3 Common Google Analytics Gaps You Need to Plug

Google Analytics is the standard analysis tool of the de facto industry.

It is installed on almost all business sites. (He is even looked at, sometimes, too.)

It provides a huge amount of data that you can manipulate, as well as customization options for the advanced features that users need.

Also, it is free.

Google Analytics excels at providing aggregated data at the surface level, at the top of the funnel.

Here is an example of what is practical, with some problems that it presents.

Where Google Analytics excels

This form of super-duper-in-depth quote request works great on your desktop. But what about mobile and tablet users?

It's a mobile world, and we live there. Not only more searches are performed on the mobile than on the desktop, but the use of mobile in general (and growth) continues to eclipse the use of the office .

Today, the top sites are mobile first from the ground up, overcoming inherited problems like weak UX, AI, and speed that hinders conversions.

Like, for example, long-bodied forms.

With only a few keystrokes in Google Analytics, your answer is waiting for you.

 google-analytics-mobile presentation "class =" alignnone size-full wp-image-32369 "/> </a> </p>
<p> While tablet conversions compare favorably with the desktop, the mobile suffers a bit. </p>
<p> You can still extrapolate this: extracting a basic spreadsheet and plugging in the desktop conversion rate times your average lead value. Do the same for the lower mobile. Hit enter. Find differences in revenue or costs. </p>
<p> Now you have a cold and difficult case to bring to your boss or client to fight for additional resources. </p>
<p> Google Analytics also does admirably with the traffic channel source and the behavior of the page. </p>
<p> For example, organic search will be (in general) your main traffic engine (whether it is a deliberate strategy on your part or not). </p>
<p> Let's take a look at the pages that work best, so we can: </p>
<p>Identify ways to improve them and get more people to convert.<br />
Reverse their success so you can start creating new content like them.</p>
<p> Again, if you know where the proverbial bodies are buried, you can extract the most popular content from your site and add a "secondary dimension" to highlight Source or Medium. </p>
<p> <a href=  google-analytics-all-pages "class =" full-size alignnone wp-image-32370 "/> </a> </p>
<p> Great, lots of old blog posts work well! </p>
<p> Perfect. Let's make some general remarks about the topics that work well, as well as other "variable" patterns that they might have in common (like the images used, the category or style of content, the number of words, etc., etc.). </p>
<p> But oh no, look at these rebound rates! </p>
<p> It may be time <a href= to reinvest in this old thing and breathe new life so that we can better capitalize on all these research visits that arrive.

They can probably use new statistics and data as the world has evolved in recent years. Today 's blog posts also tend to be more visual and progressive tactics, so let' s flesh out some of these top – level sections as well.

With the help of some basic Google Analytics reports you can quickly detect top-level trends like these and get decent reporting statistics on how your daily tactical activities (like blogs, tweeting, advertisements, etc.) affect new leads or new purchases.

If you are a scrappy, you can even perform advanced tactics such as split tests directly in Google Analytics .

However …

For all good, there is harm.

There are some problem areas and obvious shortcomings where Google Analytics drops the ball. And you will probably need other software or tools to increase it in order to have an overall view.

(After all – Google Analytics is free, we can only complain.)

Here's where Google Analytics is struggling (and how to work around these issues).

Where Google Analytics Fails

The analyzes for cheap products are surprisingly simple.

Extreme volume can always be a problem. But otherwise, it's a direct shot from A -> B. Point, click and buy.

Google Analytics will show you the product business number online with conversions, and you do not always have to think too much about what you are looking at.

Consumers also do not overload the process, ranging from Stranger to Customer at one go (or sitting).

Unfortunately, we can not say the same for other organizations.

If you have a complex sales cycle or a multi-step conversion process (like most SaaS applications) that go from Visits -> Free Trial -> Pay, you will need to connect the points.

And with Google Analytics, this sometimes gives the impression of reading tea leaves rather than making decisions based on data.

Here's why.

1. Attribution problems and contact bias

Want quick statistics on performance at a glance to draw conclusions on the surface? Open GA.

However, when it comes to tracking the performance of specific campaigns (and comparing them to others) or seeing how prospects become prospects, sales opportunities, customers and prospects loyal promoters … this is starting to become cumbersome.

Google Analytics is session-based, primarily looking at individual visits. It means that he can tell you what's going on (more or less) during a visit. But if this visitor takes off, and returns next week, there is (above all) no way to find out.

This creates a whole series of attribution problems that can skew your marketing decisions.

For example, say you sell insurance. Here is what this typical flow looks like:

Prospect gets a new high-paying job, just celebrated his first birthday and has a baby on the way. Now, they realize that they should probably have life insurance!
Thus, the prospect begins to do general "unbranded" searches to determine what kind of coverage he may need and how much it will cost.
After becoming a bit more informed, they begin to do specific research around individual products and vague terms (like "riders").
They read a few articles on a few different websites, and start looking for companies or brokers to reach (by typing in key business phrases like, "life insurance quotes").
They click on a few websites, and eventually opt-in to one or two to begin the sales process.

Ok, let's stop for a minute.

There is still a lot to do. The majority of these prospects will never become a customer, but there are already some obvious problems.

Issue # 1. In Google Analytics, you can only see step 5. Nothing before that.

Issue # 2. You take a look at the conversion sources, and you only see the commercial-key-phrase research done at Step 4.

Confirmation bias. No duh – the highly commercial key phrases are going to convert well.

You can bid directly on these, but have you seen any CPC "life insurance" ranges lately ?!

And what is happening is that your company neglects or ignores all the other steps (especially, 1-3) that lead to this point, as well as the marketing requirements that it takes to provide these things – as the operation of your social media increases reputation and credibility, how to SEO for unbranded topics to increase brand awareness, how design and UX affect the first impression, which paths conversion are the most effective, and more.

Because you can not see all that! At least not in Google Analytics alone.

This is where you need to overlay in other tools to assign each user an individual ID and compile all their visits (which sometimes occur over days or weeks) leading to an opt-in or a purchase.

 User Assignment google analytics "class =" alignnone size-full wp-image-24581 "/> </a> </p>
<p> <strong> TL; DR? </strong> Real life is nuanced. </p>
<p> Google Analytics will show you that a conversion has occurred after a paid search. </p>
<p> BUT this visitor originally came to your website through an organic site. And then they came back because of a social problem. </p>
<p> These first two campaigns deserve some credit, and a possible share of the income that has been generated too (because the eventual paid conversion can not have occurred without their help). </p>
<p> <a href=  income-tracking-advertising-kissmetrics report "class =" full-size alignnone wp-image-27000 "/> </a> </p>
<p> The Kissmetrics Income Report</p>
<p> Another advantage of this approach: you will get more accurate visits / sessions and page viewing data. </p>
<p> For example, GA does not combine site views and activities of one person on multiple devices or different browsers – so you get distorted and inaccurate information that could contain between 2 and 5 times more views that you really do have. </p>
<h3> 2. Difficulties of campaign measurement </h3>
<p> Let's review our hypothetical example of "life insurance" to see where the next problem arises. </p>
<p> The "conversion" campaign was a paid search for "life insurance quotes". </p>
<p> If the campaigns are <a href= correctly labeled you can follow this work.

Another hack or workaround is the segmentation of Oli's incoming traffic where you create dedicated pages for each source or channel – even if they are the same information – for purposes measurement.

 incoming segmentation-unbounce "class =" alignnone size-full wp-image-32371 "/> </a> </p>
<p> <a href= Source image

But … an AdWords campaign does not have = a larger promotional or advertising campaign.

A company-wide revenue-generating campaign involves several touch points and channels. Unlike offline mode, these channels help each other online (as we saw in the first step).

And our bosses (or customers) want to see how Campaign A compares to Campaign B in all marketing initiatives (not the granular and advanced CPC indicators of one term versus another).

Fortunately, the recent updates of the new report on new funnels can hugely help to find all the touch points that have contributed to the success of your campaign.

First, you want to create events that collect all your tracking codes and all your landing pages with this specific campaign variable.

 funnel-with-ad-campaign-hit "class =" alignnone full-size wp-image-31830 "/> </a></p>
<p> You can then add the desired income-generating steps to see how the entire campaign – via the channels – has worked. And most importantly, you can compare the success of this campaign to other recent ones, this year, or previous years' precedents for the context. </p>
<p> <a href=  fall-promotion-landing-page-new-funnel-report "class =" full-size alignnone wp-image-32250 "/> </a> </p>
<p> You can also deepen these conversion paths, including several "variables" along the way, as well as there were two ways to "finish" a single campaign. </p>
<p> For example, say, like most businesses, you have many ways for customers to contact you. There is the dedicated landing page on which you spent a lot of time, but many people will still click away from this page, browse your site a bit, click on your Contact Us page or call the number in your footer. </p>
<p> The Funnel report allows you to assign both conditions, such as a registration form and a demo page. </p>
<p><a href=  comparison-funnels-kissmetrics "class =" full-size alignnone wp-image-31847 "/> </a></p>
<p> You can click between the two to get individual results, to help you determine which path, conversion point, or page is most effective for achieving your goals. </p>
<p> As in the case of the mobile example, you can identify the "opportunity cost" associated with a non-performing page compared to the better. </p>
<p> Just imagine that you have channeled all those wasted visits from the bottom of the "Demand Demo" to the Signed Up page which converts higher. </p>
<p> This gives you a good overview of how your campaigns work against each other, but also campaign tactics to repeat or improve in the next. </p>
<h3> 3. View conversion events & # 39; </h3>
<p> Until here everything is fine. </p>
<p> We understood better how different marketing channels helped to generate conversions in one or two sources. </p>
<p> Finally, we have been able to prepare and provide a comprehensive campaign performance report that allows you to compare and contrast results with other campaigns (and to identify areas of interest). Improvement for the next). </p>
<p> But we still have a problem. </p>
<p> Often a "conversion" means only an advance. There is still a lot to do before these customers become honest customers to God. </p>
<p> Which, unfortunately, will not do it. </p>
<p> The goal here is the same, whether it's talking about good old lead nurturing or onboarding app – increase engagement along with "micro-conversions" until that person is ready to sign on the dotted line (or enter their billing information). </p>
<p> These small "micro-conversions" are milestones of success; key interaction points that turn the passenger's interest into devotion. </p>
<p> For example, watch a video. </p>
<p> Videos on a landing page may <a href= increase conversion rates by 80% . But the important part is what happens after people watch a video.

For example, after watching a video :

64% of viewers are more likely to buy the product
50% of executives look for more information
39% of executives call a seller

Want to increase your sales? Turn more leads into customers? Convert more trialeurs into buyers?

Bring people to watch this damn video.

GA can display general video views in the form of a global engagement metric.

But this information is useless if you can not decipher the status of these visitors or if your prospects see it or not

Solve this by creating a funnel report and identifying those who did not realize the specific event you were looking for:

 has-not-done-event-funnel "class =" alignnone full-size wp-image-31834 "/> </a></p>
<p> You can also have fun and add different variables here (as we did in the last step); one for people who saw, and those who did not. </p>
<p> Now you get the data cold: </p>
<p><a href=  view-product-video-compare-funnels "class =" full-size alignnone wp-image-31838 "/> </a></p>
<p> Now you can see (and prove), empirically with your own data, that people watching the video have higher listings. </p>
<p> You can also add other steps to this funnel to see if there is something specific causing a bottleneck in your process of integration, and / or identifying anything that prevents your prospects from watching the video in the first place </p>
<p> We use videos as an example in this case. But these variables for your business could be all that leads people to take charge of the process. </p>
<p> You increase these big numbers (sales revenue) by increasing the number of people who complete all milestones of success along the way. </p>
<h2> Conclusion </h2>
<p> Google Analytics is great. </p>
<p> It gives you access to useful aggregated data within seconds of opening (if you know where to look). Also, free. </p>
<p> The problem is that there are a few places where Google Analytics does not respond either. There are gaps where you (as a marketer and decision maker) do not get the full picture. And that leads either to stagnation or to bad decisions. </p>
<p> You need something that gives you a detailed view of individuals (not just sessions). The performance of the campaign (not just individual channels). And pre-identified success milestones according to the stage of the life cycle of someone as opposed to generic event data. </p>
<p> You do not need to simply replace Google Analytics. </p>
<p> You just need to increase it with a tool or platform that excels where it does not </p>
<p> <strong> About the author: </strong> Brad Smith is the founder of <a href= Codeless a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

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