Google analytics is a powerful (and free) data analysis tool that helps business owners to make more informed marketing decisions in their business.
Many people will tell you, myself included, that it’s almost impossible to market your businesses efficiently without understanding your data.
But, installing Google Analytics on your website is not enough.
It’s start but it’s not enough.
Out of the box, Google Analytics isn’t all that useful. The data can be contaminated with spam and internal visits and wrongly attributed visitor behaviour.
Gathering data is a start, the next step it to make sure it’s clean, uncontaminated and useable.
This contamination skews your data and can lead to wrong business decisions being made.
Business decisions based on no data is bad.
But business decisions based on bad data is just wrong.
To make sure your data This means applying filters to remove spam and your own internal visits.
To do that means creating a new view because you really should keep your ‘All data view’ as a raw, unfiltered view so you always have a complete data back up should you need it.
You then need to set up filters on your new view. Filters remove spam and filters that remove yours and your teams visits. I have seen some accounts where 1/3 of the data is coming from spam hits. If you try to analyse data when it’s full of rubbish, you will not get any useful actionable insights at all.
Once you are confident you are looking at real data you need to use it to analyse your ability to hit your online goals.
So, the final thing you need to have in place before your analytics is meaningful is to have at least one goal set up so you can ask meaningful questions that will give you actionable insights.
For example. If you make sales online, you absolutely must have a goal set up that triggers when a sale has been made. Once you are monitoring sales as your goal you can ask questions such as, how can I increase my sales? Or what traffic channel brings me most sales?
So to summarise, to get actionable, sensible insights from your Google Analytics you need to;
Create a new view
Apply filters to your view
Set up meaningful goals
These are the first checks I make when carrying out an analytics audit.
If you are finding it difficult to set up your Google Analytics so your data is meaningful, contact me now and I will help you set it up.
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