Using Google Analytics As A Business Tool For Market Research

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Just like any business, at RQmedia we need to do market research to find ways to grow our business. Google Analytics, which is a completely free tool, is one way in which we conduct our research. Now, if you are not familiar with Google Analytics, it can be quite overwhelming with so much website data and information. We’ve put together this blog with things we look for to help you on your way.

As marketers, we want to understand to the best of our ability our audience and then use that to strengthen our marketing strategy. If used efficiently and effectively, Google Analytics can provide you insight into who visits your website, where they came from, what pages they spend their time on and the actions they complete. Therefore, Google Analytics is a valuable and powerful tool to help marketers improve their strategy.

Before we get into what to look for, know that Google Analytics is broken out into 5 main sections. This includes, Real-time, Audience, Acquisition, Behaviour, Conversion, and all have subsections with plenty of data.

So here what to look for and the areas to pay most attention in Google Analytics..

The Audience Section

This section provides you data about users who visit your website such as gender, age, and location of visitors to your website.

  • Here you can find a sub section in Google Analytics for demographics, interests, geo, behaviours, devices and more. Look at those characteristics and demographics that are relevant to you and your business
  • For example, in these sections you can see what age group or gender are your highest website visitors or converters

By knowing and understanding these demographics, you can best tailor your website to suit their preferences and interests. You can also create content and imagery that resonates with your audience. You can also understand who and where to focus your campaigns or ads to drive better results.

Google Analytics: The Acquisition Section

This section of Google Analytics is what RQmedia performance managers use regularly to check the performance of Google Ads campaigns and channel performance such as Google paid search, organic, direct, and social. It shows you how users arrive to your website Things to ask yourself while looking at this section include:

  • Check out the All Traffic > Source/Medium section. Here ask yourself, where are customers coming from – what sources/channels has the highest volume of users and what doesn’t? Is there room for improvement in those channels?
  • You can also pay attention what sources are driving you transactions, revenue, how many new users your gaining and how long people are spending on your website
  • Check out the Search Console > Landing Pages section in Google Analytics. Here you can see what landing pages on your website are resulting in conversions and the click-through-rate of your landing page. Use this to better understand what your audience is interested in
  • Look at creating more content similar to those pages with high conversion rates or high click through rate

The Behaviour Section

This section allows you to get a better understanding of how people are interacting with your website.

  • Check out the Overview section. As the name suggests, it’s a great overview and shows you which pages on your site are most popular and how many page views a specific landing page has.
    • Ask yourself, are your most important landing pages in the top 10 landing page list? If not, re-evaluate your strategy to ensure you’re driving traffic to these pages
  • Dive deeper into Site Content > Exit Pages. Here you can see what landing pages people are ‘exiting’ your website from.
    • For example, does your checkout page have a high exit percentage? If so, check your checkout to ensure there are no blockers to customers purchasing
    • Think about what you can do to optimise the pages with high exit percentages
  • Check out Site Speed > Page Timings as well as Site speed > Speed suggestions. Site speed plays an important role in conversion rate! Google Analytics will show you what pages have a good vs bad loading time and also make suggestions on how to improve the speed

The behaviour section is a great guide for what works and what doesn’t when it comes to page types and content.

Google Analytics: The Conversion Section

As the name suggests, this section in Google Analytics gives you information about the conversion, whether that’s a sale transaction, someone filling out a form, content downloads, a link click and more!

  • Look at Ecommerce > Product Performance. Here you can find how many unique purchases were made per product, your best selling products and the revenue associated. Use this report to understand what your customers like and what other services or products you can offer them. The opposite is also true, are there products which are not resulting in any sales?
  • Ecommerce > Time to Purchase shows you how many days or session it takes before your customers actually convert
  • Multi-channel funnels > Top conversion paths is one of my favourite reports in Google Analytics. Often when analysing the acquisition reports, users of Google Analytics only focus their attention to the highest revenue sources. This is because Google Analytics by default uses a last click attribution model.
    • Here we can see a consumer’s path to conversion often which is often complex and long. You can really start understanding the value of each source here.
    • For example, say your acquisition report shows that Google Ads (Paid search) is resulting in very poor sales while direct is your best performing channel in regards to revenue. In the top conversion path, we can see that customers are first finding your website through paid search and then converting through direct. Therefore, due to the last click attribution model, direct will take 100% of that sales direct while Google Ads (paid search) gets nothing!
    • Learn more about attribution models in our blog, what are attribution models
Google Analytics Conversion Path
  • Multi-channel funnels > assisted conversions will show you The number of conversions or revenue for which this channel appeared on the conversion path, but was not the final conversion interaction.
Assisted Conversion report

In Summary

Google Analytics is a valuable and insightful data mine. However, if you don’t know where to focus your attention, you could spend hours on the tool and just get a headache! Focus your attention on reports that matter and make sense to your business. Our blog provided various sections within Google Analytics to begin with. Start with these and you’ll have a deeper understanding of who your audience is, where they came from, the actions they took and what they want.

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