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10 ways to segment website visitors using Google Analytics

When I work on E-commerce projects to identify methods to increase conversion, I always start with a structured analysis of the current effectiveness of customer journeys for different segments, using Google Analytics to help identify potential improvements to site page templates to test.

Segments are powerful since they help you isolate and compare different traffic sources, so in the screengrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?

Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the…

7 missed customization actions in your Google Analytics set-up that you can fix now

Google Analytics can sometimes be very overwhelming, I know, I’ve been there. Getting access to an account about 12 years ago, I remember just looking at all the reports and thinking “wow, look at all that data”. Like many others, I have talked to since I then used to report on top-level metrics assuming the set up was valid and my data solid. It is only been in the last 5+ years that I can say I have really got a firm grasp on analytics and working with clients and teaching Google Analytics to marketers, business owners, and agencies I see the same stumbling blocks and issues come up time and time again.

[si_guide_block id="6160" title="Download Premium Member resource – Google Analytics setup audit" description="This popular template is indispensable if you're serious about the accuracy of your Analytics and…

Set up an automated dashboard that will streamline your reporting process

Google Data Studio is a free reporting and data visualization tool which you can use to pull in data from multiple online data sources and present it via easy-to-read and interactive dashboards. Launched by Google in mid-2016 and out of beta in October 2018, Data Studio offers far more flexibility than Google Analytics in terms of the type of dashboards you can create. While Google Analytics dashboards can only display data from within Analytics itself, with Data Studio you can pull together data from multiple sources and display it all in one place. It’s tempting to dive straight in and start adding elements to the blank canvas that’s now in front of you. Before you do that, take some time to decide what data you need in your report and how you’re going to present it. [si_quick_block id="145101" title="How to create reports with…

Learn how to accurately track and attribute performance to ensure your channels and campaigns are getting the credit they deserve

Everyone can agree that tracking the success of your digital marketing activity and website is important, but exactly how you do that effectively can be a lot trickier. Even if you think you already have a comprehensive system set up, it’s likely that there’s areas of your Google Analytics conversion tracking or reporting which could be improved. In this guide I’ll explore some of the main ways you can more accurately track and attribute performance, to ensure your channels and campaigns are getting the credit they deserve. [si_guide_block id="71497" title="Free Resource: Google Analytics Fast Start – 10 mistakes to avoid" description="Our free guide to common Google Analytics mistakes is great for both first-time users and those who want to get more use out of the platform. Follow our advice to avoid the 10 mistakes…

Only a minority of users tend to go beyond the basics and utilize some of the more advanced features of Google Analytics

Google Analytics is a very powerful analytics tool that’s widely used in marketing departments around the world, with approximately 85% market share across all web traffic analysis tools. However, despite being ubiquitous across the industry, only a minority of users tend to go beyond the basics and utilize some of the more advanced features of the platform. If you feel you may not be making the most of the tools available in Google Analytics then read on, as we’ll look at a few of the more intermediate and advanced features to help add even more meaningful data to your marketing reports. [si_guide_block id="71497" title="Download our Free Resource – Google Analytics Fast Start - 10 mistakes to avoid" description="This guide in the Smart Insights ‘Fast Start’ series gives you a checklist of…

Learn how to use and transform data into actionable insights to improve your conversions for e-commerce

One of the reasons companies fail is that they are unaware of the changes in the economic environment. Statistics are showing that roughly 80% of new businesses survive past their first year of operation. These days, data is the primary currency and driver of growth. Using data and the proper tools to analyze it, we have the power to generate growth no matter the size or age of the business. [si_guide_block id="23586" title="Google Analytics for e-commerce template" description="Google Analytics is a powerful tool, but you need a data-driven mindset to go beyond a simple review of trends in sales figures in Google Analytics to identify techniques to increase revenue. This template is for 'hands-on' use if you're directly involved with using a data-driven approach to improve results from a transactional website using Google Analytics."]

Transforming data…

Automated website analysis, custom reports, integrations – you can make it possible implementing APIs into your working processes. Find out how marketers can benefit from API implementation techniques

All of us value time and always try to manage it rationally but I know very few marketers who are happy with how they optimize their working processes. With often insane amounts of data to analyze, we spend hours and hours trying to process and organize the results. Here comes the need to implement automation technique and API is exactly what can help you with this task. API (application programming interface) is a set of subroutine definitions and functions that lets users access the specific features or components of a tool. API allows you to make requests and get data by using the tool’s interface and integrate the results into your custom programs. So what’s in it for you? How will API help you deal…

Don't fall foul of these common Google Analytics mistakes

Google Analytics is a fantastically useful tool for businesses of all sizes. Rather helpfully for all the SMEs and SMBs out there, it's also free. That means anyone can start using Google analytics to study their web traffic in an attempt to tease out insights, to use to improve their sites.

This openness and low barriers to entry mean it's easy to launch yourself into Google Analytics before you actually have a handle on exactly what you are using for and how you should use it for your business. There's nothing wrong with getting stuck in and learning on the fly, but it can leave you vulnerable to making mistakes that could affect your bottom line. This post will introduce you to some of the basic mistakes people often make when setting up and using their Google Analytics. If you want…

Learn several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights

As a digital marketer, you clearly need customer insights to drive your tactics and strategies. And these insights will likely come from a variety of data streams. But to avoid drowning in these data streams you’ll need some good tools and a systematic analysis approach. In this post I highlight several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights you’ll glean from them.

[si_guide_block id="5720" title="Download our Premium Resource – Google Analytics Strategy Guide" description="We've designed the Google Analytics guide to provide value for people of all skill levels. Early sections will introduce features that more advanced users will be familiar with, whilst later…

Build your own CrUX dashboard on Google Data Studio to see visual stats on origin performance

After the latest announcement of changes to Google Ads, the introduction of responsive ads, better video and YouTube advertising, cross-device reporting functionality, and the lastest broad-core Google algorithm update, it seems Google has had a busy quarter. Today, Google developers have announced the introduction of Custom site performance reports with the CrUX Dashboard (Chrome UX report). Google has repeatedly stressed the importance of user experience on site. Optimizing mobile page speed has been number 1 priority - and they've stressed that sites and pages that are under-performing or give less than a satisfactory user experience will be penalized. Afterall, they don't want to be directing users to sites that are slow, have low-quality content and full of ads and poor navigation. Before your site is negatively…