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Google Analytics… and 10 features you’re probably not using

 

Back in 2003 Google purchased a business called Urchin Software, and then launched the first free, profitmaking grade analytics platform. How time goes by!

From the time of then, countless of us have become experienced users of Google Analytics. However, it’s such a strong and detailed tool that I get confused by a bunch of the features. It turns out that I’m not the only one.

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I marked this post from Brian Clifton, who was the Head of Web Analytics for Google Europe back in the day.

In it, Brian mentions a survey that displays the relative acceptance of 13 “vital” features, which he says are key to really knowing how people use your website.

The examination is presently based on replies from around 200 people. So in what way people are using Google Analytics? And what advantages are yet to be accepted by the masses?

Above two-thirds of Google Analytics operators have arranged Custom Reports.

There’s really no justification not to attempt these out for yourself, given the quantity of templates out in the wild for you to make use of, and the quick insight that Custom Reports can provide you.

What’s more? Event Tracking and Advanced Segments are widely held, on the other hand the rest of these features are only utilized by a small number of users.

Content Experiments is a key option, though it appears that this might be less to do with the acceptance of A/B testing (or multi-armed bandit experiments) and more linked to the difficulties in functioning Google’s kit.

The method Google Analytics is organized makes it complicated for marketing professionals to set up Content Experiments without the assistance of the tech team.

By difference, other analysis tools, for example Optimizely, are way easier to use and continue to gain a lot of attention.

Other Google Analytics advantages, for instance Intelligence Events, Data Import and Enhanced Ecommerce are lacking of more love, with less than one in five users troubling to make use of them.

Organizations are only hiring devoted analysts to work in this part. Even for very huge brands spending a big deal of money online, what I find is that ‘analysis’ of their data is given to a person with other responsibilities.

In other words, a non-professional analyst who might spend a few hours per week looking at reports. In that consequence, only the basic features are ever touched.

 

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