3 Smart Ways to Analyze Campaigns with Google Universal Analytics
Learn about migrating to GA4 here.
B2B and B2C organizations spend millions of dollars in devising digital marketing campaigns to reach a potential audience, promote products and educate […] consumers and converse with partners, employees. The biggest question perhaps in the digital marketing world is “How do I prove what we are doing is right?” Google Universal Analytics has such functionality to help with the justification of ROI.
Out of the various tools in measuring the effectiveness of campaigns, Google Analytics has been the most widely adopted analytics tool in tracking user behavior over the web and mobile applications. This completely free analytics tool helps digital marketers and business professionals to achieve business results and justify marketing investments.
Today, I would like to share 3 more unique features that you might not be seen by default in Google Analytics. These will be handy to assess, monitor and leverage your digital marketing campaigns.
Prerequisites
I assume you are using Google Analytics integrated with your Website.
Technique 1 – Understand existing Organic audience by exploring SEO Feature
Organic SEO has been the major, cost-effective source of Traffic for medium and small companies who don’t carry huge budgets to spend on paid promotional campaigns.
The SEO performance of your website will come from Google Webmaster tool. The default Google Analytics Account will not have any insights under “Search Engine Optimization” Feature under “Acquisition Tab” this segment. We need to enable it.
Follow the steps below to enable this functionality to understand data to assess your website performances for your business keywords.
- Go to Acquisition Search Engine -> Optimization -> Queries
- Click on “Setup Search Console Data Sharing”
- Click on “Adjust Search Console”
- Click on “Edit” and choose the site that you would like to share data
- Save
Data and insights will now appear under SEO Tab of Acquisition Menu. You can then start working on search queries that you are not getting any impressions and clicks. If you are able to see these search console data under this segment, you can assess and monitor the site performances.
Technique 2: Attract even more audience with Paid Adwords
Though, organically generated traffic is cost-effective and high-yielding, during times of launches or announcements, we need to rely on “Search Engine Marketing” (SEM), a paid online marketing technique to immediately boost traffic and gain clicks or conversations. Today, multiple industries including e-Commerce, media companies, publishing, financial services, healthcare organizations etc. are effectively using Google AdWords as part of their online promotional channel mix.
Individual campaigns to group campaigns can be measured to very specific results along with visitor behaviors using Google AdWords. Because SEM involves spending money on a daily basis, it is important to measure results and dynamically course correct campaigns for better business results.
The very same “Google Analytics” account you are very familiar with now can be integrated with “Google AdWords” to start tracking and analysing your digital campaigns.
Here is how you can link Google Analytics with Google Adwords.
- Go to Admin
- Click on “Adwords Linking” under property
- Select the Adwords account that you wanted to link & Click “Continue”
- Name your company
- Next click on “Link Account”
You can now start understanding how your Google Adword campaigns are performing within Same Google Analytics account itself.Start evaluating Avg. CPC, Traffic Volumes based on Ad Campaigns, Ad Groups, Traffic Keywords, Conversation Rate, Revenue Flow etc.
Technique 3: Understand visitor online behavior even more with Google Analytics’ Events & Goals
Beyond organic and inorganic traffic you generate, here is an option that will help you understand Visitors’ behavior with respect to your web elements. This functionality will help you understand which tactics really work and how to further optimize it. Every website will have a lot of elements like forms, collateral, buttons to induce visitors to do primary actions like
You can create “Events” within Google Tag Manager Interface or by inject tracking codes on web page elements. Remember to create events that really make sense for your business.
Once you try and implement all these 3 techniques, you will have a better understanding of your visitors and start better conversations and finally have better conversions.
I do look forward to learn from your comments on how else one can better measure our campaigns!
