Even though there are now countless online tools designed to deliver targeted analytics, there are still few tools more useful than Google Analytics and the powerful slate of features it offers. The wealth of information provided by this analytical tool can only help businesses to hone their strategies and improve online performance.
Google Analytics is a must-have for any online marketing professional, but content marketers will find certain features particularly useful in determining the best strategies for reaching specific goals, such as driving traffic, generating leads, converting leads to customers, boosting retention, and developing overall brand awareness, just for example. That said, Google Analytics isn’t a magical unicorn that automatically solves all your problems. Users have to customize the experience in order to get the most value from this tool.
You can use a hammer to pound screws into the wall, but you’ll get the job done more efficiently and effectively with a screwdriver. The point is that having the right tools won’t help you if you don’t use them properly. Here are just a few tips to ensure that content marketers get the greatest value from using Google Analytics.
Set Goals
As a content marketer, you likely share many common goals with other marketing professionals, but you also have specific goals relative to your company and your campaigns. Google Analytics allows you the opportunity to set specific goals so that you can track relevant consumer activities and metrics. This helps you to collect targeted information, show ROI, and justify marketing spend with results related to specific goals.
Customize Dashboards
One of the reasons why Google Analytics is so useful is because it is so comprehensive. However, this can make usage complicated and time consuming if you haven’t bothered to customize your user experience.
Creating custom dashboards means you can quickly access features you prefer and reports you need, without having to go through a series of unnecessary steps each time. Everything you need will appear on a single page for easy access. It will definitely take time to sift through options and customize your dashboard for your needs, but it will save you a lot of time and hassle down the road.
Filter Your IP Address
There’s a good chance that nobody is going through processes or viewing pages more than you, and you don’t want your constant tinkering and quality assurance to reflect in your metrics. By filtering your IP address out of reports, you can ensure that you’re getting the most accurate information related to consumer usage.
Maximize Audience Tracking
Limited audience tracking is automatically available when you use Google Analytics, but you can gain access to a lot more information by enabling the audience tracking feature. If information on customer location and devices is enough, you don’t have to do anything. However, if you think your efforts will benefit from additional knowledge pertaining to demographic information like user gender, age, lifestyle choices, and purchasing decisions, just for example, using more complex audience tracking features to generate reports is advisable.
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