics is a fantastic free service from Google that allows you to track in detail all the visits you receive to your blog or website.
With it, you’ll know how many people visit your blog, which site they came from, which articles they accessed, where they are in the world, and much, much more.
In this article, you will learn how to analyze the information presented by Google Analytics.
Tracking the visits you receive to your blog is very important. With these numbers, you can assess whether you’re adopting the right strategy on your blog, which articles of yours are pleasing, who your most relevant partners are, and many other items.
Blogging platforms usually already offer a basic statistics service.
In the case of Blogger, for example, it displays visit statistics.
However, these services are incomplete for further analysis.
That’s where Google Analytics comes in.
It’s a free service, extremely powerful and simple to install and use, which once installed, will monitor all the visits your blog receives.
Therefore, it’s important to install it as soon as possible, preferably as soon as you create your blog.
Google Analytics is widely used on the internet, sometimes it’s hard to believe that this amazing tool from Google can be used for free. Despite having a premium paid version, for most websites and blogs the free version is more than enough.
What happens is that many Google Analytics users use the tool in a limited way. Either because they don’t know how to take advantage of the full potential of the reports or because the tool was simply not configured in the best way. In the worst cases, analysis and planning are based on incorrect information due to poor installation and configuration of Google Analytics.
With that in mind, today we have ten tips for configuring tools that will help you collect richer data and ensure that reports are not presenting incorrect information.
1- Check if the Script Is on All Pages and in the Correct Location
This is by far the most critical part of installing and configuring Google Analytics. Installing the script on only a few pages or placing it in the wrong part of the HTML can result in the tool not accounting for a large portion of website visits.
To collect all the data, the code must be on all pages, before the closing </head> tag. On some platforms (such as WordPress, Joomla and Magento for example) it is possible to install the script without having to edit the HTML, through the site’s administration panel or a plugin, depending on the system used.
To make sure the script is on every page and in the right place, you need to browse the site and check the source code using Ctrl + U in Google Chrome or installing (also in Chrome) the Tag Assistant plugin. This plugin makes checking easier because it diagnoses the scripts installed on each page you browse:
2- Understand the Difference Between Account, Property and View
Understanding this difference helps you correctly name each level, analyze the data later, and more securely grant access to other users.
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Account organization in Google Analytics follows this hierarchy:
2.1 Account
The account is the highest level in the entire organization. When accessing and registering a website for the first time, the user will have created their first Google Analytics account. Within the account it is possible to create different properties (in case more than one site needs to be monitored).
2.2 Ownership
Each monitored site is a different property. When creating a new property within an account, a monitoring script will be generated for installation in the website’s HTML.
2.3 View
When creating a property, Google Analytics will automatically create the first view, with all data from the registered site. However, the same site can have more than one view. For example, having a view only for ad traffic or only visits to a certain part of the site, such as the blog.
By configuring the site based on this organization, it will be easier to give access to users, as we will see in the next item.
3- Add New Users
A new user can be added at any level of the hierarchy, and the one added to the account will see all properties and visits. To restrict user access to just one property or view, you need to add it directly to the desired level.
After defining the level of access within the hierarchy, there are more permissions settings to choose from by including the email address of the user who will be granted access.
He can:
• Read and analyze: The user can only view the information;
• Collaborate: In addition to reading and analyzing you can create notes, for example;
• Edit: In addition to lower-level permissions, you can create or apply filters, create, edit, or delete accounts, properties, and views, depending on the hierarchy level;
• Manage users: It has all the permissions of the other levels, in addition to being able to add or delete users.
4- Enable Demographics and Interests Reports
By activating this option in the property’s settings, Google Analytics begins to collect user information through cookies. User demographics and interests can be analyzed in audience reports.
4.1 Audience Reports in Google Analytics:
In addition to having access to richer information about the audience that visits the site, this configuration can also be useful for those who work with ads on Google AdWords, more specifically with Remarketing campaigns.
5- Collect Internal Research Data
Tracking what users are typing into the site’s built-in search field can help solve many usability issues, customer needs, and gain insight into how products are named.
To see what users are looking for on the site, simply access the view settings in Admin. To enable the tracking of internal searches, a field will appear for the URL parameter to be informed.
The parameter is the information contained in the website’s search result URL, which appears right after the question mark.
For example:
www.mysite.com/?search=word
Depending on how the site was designed, different words or even a single letter may be used.
6- Set Goals
Google Analytics goals are very useful for tracking desired actions that happen on the website. It is possible to aim, for example, for the user to access a certain page. The form submission completion page is a good goal to track so you can see in Analytics how many users have submitted.
There are different rules for creating a goal, this example of reaching a certain page being the most common and most used. The tool starts to monitor the accesses to the URL informed in the configuration and counts a goal accomplishment for each access.
Google Analytics offers several ready-to-use, pre-configured goal templates. But it is also possible to create a personalized goal meeting the needs of each case.
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7- Integrate With Google Search Console
Google Search Console is an analytics tool for webmasters with information about the site in relation to Google. In addition to data on search results (impressions, clicks, placement, etc.), it provides reports on accessibility, security, HTML quality, mobile version, and more useful information for the site administrator.
For even richer analytics, Google Analytics offers integration with Google Search Console. For this, you must be a site administrator in both tools and integrate through the Google Analytics administrative panel, in the property settings.
7.1 Integration With Google Search Console
Data appears in acquisition reports with the analysis capabilities of the tool’s other reports.
8- For E-commerce: Track E-commerce Reports
If the site is a virtual store, the E-commerce reports are the big difference to have a good analysis using Google Analytics. Through these reports, it is possible to know, for example, where the users who bought on the site came from, whether from Google, social networks, whether they entered the site directly, etc.
In addition, the report shows the products, values, purchase time and other useful information for the sales strategy.
This is perhaps the trickiest feature to configure. For it to work properly, you need to enable tracking in the admin panel and include a custom script on the checkout page. This script will collect data about the shopping cart and log it to Google Analytics.
To create this script, you need the help of the website programmer, as each script’s information must be collected dynamically at the time of purchase by the user. After the correct configuration, the data will start to appear in Conversions > E-commerce and it will be possible to cross the data and obtain rich information about purchases on the site.
9- For Advertisers: Integrate With Google Adwords
For those who advertise on Google AdWords, tracking the results of their campaigns in Google Analytics makes analysis and work easier. The information provided by Google Analytics reports is more complete than the information provided by Adwords reports, which is why the integration of both tools is always recommended.
AdWords reporting in Acquisition shows data on campaigns and ad groups, keywords, costs, conversions and more consolidated into easy-to-use reports.
To do this integration, you need to go to the Google AdWords linking option in the admin panel, inside the property options. Linking must be done by the user who is an administrator of both accounts. The AdWords account ID will automatically appear, just select the Google Analytics property to link to the account.
10- Take Notes in the Tool Itself
Annotations are a very useful tip for anyone who likes to analyze data and understand the results of their different actions. It is interesting to create an annotation in Google Analytics when, for example, a new TV, radio or social media campaign is launched. This will make it easy to identify whether there was an impact on website traffic.
Any important fact can be observed: a day the site went down, a layout change, a publication on a partner site, etc.
To create a note, simply open the options below a graphic, click on create a new note, choose the date and include a description. When saving, this annotation will become an icon on the chart that can be consulted whenever it is clicked.
Now that you've discovered all these tips for using Google Analytics in favor of your business, here are some more tools that will help you in the process of measuring your website's performance:
FAQ - Frequently Asked Questions About Google Analytics
1. What does Google Analytics allow you to analyze?
Google Analytics is the most used website monitoring and analysis tool in the world. It integrates with other Google services like Ads and Search Console. With it, you can monitor the profile of who accesses your website, most accessed pages, conversions, devices, cities and other data.
2. What are the five main areas that Google Analytics groups reports into?
Google Analytics groups reports into five main areas: Personalization; Real time; Public; Acquisition; Behavior; Conversions.
3. Do you have to pay to use Google Analytics?
Google Analytics is a free tool to monitor and control traffic on any website, such as online stores, websites or blogs.
4. What is Analytics in marketing?
The idea behind Marketing Analytics is to further enhance the reading and analysis of data from any marketing project and action. This guarantees that those involved can make decisions with maximum support and reduced risk, always with a very solid plan, which details the opportunities.
5. How to know who visited my site?
In Google Analytics, it is possible to identify the origin of access to your website by visiting the “Acquisition” tab of the tool. In it, you will be able to have an overview of your website's traffic source, with the right to maps and other important graphic details when carrying out this essential analysis.
Conclusion
With these settings in the Google Analytics account, much of the tool’s potential will be harnessed.
The more correct they are, the more quality information will be available in the reports for consultation and the more assertive the Digital Marketing actions will be.
On the surface it might seem like a lot of work, but with a little research and the help of a professional, you can quickly apply it all and start reaping results.
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