How do I use Google Analytics to understand my users’ entire journey better?
To understand your user’s entire journey, you’ll need to integrate Google Analytics with your CRM so you see what happens once they become a lead. Before your user gets that far, it’s important to understand every part of your website your user clicks. For this, try setting up some custom reports with the criteria you wish to track.
To get the most out of Google Analytics, you can set up custom reports that give you information on pre-defined goals and even a monetary value per page on your website.
When setting up any reports in Google Analytics, ensure you plan which metrics you need to measure. Some will be basic but you might tailor others for specific use cases.
For example, Greg Habermann, COO at SageRock, Inc., created a report for tracking “Long-tail converters.” Instead of tracking single keywords that drive traffic to your site, this report analyzes your three, four, five, 10, 20, and 20+ word queries.
Google Search Console
If you have already set up your analytics dashboard on Google Analytics, your next immediate step should be to set up Google Search Console. Google Search Console gives you high-level reports on the number of clicks from Google search results.
At a site level, Google Search Console displays a graphical view of how you're performing on Google.
These will be important Key Performance Indicators (KPIs)for marketing teams focussing on obtaining organic search traffic. Google Search Console now includes clicks from Google Discover too.
Google Search Console breaks down those clicks into the queries that visitors type into Google to find your content.
Below, you can see the literal query a visitor typed before clicking your link on Google.
You can export this report to run custom queries of your own and create plans for which of your web pages you can update to gain more clicks from the available impressions. Once you’ve set up Google Search Console, you can integrate it with Google Analytics. This means you don’t need to switch between different websites to get your analytics.
This is often a major pain point for managers of more than one website who must switch between accounts and URLs to dip in and out of reports. To link Google Analytics and Google Search Console, follow the instructions provided by Andy Crestodina, CMO of Orbit Media, in this video.
To justify spending the time linking your accounts, Andy says: “It’s a valuable source of search-related insights. But the reports are a little harder to read, so it’s nice to connect the two so you can see the Google Search Console data right there in your Google Analytics.”
Get even deeper marketing analytics
You’ve got data. You’ve got metrics. Analytics are driving KPIs and conversions. So, what do you do next?
You can measure marketing even more efficiently with analytics and reports using Freshmarketer Marketing Analytics. You can take the data you have in Google Analytics and create custom reports that dive deeper into your user’s journey. Templated reports help you get set up in no time at all. So, if you’re new to website analytics, you won’t need to spend all day configuring.
You can build your own dashboards to measure customer engagement, emails’ performance, conversions, and any other metrics you decide are important for business growth.
You can add widgets and filters to segment data pockets, acquisition channels, or remove site content that belongs to a different team.