Most marketers using Google Analytics use only the most popular features, which is really to say that the tool is underutilized. It is interesting that, as we are able to gather more data than ever, we still rely on research that does not fully utilize these sets of data. Even tools like Google Analytics require optimization and in-depth understanding of its potential. For example, you can learn more about your site traffic by analyzing conversion paths coming from different channels. You can also look traffic and conversions comparable by market, measure the success of flash campaigns and even estimate the probability of conversion.
- We can’t use conversion data alone to understand how a user gets to a site. Users tend to take multiple routes to end up on a page.
- We want to go to multi-channel paths in Google Analytics and top conversion paths to understand more deeply how a user gets to an end point.
- You will want to filter your conversions by country and traffic patterns to understand how these users have different behavior.
“Read this post to learn how you can go beyond surface-level metrics.”