Category : Analytics Setup
How to set up demographics tracking in Google Analytics (VIDEO)
Could you be missing out on your best customers - those that are more likely to convert, and more likely to make big purchases when they do? Watch this quick video to find out how to to set up demographics tracking in Google Analytics. [embed]https://www.youtube.com/watch?time_continue=5&v=PAeCubNxoKI[/embed] Demographics and interests data provides information about the types of customers that are using your site, along with the interests they express through their online travel and purchasing activities. Once you set up this tracking, you'll be able to see your customer base broken down by age group, gender and interests. This data isn't just nice to have; it helps you market to the biggest potential spenders by discovering who's most interested in your products or services. Analytics and AdWords use the same age, gender, and interests categories, so this is particularly useful for improving your targeting on the Google Display Network. That said, connecting demographics data with shopping activity and revenue is a complicated art. Our popular Buyer Personas feature automates reporting and shows you how to improve that spend. And we don't just stop with paid ads. We include personas for every significant channel, including email marketing, organic search, affiliates/referrals and social media campaigns. Wherever you want to use demographics targeting to increase revenue, we've got you covered.
How to set up campaign tagging in Google Analytics (VIDEO)
https://www.youtube.com/watch?v=YVxi0sQmro0&t=5s Google Analytics is only as smart as your tagging. To lower average CPA and increase conversions in a sustainable way, you need an in-depth view of customer acquisition channels. Accurate campaign tagging makes it possible to get the data needed to understand acquisition costs based on particular source and medium. If you want to improve marketing ROI, it's essential to get campaign tagging right in Google Analytics. But how does it all work? Follow the simple rules in this quick how-to video to make sure you're getting accurate data about where your traffic is coming from. Questions addressed in the setup video: What is a campaign in Google Analytics (GA)? What is UTM Parameter and how do I use it? Is it possible that a large volume of my 'Direct' traffic in GA is actually coming from sources such as email or social, but just wasn't tagged correctly? How do I know? I want to see all email marketing campaign traffic as one line item in my GA reports. Do spellings matter? Are UTM parameters case-sensitive? What are the best practices for GTM tagging using the Google Analytics Link Builder? For more info on custom campaign tracking, check out this detailed post about campaign parameters and how to use them. Remember that when you set up new campaigns or marketing channels, things can change or get lost in the mix. It's important to keep an eye on your analytics setup. Even once you've successfully set up campaign tagging in GA, we recommend auditing your analytics on a regular basis. And don't stop there. Once you've established data accuracy, follow in the footsteps of the most successful ecommerce sites and use Buyer Personas to get a clear view of which types of customers are more likely to convert in each channel. Now that's smart growth, driven by data!
Is Google Analytics compliant with GDPR?
How to see shopping behaviour for each product you sell (VIDEO)
Product performance can seem confusing, but it doesn't have to be. In this quick video, we show you how to use Google Analytics to see shopping behaviour related to each product you're selling. All you'll need to see this report is a site connected to Google Analytics with the Enhanced Ecommerce plugin setup. [embed]https://www.youtube.com/watch?v=YVGAdHTkw3s[/embed] Using the Shopping Behavior report in Google Analytics Whether your ecommerce site is large or small, the Shopping Behavior report makes it easy to drill deep into user behaviour to understand why some products are converting better than others. If a particular product isn't selling well, the Shopping Behavior report will help you figure out why. It shows how far shoppers engage with your products, from initial list views through to shopping cart activities. Reasons a product might not be selling well It isn't at an optimal place in a product list or display The product details, such as images and description, aren't sending the right message Customers are abandoning their shopping carts completely, or removing that particular product (or group of products, such as multiple pairs of jeans) after adding it Who knows? You haven't audited your Google Analytics setup lately so your customer behaviour data can't be trusted to help you improve Each of those issues requires different actions, sometimes by entirely different departments (ie. marketing, pricing, ux)! That's what makes the Shopping Behavior report so important for improving ecommerce sales and conversions. We hope you enjoyed this latest video in our series of Google Analytics how-to guides. Need help setting up Enhanced Ecommerce in Google Analytics, or ensuring that your data is accurate? Contact a Littledata consultant today.
5 (bad) reasons not to do a Google Analytics audit
Does this sound familiar? 'We know our data's bad, but we don't have the time or resources to fix it'. Or, even worse: 'I checked a bunch of other metrics and they didn't justify our current ad spend, so I think I'll just present that same old report at the meeting today...again. Luckily we haven't fixed our Google Analytics setup to track too much relevant data about other marketing channels, or to connect those channels directly to revenue, because then we might need to change our whole strategy!' There's still a lot of confusion out there about the role and scope of an analytics audit. With a free audit tool directly in the app, Littledata is on a mission to change this. Here are some (slightly exaggerated) versions of common objections to doing an analytics audit, and how to overcome them. 1. You don't know what a Google Analytics audit is Okay, not to start this somewhat ironic post with an entirely un-ironic objection, but not understanding the process is probably the only good reason not to audit your analytics setup. Luckily an analytics audit is actually very straightforward: it's simply a check of your analytics configuration and implementation. Some consultants and last-gen apps can make the audit process seem confusing and disorienting. If that's been your experience, we're here to help. Our free Google Analytics audit tool explains the process in real time. Not only that, but many tracking and reporting issues can be fixed automatically by the app (hello, intelligent algorithm!). 2. You don't believe in marketing ROI There are a lot of fluffy tools out there. Google Analytics isn't one of them. It's not that all digital marketers take action based on analytics, but a majority of the top ones do. That's what makes them the best. If you need convincing that accurate data is the secret sauce behind higher marketing ROI (return on investment), check out the recent Google Analytics research with Econsultancy, where they found that '60% of leading marketers routinely take action based on analytics, and are also 48% more likely than mainstream marketers to say their strategy is strongly data-driven'. 3. You trust everything you read online Failing to audit your analytics setup is basically the same as believing that everything you read online is true, no matter the source. Why? Because bad data produces bad reports. This is true no matter how fancy your reporting templates might be, or how much time you've spent making spreadsheets of Google Analytics data look accessible. Unless you regularly audit your analytics setup, how do you know if you're tracking the right things in the right manner? This is especially true if you're using an otherwise awesome ecommerce platform like Shopify, which has notoriously questionable tracking that also happens to be easy to fix with the right analytics app. 4. You think that the customer is always wrong Customer happiness isn't just a buzzword, it's increasingly what's driving the growth and expansion of online businesses, especially in the ecommerce space. Big players like Amazon learned this early on, and they built an effective - and addictive - customer experience around heaps of data on everything from affiliate ads to repeat buying activity. Think you don't have access to those same tools? Think again. If you want to build a better customer experience, it's essential to start with the correct Google Analytics setup and end the guessing games about where your leads and customers come from, and how they act. That's where the audit comes in. 5. You're betting on failure Are you betting that your own company will fail? Unless you secretly run an ecommerce hedge fund and have shorted your own startup, this is probably a bad idea. Auditing your data tracking across the customer life cycle is a sure way to see what's working, what's not, and what can be improved. Otherwise you're stuck with bad data and revenue tracking that might not have much to do with the reality - or the future - of your online business. Is there a better way? Look, we get it. Change can be scary, but choosing to stay stuck in the same data rut isn't the way forward. We've helped over a thousand online businesses fix their Google Analytics setup to capture accurate, relevant data. Littledata's industry-leading automated audit tool is free to run as often as you'd like. Sign up today and start trusting your data.
How to set up Site Search tracking in Google Analytics (VIDEO)
What are visitors searching for on your website? Watch this quick video to learn how to set up Site Search tracking in Google Analytics. Site Search makes it easy to track search activity on your site. In the video we show you how to: Set up Site Search for a web property connected to your Google Analytics account Understand which query parameters you're using, and apply them to your Site Search setup View the resulting search metrics, including visits with search, total unique searches, specific search terms (what web visitors are searching for), and search depth Tracking on-site search terms is surprisingly easy! All you'll need to get started is a Google Analytics account and a search box on your site. [embed]https://www.youtube.com/watch?v=OlsMBWFt5aQ[/embed] What are visitors searching for on your site? On-site search is one of the things we scan for with our free Google Analytics audit tool. Many online businesses forget to add this to their Google Analytics setup, focusing instead on external search data such as that from Google AdWords (or ignoring search activity altogether!), but this is a mistake. Capturing on-site search terms is essential for any online business that that is serious about growth. Understanding what web visitors are searching for - and how that leads to deep engagement with your site or app - can help you improve site UX (user experience), develop product offerings which your customers are already hungry for, and get a higher ROI from product marketing campaigns and ad spend. For more details on the Site Search feature and how to identify search query parameters, check out the Google Analytics help guide. Still have questions? The Littledata team is always here to help. You can contact us directly in the app, or feel free to connect with our Google Analytics consultants for larger projects. Hint: Use search-related benchmarks to find out how your on-site search traffic compares with other sites in your industry and location. The Littledata app includes analytics benchmarks to make this as easy as possible. For example, you can compare usage of internal search on your website against internal search usage on all websites. Once you've set up Site Search, you will automatically be able to see relevant search-related benchmarks in your Littledata dashboard.
How to add tracking for multiple websites or apps (VIDEO)
If you're tracking multiple sites or apps in Google Analytics, you can connect all of these views to your Littledata account and easily switch between them. Watch this quick video to learn how to add or remove a Google Analytics data source in the Littledata app. [embed]https://www.youtube.com/watch?v=xoISTTx1zlw[/embed] FAQs - Working with multiple Google Analytics views How do Littledata reports link to Google Analytics views? When you click to set up another site you will see a list of all the Google Analytics properties and views linked to your Google account. Typically you will only be interested in one of the views, which contains data for the site or app you are working on. When you select a view, Littledata fetches the data it needs to enable core features such as our intelligent Google Analytics audit and industry benchmarking. Note that this doesn't commit you to purchase anything. The underlying data in your Google Analytics account is not affected unless you opt-in to our automated fixes, which let you automatically fix particular aspects of your Google Analytics setup. How many websites or apps can I track? You can set up standard reporting for as many websites as you like. However, if you're using Littledata's Pro services for advanced custom reporting, this is priced per view or data source. You can switch between these sites using the drop-down menu in the top bar. Does your reporting work with mobile app properties? Right now, some of the features will work - such as dashboards, alerts and buyer personas - but audit and benchmarking are specifically for websites. How do I add or remove a site? Once you've connected multiple web properties to your Littledata account, you can manage them using the My Sites page under the profile photo drop-down menu in the upper right. Can Littledata handle micro-sites? Yes. If each micro-site have it's own Google Analytics view, then go ahead and connect them all to your Littledata account. If the micro-sites are all under one web view, then ask the Littledata team about custom solutions to create a multi-site dashboard that lets you visualise Google Analytics data from many micro-sites and benchmark against each other. We have done this for a range of customers and are happy to discuss the details of what is involved in reporting on multiple micro-sites, whether just a few or several hundred!
Is Google Analytics accurate? 6 common issues and how to resolve them
Our customers come from a range of industries, but when they first come to the Littledata app for help with fixing their analytics, they share a lot of common questions. First of all, is Google Analytics accurate? How do you know if your Google Analytics setup is giving you reliable data? In this blog post we look at common problems and explain what can be done to make your tracking more accurate. Google Analytics is used by tens of millions of websites and apps around the world to measure web visitor engagement. It won’t measure 100% of visitors – due to some users opting out of being tracked, or blocking cookies – but set up correctly, it should be measuring over 95% of genuine visitors (as opposed to web scrapers and bots). What are the common things that go wrong? The six most common issues with Google Analytics -- and how to resolve them 1. Your tracking script is wrongly implemented There are two common issues with the actual tracking script setup: 1) when it is implemented twice on some pages, and 2) when it is missing completely from some pages. The effect of duplicating the script is that you’ll see an artificially low bounce rate (usually below 5%), since every page view is sending twice to Google Analytics. The effect of the tracking script missing from pages is that you’ll see self-referrals from your own website. Our recommendation is to use Google Tag Manager across the whole site to ensure the tracking script is loaded with the right web property identifier, at the right time during the page load. 2. Your account has lots of spam When it comes to web traffic and analytics setup, spam is a serious issue. Spammers send 'ghost' referrals to get your attention as a website owner. This means that the traffic you see in Google Analytics may not come from real people, even if you have selected to exclude bots. Littledata’s app filters out all future spammers and Pro Reporting users benefit from having those filters updated weekly. 3. Your own company traffic is not excluded Your web developers, content writers and marketers will be heavy users of your own site, and you need to filter this traffic from your Google Analytics to get a view of genuine customers or prospects. You can do this based on location (e.g. IP address) or pages they visit (e.g. admin pages). 4. One person shows up as two or more users Fight Club aside (spoiler alert), when the same person re-visits our site we expect them to look the same each time. Web analytics is more complicated. What Google Analytics is tracking when it talks of ‘users’ is a visit from a particular device or browser instance. So if I have a smartphone and a laptop computer and visit your site from both devices (without cross-device linking) I’ll appear as two users. Even more confusingly, if I visit your site from the Facebook app on my phone and then from the Twitter app, I’ll appear as two users – because those two apps use two different internet browser instances. There's not a lot which can be done to fix that right now, although Google is looking at ways to use it's accounts system (Gmail, Chrome etc) to track across many devices. 5. Marketing campaigns are not attributed to revenue or conversions If the journey of visitors on your site proceeds via another payment processor or gateway, you could be losing the link between the sale (or goal conversion) and the original marketing campaigns. You will see sales attributed to Direct or Referral traffic, when they actually came from somewhere else. This is a remarkably common issue with Shopify stores, and that’s why we built a popular Shopify reporting app that solves the issue automatically. For other kinds of sites, the issue can often be resolved by setting up cross-domain tracking. 6. You aren't capturing key events (like purchases or button clicks) Google Analytics only tracks views of a page by default, which may not be meaningful if you have a highly interactive website or app. Sending custom events is the key to ensuring that your tracking is both accurate and relevant. Doing so is made easier with Google Tag Manager makes this easier than it would be otherwise, but you may need to speak to a qualified analytics consultant to decide what to track. If you want more certainty that your analytics is fully accurate, try Littledata's free Google Analytics audit or get in touch for a quick consultation. We <3 analytics and we're always here to help.
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