Posts tagged with Google Analytics

Google Analytics for SMEs

Five Google Analytics dashboards and custom reports for small businesses

Since it's free, and ubiquitous, small businesses are likely to be relying on Google Analytics for online measurement. 

Indeed, our Online Measurement and Strategy Report 2013 found that 56% of businesses rely exclusively on Google for data analytics, while others use GA in conjunction with paid analytics services. 

Even if you're no data expert, you can still find some valuable insight from the basic reports in GA, which can be very useful for your business. 

Also, ready-made custom reports and dashboards can save you a lot of time. 

As the UK is celebrating its first Small Business Saturday on 7th December 2013, I've rounded up some useful examples which should be helpful for SMEs. 

(By the way, if you don't have Google Analytics, read this post by Google's Daniel Waisberg on setting up and using Google Analytics). 

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Three requirements to extract value from a web analytics tool

The value in web analytics comes not from the tool but from using the data it provides.

Web analytics can be an amazing driver of business performance when it's supplying insights that are used to inform business actions. For this, you need more than the technology, you need the people and the processes as well.

Let’s narrow our focus though to just the web analytics tool, whether a (technically) free solution such as Google Analytics or the paid solutions such as Adobe Analytics, Webtrends, etc. 

So many companies say they are doing web analytics because they have a tool installed. Simply adding the basic page tag to your website is not enough to give you useful insights.

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fall

The best of the Econsultancy blog from October

To bring Econsultancy readers and subscribers the best blog content from the month gone, I've been writing simple posts like this one (with the best of August and September also available).

There's plenty of good stuff I've had to leave out, but the posts I've included below will bring you some new best practice, insightful opinion, and some coverage of October's biggest events in marketing, ecommerce, big brand land and GAFA World (Google, Amazon, Facebook, Apple).

I hope you'll enjoy the best from our myriad of authors.

Begin!

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WHSmith site

WHSmith: how will taking its site down impact on sales, PPC and more?

As many of you will be aware by now, WHSmith took its website offline on Sunday after it discovered that pornographic eBooks were available through its Kobo e-reader.

While the material was undoubtedly unacceptable and needed to be taken offline, it did seem like an over-reaction to pull down the entire website. What’s even more surprising is that two days later the site still isn’t back online.

Yesterday we published a post discussing WHSmith’s decision, including the impact on its SEO, alternative courses of action and what it says about the business’ understanding of digital marketing and ecommerce.

And as the site is still offline there’s more to be said in terms of the wider implications for WHSmith’s digital marketing initiative and the long term impact on the brand.

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Which are the most significant new Google Analytics features?

As reported earlier, Google announced some shiny new analytics features yesterday, with 36 more to come over the course of the week. 

I asked a few analytics experts for their views on the new features, which are most significant, and how they could be put to use by online businesses. 

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Google announces 14 new analytics features

Yesterday's Google Analytics Summit contained 14 new product releases, with perhaps the most interesting being the ability to view demographic data. 

The Google Analytics blog has a rundown of all the new features, but here are a few of the most significant... 

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Time to say a last goodbye to organic keyword data?

There are lots of reports around the web right now that Google is redirecting all traffic to the HTTPs (secure) version of its site. 

Search Engine Land explains that this may be an attempt to block NSA spying, or perhaps to increase ad sales. Who knows?

What does seem certain is that the amount of organic traffic which is encrypted has leapt up over the past month, and more so over the last day or so. 

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Which metrics should publishers be using in Google Analytics?

I was reading this article on paidcontent over the weekend, which points out the value of analytics to publishers, but only if they are using the right metrics. 

The key point was the danger in focusing on pageviews, as this doesn't necessarily help to build the kind of audience that publishers and their advertisers need. 

I would agree with that, and though pageviews are not insignificant, there are many more useful metrics for publishers to view. 

In this post, I'll attempt to answer the question by sharing some of the ways I use Google Analytics for this blog, while this post presents 10 shortcuts to Google Analytics reports and dashboards for publishers, bloggers and content marketers

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10 useful custom Google Analytics reports and dashboards for publishers

This post presents 10 shortcuts to Google Analytics reports and dashboards for publishers, bloggers and content marketers.

I've compiled these from various sources, but I'm sure there'll be some more useful reports out there, so please share them in the comments... 

If you are logged into your Google Analytics, just click the download links, and the reports and dashboards can be saved to your acount. 

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online measurement

50% of businesses cite lack of budget as main barrier to successful online measurement

For the second year in a row 50% of businesses have cited lack of resource and budget as the main barrier to implementing a successful online measurement strategy.

The second most common reasons were siloed organisation/lack of co-ordination and lack of strategy, both of which were identified by 25% of respondents.

The findings come from the Econsultancy/Lynchpin Online Measurement and Strategy Report 2013 which contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.

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Slow page speed: what to measure, how to measure, and how it’s affecting your ecommerce channel

A recent article on the Econsultancy blog discussed the issue of page load times getting slower with some helpful tips on what can be done to help speed things up.  

The article stimulates other questions that I thought it would be interesting to tackle in more depth. 

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How to measure branded search

How to measure branded search traffic in the 'Not Provided' age

Many SEOs spend a lot of time trying to improve rankings for non-branded search terms, for all sorts of reasons. We do this too, but I've always kept a very close eye on branded search volume.

When we launched this blog in 2006 one of our primary aims was to improve our overall share of search. Another was to move the key brand metrics in a favourable way, not least because a visitor who adds 'Econsultancy' to a search term is 8-12 times more valuable than somebody who doesn't include our brand in their query.

As such, branded search traffic is very important to us, but the horror show that is 'Not Provided' means that it is increasingly hard to track it. In fact, you will be appalled if you only look at your analytics data.

With this in mind, I thought I'd show you our numbers, and provide a workaround for you to try.

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