Are you using the new Google Analytics yet?

, Friday, January 6th, 2012

If not you should be, here’s five reasons why.

Multi-Channel Analysis
Now native to Google Analytics 5, this series of reports allows you to see how your different marketing efforts are working together to drive conversions over a 30 day period. Of these reports the three most interesting are as follows:

Multi-Channel Conversion Visualizer

Assisted Conversions Report

Google analytics natively uses last click attribution. This means that the last click the user makes before making a purchase, donation or completing any other goal receives the credit. With multi-channel analysis, you can see how multiple marketing touches impact conversion and more important you can attach a value to the assist. This can be particularly useful in evaluating paid media where a user might visit your site, but come back later via an unpaid medium.

Top Conversions Paths

This report allows you to easily see the paths your users take to convert on your website. You can even create your own custom channel groupings (I’ve highlight the link above) to distinguish between marketing touches such as branded and non branded keywords or group your Social Media referrals.

2. Filters are much easier to manage in Google Analtyics 5. Create the filter once and apply it to multiple profiles.

While we are on the topic of filters, there are two filters you should consider applying to your data. The first solves the problem of untagged email coming through as referral traffic through any of the major webmail providers (i.e. google, hotmail and yahoo.)

The second solves the issue of organic social traffic (or social traffic that you didn’t place a campaign tag on) also coming through as referral traffic. These filters allow you to update the medium to Email and Social. You can see how this can help give more clarity to your assisted conversions report.

Remember that filters only work going forward and you should always apply them to a test profile and make sure they are working correctly before applying them to your profiles that you use for analysis.

3. Native Social Engagement Tracking

See how your users are promoting your brand and content.

It does take some work to properly tag tweets and facebook posts, page likes and unlikes.  This post does a great job of showing you how to set up this tracking: http://www.ian-thomas.net/tracking-social-engagement-with-google-analytics/. Also, tools such as Gigya and ShareThis can be automatically configured to push engagement data directly to Google Analytics.

Custom Report with Social Actions

Social actions can be applied to any custom report as seen here. In this case you can see how your content drives social interactions and ultimately helps you drive conversions.

4. Search Engine Optimization

Link your Google Analytics Account to your Google Webmaster tools account and see organic Google search impression data for your keywords. You may find you have high performing keywords with a low visibility. You might want consider optimizing these keywords or creating a paid campaign with them.

5. Site Speed Report

No one wants to believe that their website is slow. Most of us believe that our content is so compelling that our users will wait for it. Unfortunately, if your page takes more 4 seconds to load you will lose about a third of your users.

This report can help you find problem pages so that you can fix them.

 

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