Google Analytics Right Now: 2018 to 2019 New Features

Sure, your business’s website is good. But what if it could be better? As companies are increasingly using their websites as marketing tools, they’re zeroing in on a new focus: conversions. This is the process of a user going from just browsing your website to performing transactions – thus contributing to your revenues.


But how do you map a user’s journey from prospect to buyer? Markham, a burgeoning tech hub, is no stranger to online marketing companies. When you choose the right one, you will be able to understand your demographics better and increase website conversions quickly. To get you started, this article explores how you can use Google Analytics successfully. 


A key tool to help improve your website’s conversions is Google Analytics. In addition to being a free online tool, google analytics can bring an enormous amount of value to your business. How does it work? Google Analytics works behind the scenes to give you an insight into your website’s performance, with clear information that can help with identifying trends. Recently, from mid-2018 to right now, new features have been added. Here are four recently added features to help with your website:


  1. Cross-Device Conversion Data

First, a new addition is custom models created on the basis of cross-device conversion data. Google Analytics now tracks the customer conversion process that is completed across multiple devices (called cross-device conversion). This data is important for your business because it helps for decisions related to ad placements on your website. Web pages with higher conversion rates could mean higher bid prices for particular placements.


  1. A Search Bar

This one was probably a matter of time…I mean, Google’s main thing is being a search engine, right? Google reinvented the classic search bar for your convenience in Google Analytics. This recent addition allows for a responsive search experience when searching questions, for reports, or help. Also, when you click the search box, it displays your recent searches and reports, and question suggestions for insights about your data.


  1. Scroll Depth Trigger

A trigger uses conditional code to assign actions to specific criteria. The scroll depth trigger fires tags (assigns small bits of information to elements) depending on how far down or right the user has scrolled on your website. The cool element about this trigger is that it only fires once per threshold per page. This means that the trigger will not fire again until the trigger is reset (ie: the page reloads). By doing this, Google Analytics ensures strong and reliable data. It also gives you the option to select when to enable the trigger, and the option to set the scroll depth threshold, units, and direction.


  1. YouTube Video Trigger

Similar but distinct from the scroll depth trigger, the YouTube video trigger fires tags dependant on user interaction with YouTube videos that are embedded on your website. Interactions such as pausing or playing the video are used as variables for the trigger configuration. Some examples of triggers on the videos are when the video starts, finishes, and when it is paused or buffering. Triggers can also fire when the video plays and passes a certain point of the video, or a percentage of the video has played (ie: when it is halfway done)


Marketing Tips & Tricks for Google Analytics

So you got the data. Now what? Here are a few tips to try in the aftermath of using Google Analytics!

Use when presenting the marketing data with:

  • Google’s Data GIF Maker for interesting data visualizations
  • Google’s Data Studio for powerful data reports and visual support


Map out and analyze your customer lifetime value (CLV):

  • Unify your data by consolidating, analyzing and creating dynamic customer experiences


Additionally, use the following key factors to elevate the success of your efforts:


Zero In On What You’d Like to Measure

Analytics is a vast tool and it’s easy to get distracted by numbers that don’t really concern you. The key is to zero in on the 6-10 KPIs that will help you achieve your business/website targets. Don’t be side-tracked by useless numbers that only highlight the number of visitors to your web pages.


Pit Conversions Against Your Goals

Google Analytics is all about defining and setting the right goals. Program your account to follow conversion numbers that cater to these goals. As such, it will be easier for your conversions to verify whether you are on the right track to achieve pre-set objectives.

The conversion figures are crucial stats to pay attention to. For each and every goal, you should allocate an economic figure – no matter how random it might be – even if that figure doesn’t correlate to the transaction’s purchase.

These efforts will make it easier to measure how well your goals are performing by and large, and their impact on your business.


Customize Your Dashboard and Report

With Google Analytics, you are able to create customized dashboards to get the most interesting insights swiftly. The hours spent making your own dashboard are well worth the effort, and this should be done keeping in mind the KPIs that are integral to your goals.

This tool also provides a Solutions Gallery that showcases ready-made dashboard templates designed by other people. A lot of these are hidden gems – worth checking out! You can also leverage custom reports to cater to the metrics you’d like to highlight above all others. Hence, you are effectively trimming the fat and streamlining your experience with Analytics.


Use Intelligence Alerts

Analytics lets you activate default alerts and also make custom alerts. While Analytics Intelligence gives you great insights, these should never replace you scanning your reports manually as well. However, the tool is quite reliable in that it assists you by pinpointing issues and opportunities.

Important – The best way to check on your website’s performance is by regularly reviewing your KPI-based reports. These are supported by automated intelligence alerts from the software.


Want more information? Google Marketing Live is an exclusive live stream with insider information on Google’s practices, Q&As, and other interesting features.


Do you want the benefits of Google Analytics without the hassle? Contact 360 today to boost your company’s website’s effectiveness!  

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