Web analytics

What is web analytics?

Discover ways to set up Google Analytics better and do more with the data, also find bottlenecks and underperforming pages.

Jump to: What data - How effective - Which findings - FAQ

What are the pros?

  • Shows actual behavior
  • Large sample of data
  • See important pages
  • Looks at KPIs

What are the cons?

  • Shows what, not why
  • Time-consuming work

What data will be analyzed?

Google Analytics setup

The first thing to check in a review of your Google Analytics data is how well your setup was done. For instance, was Google Tag Manager used to facilitate the process? Is the website already running on Universal Analytics? Are the links in place between Google Search Console and Google Analytics? Etc.

After all, if the data collected in GA is either incomplete or plain rubbish, that will severely complicate the process of extracting valuable findings from it.


Potential conversion blockers

Some of the most interesting reports to start a web analytics review with are those that show pages with high bounce rates or exit rates. These pages are somehow either making visitors not want to explore the website in the first place, or cause them to leave it.

Therefore, often just removing some of the roadblocks from these pages can help increase the conversion rate of the website.


Potential opportunities

Aside from removing roadblocks, web analytics data can also help you to see opportunities that make good pages even better.

Examples of such opportunities could be dedicated landing pages for email newsletter links, certain articles on your blog that draw a majority of your traffic or just generally pages with a high page value that can be optimized further.


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How effective will this be?

Quality of your data

Without clean and complete web analytics data, getting valuable findings is almost impossible. The quality of your data depends greatly on how well your Google Analytics account was set up. Aside from the aforementioned aspects, there are many more factors that are linked to the effectivity of a web analytics review.

Amount of data collected

Optimally, data is being collected for your website since the first day it was launched. This would allow a web analyst to see trends like seasons influences and holidays. It would also give an insight to how changes to the website influenced the behavior that visitors have shown. At the very least a couple of (representative) weeks of data should be present in the Google Analytics account to draw any solid conclusions from the data.

Goals, events, e-commerce, funnels

Data on how many goals and events are completed are often much more valuable that just click data alone. If you know what the characteristics of visitors are that actually complete goals, you can target them more specifically. And if you know at what step of your checkout visitors drop out, you can optimize these pages further.


Which findings will it deliver?

✓ Learn how to improve your GA setup

On top of the findings already mentioned in this article, you will learn why the bounce rate as it is measured by default in GA doesn't report useful findings. Also, you will get insights into how to set up a dashboard, custom alerts, improved site speed sampling and demographic insights.

✓ Learn what your important pages are

If you've set up goals and/or e-commerce tracking, Google Analytics can tell you the value of a page or page group on your site. By using this data (and if it's not available, a combination of other reports) we can establish a great starting point for pages that have the potential to significantly impact your bottom line.

✓ Learn about what your visitors do and don't

By uncovering the behavioral patterns from the data, you can learn what actions your visitors take. And perhaps more importantly, which they don't. For instance, if you own a website, you want people to add items to their basket. By setting up an event to measure how many visitors are taking this action, you can learn if it's your shopping cart or your product page that you need to optimize.

Do you need access to our account?

Yes, we do. In order to analyze the data properly, we will need access to the live data in your account. However, only read/write access is needed (no admin), and after the analysis of your account is complete, the access to it can be revoked if you desire to do so.

Can't grant access?

Under special circumstances, the analysis can also be performed at your office, in order to prevent any account access having to be granted.