Digital Strategy Web Analytics Web Marketing

Our first steps on Google Analytics

Google Analytics

You have probably heard about this analytic tool. Everyone can access to it freely. For some of us, it seems to be the “black beast”. This is time to demystify it! In a first glance, for sure, we can be afraid… But don’t panic! I will prove that this tool can be easily managed by everyone.

Interface Google Analytics

Even if we all agree that the tool is powerful, seriously, Google: why the interface is so much “none-user-friendly”. Frankly speaking, a lot of beautiful dashboards exist (I don’t want debate… And by the way, as a first-hand information, Google will revamp the interface!)

Any way. Believe me, this tool worth a visit. Why?

5 ways to analyse relevantly your data

Because data is precious! Yes, to my opinion, here are the main features:

1.    Understand the impact of our communication actions

We often spend time to create amazing Facebook posts, send truly beautiful newsletters or even write articles that torn up. However, what the actual ROI of these frantic online endeavours? Google Analytics allows you to analyse which actions & channels are the most efficient and bring traffic to the website.

Audience on Google Analytics

In this example (accessible from “Audience > Overview”), we realized a newsletter announcing the new website. The number of visits grows up suddenly during the same date. No doubt: the communication with the newsletter was successful (with more than 50% of open rate).

2.    Better know your visitors

Into GA, it’s possible to analyse the profile of your visitor. Demographic data, interests, behaviour, …

Visitor overview on Google Analytics

This information allows to understand which type of person you reach. First, to adapt the communication to the core target. Second, it may allow to realise that the targeting is not efficient. And maybe this information should lead to re-define the strategy to better qualify your marketing campaigns.

3.    Understand the user journey

Another interesting tab is « behaviour ». This data allows you to visualize the user journey of your visitors: what are the different stages of the navigation (Homepage > Blog > Article 1…)? At which moment the visitor leaves your website? (…)

Behaviour on Google Analytics

Finally, what type of information do we collect? Here, we can easily interpret the data. It’s interesting to identify pages where we lose a lot of traffic but also trying to understand what are the reasons.

In the example of e-commerce, the pattern of all websites is really similar. Indeed, many people leave the website at the payment stage when they discover the shipping costs.

4.    Identify the different entry points of the website

Directly linked to the first point (impact of communication actions), it’s interesting to know how people arrive on your website and also where.

It could be thanks to Facebook, where you shared your blog articles, the Google search bar (if you optimized correctly your SEO) or even a direct access (when people are directly typing the URL).

5.    Measure your ROI on Adwords campaign

SEA campaigns on Google are connected with GA tool. When you are selling something on your website (e-commerce website, selling services, or even direct contact…), this is interesting to calculate his ROI (Return On Investment) and analyse your paying campaigns to identify if it brings money or not.

I asked Alexandra, co-founder of desfoutas.com, to share with us the analytics of this e-commerce website.

Acquisition channel on Google Analytics

In this screenshot, we can analyse which Multi-channel is the most efficient in terms of conversion. In this case, among the visitors who click on a paid search (with Google Adwords) convert around 41% of the total number of people who finally buy the product. This means that almost half of the turnover comes from paid search! At the contrary, social network conversion is quite low compared to other acquisition channel. Even if this brings an incommensurable values with awareness and word of mouth.

To go further

  • Have a look on Google Tutorial!

Google suggests some videos on the Analytics Academy platform. If you want to know more, you can follow these tutorials (plan between 4 and 6 hours).

  • Be certified!

If you want to put this skills on your resume or even your Linkedin profile, Google proposes a free certification thanks to an online-test. You can also check the preparation guide to make sure you are totally ready!

To conclude…

I hope you have found this piece helpful and I encourage you to interact with me through the comments section. I’ll be more than happy to answer your questions

About the author

Léa SCHMIDT

Léa SCHMIDT

Junior project manager in apprenticeship at Schneider Electric. Freelance in my spare time : la-studio.fr
Enthusiastic & passionate with digital matters, UX, content marketing & more.
Student in the MS Digital Business Strategy for 2016/2017 !