Extra Facilities in Google Analytics

Google Analytics is a must-have for just about any site owner whether you are looking to improve your SEO or simply improve your reporting and analytics. But, did you know that there are several extra facilities that are not enabled by default?
Let’s look at what you could be missing out on.

1.) SEO Reporting

Most SEO’s have traditionally relied on their own software and a mix of proxies to run transparent tests of search positioning. However, much of the information is now available direct from Google.

Whilst you are still going to need data manipulation skills to make sense of the data and to be able to follow trends in your SERP position, there are several ways that can make using the Google provided data worthwhile.

The data provided can show several data points not available in traditional tools:

  • The keywords giving the most impressions
  • Click-through rates
  • The average position for a keyword (across the market area you are targeting)
  • Click-through data on the top landing pages on your site

The technology is not switched on by default. To activate this tool, you will need to have an active account in Google Webmaster Tools and connect it to your analytics account.


2.) E-commerce Tracking

Setting up e-commerce tracking effectively is far from easy, but it will reward you with great insights into the activities that are generating sales on your site.

The basic set up follows this procedure:
i. Go to your Google Analytics report
ii. Click on the “Admin” button in the top right
iii. Click on “Profile Settings”
iv. Go to “Ecommerce Settings” and change the drop down to “Yes, an Ecommerce Site”
v. Click the “Apply” button at the bottom.

This basic setup will work with plugin-based sites powered by the likes of Shopify. In this case, you simply add your details to the online form produced by the plug-in and your integration is taken care of by the setup wizard.

However, for platforms such as Magento (or if you are using PayPal as your payment solution) then you are far better off tracking down a friendly specialist, such as DOM Marketing to help you build out your tracking needs.


3.) Blocking Internal Traffic

It should really be on everyone’s to-do list, but it is surprising how few companies block internal traffic, or the traffic generated by their developers.

Consider how often you look at your site, sometimes only for a fraction of a second. Each one of these visits is virtually guaranteed not to generate a sale, but it can make the conversion rate of your site look appalling.

It’s also a good idea to train your staff in how to find your site online. Clicking PPC adverts is not exactly a cost-effective way of letting Doris in the Accounts team check the Customer Service phone number.


4.) Goal tracking

Tag is not just a schoolyard game. It’s a great tool offered by Google to track the source of conversions. It can also be used to track the effectiveness of your email sign up forms and the effectiveness of lead generation.

Goal setting can track many different metrics including:

  • URL
  • Visit Duration
  • Pages viewed per visit
  • Events


5.) AdWords Connectivity

For many businesses, AdWords is the source of a great deal of their traffic, so it makes perfect sense to take advantage of the toolsets that can integrate it with Analytics.

As well as providing your data, clearly and in one place, it also brings with it the benefit of auto-tagging to show that the visitors came from within the AdWords platform.


6.) Raw Data and Tests

Did you know that you can store both filtered views and raw data in Google?

You may wonder why you would want to be able to do this? The reason will quickly become apparent if you incorrectly set a filter and do not have access to this valuable source of raw information.

Think of it as having a live back-up of your precious data.

It’s also useful to use the testing facility of the same tool. This allows you to leave your current filters in place, whilst trying out your new arrangements.


7.) Site Search

Does your site use a plugin or the inbuilt search functionality of your site? Did you know that Google will provide you with a custom search facility for use internally within your website?

Whilst it is not known exactly how Google integrates this data, which is often at product level by this stage, in their main search results, it does provide your customers with a far more detailed search facility than is likely to be provided in-house. It’s worth doing for this reason, if no other.

Of course, the other opportunity is for your in-house team who can gain deeper insights in to exactly what your customers are looking for. This can help with setting up your site, and inform changes to menu options and other UX deviations that are likely to result in higher sales.

To set up site search:
i. Go to your Google Analytics standard reports
ii. Click on the “Admin” button in the top right
iii. Click on “Profile Settings”
iv. Go to the bottom where you’ll find “Site Search Settings”
v. Select “Do Track Site Search”
vi. Integrate the search facility with your site and replace any existing search


8.) Campaign Traffic

Campaign Builder

Are you building an email marketing campaign, or maybe display advertising on an external site that does not use Google AdSense? There is an extremely easy way to track that.

Simply visit the URL campaign builder at https://ga-dev-tools.appspot.com/campaign-url-builder/ and follow the basic steps that are required to tag your incoming traffic sources.

Use this in conjunctions with the goals tool to add a value to non-financial conversions


Stuck with Google Analytics Implementation? Help is at Hand

If you are unsure of how to implement any of these changes to SEO or reporting and analytics, then get in touch with the team at DOM Marketing to ensure you get our expert help and assistance.