1. Top 5 requested features
Learn which are the most widely used features by our clients across all industries
Unsampled API. This API for Analytics Premium users may be used to generate and retrieve unsampled reports.
BigQuery Export. BigQuery integration is a Analytics Premium feature that allows Premium clients to access their session and hit level data from Analytics within Google BigQuery for more granular and complex querying of unsampled data.
Google Tag Manager. Google Tag Manager lets you add and update your website tags, easily and for free, whenever you want, without bugging the IT folks. It gives marketers greater flexibility, and lets webmasters relax and focus on other important tasks
Roll-up Reporting. This functionality allows enterprises to view conglomerate data from multiple properties in a single interface and empowers a better understand of the overall picture of your business.
Overview of Roll-up reporting
Benchmarking. This feature allows marketers to have additional visibility into how their site performance compares to their competitors and to the industry average. This enhancement allows marketers to more accurately assess the performance of their site, to set informed goals, and to spot industry trends early and to adjust their strategies based on what will be successful tomorrow.
Learn the basics, optimization tips and find the latest case studies that we have published.
Learn the basics. Use our Attribution Framework to better understand the offering Google provides through Google Ads, Analytics and Analytics Premium
Measure What Matters Most
Optimization. Understand undervalued marketing opportunities using Analytics
TechSmith - Data-Driven Attribution for Display optimization (GDN) - US
MaasMedia - Data-Driven Attribution for Display optimization (Campaign Manager) - US
HomeAway - Data-Driven Attribution for Paid Search optimization (Google Ads) - US
Sellpoints - Attribution models for Paid Search and Display optimization - US
On the Beach - Attribution models for upper funnel optimization (Google Ads) - UK
In-depth Industry Insights
In your Industry your primary goal is to acquire leads. These leads may be converted into buyers through a call center or other offline methods.
The following article describes some quick wins that have been recommended for your industry.
Event Tracking. This feature will allow you to track most user interaction. PDF downloads or Registration Form Errors are some examples
Measurement Protocol. You’ll be able to measure how users interact with your business from almost any environment that can connect to the web. Measure user activity in new environments, tie online to offline behavior and send data from both the client and server
Social Analytics. Social Analytics provides a consistent framework for recording social interactions. and enable GA users to compare social network interactions across multiple networks.
Trueview ads in GA. Advertisers can now see the detailed effects of their TrueView campaigns on their website traffic and revenue. You can access the new report under Acquisition > Google Ads > Video Campaigns.
In your industry you can use the following micro conversions as a way to track engagement or user retention
1. Sign up
3. Whitepaper/pdf download
4. Video completion
5. Click to call
6. Form abandonment
Learn more about micro-conversions
Learn more with Justin Cutroni
How do I create goals?
Clients in your industry may use the following KPIs as source of insights for their businesses
1. Number of offline purchases / number of leads
2.Average lead value per marketing channel
3. Conversions from click to calls (mobile)
4. Quality of leads (valid leads versus non valid leads)
5. Leads YoY that became an offline purchase
Audience segments in Analytics will allow you to isolate and analyze subsets of your users to see their performance. It will also let you discover high and low performing subsets of users.
How can I build segments in Analytics?
Some best practices for audience segmentation:
Compare converters and non-converters. You will be able to answer questions such as:
Do converters spend more time on the site and consume more content than non-converters?
Do converters visit more pages than non-converters?
Which languages are converters most likely to speak?
How many Android sessions came from converters versus non-converters?
What is the age and gender of converting users?
Compare bouncers to non-bouncers in order to optimize your website. You will be able to answer questions such as:
What is the percentage of visits that are bounced.
What are the pages with higher percentage of bounced sessions.
What are the languages and countries with higher percentage of bounced sessions.
What are the browsers with higher percentage of bounced sessions. And devices?
Create a cohort segment. A cohort is basically a segment that includes some type of date condition. As a lead generation business you may want to combine date condition with conversions. For instance, you will be able to create a segment for each month (first time user cohort) and see how each performs over time.
Create a potential-purchaser segment. This will enable you to use remarketing to contact users through the Google Display Network who started to fill a form but didn’t complete the conversion (e.g if you are a Business School, this could be the case of users who started filling an online application but they didn’t complete it)
Create a high-value-user segment. As a lead generation business you might want to isolate the users who have converted recently or make conversions frequently.
Make use remarketing to contact users who visited a particular content in your website at least 3 times but didn’t make a conversion.
An additional idea would be to use Remarketing in order to upsell (e.g offer an MBA discount if the user was interested in a Master)