Best Analytics Metrics for 2016, Part I

I’m often asked what are the key Metrics to look at within the wealth of data that Google Analytics offers. My answer is this: anything, so long as you drill down to some more meaningful level. For instance, of course Bounce Rate is a fairly useful indicator of how engaging a page is – but not particularly for your site overall. So a good, indeed essential, use of BR is say at the Landing Page Report level. Better still, refine that report to view high traffic pages that have a BR of say over 50%, and straight away you have a hit list of pages you should look at with a view to reducing BR and pulling visitors further into your site. After all, you’ve done something right to acquire the traffic, maximise it (by adding a clear Call To...

Using the new Google Tag Manager

The latest incarnation of the Google Tag Manager make it a must-do to implement for Universal Analytics. Easy to use, easy to deploy, and it make a whole load of analytics features a dream to implement. For instance, in the old days we’d put our analytics code into the site, then add event tracking code like: ga(‘send’, ‘event’, ‘button’, ‘click’, ‘nav buttons’, 4); to a link. With GTM, we have no need to add any other code beyond the overarching GTM code. Everything else is done within the Tag Manager console.   Here’s a quick step-by-step guide. 1. Create an account and a per-website Container, and add the GTM code to the top of the pages. 2. Create the general Universal Analytics tag. Tags are the things that get fired by triggers, so the one tag you need firing across the site is this tag, so make sure the Trigger is set to fire on ‘All Pages’! 3. Then for more specific actions, we need to create Trigger-Tag pairs: in other words, a Trigger to fire a Tag. ┬áSo set up a Trigger that fires when there’s a click of a link to an external website, and a associated Tag that makes this trigger create an Event. 4. Finally, don’t forget to Publish!   More to...

Analytics: Time Lag vs Time To Purchase reports

Time Lag, in the Multi Channel Funnel (MCF) of the Conversions menu, is the time from the very first interaction to the conversion. However, the Time To Purchase report, in the eCommerce section of Conversions menu is just a measurement of the last non-direct click to...

Bounces versus Exits

What’s the difference between a Bounce and an Exit within Analytics? Well a Bounce is a single page visit – a visit to a page that leads to no further interaction with the rest of the site. Which might actually be A Good Thing if the page is a long, informative blog post for instance. An Exit on the other hand is the end of a session – a visitor views page A, B then C but then no more – page C shows as an exit...
Visitor Flow: possibly the most useful Analytics Report. Ever.

Visitor Flow: possibly the most useful Analytics Report. Ever.

Visitor Flow shows you precisely how people move within your site, and is an awesome report, especially since you can not only select the dimension (answering the question ‘When people find my via organic search, how do they move through the site?’) but also lets you highlight traffic at a particular point of interaction (answering the question ‘what number of people drop-off at page x?’). The Visitor Flow report can be found within the Audience...