April 1, 2020

My favorite Google Analytics report

– There are probably over 50 reports in Google
Analytics. Which one should you be using? In this video, I’m gonna show you my favorite
report in Google Analytics and why I chose this one over the others. Hey there and welcome back to another video
of measureschool.com teaching you the data-driven way of digital marketing. My names is Julian and today we wanna talk
about my favorite Google Analytics report of all times. Now, Google Analytics implementations, it’s
actually pretty custom to what your functionality is in a business and what report you should
be looking at. In the end, Google Analytics is really just
a question answering machine where you ask the question and you look in the right report
and then try to find the answer through the tools that are available and the visualizations
that have available but I wanted to show you what my favorite report in Google Analytics
is and maybe you have guessed it already or maybe you’re using that report as well and
I’d love to hear from you later on down below in the comments if that is the same report
that you were thinking about or if you have another special report that you look on often. So, without further ado, let’s dive into my
favorite report. All right, so welcome to my favorite report. This is the Source Medium report. You can find it under the Acquisition and
the Source Medium. Now, why’s this my favorite report? It’s actually a report that I would choose
to look at if there would be no other reports in Google Analytics. This is the most valuable part of it all at
least for a first analysis and it’s really about being an online marketer and caring
about where my users come from and this is the question that this report answers quite
well and even goes a step further telling me how it’s performing and some instances
how I can improve it. Now, first up, what is Source Medium? Source Medium is a classification of Google
Analytics determining where your users came from, when they entered your website. As opposed to the other reporting that we
have about channels, source medium is really the raw data point that comes in that you
can influence through UTM parameters. If you don’t know what UTM parameters are,
then I’d urge you to check out the video I’m gonna link up in the description below or
you see it up here in the card as well. So, every time a user enters your website,
starts a new session, he gets sorted into one of these rows here that tell us where
the user came from. We can quickly analyze the most important
traffic sources for us, so in this case, the organic source results of Google, any other
important referrals, how well paid advertising is doing, Google CPC, for example, and also
the traffic that Google couldn’t classify. I always call this dead traffic. It doesn’t really hold any insights because
we don’t know where this traffic actually came from. So, my inclination’s always to try to decrease
that amount and actually send in traffic with UTM parameters attached. Now, in these metric fields, we get a great
overview of what happens to the traffic once it enters our website. We have this model of ABC analysis. That’s Acquisition, Behavior and Conversions. You might be familiar with these terms from
the big reportings up here, Acquisition, Behavior, Conversions. These really are digging deeper into these
aspects of our analysis and these really answer the question where does our traffic come from,
what do they do on our website, and do they reach our goal of our website? Now, down here everything is broken down by
these different source mediums and we can see line by line how these stack up against
each other. This is quite great because we can quickly
compare different sources against each other. For instance, Google is bringing us most of
the traffic but the e-commerce conversion is much lower as opposed to this referral
source, much lower traffic but the conversion is much higher. Maybe you should be working on increasing
this traffic source here as it has a much higher chance to convert. If you don’t see any data in your e-commerce
reports it might be that you have goals installed but if you see no data at all, then it means
you don’t have goals installed and this is something that you definitely should do. We have some videos on this channel as well
on how to set up goals in Google Analytics. Back to the e-commerce reports, let’s have
a another look at the different metrics that we see right where. So, for example, in the Google CPC column,
we can analyze how effective our traffic is that comes from our paid advertising on Google.com. We get a decent amount of traffic and that
traffic bounces to 57%. What does that mean? Well, 57% of the users that actually enter
the website through the source Google CPC only have one page view in that session which
gives us an idea how relevant the actual landing page is in connection to the actual ad, so
what does the user expect once he clicks on an ad? To come to a website where he can find a product,
for example, if he doesn’t find that, he will bounce. So, overall, you will try to decrease this
bounce rate and help the user at least to go to the next page and interact with your
page further but this only happens if your ad is really relevant to the user and he finds
on the next page when he clicks through that there’s a relevant product that he wants to
buy. Well, once the user is on the page, he clicks
through and on average looks at 3.61 pages in that session and stays for an amount of
one minute 52 seconds. Again, these numbers don’t mean anything by
their own. You would need to compare them against your
other traffic sources and see where you might need improve a traffic source if that’s in
the realm of your marketing efforts and then we see how many people of those people who
entered the website and clicked through actually converted and how much revenue they have generated. Now, revenue is also a great indicator if
you are responsible for these AdWords ads, you probably know how much you’ve spent on
the account in a given period and therefore can do a quick IOR analysis and see if this
is still a profitable campaign for you. So, really quick insights through this report
just through asking these questions, where does my user comes from? What does he do on the website? And did he convert and reach my goal? Now, obviously we can go deeper into some
of these traffic sources like Google CPC but that’s really what these other reports are
all about. You have your AdWords reports, your Search
Console reports if you wanna dig deeper into the organic aspect of your traffic and referral
reports which help you to analyze these different source mediums under the aspect that is important
when comparing referrals to each other or social sources to each other. And once you have a broad overview of what
data you wanna dig into, you will have more questions and this is what Google Analytics
is all about to actually start investigating, start analyzing, using the tools like the
Custom Segment Builder up here or different visualization methods to understand your user
behavior whether answering those questions that you have asked and getting to a conclusion,
a recommendation or an actual action that you take in your marketing account, for example,
to influence these different metrics. But the starting point for most of my analysis
is really this Source Medium report that lets me start forming the first hypothesis, the
first questions that I want to investigate further and that’s why I think that this is
the most valuable report within Google Analytics. All right, so there you have it. This is my favorite report in Google Analytics. I might be biased because I’m first and foremost
still a marketer and I want to control where my traffic’s coming form and how it’s performing
so I can optimize, and bring more qualified traffic to the website that I’m using. Now, this said, I actually dig deeper into
different other reports because this is first my starting point. It’s my favorite report because I get questions
from it. I see something in the report that is interesting
and then I try to find out or I get a new question and I try to find out in different
other reports why that is so and maybe I will go deeper into the AdWords or the SEO section
of Google Analytics to find out more about how I can optimize this given channel. Now, that said, if you are a PPC guy or an
SEO guy or you are an e-commerce manager, or you are a developer of the website, you
might be looking at totally different reports and this is totally find as well. This is just my personal preference and I’d
love to hear from you what you find so interesting in the reports that you look at most often. Please leave a comment down below and let
others know about your experience with your favorite report. Now, if you haven’t yet, then consider subscribing
right over there ’cause we bring you new videos just like this one every week. Now, my name is Julian, ‘Til next time.

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