Whitepaper : Google Analytics for your CEO
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This document outlines eight key Google Analytics reports that CEOs should focus on to gain strategic insights into their businesses' digital performance, including acquisition, behavior, and conversion metrics. It emphasizes the importance of understanding traffic sources, user engagement, and conversion pathways to enhance marketing strategies and improve ROI. Each report provides specific data that can inform business decisions and optimize website effectiveness.
Whitepaper : Google Analytics for your CEO
- 1. Duboisstraat 48, 2060 Antwerpen Carole Lamarque Frederic Vanderheyde 8 GOOGLE ANALYTICS REPORTS EVERY CEO SHOULD SEE customer obsessed marketing agency
- 2. 00 Analytics process 01 Organic Keywords 02 All Traffic 03 Behavior Report 04 Behavior Flow 05 Landing Pages 06 Funnel Visualization 07 Multi Channel Funnels 08 Mobile INSIDE THIS WHITEPAPER Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency Get it done
- 3. Google Analytics presents a di- lemma for CEOs: The tool’s met- rics are invaluable for stimulating a healthy project, yet the sheer amount of data can make finding valuable insights difficult. Beyond basic traffic numbers, sometimes it’s hard to figure out what you should be paying atten- tion to and what you should be ignoring. In particular, it’s chal- lenging to judge which Google Analytics reports provide real stra- tegic intelligence about the effec- tiveness of your digital offerings. Given this plethora of choices and potential pitfalls, it’s tempting to opt out completely. Don’t fall into that trap. This collec- tion of eight reports is by no means comprehensive, each organization has specific strategies and goals that need additional measurement but they do provide a good founda- tion for CEOs who want to under- stand how their businesses are performing. Below are the key Google Analytics reports for CEOs, in a particular order (ABC). 8 GOOGLE ANALYTICS REPORTS EVERY CEO SHOULD ASK Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency ACQUISITION BEHAVIOR CONVERSION THE ANALYTICS PROCESS
- 4. THE ANALYTICS PROCESS How do visitors find my website? Am I creating effective content? How does this impact my business? A B C ENTREPRENEURS/CEOs WANT TO KNOW: Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency THE ANALYTICS PROCESS ACQUISITION BEHAVIOR CONVERSION THE ANALYTICS PROCESS
- 5. THE ANALYTICS PROCESS Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency ACQUISITION To plan your future marketing strategy and increase your website relevancy, you must understand where your traffic comes from. This featured within the Acquisition section. BEHAVIOR refers to what people actually do when they get to your website. CONVERSION A website is a tool to let your business grow. While busi- ness goals change over time, Goo- gle Analytics helps you accommo- date those changes and track them. Goals are first set and configured in GA while Conversion measures success of the business. Tracking goals helps you under- stand which adverts, keywords and campaigns generate business. You may then invest more wisely and ultimately, boost your return on in- vestment (ROI). ACQUISITION BEHAVIOR CONVERSION THE ANALYTICS PROCESS
- 6. WHAT IT IS: To plan your future marketing strategy and increase your website relevancy, you must understand where your traffic comes from. This can be viewed within the Acquisition section. WHY IT MATTERS: The Acquisition report makes it easy to determine if traffic from various channels is increasing or decreasing over time. It’s a smart idea to evaluate this report year-over-year or month- over-month to get a big-picture view of where your audience is coming from. ALL TRAFFIC Where to Find It: Acquisition -> All Traffic ACQUISITION Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency 1 Where to Find It: Acquisition -> All Traffic
- 7. WHAT IT IS: These are analyzed to find out the most effective chan- nels and what needs to be done to adapt business strategy to im- prove performance. The vast ma- jority (nearly 85%) of keyword traffic falls into the “not provided” bucket, which means you can’t see much detail on exactly which keywords are delivering organic search traffic. However, this report still allows you to see keyword traffic in aggregate, providing at least an overview of performance. WHY IT MATTERS: The flow of or- ganic traffic is still an extremely critical component of success. This report shows organic traffic trends over time and can be overlaid with conversion data. ORGANIC KEYWORDS Where to Find It: Acquisition -> All Traffic -> Organic Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency ACQUISITION 22KEY Words
- 8. WHAT IT IS: The first report in the Behavior section is the New vs Re- turning report. It gives you a quick look at the ratio of your first-time and repeat visitors. You can com- pare this ratio for different time periods to see how your audience loyalty may be shifting. You can also see the relative impact of new vs returning visitors by viewing the e-commerce metrics in this report. As you can see here, returning visi- tors not only make purchases more often, but also tend to spend more per purchase. Knowing this behav- ior, you might decide to develop a customer loyalty program or re- marketing strategy that helps grow your returning customer base. WHY IT MATTERS: Often we default to looking at new traffic when examining Web metrics. That information is important for gaug- ing the growth of a website, but it is often the returning visitors who truly drive conversion. Measure the gravitational pull of your site, and the extent to which you’re encour- aging first-time users to return. You can also see the economic impact of new vs. returning users (e.g., the 30% of users who are returning account for 45% of total transac- tions) FIND THE GOOGLE VIDEO HERE: https://analyticsacademy.withgoo- gle.com/course01/unit?unit=5&- lesson=5 BEHAVIOR REPORT Where to Find It: Audience -> Behavior Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency BEHAVIOR 3 Where to Find It: Audience -> Behavior
- 9. WHAT IT IS: The Behavior Flow re- port visualizes the path users trav- eled from one page or event to the next. Providing insights as to which pages are converting visitors effec- tively and which are acting as obstacles to conversion. WHY IT MATTERS: This report can help you to discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content issues. The Behavior Flow report removes the guesswork surrounding your website’s en- gagement patterns allowing you to clearly see what’s helping (or hurt- ing) conversion. BEHAVIOR FLOW Where to Find It: Behavior -> Behavior Flow Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency BEHAVIOR 4 Where to Find It: Behavior -> Behavior Flow
- 10. WHAT IT IS: The Content Report includes the Landing Pages report which allows you to see time spent on a specific page and its traffic. This data shows how visitors are entering your site across multiple channels. It’s similar to the en- trance pages report, but is more specific. Advanced segmentation makes it possible to break down the report by channel, and even device. WHY IT MATTERS: The Landing Pages report is important for un- derstanding what a user typical- ly experiences first when visiting your domain—it gives you a clear sense of where consumers are starting their interactions, and can help prioritize which pages to op- timize. LANDING PAGES Where to Find It: Behavior -> Landing Pages Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency BEHAVIOR 5 Where to Find It: Behavior -> Landing Pages
- 11. WHAT IT IS: Flow reports in Google Analytics illustrate the paths us- ers take through your content, in- cluding special elements you track using Goals and Events. In a single graphic, you can see how users en- ter, engage, and exit your content. This essential report provides a clear visual: showing your conver- sion funnel ,where leads are com- ing from, whether they’re taking action, and where they go if they don’t covert. WHY IT MATTERS: You can also use these reports to troubleshoot your content by finding any unexpect- ed place users exit or loop back. The Funnel Visualization report is hugely important for CEOs be- cause it directly demonstrates how well (or not well) whether your website is driving new business or not. Visualizing the conversion funnel confirms or denies the ef- fectiveness of your offerings, pro- viding insight into what’s working and what’s not. FUNNEL VISUALIZATION Where to Find It: Conversions -> Funnel Visualization Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency CONVERSION 6 Where to Find It: Conversions -> Funnel Visualization
- 12. WHAT IT IS: This advanced report shows the most common channels and paths users experience before completing a conversion. WHY IT MATTERS: The Top Conver- sion paths report is important for identifying how converting visitors are behaving. In most cases, it’s possible to learn about the rela- tionships between various chan- nels and how each contributes to a conversion, helping to prioritize which areas to focus on. • Which channels engage customers throughout the buying cycle? • How do our marketing channels and campaigns work together to generate conversions and revenue? • Are there any specific channels, cam- paigns, or any specific parts of a cam- paign that are underperforming? • What is the value of our investment for channels that don’t generate di- rect conversions? MULTI-CHANNEL FUNNELS Where to Find It: Conversions-> Multi-Channel Funnels Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency CONVERSION 77 Where to Find It: Conversions-> Multi-Channel Funnels
- 13. WHAT IT IS: The mobile report covers exactly what you think it would. You can use the Mobile Overview report to see a break- down of visitors by whether they visit using smartphones, tablets or desktop devices. WHY IT MATTERS: This report can help you understand how effec- tively your company is engaging with this quickly growing audi- ence. MOBILE 8 Where to Find It: Audience -> Mobile Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency CONVERSION Where to Find It: Audience -> Mobile
- 14. Plan your future marketing and digital strategy with us. Ask your personal digital boardroom workshop. GET IT DONE ! !>>> [email protected] Duboisstraat 48, 2060 Antwerpen Carole Lamarque +32 478 337 000 Frederic Vanderheyde +32 496 263 295 customer obsessed marketing agency