eBrandz Blog

Key aspects of Google Analytics

Google Analytics tells you how online visitors arrived at your site by finding it either through random search, recommendation or keyword specific query. It also shows how a user has explored it, and then suggests how better you could enhance the user experience. With this practical information at your disposal, you can improve your business site’s visibility and conversion rate.

Obviously aim of every business site owner is to increase conversions, and earn higher revenue. Google Analytics, as is known, tracks multiple online campaigns by employing a peculiar combination of the marketing dimensions, including source, medium, term, content, and campaign. Let us know a bit about each of these:

Source: Every referral to a site obviously has a point of origin or source. The Google search engine, the name of a newsletter, the name of a referring site etc are examples of sources.

Medium: It helps to qualify the origin or source. The source and medium together give specific details of the origin of a referral. For instance, the medium can be ‘cost-per-click’ in case of a search engine source, denoting sponsored links for which the advertisers paid, or perhaps ‘organic’, suggesting a link in the generic or unpaid search results. Examples of medium in the case of a newsletter source are ‘email’ and ‘print’.

Term: It in effect is the specific word or phrase a user would type into a search engine, while looking for a particular product or a service. Extensive keyword research helps you to find keywords that users are searching for online. This will determine the relevant terms for your business site.

Content: The dynamic content dimension stands for the version of an ad on which a user clicked. It comes into play in content-targeted content-driven advertising and Content (A/B) Testing to determine which version of an advertisement is most effective at attracting profitable leads.

Campaign: The various campaign dimensions help differentiate slogan campaigns like ‘Get Fit For Summer’, or product promotions like ‘Spring Ski Sale”.

Goals: This is a page that serves as conversions hub for your website (provided with some extra code, it can also be file downloads or even on-page actions). Some practical examples of conversion goals are a purchase confirmation site page or receipt page; a catchy ‘About us’ page; a timely news article; and a ‘thank you’ page once a user has provided information via a form. This can track newsletter signups, email list subscriptions, job application forms, or contact forms.

To start using Analytics on the web, you need to sign in with your personal or official Google account. As mentioned above, an online venture would always strive to boost the profit margin and improve the overall return on investment (ROI). In this context, whether you’re advertising in PPC search engines like Yahoo! Search Marketing or Google AdWords, it’s critical to devise and implement strategies, which help you stay ahead of your competition.