CXL Institute: Intermediate Google Analytics Course Review (Week-6)

CXL Institute Google Analytics Intermediate Course Review

This article is written as part of the CXL Institute scholarship and covers my sixth-week of studying the Intermediate Google Analytics course from the Digital Analytics Minidegree. Previous week I have covered up to 4 lessons and this week I will be covering the remaining lessons.

  • Finding Answers: Funnel Tracking
  • Finding Answers: Segments
  • Finding Answers: Custom Reports
  • Tips & Tricks: Dashboards
  • Tips & Tricks: Saved Reports & Alerts
  • Tips & Tricks: Channels
  • Tips & Tricks: Multi-Channel Funnel Reports
  • Tips & Tricks: Attribution
  • Tips & Tricks: Measurement Protocol

Finding Answers: Funnel Tracking

Funnel tracking in Google Analytics is one of the best ways to identify in detail where you’re going wrong. Website users take specific paths from start to finish, and every site has a goal for its visitors. Google Analytics funnels track this journey so that you can optimize your website and ensure visitors hit your goals.

Funnel analysis that shows a high exit rate on product category pages suggests that visitors aren’t finding what they want, which could be because product filtering is clunky or unhelpful. Here are the different funnel features in Google Analytics to boost your conversions by understanding where prospects falter in their journey.

Goal Funnel

To use a Goal funnel, you must set up a goal in Google Analytics and specify the funnel path.

To do so, follow these short steps:

  • Go to Admin >  Goals > +New Goal  >  Choose a Goal (e.g. Place an order).
  • Select “Destination” Goal > Goal Details.
  • Turn on the “Funnel” switch.
  • Name each step of the funnel and add a URL. You can also specify whether a step is optional (flexible) or required (strict).

Once you enter the necessary information, you’ll see the results under “Conversions” in Google Analytics. Under the “Goals” section, you can access many reports to learn about user behavior, like “Goal Flow.”

Ecommerce Shopping Behavior Report

This funnel is only for ecommerce and requires you to turn on Enhanced Ecommerce. To see the data from the funnel, go to:

Conversions  > Ecommerce >  Shopping Behavior

This Google Analytics feature counts the number of user sessions for each step in the funnel. It also gives a visual display of the percentage of visitors who arrived at the current step from the previous one. This ways you can boost e-commerce sales by tracking and analysing. You can also drill down to specific metrics or pages. To illustrate, you can see how many sessions turned into transactions by clicking:

All sessions  > Product Views  > Add to cart > Check-Out  > Transactions

Finding Answers: Segments

A segment is a subset of your Analytics data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site.

Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use segments as the basis for audiences. For example, you might create a segment of users who visit your menswear pages, and then target just those users (your audience) with a remarketing campaign that is focused on the new items that you are adding to those pages

To apply segments to a report:

  • Sign in to your Analytics account.
  • Open the view that includes the reports you want to use.
  • Open Reports, then open the report you want. This example uses the Audience Overview report.
  • At the top of your report, click + Add Segment.
  • In the list of segments, select the check box for each segment you want to apply
  • Click Apply.

Finding Answers: Custom Reports

A Custom Report is a report that you create. You pick the dimensions (City and Browser, for example) and metrics (Sessions, Pageviews, and Bounce Rate, for example) and decide how they should be displayed. You must specify at least one dimension and one metric. Learn about dimensions and metrics. Some metrics and dimensions can’t be paired in a custom report. For details, refer to valid dimension-metric combinations.

To see Custom Reports:

  • Sign in to Google Analytics.
  • Navigate to your view.
  • Open Reports.
  • Click CUSTOMIZATION > Custom Reports.

Read Create and manage Custom Reports to learn how to create, edit, and share Custom Reports.

Tips & Tricks: Dashboards

Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports. Dashboards are easy to create, customize and share.

Dashboards contain one or more widgets (up to 12 per Dashboard) that give you an overview of the dimensions and metrics you care about most. The steps outlined in this article will teach you how to create and customize a new Dashboard. (You can follow many of these steps to edit existing Dashboards, as well).

To create a Dashboard:

  • Sign in to Google Analytics.
  • Navigate to your view.
  • Open Reports.
  • Click CUSTOMIZATION > Dashboards.
  • Click Create.
  • In the Create Dashboard dialog, select either Blank Canvas (no widgets) or Starter Dashboard (default set of widgets).
  • You can also import Dashboard configurations from the Solutions Gallery.
  • Give your Dashboard a descriptive title, then click Create Dashboard.

Tips & Tricks: Saved Reports & Alerts

You can create a saved report from any Standard or Custom report that has the SAVE option in the action bar. Access and manage your saved reports in the Customization > Saved Reports section in the left pane. If you have the Edit permission, you can also manage your personal saved reports as assets in the Admin section.A saved report is visible only to the user who created it. You can share your saved reports with the exporting and sharing functions.

To save a report:

  • Sign in to Google Analytics..
  • Navigate to your view.
  • Open Reports, and find one that you regularly access from either CUSTOMIZATION or one of the other report categories.
  • Configure the report (e.g., apply a segment, change the dimensions and metrics, etc.).
  • From the action bar above the report, click SAVE.
  • Enter a name for the report.
  • Click OK to save. Saving a report automatically takes you to the Saved Reports section in the left pane.

Also, you can edit and delete the configuration of a saved report in Google Analytics.

Tips & Tricks: Channels

One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. Channel informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited.

Default Channels Grouping

Default channel grouping is a rule based grouping of default marketing channels; this will be shown in default with all Google Analytics account. Below are the channels are listed as the default.

  • Direct
  • Organic Search
  • Paid Search
  • Social
  • Email
  • Affiliates
  • Referral
  • Display
  • Other

Custom Channel Grouping

Custom Channel Groupings in Google Analytics allow you to slice and dice your data into certain buckets so that you get the best insights on how your channels perform. A Custom Channel Grouping is only visible to the user who created it. When you create a Custom Channel Grouping at the user level you will see the data as mentioned below:

  • Can immediately select it in reports.
  • Can apply it retroactively and see historical data classified by your new channel definitions.
  • Change how reports display your data, without changing the data itself.

Steps to o create a Custom Channel Grouping:

  • Sign in to Google Analytics.
  • Click Admin, and navigate to the view in which you want to create a Custom Channel Grouping.
  • Under PERSONAL TOOLS & ASSETS, click Custom Channel Grouping.
  • Click + New Channel Grouping.
  • Enter a name for your new channel grouping.
  • Click + Define a new channel.
  • Enter a name for your new channel.
  • Define the rules for the new channel. These rules are not case sensitive.
  • From the first drop-down menu, select a dimension.
  • From the second drop-down menu, select an operator.
  • In the text field, enter the value you want to use. For example, Source contains plus.google.com.
  • Add AND and OR statements as necessary, then click Done.
  • Add and define additional channels.
  • Drag the channels to specify the order in which they should apply.
  • Click the Save button.
  • You can create a maximum of 100 Custom Channel Groupings per user.

Tips & Tricks: Multi-Channel Funnel Reports

The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a blog or while searching for specific products and services. The Multi-Channel Funnels reports show how previous referrals and searches contributed to your sales.

To see the Multi-Channel Funnels reports:

  • Sign in to your Analytics account.
  • Navigate to your view.
  • Open Reports
  • Select Conversions > Multi-Channel Funnels.

The reports include data for automatically detected channels. If you’ve set up tracking for Google Ads, this data will appear as well. Read Set up Multi-Channel Funnels for more information.

Tips & Tricks: Attribution

Attribution in Google Analytics brings free, cross-channel data-driven attribution to all customers. An Attribution project allows you to:

  • Accurately report conversion totals, de-duplicated across all digital channels
  • See a consolidated, consistent view of all digital performance
  • Build understanding of your brand’s customer journey.

There are two types of Attribution Models available

  1. Rules-based models
  2. Data-driven model

Tips & Tricks: Measurement Protocol

Google Analytics and Google Tag Manager have limitations. Often, these limitations are outside your control (e.g., technical aspects of a website that can’t be changed).

Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol: The Google Analytics Measurement Protocol allows developers to make HTTP requests to send raw user interaction data directly to Google Analytics servers. This allows developers to measure how users interact with their business from almost any environment.

In the next week post I will be covering the Google Analytics Audit course from Digital Analytics mini degree from CXL. Feel free to come back on every Mondays and read about CXL Digital Analytics mini degree review.

Thank you!

Isak

Isak

I am Isak, founder and author of onlineguider.com blog. A best place to have article through guest posts. I love reading (learning), sharing my skills and knowledge with all over the world using modern digital platforms.
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