Making better use of Google Analytics

You’ve got a website – thats great!
You’re tracking it using Google Analytics – even better!!

But are you using all the features in a way that makes the most of having it in the first place?

A bit about Google Analytics

Google Analytics is a web-based statistical reporting solution which tracks activity on your website/s. By monitoring your traffic, you can gain insights and marketing trends which determine how well your website and associated digital marketing is working for you.

Google Analytics covers the following areas:

General traffic statistics
Goals and conversions
Referral, direct and search engine traffic
Marketing campaign effectiveness
Geo-graphical locations
Website segments
Adwords campaigns
E-commerce metrics

Google Analytics

Here’s a list of Google Analytics features and how they can provide advanced insights from your website/s:

Filters – Permanently filters traffic into smaller, targeted segments for  – Easier analysis.

Advanced segments – Within reports to internally filter and compare metrics over a set period of time – One metric against another ie direct Vs refferal, organic V’s PPC, Unique V’s returning.

Campaign variables – Use to track emails, banners etc -  Measure individual conversions and compare performace.

SEO – Combine keywords of the company name with direct search traffic as these falsify data – Definition of true referral keyterms.

Goals – Especially useful for booking steps – enter all funnel steps to monitor abandonment rate – Builds a picture of what customers are doing along the booking path/lead up to a goal.

E-commerce – Track sales, cost data and purchase patterns – Compare product performance and conversion rate.

Site search – Insights into internal search terms – What do your visitors want and do you have it? Do keyterms searched match the ones defined?


If you would like to take your results to the next level, get in touch.
Monthly reports which contain valuable and in-depth marketing insights, thus allowing for periodic adjustments to your website and marketing campaigns are available from €150 per month. Training available on-site.


  1. Gary

    Nice tips, will look into ; 0 )


  2. gregfry

    Great post. What are your thoughts on the other Google tools for your website such as – Google Webmaster – and Google Website Optimizer – ?

    Would be interested in your thoughts. They look like good tools, but I wonder should small businesses focus just on Google Analytics rather then spend too much time on SEO etc and focus on developing and working on their business?

    Many thanks

    Greg –

    1. Christina Giliberti

      Hey Greg – The best thing about Google's tools are that they're made for everyone. Obviously the more familiar you are with them, then the more you learn and adopt.
      Webmaster tools offer insights into the three main areas that affect SEO – code/crawl errors, keywords and links. The trick is to KNOW what to watch and how to improve it – for example 20 search terms have been detected. Is that good or bad? Well, it all depends on how relevant the terms are. This data can then be analysed alongside Google Analytics to find which search terms produced a click, bounce, affect on pages per visit via keyterm.
      Website Optimizer is a form of A/B / Multivariate testing – it looks at which creative – content union produces the best CTR. This is a valuable tool, BUT my concern is there are other factors to consider – what if you ran a campaign that was heavily advertised – they would of clicked whatever the creative. More insight will evaluate the impacts here.

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