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Out of the 200+ dashboard templates we offer at Databox for more than 70 tools like HubSpot, Google Ads, and Facebook Ads, Google Analytics dashboards are by far the most popular.
I am guessing there are 3 reasons for this:
- More than 27 million websites use Google Analytics.
- Google Analytics is a difficult tool to learn. In fact, 89% of marketers say they want to improve their knowledge of Google Analytics.
- Between metrics and dimensions, there are more than 500 unique pieces of data you can access using Google Analytics.
Digging into Google Analytics to find and extract the exact data you need can be time-consuming and overwhelming. But there’s a simple alternative.
With a custom Google Analytics dashboard, you can create a view that shows only the metrics you care about, all on one screen. You can even share your dashboard with others, making reporting easier than ever.
If you are using the next generation of Google Analytics, refer to the Google Analytics 4 properties section of this help center. Tracking ID and property number The tracking ID is a string like UA-000000-2. Connect to your Google Analytics account. The first step in creating a data source is to connect to your data set. Sign in to Data Studio. In the top left, click, then select Data Source.; In the connectors panel, select Google Analytics.; Select an Account and Property.To connect to Universal Analytics, also select a View. Note: connecting the Google Analytics 4 is a Labs feature. Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications. 1 day ago I've installed Google analytics via the google tag manager. I've of course also installed google tag manager on our website. It even shows the tag green using the google tag manager assistant extension. No problem there. But shouldn't the google-analytics tag also be showing in the assistant? I'm pretty sure it's working since it's detecting.
Table of Contents:
What is a Google Analytics Dashboard?
Google Analytics dashboards are basically a collection of data visualizations, or “widgets”, that when presented together on one canvas represent your company’s performance across key areas.
These dashboards are completely customizable by user and can include up to 12 widgets. Each user in a Google Analytics account can have up to 20 private dashboards, while each Google Analytics account can have up to 50 shared dashboards.
You can find dashboards listed as the first item under the “Customization” dropdown menu. Here, you’ll find any existing dashboards that have been created in your account.
What’s a Google Analytics Widget?
A widget in Google Analytics is simply a visualization type that represents your performance data, like a bar graph or a table.
When you’re creating or editing a Google Analytics dashboard, there are 6 standard widgets and 4 real-time widgets you can choose from when deciding on how to best visualize your performance data.
How to Create a Dashboard in Google Analytics
There are two ways to create dashboards in Google Analytics: you can create your own dashboard from scratch, or you can use prebuilt Google Analytics dashboard templates.
To create your own custom dashboard in Google Analytics:
1. Log in to Google Analytics.
2. Expand “Customization,” and then click “Dashboards.”
3. Click “CREATE.”
4. Choose “Blank Canvas,” give your dashboard a name, and click “Create Dashboard.”
5. Now, you can build your dashboard by adding widgets to it. Give your widget a title, choose how you want it to display on your dashboard (as a timeline, map, table, chart, etc.), and then add the metrics you want to display in that widget. When you’re finished, click “Save.”
Your new widget will then display on your dashboard. Click “+ Add Widget” to add additional widgets to your dashboard, and continue the process until you’ve created the dashboard you want to use.
But the problem with creating dashboards from scratch in this way is that it requires fairly advanced knowledge of Google Analytics. If you’re just a casual user of the tool, the number of metrics and filters available can be overwhelming, and the interface isn’t terribly intuitive.
So for many people, prebuilt dashboard templates are a better alternative.
How to Share a Dashboard in Google Analytics
To share your dashboard in Google Analytics, simply click the “Share” dropdown on the sub-navigation right above your dashboard.
From here, you’ll have two options:
- Share template link: Get a shareable link to your dashboard configuration so that others can replicate it. No performance data will be shared.
- Share in solutions gallery: The template configuration is stored in your account’s solution gallery. This means you and others can easily replicate it for other uses.
The 10 Best Google Analytics Dashboards
To address the fact that the process for creating dashboards is confusing to all but the most advanced Google Analytics users, Google created the Solutions Gallery: a place where Google Analytics experts can share their prebuilt dashboard templates with other marketers.
Below, you’ll find 10 of the most popular Google Analytics dashboards from the Solutions Gallery, along with explanations for how to use them, a list of questions each dashboard answers, and links to the templates so you can easily import them to your Google Analytics account.
1. Google Analytics Basic Dashboard
Dashboard:Traffic Growth Dashboard
Creator:Cemal Buyukgokcesu
Overview: This dashboard will show you which types of visitors are digging deeper into your site. By focusing on both sessions and bounce rate, you can get a good idea on which sources bring quality visitors.
Questions It Answers:
- Are mobile visitors sticking with your site?
- Where do your visitors come from?
- Which sites refer the most traffic to your domain?
- Which social networks deliver quality visitors?
Want this dashboard in Databox instead? Grab the free Google Analytics Traffic Growth dashboard below to get a basic picture of your website’s performance and find ideas for how to increase your performance by focusing on the channels that send the highest quality traffic.
2. Google Analytics Executive Dashboard
Dashboard:Occam’s Razor Awesomeness – VP Digital Dashboard
Creator:Avinash Kaushik
Overview: Avinash Kaushik outlines three major types of metrics you can measure in Google Analytics: acquisition, behavior, and outcomes. This dashboard measures all three types, making it a perfect dashboard for executives who are more interested in overall performance than tactical data.
Questions It Answers:
- What are the most common sources of traffic?
- How well am I converting visitors?
- How long do visitors spend on my site?
- How many visitors return for multiple sessions?
Want this dashboard in Databox instead? Grab the free Google Analytics VP Digital dashboard below to easily measure your key acquisition, behavior, and outcome metrics and share your real-time dashboard with members of your executive team.
3. Google Analytics Digital Marketing Dashboard
Dashboard:Audience Snapshot
Creator:Loves Data
Overview: This dashboard gives you all the key stats on the types of visitors that arrive on your site. By focusing on demographics, devices, and locations, you get a full picture of your visitor’s context for learning about your product.
Questions It Answers:
- What demographics of users are coming to your site?
- What are your visitors’ favorite mobile devices?
- How long do visitors stay on your site?
- How many users are visiting your site multiple times?
- How many new visitors are you acquiring?
Want this dashboard in Databox instead? Grab the free Google Analytics Audience Overview dashboard below to get actionable information about the types of people who are visiting your website: where they live, what they’re interested in, and what devices they use most often.
4. Google Analytics Content Marketing Dashboard
Dashboard:Content Analysis Dashboard
Creator:Vagelis Varfis
Overview: This dashboard looks at the efficiency of your content. It shows you which pages of your site get the most views, which pages drive the most goal conversions, and which pages have the highest number of exits (and may need to be updated with a clearer call-to-action).
Analytics For Google Analytics 2 03 Version
Questions It Answers:
- What are your site’s most popular pages?
- Which pages lead to goal completions?
- Which pages encourage visitors to read further?
- Which pages do new visitors hit first?
- Where do most of your visitors reside?
- What pages tend to be the last page visited before users leave your site?
Want this dashboard in Databox instead? Grab the free Google Analytics Content Analysis dashboard below to track which content on your site does the best job of keeping visitors’ attention—and which need some work.
5. Google Analytics SEO Dashboard
Dashboard:SEO Dashboard – Finding Top Content and Keywords
Creator:Kevin Pike
Radium 3 1 3 x 4.
Radium 3 1 3 x 4.
Overview: If you want to prioritize your SEO efforts, you need to know which existing pages lead to quality visitors. This dashboard examines the entire process—from search query to page to goal completion. It tells you which organic search terms drive quality traffic.
Questions It Answers:
- Which landing pages bring in quality organic visitors?
- What keywords drive visitors to your site?
- What are your most popular pages in organic search?
- Which landing pages have too-high bounce rates?
Suffering from “not provided” keywords? One of the downsides of Google Analytics data is that many keywords show as “not provided.” To get better data, download this free Google Analytics SEO dashboard to combine Google Analytics and Google Search Console data in a single view.
6. Google Analytics Social Media Dashboard
Dashboard:Social Media Dashboard
Creator:Justin Cutroni
Overview: Justin’s dashboard looks at both on-site and off-site social activities. In other words, you will learn which social channels bring quality traffic to the site (i.e. traffic that does not bounce). Once they arrive at your site, you learn whether they stick around to complete specific goals that you have set up.
Questions It Answers:
- What percentage of your overall visitors come from social?
- Which social networks lead to visitors that actually complete goals?
- Which social networks drive visitors that spend time on your site?
- Which mobile devices generate quality visits from social?
Want this dashboard in Databox instead? Grab the free Google Analytics Social Media dashboard below to easily measure the actions users take after clicking through to your website from social media.
7. Google Analytics Ecommerce Dashboard
Dashboard:Ecommerce Dashboard
Creator:Blast Analytics & Marketing
Overview: This dashboard looks at customer acquisition for ecommerce. It examines purchasing habits from mobile users and different referral sources. And by looking at product revenue by product, it helps you understand where you need to offer more products.
Questions It Answers:
- Which devices are visitors buying on?
- Which referrals lead to purchases?
- How much product do visitors usually buy?
- How can I make each visit more profitable?
Want this dashboard in Databox instead? Grab the free Google Analytics Product Revenue dashboard below to easily track which channels and devices drive most of your purchases and see a big-picture view of your total transactions, total revenue, and average order value.
8. Google Analytics Site Performance Dashboard
Dashboard:New Google Analytics User Starter Bundle – Site Performance Dashboard
Creator:The Google Analytics Team
Overview: This dashboard paints an overall picture of your site’s performance, showing your site’s overall average load times on both web and mobile, load times by browser, and load times for individual pages of your site.
Questions It Answers:
- How quickly does my website load for web searches?
- How quickly does my website load for mobile searches?
- Do any pages on my site have unacceptable load times?
- Does my website load too slowly in any specific browser?
- Does my website load more slowly for users in different countries?
Want this dashboard in Databox instead? Grab the free Google Analytics Site Performance dashboard below to easily measure average load speeds for your site overall and by page, browser, country, and type of visitor (new versus returning).
9. Google Analytics Mobile Dashboard
Dashboard:Responsive Design, Mobile Phone and Tablet Dashboard
Creator:Andrew Faulkner
Overview: You’ve hopefully dedicated significant resources to creating an excellent user experience on every device. This dashboard tells you where you are doing a great job and where you need to focus more effort.
Questions It Answers:
- What are the common screen resolutions for your visitors?
- Which pages do mobile visitors enjoy?
- What devices do your mobile visitors use?
- Do mobile users complete key actions on your site?
Want this dashboard in Databox instead? Grab the free Google Analytics Responsive Design dashboard below to easily measure the user experience for each page of your site on mobile devices.
10. Google Analytics Goals Dashboard
Dashboard:Goals and Channels Dashboard
Creator:Paul Fervoy
Overview: This dashboard provides you lots of data on the visits that resulted in goal completions. Find out which channels generated the most goal completions, the ages and locations of visitors who completed goals, the pages that drove the most goal completions, and the time of day most goals are completed.
Questions It Answers:
- Which channels generate the most leads/sales?
- Which pages generate the most leads/sales?
- Where are my customers located?
- What age groups are most likely to convert?
- What time of day are users most likely to convert?
5 Dashboards That Combine Google Analytics Data with Data from Other Marketing Tools
Dashboards in Google Analytics are great when all you need to measure is data that Google Analytics provides. However, few marketers use only Google Analytics to track their performance. Most likely, you need to combine data from Google Analytics with data from the other tools you use.
Databox makes it easy to create and share dashboards that showcase data from both Google Analytics and other popular marketing tools like HubSpot, Mailchimp, Facebook, Google Ads, SEMrush, and more. Browse the five example dashboards below, or check out our template gallery to see all of the possible combinations.
11. Google Analytics Email Marketing Dashboard
Dashboard:Credo’s Marketing KPIs
Creator: Databox
Overview: This dashboard combines data from Mailchimp and Google Analytics so you can see your key website conversion and email marketing engagement metrics side-by-side.
Questions It Answers:
- How does email referral traffic compare to your other channels?
- What pages of your site drive the most conversions?
- Are you growing your list of email subscribers?
- Which email campaigns have the highest click-through rates?
12. Google Analytics + HubSpot Dashboard
Dashboard:Monthly Marketing Performance
Creator: Databox
Overview: This dashboard combines data from HubSpot Marketing and Google Analytics to provide a complete picture of the monthly performance of your acquisition funnel.
Questions It Answers:
- Which channels generate the most contacts?
- Which channels generate the most site visits?
- How close are you to hitting your lead gen goals?
- How is your site performing compared to last month?
- How are your emails performing compared to last month?
13. Google Analytics PPC Dashboard
Dashboard:Facebook Ads & Google Ads Dashboard
Creator:Alaniz Marketing
Overview: This dashboard combines data from Google Analytics, Facebook Ads, and Google Ads to give you a comprehensive picture of your ad campaign performance.
Questions It Answers:
- How does your Facebook Ads CPC compare to your Google Ads CPC?
- Which Facebook campaigns have received the most impressions?
- Which Google Ads keywords have the highest CTR?
- How do your Facebook ad clicks this month compare to last month?
14. Google Analytics + Shopify Dashboard
![Analytics Analytics](https://geekflare.com/wp-content/uploads/2015/02/geekflare-whatagraph-2.jpg)
Dashboard:Conversion & Loyalty Analytics
Creator:Revenue River
Overview: This dashboard combines metrics from both Shopify and Google Analytics to provide sales trend data alongside loyalty metrics.
Questions It Answers:
- What percentage of your users abandon their shopping carts?
- What’s your overall sales trend?
- How often do new/returning visitors bounce from your site?
- Are customers buying more or fewer products now than before?
- Are you hitting your sales goals?
15. Google Analytics Video Marketing Dashboard
Dashboard:Wistia + Google Analytics
Creator: Databox
Overview: This dashboard combines data from both Wistia and Google Analytics to give you a complete picture of how your videos are performing on your website.
Questions It Answers: Artstudio pro 1 3 3.
- How many plays are your videos getting compared to previous months?
- How many of your website sessions result in a video play?
- What are your most-played videos?
- How many video plays result in an email submission?
- What percentage of your visitors watch a video?
Google Analytics Dashboard FAQs
As you start monitoring your Google Analytics data using dashboards, you may run into some common issues. Here’s how to resolve common issues when working with dashboards in Google Analytics.
How to Share a Google Analytics Dashboard
After you’ve created your dashboard, you’ll likely want to share it with your leaders, coworkers, or clients. The process of sharing a Google Analytics dashboard is simple:
- Open the dashboard you want to share.
- Click the “Share” dropdown menu.
- Click “Share template link.”
- Copy the provided URL and send it to the people you want to share the dashboard with.
How to Delete a Google Analytics Dashboard
If you no longer need a Google Analytics dashboard you previously created, follow these steps to delete that dashboard from your account:
- Open the dashboard you want to delete.
- Click “Delete Dashboard” in the top right-hand corner.
- Click “Delete” to confirm the deletion.
How to Print a Google Analytics Dashboard
If you need to print your dashboard to share it as a hard copy, follow these steps to download the dashboard as a printable PDF:
- Open the dashboard you want to print.
- Click the “Export” dropdown.
- Select “PDF.”
- Wait for the PDF to show up as a download in your browser, then open the PDF to print it.
How to Embed a Google Analytics Dashboard on a Website
To embed a Google Analytics dashboard onto your website, you have to build your dashboard using the Google Analytics Embed API. Unfortunately, this requires a fair amount of technical knowledge.
Alternatively, you can create your dashboard in Databox and embed it on your website in just a few clicks. After creating your dashboard or using one of the templates above, hover over the dashboard you want to embed and click the “Share Dashboard” icon.
Next, select the “Embed” tab. Then, all you need to do is copy the displayed embed code and paste it onto your website.
Creating Google Analytics Dashboards in Databox
Creating Google Analytics Dashboards in Databox is easy.
Get started by signing up for a free Databox account. After that, you can integrate with up to three other tools, download one of our prebuilt Google Analytics templates, or create your own custom dashboard by adding Datablocks for the other tools you use to track your performance.
Originally published in July 2017, this post has been updated with new information and new dashboards you can use to track your KPIs in both Google Analytics and Databox.
There are two types of marketer’s in this world. The ones who can talk Google Analytics (GA) circles around their peers.
And the ones who go cross-eyed at the ask for performance metrics.
The latter: not a cute look. Especially for B2B marketers under the value-proving microscope.
If it isn’t already, insights into your company's performance online should be the driving force of every modern B2B company.
Why? ‘Causeat least 38 percent of companies improve their process and sales flow by relying on data that gives them insights into customer behavior. That’s why.
Also ‘cause your CEO really doesn’t care how many no-longer-visible “likes” your company-wide Pajama Day, “culture” post is getting on Instagram.
Show? me ?the ?money.
And so, we come full circle.
There are several tools that collect web insights and provide reporting functionality on the data collected, but none are as powerful as Google Analytics.
Combining information that can be garnered from Google Analytics with robust, performance-drivensales and marketing software can be your company's one-way ticket to exponential growth.
Not to mention job security, sweet cheeks.
Note: Gathering buyer intent data has never been easier. Sign up for free Leadfeeder's 14-day trialand give it a try.
What is Google Analytics and why should you use it?
Google Analytics is a powerful web analytics tool offered by Google. It is used by both small and large websites. And costs zero dollars. Ze-ro.
Technically speaking, there is a paid version of Google Analytics:Analytics 360. But unless you’re an enterprise organization with advanced needs, these features are overkill.
The reality is that Google Analytics can be a treasure trove of information when you know how to use it for B2B analytics.
Functionality highlights include an overview of website traffic channels, device overview, engagement metrics, and conversion tracking — for all channels directing traffic to your website.
Data provided gives you insights into which areas of your marketing campaigns are strong and which areas need further development.
And while uncovering said insights can take some tinkering, believe you me, they’re there.
For example, defining success by customer engagement is an important aspect of GA. These metrics are measured at different points as a customer moves throughout your website.
This data can tell you how well visitors are interacting with your website and content, helping you identify areas where you might be losing potential sales.
And, of course, there is every business’s favorite data point — conversions.
How do I install Google Analytics?
Ready to give it a try?
Here's a guide regarding how to install Google Analytics if you don't have it set up yet!
Step 1: Go to Google Analytics page
Go to https://google.com/analytics
Step 2: Sign in to Google Account
Click Sign in at the top right corner and select Analytics.
Step 3: Login or create account
![Analytics Analytics](https://cdn2.hubspot.net/hubfs/4664432/Imported_Blog_Media/adwords-analytics.png)
Either sign in to your Google Account (if you have one) or create a new account.
If you need to create an account, click More options on the bottom left and select Create account. If you already have a Google Account, sign in and jump to step five.
Step 4: Create a Google Account
Create an account. After filling the form and accepting terms and conditions, you are signed in.
Remember your password and username for future use!
Step 5: Sign into Google Services
After you’ve signed in to Google services, you can start using Google Analytics. Click sign up.
Step 6: Selecting a website to track
You want to track a website, so make sure you’ve selected Website from the top of the form.
Then, type in Account name and Property name and the address of the website you want to track.
Account name can be the name of your company and the Property name the address of your website, for example.
Step 7: Creating a Tracking ID
Click Get Tracking ID from the bottom of the page and accept the Terms of Service Agreement.
Step 8: Google admin tracking script
The next screen you are directed to is Google Analytics administration page, where you can get the tracking script. These are the lines of code you have to add to your website code.
Step 9: Installing tracking script
Install the script. You’re ready to collect website data.
Once you’ve connected Google Analytics to your website, read on for tips on making sense of the data.
Your Google Analytics B2B dictionary: Important Google Analytics terms
Before you can harness the full power of Google Analytics, you need to understand its different layers and the associated terminology.
Here are some important Google Analytics terms to take note of:
- Organization: This is the highest layer, which can represent a company. An organization can encompass several Google Analytics accounts. Organizations are recommended for large businesses but are not mandatory.
- Accounts: Using Google Analytics requires a Google account. Different users from your organization can sign in to your company's Google Analytics account using their respective email IDs. You can assign anywhere from one to 50 properties (websites or apps) to one account. Because an account can be the umbrella for several properties, you can assign user permissions for properties individually or allow a user to have access to the entire account.
- Property: The specific website or app you're monitoring. Each property can support up to 25 views.
- Views: According toHubSpot, you need at least two views per property: one with zero configuration, which is also known as the raw version of the view, and one with filters set up to exclude any traffic from within your company, as well as traffic from bots and spam.
- Dimensions: Refers to categorical variables, such as browser, location, and landing page.
- Metrics: Better thought of as quantitative variables, such as sessions, page views, and conversions.
- Audience: An audience is a group of users that have something in common. For instance, if you want to target a group based on their location, age bracket, device usage, or a mix of several factors, that would be an audience. Google Analytics comes with several built-in audiences and automatically breaks these down in the audience report.
- Segment: A subset of data. You can create segments based on metrics such as sessions (where a specific page was viewed) or hits (such as when a customer added an item to their cart). Segments don't have to be simple; they can be a mix of two metrics — such as a segment where visitors watched a video on a landing page but did not sign up for your mailing list. You can add up to four segments to a report at any time.
How to start using Google Analytics effectively
If you're going to use Google Analytics effectively, you’ll need to get comfortable with designing and using its reports. There are over 100 to choose from.
It’s unlikely that you’ll be using every Google Analytics report. In fact, it is estimated thatonly one-fourth of these reports will hold valuable insights into the effectiveness of your marketing.
With all this in mind, here are some tips for not getting too overwhelmed when digging into the data:
Set your Google Analytics goals
Google Analytics data can tell you a lot about website performance, but this information is practically useless if you don't define goals to measure against.
Once you’ve identified and set up your goals, it will be easier to determine which reports you'll want to draw up and the specific metrics you should be measuring.
There are four types of goals: destination, event, duration, and pages/screens per session.
Here’s what you should know about each:
- Destination goal: When a user reaches a specific page, such as your thank you page or product page.
- Event goal: When a user completes an event, such as watching a video, signing up for a newsletter, or making a purchase.
- Duration goal: When a user's session lasts longer than a predetermined time, such as 30 seconds longer than it takes to watch a video on the page.
- Pages/screens per session goal: When a user views a specific number of pages (or screens for apps) per session, resulting in a low bounce rate.
Need more guidance around setting up goals?
Here's a step-by-step guide to setting up goals in Google Analytics:
Step 1: Set up Goals
Log in to Google Analytics > Click on Conversions on the left-hand side > Click on Goals > Click on Overview > Click on gray Set up Goals button.
If you don’t happen to see the screen above, then you or someone else has already set up goals in the past. No worries! In this case, click on Admin > and then click on Goals in the last column.
Step 2: Click New Goal
Congrats! You’re now in. Time to set up your first goal. Click on New Goal.
Step 3: Use Templates
Google Analytics is helpful when it comes to suggesting common goal types. Bartender screen recording.
Let’s start off by selecting one of their templates and then we can move on to creating a custom goal.
For example, email newsletter subscriptions might be a good goal to track. Click on the Sign Up radio button > Continue.
Step 4: Enter a description
Enter a description for your Goal > Click on the appropriate type that determines what counts as a successful conversion.
In this case, the type would probably be “Destination” because you might have a specific thank you page that indicates when a person has successfully subscribed to your newsletter.
Step 5: Define your page
Define the exact page that indicates a successful conversion for newsletter registrations.
Or in other words, go to the confirmation page of your newsletter registration and copy and paste everything after www.yourcompany.com.
For instance, if the URL to your confirmation page is: www.yourcompany.com/newsletter-registration-confirmed
Copy and paste “/newsletter-registration-confirmed” into the Destination field and make sure “Equals to” is chosen in the drop down.
Step 6: Assign a money value
This is the fun part. You can assign monetary values to your goals.
For example, let’s say that on average you convert 10% of your newsletter signups to become paying customers and your average transaction is $250
You would assign a value of $25 to this goal (10% of $250 = $25).
Or if you’re a mad genius salesperson and can convert 100% of your newsletter registrations, the monetary value you would assign for this goal is $250 (100% of $250).
EXTRA CREDIT: Create a funnel to visualize the steps that need to be taken before a person signs up for your newsletter.
Turn on the Funnel option > Enter URLs and names for the funnel steps.
Based on conversion rates at each step of the funnel, you’ll be able to see why people aren’t signing up for your newsletter.
Is there something about the page’s design that is causing confusion? Could your copy be improved? Are there bugs or technical issues?
Step 7: Save
After you click Save, you’ll see your first Goal created. Mentally tap on your “That Was Easy” button, unless you’re awesome and actually have one!
Step 8: Create a custom goal
Let’s get fancy and create a Custom Goal.
Keep in mind that you can only create a total of 20 goals. If you ever reach this limit, you can simply replace old goals with new ones.
Click on New Goal > Click on the radio button Custom.
Step 9: Track engaged visitors
Let’s track “Engaged Visitors” this time based on how long they stay on your website for a given session.
A good benchmark might be 125 percent of the average time spent on page by your visitors. If your average visitor spends two minutes on your website, your highly engaged users could be people who browse the site for longer than two minutes.
Give your Goal a Description > Click on the radio button Duration,
Step 10: Click save
Under Goal Details, choose “Greater than” and type in “2” under Minutes. Then proceed to assigning a Value if you have one.
Click Save. You now have two Micro Goals set up! Micro Goals are typically actions that visitors take before purchasing.
Step 11: Ecommerce tracking
Then of course you want to track the ultimate Macro Goal of visitors who actually purchase because at the end of the day it’s all about the bottom line.
You’ll need to set up ecommerce tracking on your website, which requires some of comfort with HTML and JavaScript.
Why you should assign a monetary value to Google Analytics goals
So you've established your goals on Google Analytics — here comes the tough part:
Assigning monetary values to each goal. Doing this will help you gauge how much money you're losing on every lost lead.
You can see the financial value of a page in relation to its goal value and the position it occupies in your conversion paths via the 'Page Value' metric on your traffic scorecard.
You can assign the goal value under the Admin section > Goals. If you don't assign a value to your goal, your page value will be displayed as zero.
Remember, this number is somewhat arbitrary (you may be guessing at this point). When you're deciding what number to assign, opt to keep it on the low end.
Once you've collected some data relevant to the goals you’ve set up, you'll be able to better analyze your sales funnel.
Then you’ll be able to answer the following questions:
- On which page(s) are you losing potential clients?
- Do you need to add more steps to move them toward a conversion more gently?
- Or, do you need to remove some steps because users are becoming distracted or talking themselves out of a purchase by the time they get to the bottom of your sales funnel?
Compare historical traffic on Google Analytics
Most marketers only check out current traffic events.
However, by identifying patterns in previous traffic, it's possible to tinker out additional insights about how and why traffic is changing on your website over time.
One important element of this is being able to identify a correlation between changes in traffic and world or marketing events that might have impacted your business.
Determining the most useful Google Analytics reports
The real magic of Google Analytics is the ability to build andcustomize reports from scratch.
Learn how to add a Google Analyticscustom report to your installation.
But for all you newbies out there, there’s no shame in the template game.
There are a number of pre-configured solutions other users have created for public use: dashboards, custom reports, and segments.
The most valuable Google Analytics reports for B2B
After you've connected Google Analytics to your website, you’ll be able to use your dashboard.
This is what you'll see:
Google Analytics Dashboard Home
The default dashboard view is the Home page, which will give you a basic indication of how much traffic you're getting.
There are two metrics you want to be particularly aware of:
- Users: the number of unique people who have visited your site
- Sessions: the total number of times people have visited your site (including repeat visits)
Google Analytics Real-time Report
As the name suggests, the real-time report gives you insight into what's happening on your site at the moment.
It may be fun to look at during specific company events, such as when a new blog post/webinar/one-day sale goes live.
How To Access Google Analytics
However, outside of it being amusing, the real-time report isn't that helpful. In fact, it's the least valuable of all the reports.
Google Analytics Audience Report
The audience report is based on users you've grouped together using any combination of attributes that are meaningful to your business.
You can group users broadly, creating an audience that only includes people who have made a purchase from your shop in the last three months.
Or, you can be more specific, such as an audience in the 25-34 age bracket that has bought something from your store in the last three months.
Creating an audience is fairly easy. The hard part is figuring out what you're trying to accomplish and then identifying the user characteristics that will help you do that.
Google Analytics Network Report
This report is mainly about the internet service providers used by your site's visitors.
Every once in a while, you may be able to find individual companies or organizations that have visited your site from their own network.
You can access this report under Audience > Technology > Network.
By setting the secondary dimension to 'page,' you'll be able to see the secondary pages visited by the individual organization.
Google Analytics Acquisition Reports
The acquisition report provides a lot more useful information than you'll usually get out of the network report because it tells you about where your site visitors are coming from.
Under Acquisition, there are five sections: All Traffic, Google Ads, Search Console, Social, and Campaigns.
The Acquisition Report Overview is at the top of the page, highlighting the primary channels driving traffic to your site.
Google Analytics All Traffic Report
Under Acquisition > Overview, you'll find the section All Traffic, which is further subdivided into Channels, Treemaps, Source/Medium, and Referrals.
Google Analytics Source/Medium Report
The Source/Medium report tells you exactly where your visitor traffic came from.
In the overview, all search engine traffic is lumped together under organic traffic.
But in the Source/Medium Report, you can see which specific search engines your traffic is coming from.
As a B2B marketer, this is one of the most important reports you can look at.
It’ll tell you if you're getting all your traffic from Google, the world's largest search engine, or if some of your traffic is generated by other search engines, such as Baidu or Yahoo.
SEO success after all isn't necessarily limited to optimizing for Google. Good SEO involves optimizing your website for all relevant search engines.
This report can help you understand what visitors from different channels are doing when they get to your website, allowing you to define traffic value from various sources.
Google Analytics Search Console Reports
The Search Console reports look at organic-search traffic, providing information about your website performance in this regard.
According toSearch Engine Land, what makes Search Console data different from other Google Analytics data is that it also provides click data.
In other words, this report only counts visits that came from the Google search engine to your website, versus Google Analytics, which also counts traffic from other sources.
Google Analytics Landing Pages Report
Under Acquisition, one important report to look at is landing pages, which gives you an idea of the landing pages users commonly arrived at after an organic search.
This is important as it will provide you a clear idea of what kind of first impressions people have when they first land on your website via organic search.
By clicking on the URLs for the landing pages, you'll get a breakdown of the search queries driving traffic to the page. This may help inform Google Ads campaigns.
Google Website Analytics
Google Analytics Queries Report
Another important report to look at under Search Console is the queries report, which can be found under Acquisition > Search Console > Queries.
This report shows you the specific search query terms that bring people to your website — displayed alongside CTRs, impressions, your average ranking position, and related clicks.
In this scenario, impressions are the number of times your website appeared on the Google search engine results pages (SERPs) for a given term.
The queries report can help you understand when your content is not ranking high on the SERPs, by sharing your average position.
The queries report shows what position your website ranks for when it comes to a particular search term.
You can also use the queries report to consider non-branded versus branded searches. Or, in other words, theextent of your SEO success versus brand recognition over time.
Pro tip: use filters like queries containing and queries not containing to separate out data according to what you’re trying to learn.
Google Analytics Behavior Report
As the name suggests, this report gives you insight into what your visitors do on your website — specifically what pages they visit and what actions they take.
Under Behavior, you have Overview, Behavior Flow, Site Content, Site Speed, Site Search, Events, Publisher, and Experiments.
Google Analytics All Pages Report
One of the more important reports under behavior is the all pages report, which can be found under Behavior > Site Content > All Pages.
This report gives you several insights regarding content, an important aspect of SEO.
Pageviews and bounce rates aside, one metric to look at is the page value and entrance and percent exit rates.
Google Analytics Conversions Report
The conversions report is most marketers’ favorite report because it shows the path your customers take on your website: from entering it, to making a purchase, or becoming a lead.
Your conversion report can be broken down into three sections: goals, eCommerce, and multi-channel platforms.
Of the three, the goals section will be the most important for you, as it will help you determine whether or not you've achieved what you’ve set out to accomplish.
Final thoughts: A Google Analytics guide for B2B marketers featuring the best Google Analytics reports
Google Analytics is an incredibly powerful tool when used properly. It is an essential part of any B2B marketing effort, as the information it provides will not only allow you to measure success but tweak your campaigns and efforts as they progress.
The ability to customize your reports to track several different variables based on your company's unique goals will pave your way toward growth.
Unfortunately, the vast and comprehensive nature of the program can be overwhelming to marketers who have to review at a lot of reports.
If Google Analytics seems like a lot of work, I won’t sugarcoat this: it is. It takes time and patience to master.
Which leads me to my totally biased but still-relevant recommendation. You should try Leadfeeder.
You can skip customizing and rifling through dozens of reports to tease out the information needed. And see who visited your website, even if they don't fill out a form.
Note: Gathering buyer intent data has never been easier. Sign up for free Leadfeeder's 14-day trialand give it a try.
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