Google Analytics – 6 Hacks Not For Beginners

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Episode 46 of #DigitalBrunch: 6 Google Analytics tips and tricks (let’s call them hacks) which will make any marketer’s life easier

#GoogleAnalytics #OnlineMarketing #DigitalMarketing #eCommerce

I decided to share with you 6 important features that will make any marketer’s life easier as far as Google Analytics is concerned:

1. Calculated Metrics in Google Analytics

2. The Edit Button in Google Analytics to make Custom Reports easier to create

3. Weighted Sort to make sense of reports in Google Analytics and data

4. Top Conversion Paths to understand the actual customer journeys

5. Adding the Secondary Dimension to your Google Analytics reports to combine data

6. Using Segments to get segmented data about your visitors in Google Analytics

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Marketers and Google Analytics, always a love-hate relationship. It’s mostly love let’s say because analytics shows you a lot of KPIs and data in order to improve your online marketing campaign’s performance but it’s sometimes hate because you have to export a lot of data, because sometimes there are tracking problems and because it’s not as user friendly as we would like it to be, let’s face it, it’s really not. Today I’m going to talk to you about 6 Google Analytics hacks that will make your life easier as a marketer. They are basic, some of them you probably know but those were the 6 AHA moments I had as a marketer with Google Analytics when I found about these 6 functions or some of them I would call magic buttons I was like HUH now my life is gonna be much easier from now on. So I just wanna make sure that you also know how to use these 6 features. Before we dive into them don’t forget to subscribe to Digital Brunch on Youtube in order to always be on track with the new updates and the new content that we have about digital marketing. You know how in Google Analytics you have the columns that show you certain default KPIs like users, new users, sessions, depending on the report you’re looking at. If you want to see other metrics in this report, you have what I would call a magic feature that is called calculated metrics. You have the possibility to add a new calculated metric to your Google Analytics and if for example you want to add Return On Ad Spend (ROAS) and you want to see it directly in Google Analytics you simply need to type the formula of this KPI – Revenue divided by Cost – and from now it’s gonna be created and added. I already have it in my account as you can see, but you will simply have it from now on in your reports and you can use it. Of course in order to use these calculated metrics which are actually user defined metrics you need to add the formula from existing metrics so you need to use just existing metrics from your Google Analytics account. Another magic button, a simply magic button, I can’t call it otherwise is the Edit button. You know for sure that in Google Analytics you can have Custom Reports for most of the data that you want to see, you can combine audience segments and KPIs and so on. But what you may not know is that it’s very easy to create these custom reports just by editing one of the default existing reports. You can for example just hit the magic button Edit and now you can tell Google Analytics which of the metric groups that you have in the columns in Google Analytics are irrelevant for you. Like for example if you don’t want to see the Goal Conversion Rate and maybe I also don’t want to see the average session duration, the number of new users is not useful for me I can simply hit Save and from now on the source/medium report will turn into a custom report where I only see KPIs that are relevant to me. If I want to add other KPIs in this report I hit Edit again and I can add other metrics like for example the Average Order Value and for example calculated metric that I just added to the account – the ROAS (Return On Ad Spend). From now on, if I click save, I can see the Custom Report that also contains these 2 KPIs and I can see for each of my traffic sources the number of users, but also the revenue, the AOV and the ROAS. And for example don’t forget that if you click on a column title bar, all your data will get sorted depending on these KPIs. So like this you can see exactly which is the channel that brought you the highest AOV, which is the channel that brought you the highest ROAS and so on. Another important feature for your efforts is the weighted sort.

By: Digital Brunch with Raluca Radu
Title: Google Analytics – 6 Hacks Not For Beginners
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