One of the greatest additions to your marketing campaign is the implementation, tracking and insight provided through the use of Google Analytics. What most of us know - it's a tool that can help you grow any campaign through the optimal use of data and what it represents for the users of your site.
What most of us don't know - there are a number of advanced segments that you can implement that can give you detailed information about your users; the kind of stuff you really want to know but wouldn't think is possible. Thanks to Josh Braaten of Search Engine Watch, we've been made aware of a host of Google Analytics secrets that were previously not very well known. He has compiled a list of segments that were collected from various industry moguls and has also created the segments for us to simply pull into our Google Analytics accounts.
Converters by Count of Visit
Users convert at different stages of the sales funnel and it's great to get some insight into what areas of your site help them make that final decision. This advanced segment does exactly that and gives you an idea of what content drove the user to take action before converting after either 1 visit, 2-5 visits or 6 or more visits.
Josh suggests that you apply the three segments together (1 visit, 2-5 visits, 6 or more visits) on your content reports, and then apply them one at a time to get a more granular view of how your content is driving conversions.
This advanced segment was added by Avinash Kaushik from Google, and it's specific to e-commerce platforms. It allows you to gain insight into the big spenders on your site in order to get an idea of what content prompted them to spend the money they did, and perhaps replicate scenarios to get other users to become big spenders themselves. This particular segment emphasizes users with an expenditure over $300 and can be applied to custom or standard reports.
Extra Long-Tail Keywords
There are often users who come to your site using key-phrases of more than six words long and it's always beneficial to understand what kind of search queries are getting users to your site. This advanced segment isolates key-phrases according to four separate groups: those consisting of three words, four words, five words, six or more words. It should be used in conjunction with any reports that involve keyword analysis, such as keyword performance reports. The segment was submitted by Justin Cutroni of Google.
This is a great way to highlight more relevant traffic coming into your site by removing data from common ISPs, such as those of your company network. Under Audience - Technology - Network - you can set the service provider report and customize it to remove ISPs based on your specifications. This advanced segment was submitted by Jeff Sauer of Three Deep Marketing.
Blog Bounce Rate Remover
Your site's bounce rate is often skewed by blog visits as regular readers will only come onto the site to read the latest post before moving onto something else. It's not a poor reflection on the site, although it does negatively impact on the overall bounce rate of the site. This advanced segment changes that by removing visitors who landed on the blog page and only read one page before leaving. This segment was submitted by Thom Craver.
Geographic Location Influence
This advanced segment speaks to the difference that location can have on user activity. It's been set up to analyze data from two different cities in the same metro area and obviously in the same state. You can input your own specifics to view how traffic changes based on the location, as well as regional influence versus local. The segment was submitted by James Svoboda, the CEO of WebRanking.
Business Or After Hour Conversions
This is quite an interesting one and should give you insight into when your users prefer to consume your content. Align it to your specific business hours as its default setting is using the business hours of 8:00am to 9:00pm ET. It was submitted by Michael Freeman of Shoretel.
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