Essential Things to Know While Using Google Analytics

Google Analytics is a great tool that allows you to track the ROI of traffic from social media, email, paid ads, and more. With such authority in hand, you can analyze your marketing campaign and get an idea about what is working and what isn’t.

Below, we have listed some of the essential aspects of tracking your campaign through Google Analytics.

Tracking Visitors

This gives you all the information about your visitors. You can know through which medium your visitors are coming. It also gives you the opportunity to create goals and determine how many visitors are taking action. It helps to understand the insights of the audience and know how to turn these visitors into leads. You can evaluate the performance of a campaign without setting up your goals.

What is UTM?

UTM stands for ‘Urchin Tracking Module’. It’s a system, which allows you to tag hyperlinks and know from where visitors come. Hence, Google Analytics helps you understand how visitors are landing on your site.

Following are the UTM parameters that are essential to analyze.

UTM Source: It tells you about the position of referring link. It may be diverting from any source including a website, social network or email segment.

UTM Medium: This aspect gives you the information that how a visitor landed on your site. some of the widely used mediums include email, banner ads, pay-per-click (PPC), or direct.

UTM Content: It shows what type of banner, ad or email works well to share the link. You can analyze what creative is giving the best results when it comes to promoting your content.

UTM Campaign: Campaign is an open-ended field and it helps to highlight your content strategies and promotional offers.

How to Create Goals in Google Analytics

In order to create goals in Google Analytics, you need to follow these steps.

  • Just open the ‘Admin’ Section of your Google Analytics
  • After that, go to the ‘Goals Section’
  • Now it’s time to create a ‘New Goal’
  • You can choose ‘Sign Up’ as one of your goal types
  • Give a name to your goal
  • Choose a destination for that goal type
  • In the end, set up the specifics

Analyzing the Audience Insights

After setting the goals, you will get all the information about the visitors and understand which elements of your campaign are paying off. Now you need to understand the “Audience Insights”. Getting into it will allow you to minimize the ad cost by knowing which strategy is working for you.

To do this, you need to analyze the two major types of data. These include:

  • Demographic
  • Psychographic

In the past, analyzing a sales funnel was a bit challenging. To resolve this issue, internet-marketing gurus are utilizing a much efficient way of doing this, which is segment building. Segments are the groups of visitors who display identical behaviors or characteristics.

Dimensions and metrics are the interactions that we need to analyze. These interactions give a lot of information including pages visited, traffic sources, bounce rates.

 

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