ABC of Google Analytics

Acquisition, Behavior and Conversion

Authored by Saloni Gujral

E-commerce is a trillion dollar market and it explains how aggressive and volatile this environment is. In such scenario, how does one acquire and retain their customers the smart way?

Google Analytics is your go-to solution.

Following on the age-old marketing funnel by St. Elmo Lewis, Google Analytics provides ways to capture and analyze data at Acquisition, Behavior and Conversion stages. From customer demographics, age and interests to total visits (sessions), bounce rate and landing page experience, Google Analytics provides a number of dimensions and metrics to analyze data. These metrics can be captured from all the touchpoints and then the business critical metrics can be compared to derive meaningful conclusions and opportunities.

Track your website using Google Analytics with two simple steps

- Create an account on Google Analytics

- Add the Javascript Google Analytics tracking code to each of your website’s webpages

And the data starts flowing in!

The account structure on Google Analytics is as follows:

Account->Property->View

Here,

A. the account is the access point,

B. the property is the website or mobile application, you want to track and

C. view is the access point for a particular type of data for your property.

Google Analytics provides four types of reports which can be used to compare different metrics

1. Audience Reports

The audience reports provide valuable insights about your customer demographics, geographic location, languages and interests. This helps a business understand their target audience, thereby catering to their needs better.

2. Acquisition Reports

These reports help you identify the medium and source of the traffic. Medium is a generic category of sources like Organic (search engine), Paid (cost per click advertising), referrals (backlinks), etc., whereas source is a particular type of medium eg., an organic source is www.google.com. Using the acquisition reports a business can build effective strategies that will help them in reducing their customer acquisition costs.

3. Behavior Reports

As the name suggests, behavior reports encapsulate the customer’s behavior on the website. It tracks the various events the customers perform or interact with.

4. Conversion Reports

When you are an online business, Return on Investment (ROI) is an important factor which cannot be neglected. Conversion reports help you track the total number of conversions and calculate your revenue from the online sources of business. Google Analytics provides a conversion tracking code that can be integrated with the webpages comprising of revenue generating conversions.

Today, Google Analytics stands as the most powerful and easy to use data analytics tool that caters to each facet of a business. So as the slogan of the brand itself states

“Turn your insights into actions”

with Google Analytics.

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