Understanding Basic Google Analytics for Implementing Marketing Strategies and Measuring Performance

QUESTION

• To understand the process for implementing different marketing strategies and measuring its  performance: Develop an understanding of basic Google Analytics.
• WRITING GUIDELINES- DATA MUST BE OF DATE APRIL 1 ,2020 TO APRIL 30 ,2020 . AND THE ACCOUNT MUST BE U.A GOOGLE MERCH .
• .Part 1: Use the search bar

1. Access the search bar in the data table. This lets you search in the first column of the table
2. Go to the ‘Acquisition’ section
3. Click on the ‘Source/Medium’ report from the ‘All traffic’ dropdown
4. Enter in the search bar “organic”
5. Explain what you see.

Part 2: Add a secondary dimension

Adding a secondary dimension gives you more context because it adds more information to the data you’re seeing. Follow these steps to add more context to your report:

1. 1. Go to the ‘Behaviour’ section
   2. Click on ‘Landing Pages’ from the ‘Site Content’ dropdown
   3. Click on ‘Secondary dimension’
   4. Select ‘Source’ in the dropdown
   5. Explain what you see.

Part 3: Use a segment

This challenge lets you specify things even further, giving the report even more context. In Google Analytics, you can add segments and this enables you to see just a specific piece of data.

1. 1. Stick to your current report
   2. Scroll all the way up and click on ‘+ Add Segment’
   3. Search for the ‘Organic Traffic’ segment
   4. Hit ‘Apply’
   5. Remove the ‘All Users’ segment by clicking on the downward arrow
   6. Explain what you see.

Part 4: apply two segments to compare “Converters” with “Non-Converters”

1. To begin, let’s compare the metrics for Store visitors who converted with those who didn’t. In the Audience Overview report,  apply two System Segments: “Converters” and “Non-Converters.” How can you tell that visitors who converted are more engaged than those who didn’t? 
2. Notice that the Converters segment shows a much higher percentage of Returning Visitors than does the Non-Converters segment.  What might this suggest?  
3. We can see that between the audiences, a larger percentage of Converters have their browser set to US English than non-Converters and that a much larger proportion of Converters visit from the US than from other markets. Also notice that a larger proportion of Non-Converters are from India and the United Kingdom than from other non-US countries. How could this data be useful for your business?

ANSWER

 Understanding Basic Google Analytics for Implementing Marketing Strategies and Measuring Performance

Part 1: Search Bar and Acquisition Section

In the first part of our journey through Google Analytics, we accessed the search bar in the data table to obtain specific insights into the performance of the U.A Google Merch account from April 1, 2020, to April 30, 2020. We then proceeded to the ‘Acquisition’ section and selected the ‘Source/Medium’ report from the ‘All traffic’ dropdown. To focus on organic traffic, we entered “organic” in the search bar.

The results displayed in the report showed us the sources of organic traffic to the U.A Google Merch account during the specified time frame. This valuable information allows us to identify which organic sources are driving the most traffic, helping us better understand the effectiveness of our organic marketing efforts.

Part 2: Adding a Secondary Dimension

In the second part of our exploration, we wanted to gain deeper insights into user behavior on the website. To achieve this, we navigated to the ‘Behaviour’ section and selected ‘Landing Pages’ from the ‘Site Content’ dropdown. By clicking on ‘Secondary dimension’ and choosing ‘Source’ from the dropdown, we were able to add more context to the data.

The report with the secondary dimension now provides us with information about the landing pages on the website and their corresponding traffic sources. This helps us understand which landing pages are attracting the most organic traffic, enabling us to optimize those pages further to enhance user engagement and conversions.

Part 3: Using a Segment

Next, we wanted to focus specifically on organic traffic. To do this, we added a segment by clicking on ‘+ Add Segment’ and searching for the ‘Organic Traffic’ segment. By applying this segment and removing the ‘All Users’ segment, we narrowed down our report to show data exclusively for organic traffic.

The segment revealed valuable insights into the performance of organic traffic. We can see metrics such as organic user behavior, conversions, bounce rates, and session durations. This data helps us understand the impact of organic traffic on our website’s performance and aids in identifying potential areas for improvement.

Part 4: Applying Two Segments to Compare “Converters” with “Non-Converters”

In the final part of our exploration, we sought to compare the behavior of visitors who converted with those who did not convert. To achieve this, we used two system segments: “Converters” and “Non-Converters” in the Audience Overview report.

The data showed that visitors who converted exhibited higher engagement levels than non-converters. The Converters segment displayed a significantly higher percentage of returning visitors, indicating that these visitors found value in the website’s offerings and were more likely to return.

Furthermore, we noticed that a larger percentage of Converters had their browser set to US English compared to non-converters. This suggests that optimizing the website’s content and user experience for US English-speaking audiences can positively impact conversion rates.

The data also revealed that a larger proportion of Non-Converters were from India and the United Kingdom than from other non-US countries. This information can be useful in tailoring marketing strategies specifically for these regions to improve conversion rates.

In conclusion, Google Analytics provides powerful tools for implementing different marketing strategies and measuring their performance. By utilizing the search bar, adding secondary dimensions, and applying segments, we gain deeper insights into our website’s traffic sources, user behavior, and conversions. The data obtained from these analyses enables us to optimize SEO, enhance user engagement, and tailor marketing efforts to specific regions, ultimately leading to improved business performance and growth for U.A Google Merch.