Google Analytics Tips

Google Analytics is by far the most robust free site side analytics program out there.  Now owned by Google, Google Analytics started out its life as a small analytics company called Urchin.

Google Analytics is used by millions of sites (hobby as well as ecommerce) to measure the amount and quality of traffic to a website. 

Moreover, if configured properly, Google Analytics can also measure predefined KPIs and Goals such as purchases, downloads, subscriptions, thereby showing you which keywords convert to business.

Here are a few Google Analytics tips that I’ve gathered to help you get the most out of the package:

  1. Use the filter at the bottom of the keywords list to include and exclude certain keywords.  For instance, you can exclude your own brand name thereby allowing you to see which generic keywords are driving traffic to your site.

  2. Use the compare two dates/metrics at the top to be able to see trends across the same variable on two different dates.

  3. Exclude your IP address so that your figures are not skewed

  4. Configure site search measurement  in order to get valuable data on how users  search  within your site. 

  5. Under “Content” use site overlay to see what links on you site are most popular.  This will give you a better idea of what content on your site is appealing to your users and  gives you the confidence to remove or  place “Nofollows” on non popular links.

The above are a few tips for using Google Analytics.  There are many more fantastic features including the ability to export and email reports as well as integrate with Adwords in order to measure the performance of your paid ads.

In a nutshell, if you haven’t used Google Analytics yet, you’re completely missing out on a fantastic free Analytics resource. 

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Omar Kattan is Chief Strategy Officer at Sandstorm Digital, the MENA region's first specialist content marketing agency headquartered in Dubai. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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