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1. 10 THINGS
TO MASTER IN
1
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GOOGLE
ANALYTICS

2. In 2016, mobile traffic surpassed desktop
traffic for the first time, according to
StatCounter. The rising tide means it’s never
been more important to track your mobile
traffic, says Lora Kratchounova, principal of
marketing firm Scratch Marketing + Media,
especially since Google started emphasizing
mobile sites over desktop sites in its search
engine index. (Search Engine Land has an
extensive FAQ on Google’s mobile-first index.)
“Monitoring the volume and engagement of
mobile visits is critical,” Kratchounova says.
“What portion of your site’s traffic is mobile?
How much time are those visitors spending on
your site? What percentage is bouncing off?
How many of your goal completions come
from mobile users?” The answers to these
questions — not to mention having a mobile-
friendly website — can help keep your site
ranking well in Google results.
(In GA, go to Audience > Mobile to explore
mobile traffic.)
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1. MOBILE TRAFFIC
2
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3. 2. SITE SPEED
Site speed has become an important ranking factor in
recent years, with Google pushing down sluggish
websites in its search result pages. As a result, Site
Speed “is one of the most important metrics to track
using Google Analytics,” says Lisa Hirst Carnes, co-
founder and marketing director of design and
marketing agency ArcStone. “The length of time your
site takes to load not only affects user experience, it
influences your site’s visibility in search. And how fast
your site is, can make or break your success.”
GA’s Site Speed will also provide PageSpeed
suggestions and a PageSpeed score for each of your
site’s indexed pages. (PageSpeed is a set of Google-
designed tools to help optimize a site’s performance.)
(Go to Behavior > Site Speed.)
3. CONVERSIONS
Setting up goals and/or ecommerce tracking in GA
helps marketers show business value for their work,
making GA’s many Conversions tracking tools
essential, says Kevin Hill, web and search manager
for voice and messaging API developer Bandwidth.
“I highly recommend syncing your Google products
like AdWords and YouTube with your GA account
and then setting up conversion tracking, as it can
help make your paid and unpaid campaigns more
effective,” adds Matt Solar, vice president of
marketing for content creation platform nDash.co.
(In GA, go to Conversions and explore the various
options.)
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4. GA’s Search Console provides information about what users see in
Google search results before they click to your site, among other
things. “Being able to track which pages are ranking alongside your
conversion rate metrics is highly valuable,” says Jonathan Taylor,
senior marketing manager of Klipfolio, an analytics dashboard
company. “I use this tool extensively to prospect for new
opportunities and to prioritize which content on my site I update. A
single update can net a 200 to 500 percent increase in visitors to a
particular page.”
(Go to Acquisition > Search Console.)
4. SEARCH CONSOLE
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5. 5. ATTRIBUTION
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By default, when a goal is met, the conversion will be
attributed in GA to the last click related to that goal, notes
Philippe Côté-Léger, online marketing director at web
marketing agency Lab Urbain. “For example, if someone
discovers your content from an organic search, then you
do some Facebook remarketing, and if the user converts
on his second visit, Facebook will have the conversion,”
he explains. “You can see how it’s easy to underestimate
your SEO efforts and overestimate the impact of your
paid channel with this model.”
Because a customer journey often involves multiple
touchpoints, takes time to set up goals and/or
ecommerce tracking and use the Model Comparison
Tool, Côté-Léger advises. You can compare up to three
attribution models, to help you evaluate the effectiveness
of different channels.
(Go to Conversions > Model Comparison Tool.)
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6. 6. BENCHMARKING
GA’s Benchmarking compares the performance of
your site’s content to the content of other
companies that share their data with Google. The
basis of comparison is aggregated industry data,
which provides some context. You can compare
your site’s performance by channels (such as social
and display ads), location, devices (mobile, desktop,
and tablet), and user flow (by country, city, browser,
and other criteria).
Benchmarking “has been very valuable to my
agency, to help us evaluate performance for clients
in industries we aren’t so familiar with,” says Brooks
Manley, project manager and SEO specialist at
digital marketing agency called Engenius.
(Go to Audience > Benchmarking.)
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7. 7. DEMOGRAPHICS
If you enable GA’s Advertising Reporting features,
you can get demographics pertaining to your
visitors’ age, gender, and interest category, based on
their online travel and purchasing activities. (And if
you enable Google’s Advertising features, you must
notify website visitors.)
“I often share demographics data with clients,
because GA users can get obsessed with measuring
activity and forget that users are people,” says Rob
Watson, digital marketing consultant (his U.K. firm is
called Click to Sale). The data “can help with persona
building and just about any aspect of crafting better
digital marketing,” he adds. “Including this
information in site audits that I do for new clients
always goes down well, even if it only reaffirms what
they already thought their typical user looks like.”
(Go to Audience > Demographics.)
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8. The Frequency & Recency metric “allows you to see
how many times users visit your site, and how many
days there are between visits,” says Shaily Allison,
Digital Marketing Specialist with seoplus+, an SEO
and PPC company. “This is especially useful when
applying the conversions segment in this metric, as
it reveals data about how many visits it takes a user
to convert over a set amount of time. If people
aren’t converting during their first session on your
site, why not? Are they returning after a single day?
Or are they returning after nearly a month?”
(Go to Audience > Behavior > Frequency &
Recency.)
8. FREQUENCY
& RECENCY
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9. 9. NEW VS RETURNING
VISITORS
The New vs Returning report “tells you how
well your content is doing in terms of getting
visitors to come back,” says Scott Bishop,
owner of inbound marketing consultancy Up
And Social. “After all, returning visitors are
more likely to end up being customers or
followers. This information will help you
decide whether to tweak your content and
by how much.”
(Go to Audience > Behavior > New vs
Returning.)
10. REAL-TIME
With Real-Time, you can see what’s
happening on your site right now. Where
are you getting the most referrals? The
most social traffic? Which pages on your
site are most active? The Real-Time feature
shows you this, and more.
“Actually watching what people are doing
on your site now will give you a better idea
of which pages lead to conversions and
which pages need changing,” says Dan
Kidd, owner of Linkjuiced, a link building
and content marketing consultancy.
(Go to Real-Time.)
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10. HERE IS AN OPPORTUNITY FOR
YOU TO LEARN GOOGLE
ANALYTICS AND DIGITAL
MARKETING
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