Having trouble getting visitors to come back to your site? This is a problem a lot of businesses have which is why Google Analytics introduced audience targeting. This report allows you to create an “audience” on your consumer’s interests which is based on their previous visits. You are able to send these users discounts or incentives to join loyalty programs emails. This is useful because you will be able to track how many users “convert” into sales by using this report.
Using Audience Reports
Step one of getting started is to go into the audience section within Google Analytics. From there you will select the overview section and begin choosing your different user categories. Joe Martinez describes the different examples of the categories. Such as home and garden, cars, shopping, or technology. These categories help you narrow down the interests of your users. You also will have the option to pick different demographic information, like age or location. After you select the categories and demographics, you will be able to analyze the different conversions on your site from these groups.
CLICK ME!!!While using Google Analytics you are offered many different models and reports that you can use to track the actions of your consumers. The Attribution Model is the set of rules that controls how a companies sales and conversions happen in their specific conversion paths. Google gives you the tool to see what specific channel led to a consumer purchasing your product. This allows you to see what channels are the most effective and what channels to put your money into and what to focus on moving forward.
Which One Should You Use?
The Attribution Model offers you many different tools to use. One of the most effective is the Last Interaction Model. This shows you the last touch point of the sale or the conversion. It allows you to see the exact channel the consumer used that triggered the conversion. For example, if you were to put an ad on Facebook and someone came to your website from that ad. That allows you to see that the ad is effective and you can put more effort in social media advertising. Another useful tool is the Time Decay Model. This model shows the touch points of the consumer during the closest time to the sale and or the conversion. Having the tools to see what channels are working and what channels are not working can be vital to a companies success, but you can’t be successful if you don’t know which model to use.
Within Google Analytics there are a number of different
reports and models you can choose to use. The Attribution Model is the rule or
set of rules that determines how credit for sales and conversions is assigned
to touchpoints in conversion paths. Within this tool you can use the Model
Comparison Tool to compare how different attribution models affect the value of
a company’s marketing channels. There are a lot of different examples of how the
model can be used, Google support provides great detail on how the model works
How to determine the best attribution model for your company
Attribution modeling is a tool to help determine how credit for sales and conversions is assigned to touch points in conversion paths. Within attribution modeling there are 7 different subsets. These subset attribution models are; last interaction, last non-direct click, last google ads click, first interaction, linear, time decay, and position. In each model the amount of credit for the sale changes for some it is 100% and for others the distribution of credit is more evenly distributed. When choosing which attribution models for a company it is important to find out where you want credit for sales to be going and the percentages you want going to each one.
The Attribution Model is a set of rules that gives you an overview of how a companies sales and conversions are happening in it’s conversion paths. So basically google gives a company the opportunity to see which channel led to a customer buying a product of theirs. This will give them an idea of what channel that they may want to put more money and focus into in the future. So it is obviously something that companies to get on board with.
Which Attribution Models Should You Use?
There are many pieces that you can use with in the Attribution Model. One that seems to be very useful is the Time Decay attribution model. This shows the touch points that the consumer reached closest to the time of the sale of a companies product gets the most credit for the sale being made. So if that was social media, that platform would get the most credit for the sale of the companies product. Also the “Last Interaction” of the attribution model is also very helpful. This is the last touch point of the sale or conversion. It will show the direct channel that the consumer used before the conversion. For example it was an ad posted to a specific social media platform, you would realize that you will want to continue to put efforts and money into those ads, because it is part of the reason sales are being made. Marketers do a lot of advertising through many different channels so it’s helpful to know which one’s are working for their company, says Shareen Pathak in her article, “WTF Is Attribution Modeling”.
Attribution models are used so that you can properly credit sales and conversions. They allow you to determine where the user clicked right before they converted. This is another way to follow the user experience, see patterns and determine what is working to create these conversions.
What one to use
Google provides default models to chose from, or you can create a custom one. When deciding what you want to credit each conversion in different scenarios you have to think about the different user flow that may happen in the process. For example, if you use the First interaction model, the credit would be given to what a user first clicked on to get to the site when they converted. The Last Interaction model credits the last thing that a user clicked on before the conversion. There are other default models that google provides or you can create a custom one. To read more on the specific default models check out this google support page.
The attribution model is how all of your sales and conversions are tracked throughout the interaction between your business and the customers. So if you’re selling chocolates online you can set an attribution model that can tell you the first channel that the customer interacted with that brought them to buy the product. This attribution model is called the First Interaction, and is one of much attribution that is offered to you.
So Which Attribution Model Do You Use For Your Business?
This question is all determined by how your business is converting if it’s converting at all. So it’s all up to your evaluation of how your business is going to determine the best attribution for your business. One attribution that is very useful for your business is the Last Google Ads Click. This allows Google to tell you the last ad that was clicked on before the customer bought the product. This is very useful because this allows you to easily see which ads are giving you the most conversions. Another attribution that you can use that to better and grow your business, is the First Interaction Attribute. This attribute gives 100 percent of the conversion value to the first channel that the customer interacted with. This allows you to see what ad is getting people to click on your product or website. This helps because if you see what it is that bring these people to you site and you can focus on that aspect and get more people to click and get to you website. As mentioned early the choosing which attribution models you should use is all up to you and how your business is going. If you don’t know why you are getting the amount of sales you want them you can look at these models and attribute different ones to your site to see what you can improve on and see what is hurting your business more than helping it. The article Attribution Models for Marketers: The Definitive Guide by Rebecca Bowden goes in depth in explaining all of the different models and gives you pros and cons of each one, so you know which one is best to use in certain situations for your business.
An attribution model determines how your sales and conversions are tracked within your conversation paths. In simpler terms, google uses this model to give “credit” to a source of user interaction such as a blog post or email campaign. What does this do for you? This report will allow you to see what campaign your site traffic is coming from. From there you will be able to decide what one is most effective for your business goals.
The Different Types
There are a multitude of attribution models that are pre-made by Google for you to use. The default model that Google sets you up with is called the “Last-Non Direct Click” which shows the last campaign the user clicked on to enter the site. Donovan Ayon explains that this is useful data because most consumers tend to be convinced to buy a product from a business based on the last marketing campaign they saw. Another model is the “Time Decay” which shows all the user interactions with the different campaigns over time. This is useful because it will show you what campaigns users are becoming less popular among users. If none of the pre-made models appeal to your needs you are able to create a custom model tailored to your business. Additionally you are able to switch what model your business uses at any time. Effectively using one of these models will help you to narrow down what campaigns are most beneficial towards your goals and driving traffic to your site.
Do you know exactly how each of your website sections perform? Content Grouping is very important when it comes to constructing and analyzing your website offerings. Doesn’t matter what kind of website you have; content performance is essential for every website. Keeping sales organized into charts that can be easily viewed and understood, which can increase sales over time.
Why Use Content Grouping
Content grouping lets you group content into customized structures that reflects how you think about your site. Which allows you to view and compare aggregated metrics by group name.
Example of content grouping: Having a site that sells hats, creating groups based on the different types of hats, weather it is fitted, snapbacks, adjustable, and winter hats allow you to compare sales between the different kinds of hats. Also comparing sales among different colors. Creating these categories will keep data organized and sorted into specific categorizes.
In the digital age, it is important to keep up to date with the different technological advances being made in society. This way, your business can surpass competition and become successful. Now that most companies are online, and use digital media, it can become hard to keep up with which online or digital platform is the most useful for your company. Google Analytics Behavior Reports helps assist in many of these aspects and more, so your firm can have the top content.
Why use it?
Behavior Reports on Google Analytics change everything you thought you knew about your website visitors. When utilizing behavior reports, you will quickly see sections allowing you to view most-viewed pages and in-page click data, as well as search terms used by your visitors. Throughout the behavior reports aspect, you also gain outlook on what content your visitors prefer and are asking from your platform. This invaluable data provides many positive benefits, such as improved user experience and conversion rates.
There are several beneficial aspects to behavior reporting. Today, we will go over three key aspects that will help improve your consumer’s user experience. One of the main features of behavior reports is overview reports. Though this may seem like a basic aspect to the platform, overview reports provide important and top-performing data in a visual format. Another aspect to use on behavior reports is events reports, which allows you to track how users interact with your website. Furthermore, you can gain deeper insight into content performance and user behavior. Lastly, site search is another beneficial aspect to behavior reports. Site search reports allow you to track searches done in search boxes on your website. This is beneficial because site search can help you understand what visitors want from your website.
A combination of these methods will surely enhance you consumer’s user experience.
grouping is an interesting feature of Google Analytics. Content grouping lets
you group content into a logical structure that reflects how you think your site
or app, and then view and compare aggregated metrics by group name in addition
to being able to drill down to the individual URL, page title, or screen name. Google
Analytics allows users to create up to five Content Groupings, within each of
those there is no limit to the number of Content Groupings you can define. This
can lead to endless groupings under the parent groupings. There are three different
options for how you assign content, they are; Group by Tracking Code (modify
the tracking code on each web page): add a single line of code that identifies
the content index and the Content group to which that content belongs, groups
using extraction (extract content based on each web page), and group using rule
definitions. With these methods you are allowed to use one, two, or all three
of the methods.
What can your Company Gain from Content Grouping
content group is creating a collection of content, this content can be drilled
down making each group more specific. Content Grouping can help companies to drill
down into their website pages, like Nike creates groups for men’s, women’s, and
kids clothing but can dive into more specifics like shorts, or pants. By
creating these content groups companies are able to track number of page views,
sales, etc. This will help companies to see where they are falling short, where
they are doing great, and anything that seems odd so they can make corrections.