Google Analytics Guide: Custom Reports, Traffic and Marketing

Google Analytics Guide: Custom Reports, Traffic and Marketing

The reports o Custom Reporting of Google Analytics, are the electrocardiogram of our website. It is not the only means that a traffic information manager has to monitor the ship but it is the most used since the value for money is optimal. Today, Google Analytics has paid competitors with an added value: the analysis of traffic in real time, a data strictly necessary to develop eventual strategies in the volume of visitors. But for the rest, it is very useful to know how to interpret the Analytics reports. If we analyze the super success of many of Google’s products, there are many who say that the icing on the cake was Google Adwords. This model, which allows the profitability of a website and makes writers professionals, needed a suitable medium for all the ideas that would culminate in the use of statistics by any website administrator, no matter how small; Google Analytics fills that gap and shows us how useful this free-to-use tool can be. The installation of Analytics is very easy to follow and is based on the insertion of a tracking code with which search engines can track the data. visits and the parameters inherent to it.

Custom reports

The personalized reports work on a platform that admits many possibilities and that easily adjusts to any information criteria that the administrator or the Marketing Manager of a company wants to cross. Of course, Google Analytics only indicates errors and successes and hence, there will be to plan strategies to enhance successes and minimize errors; However, no other communication channel has provided those responsible with such detailed information about who is watching it and how.

Parameters such as the time of day when we have the most page views can be used to better plan the publishing times in case of a regularly updated website. Thus, we can enhance this, using a custom report and saving it to monitor it again from time to time. And if the brand has a virtual store, the geographical location is one of the most relevant parameters, so you can focus on which keywords are the ones that you should promote to improve traffic in your country and this will translate into higher sales. Google Analytics helps to improve the ROI of an online business pointing out immediate and effective tactics to carry out. One of the most efficient customized reports is the one that crosses the data of keywords and sales, it must be remembered that many keywords that generate a good volume of traffic have a low conversion rate.

Dynamic graphics

Dynamic charts are a special resource for understanding strategies to take into account with primary decisions; then -after a study with reduction of variables- the direction of the strategy will be narrowed down.For example, if we have a video game store, it may be that when we start our site we begin our positioning work focusing on the keywords associated with the industry games; games, video games, games store, games store, games for, ps3 games, PC games, FIFA 2011, game demos, cheap games, games, online games, football games and a long etc. By analyzing in the custom graphics of Google Analytics the percentage of new visits based on pages / visit and quantifying conversions based on another parameter such as color, for example, we will find that longtails such as games, games, game stores; they have high positions on the Y axis and lower positions on the X axis (a situation that coincides with the fact that new visitors tend to browse the site less and these visits have a lower conversion rate). On the other hand, the points furthest from both coordinates suggest positions that correspond to new visitors who enter looking for something specific like FIFA 2011, they delve into the site increasing the value in X and this has a better conversion rate. In conclusion, virtual stores – who seek the glory of selling on the first visit – should target more low-impact and more specific keywords like FIFA 2011 to achieve their conversion goals.


One of the variables of the personalized reports are the segments of Google Analytics, the study of segments to attract, based on very specific strategies, a certain number of audience. If the goal is clearly to convert, paying attention to these advanced segments can be very beneficial. – Bounce Segment: It is vital to know where the visits come from, what they were looking for, where they accessed and what the bounce rate is, the latter is vitally important since it is specifically the bounces that are most likely to build loyalty. – Stay segment on page: Knowing what identifies the strengths associated with the brand is essential not only to retain traffic, but to control aspects inherent to the portal architecture. The visits segment is the one who is giving us life, so you have to take care of every detail. For example, if we see that our visitors maintain an IExplorer / Firefox relationship that does not match global numbers, we should probably check how our site looks in various browsers and in their many versions. The suggestion to update the browser or the request to download plugins are generally triggers of rejection in the visitor. – Segment of effective visits: You can configure the effective visit and this can be: Sale made if you have a virtual store, registration in the Newsletter if you work with emailing and affiliates for example or Click on the affiliate banner, etc. Nothing is mechanical here and, contrary to what a classic marketer might say, intensive audience knowledge demands further refinement of strategy; The data obtained from Google Analytics or any other traffic monitoring system implies a constant challenge for the logistics of the project. Within this range, there is another segment that is very similar but very frustrating, which is that of visits that are almost effective but, something happened, that the objective was not achieved. It will be necessary to analyze what the problem was very carefully and surely a more fluid channel can be found to achieve the objective. Within the effective visits segment, the following can be broken down – rearranging the concepts: – Purchases vs. IP or Pas – Almost effective visits – Effective visits (purchases vs. goal or achievement indicator) – First Visits leading to a purchase – Recurring visits leading to purchases – Visits segment vs. Keywords: Here two curves can be differentiated, the visits based on the organic keywords that we pursue to position our portal and the visits that yield the paid keywords, that is, the PPC keywords. The day our brand has a place within this type of segment, we can be more than happy, it is one of the objectives to be pursued by any enterprise with a presence on the Web; that our brand becomes, in turn, a keyword. Never before have brands been so close to the consumer. However, it should not be forgotten that only through the study, analysis and control of the traffic associated with a Web portal, brands will achieve the added value that differentiates them from the competition and that, without any doubt, they will be unaware of this invaluable information, it would be an error of insurmountable dimensions for the consolidation of the brand and the success of an online business.

Google Analytics and Marketing Campaigns

Linking with the competition and access to information, it should be borne in mind that Google Analytics allows, thanks to the Google Url Creator tool, to have access to the data that is required to be successful in a marketing campaign. Let’s see how it works:

In the first field we will have to enter the URL of the page that we want to link to the campaign. The second field requests the data of the origin, the third requests the information about the medium where the campaign will be developed. Later we go to the field generates URL: Once the URL of the campaign is obtained, it is replaced by the one we initially entered. The procedure is very simple, through the menu located on the left side and within traffic sources we select Campaigns and we will have access to the statistics associated with the generated URL. Finally, only through experience and empirical verification, we will be able to get the most out of a truly complete tool that has established itself as a great ally of marketing campaigns based on sending News Letter and email marketing.