Google Analytics is used by more than 10 million websites, but the majority of digital marketers and businesses are merely scratching the surface of what this powerful free tool can do. As Jeff Sauer says, “any report that is one click away in Google Analytics isn’t worth your time”.
In his fascinating and super actionable presentation at MNSearch Summit 2015, Jeff shared some great tips to help marketers get more value from Google Analytics.
Customize Your Content and Channel Groupings
Out of the box, Google Analytics comes with a default set of traffic channels, including organic search, referral, direct, paid, social and email. While technically these are inclusive of the range of sources which may drive traffic to your site, there is opportunity to break up these broad swaths of visitors into customized segments that are specific to your business by creating customized channel groupings. Doing this can help you efficiently track the performance of your site for visitors that really matter, your customers and prospects.