With the 2016 Games on the horizon, NHI thought we would share a few top performing metrics and dimensions. By reaching for gold, NHI hopes marketers can find deeper and more meaningful insights in Google Analytics (GA) data.
TOP-PERFORMING METRICS ON AUDIENCE
BRONZE: The Location dimension earns the bronze. It provides an idea of where in the world site users access a site from but can only provide so much detail. The Location dimension can be used to filter metrics effectively, allowing multiple ways to get the scope of geography by continent, region, or even down to metro area.
SILVER: The Device dimension earns silver, as it gives a sense of what technology is used to access the site. This can be helpful in site design, as well as understanding engagement metrics by device. As devices become top traffic drivers this data will become more and more valuable.
GOLD: The Age/Gender dimension data is only available after enabling demographic and interest data (https://support.google.com/analytics/answer/2819948?hl=en). The data provides insight into characteristics of an audience. This demographic information can be used to focus advertising efforts, test different personas and confirm a target audience is making it to the site.
TOP-PERFORMING METRICS ON ACQUISITION
BRONZE: Source | Medium, this built-in dimension earns bronze for ease of implementation and a consistent source of channel data. Source/Medium dimension can give GA users an idea of how site users are arriving to a site. It provides two key pieces of information: the source and the Medium. Without this metric, Google CPC and Organic would simply be Google and all those paid search dollars would go unaccounted for.
SILVER: Campaigns allow GA users to discovering which campaigns are driving site user acquisition through every channel. For this added detail it earns the silver. The added effort to make sure campaign naming conventions are consistent and implemented across all channels earns it it’s silver standing.
GOLD: Lastly, it is helpful to know which channels are providing site users. Custom channels definitions earn gold, as they allow one to tailor tracked channels based on business definitions. Allowing GA users to measure success and advertising dollars based on how they think about channels is worth the gold, but does require a watchful eye and some ongoing updates.
TOP-PERFORMING METRICS ON SITE BEHAVIOR
BRONZE: The Landing pages dimension nets bronze, as it provides GA users with a simple ranking of what pages site users visit at the start of a session. From this, GA users can see what landing pages lead to the most traffic, or highest conversion rates. Landing page typically implies intent which will allow GA users to understand the difference between site users that land on a specific page versus those that land on the homepage.
SILVER: The silver medal goes to the Exit pages dimension, which shows one where a site user’s traffic dropped off. Knowing where a consumer journey ends is critical, because it can show one where site users stop along the journey to conversion (assuming they make it to conversion). Exit pages without a clear call to action may be hindering site users and should be addressed.
GOLD: Finally, event tracking can show GA users what site users did on a site between page loads or on specific actions. This measurement type wins gold by its sheer versatility, as most site behavior can be tracked via event tracking, leaving GA users with vast potential to make significant behavior insights. Events implemented through Google Tag Manager are versatile and likely require little involvement from friends in IT.
TOP-PERFORMING METRICS ON CONVERSION TRACKING
BRONZE: At a bronze-medal level, goals. Goals are easy to implement, flexible and can be shared with other Google products like Google AdWords. Goals are considered a must-have, regardless of whether a small or large company, or marketing to consumers, or businesses.
SILVER: Goals configured with funnels or required steps adds another layer of complexity and detail to conversions. This enables one to further analyze a site user’s path to each given conversion goal. GA users will be rewarded for a silver metal effort in setting these up.
GOLD: If a site sells online, Google Analytics handles revenue and transaction data like a charm. Earning silver, the ecommerce reports help measure and value a site user and channel interaction. Many of the common e-commerce-related metrics can be to non-ecommerce reports providing great insight.
Closing Ceremony on Google Analytics Metrics
With these champion metrics and dimensions, NHI hopes marketers can carry the torch into analysis and start building more Olympic-level reports.
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