Are your reports really hard to understand, and your agency’s data explanations don’t really make sense?
Maybe you are running Ad Campaigns and you have to keep asking your agency for performance data, and can really benefit from real-time feedback on your campaign performance?
Good news: You are not alone and if you can say “Yes” to any of the above, this article is for you.
Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020).1
The problem is that Google Analytics is often configured in its most basic form and just left to do its thing in the background without any reporting or actual benefit to you. Or reports are provided each month, but they are poorly laid out, really hard to understand and gain real insight from; and when you ask your agency to explain the data, they don’t give you the real answers that you desire.
This is extremely frustrating, and a lot of companies give up on Google Analytics for this exact reason.
But here’s why you should never give up on Google Analytics:
When used properly, Google Analytics will be one of your most powerful marketing tools. With the correct setup it will help shape your digital marketing strategies to ensure you reach the right people at the right time; ultimately growing your business.
One of the most powerful features of Google Analytics, that is often overlooked, are goals.
Not sure what goals are? Goals measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business.
Examples of goals include making a purchase (for an ecommerce site) or submitting a contact information form (for a marketing or lead generation site).
Defining goals is a fundamental component of any digital analytics measurement plan. Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app. Without this information, it’s almost impossible to evaluate the effectiveness of your online business and marketing campaigns.
Combining the right goal setup with relevant acquisition, behaviour and conversion data, will give you all the data you need to optimize your digital marketing and content strategies. Which means that you will be able to get the right message in front of the right people at the right time so that they can take action exactly the way you want them to. And you will now be able to accurately measure these actions and continue to evolve.
So, now that you have this AMAZING data set up in Google Analytics, how do you visualize it?
How do you make it easy to look at and easy to understand? And how do you show only the data that is truly relevant and important to your business?
Google has another free tool for this called Google Data Studio. Unlike reporting tools within Google Analytics, Data Studio allows you to set up beautiful, visual dashboards. No more reports that just look like a bunch of numbers that are impossible to understand. Now you can create reports that have visual appeal. You can completely customize the design, layout and data to ensure you see all the data that is important for your business in a beautiful layout that makes everything easy to understand.
Data Studio also allows you to integrate data from your Ad campaigns, ensuring that you have a real-time view of your campaign performance and spend, without the need to ask your agency to supply your latest stats.
So, before you decide that Google Analytics is not working for you, download our FREE 3 Step Google Analytics Goal Setup Guide below.