Google Analytics is one of the most recognizable analytical tools. It collects around 370 metrics, detailed data about your clients and sources of their acquisition. It also enables tracking visitor’s on your site and still people very often can’t exploit its potential enough.

There are many nooks of Analytics which remain undiscovered even for people who have been using it for a long time. They can be used to maximize the benefits of website analytics.

Filter the data

Let’s start with the theoretically the most obvious thing – if you want to correctly gather data from your website – you need to filter your and your employees’ traffic. Filtering traffic from your company IP will allow no errors to appear in the results of your site. For example, suppose you have recently spent 25 minutes checking your site’s functionality. In turn, your two potential clients spent on it 1 and 4 minutes. If you take out the average of the results (and that’s how Google Analytics works here), it turns out that users spent an average of 10 minutes on the site. However, after deducting your time on the site (and probably you are not your target group, right? :)), the average time on the page is 2.5 minutes. That is why it is worth remembering about this traffic, especially if the website is one of the main sources of your leads.

filter ip

How do you filter traffic in your Analytics? In the “Administration” tab find the “All filters” tab. After clicking “Add filter” and naming your filter, select “Exclude” and “traffic from the IP address” and “that are equal to”.

Below you have to enter your IP address (you can check it out, for example here) and choose the view for which you want to filter the results (it will probably be the “All website data” view). Now on the top left side of your Analytics, you will see a view with the name you’ve given to the filter. From that moment for counting any statistics and using the website’s analytics use this view – it will allow you not to distort your statistical data and give you a better picture of what actually works for your potential customers.

Not provided

Probably more and more often you have the impression that the analytics generates more questions in your head than answers – and in some cases you are right. Due to restrictive regulations or technical limitations often applied tools restrain us access to data, eg about our users. Since 2011 all marketing analysts have been experiencing increasingly difficult moments in defining organic traffic on the site. That year Google stopped displaying in Google Analytics reports with phrases that a user from organic sources entered into the search engine to get to your site. Keywords – once discovered – replaced the infamous “not provided“. This is how Google decided to protect users’ personal data. 

When creating advertising campaigns you’ve probably wondered what keywords your potential customers enter and how actually they find you. The tool that can help you learn such things is Keyword Hero.

This is a free tool that largely reveals non-shared keywords. Its algorithm magically determines the probability of using a given keyword in the browser before entering our site. How exactly it works from the inside you will learn from this page and this document but we are almost sure that it works the same way as an airplane:

airplane magic
source: Pinterest

By using this tool you will learn a lot about the condition of your SEO, and you’ll get the answer which keywords you can use, for example, in your AdWords campaigns to further increase your chances of being found. The Keyword Hero will create a new view in your Google Analytics so you don’t have to be afraid that using it will affect the transparency of your main view.

Find your clients

Do you know that Analytics allows you to find your potential clients properly by accident? It sounds quite unrealistic but it really does. Go to your Google Analytics account and look in the “Audience” tab, then “Technology” and “Network”.

technology networks

Of course, most of what you find in this tab are Internet providers, so don’t think straight away that 63 visits from Orange mean that they want to become your client. However, when signing a contract with a provider you have the option of naming your network in a specific way – and some entrepreneurs and companies use this option. There are networks called after the name, surname and a company name which makes it very easy then to research it on the Internet. Contact with such a company is already facilitated so much that the starting point for your conversation will be the fact that probably this company may need your help (unless it is your competition;)).

Note that such data and time on the site and the number of sessions will help you to sift only valuable page views and contact valuable prospects.

Comfort of knowledge

Although you should know what the analytics is saying. Certainly not every day you will find time to enter your Analytics and see what traffic your latest blogpost generated. For this purpose, it is best to use alerts that you can generate yourself in the Google Analytics panel. Thanks to setting them you will receive e-mails from Google each time, for example, your website traffic increases by 20% in relation to the same day the last week or the previous day. All variables that you want to enter there can be set by the user yourself. No matter whether you only want to get a notification about a decrease of traffic, its increase or the type of reference and type of reported thing – traffic, bounce rate and the average duration of the session.

You can create an alert in the Google Analytics Admin panel – in the Data View column at the bottom, you’ll find “Custom Alerts.” After naming and determining the view of the data for which it will be created you need to specify which parameters are the most important to you and accordingly create an alert.

custom alert

Remember – if the traffic on your site counts in tens or hundreds, but not thousands per week, alerts such as reduced traffic by, for example, 20% per week, will mean that this Monday, for example, the site was entered by 15 people less than last time and this is not a very frightening phenomenon. Determine the parameters that will really affect the condition of your website. Remember that it is also good to know that the traffic on your site has increased recently. It is worth noticing not only about declines but also about the successes of eg the last article.

Customer journey

We often forget about the importance of user experience for our site. We want the recipient to find all the information about the company, price list, offer, blog and additionally photos of the team creating the product. But is such a reload of information on our website good for the user? Not necessarily.

It’s worth taking a look at what the user’s path looks like on our website – where the largest part of the traffic falls off, and where practically 100% of people go to as the next page. You will see such a report in the “Behavior” – “Behavior Flow” tab. Looking at traffic on your website from this perspective may lead to surprising conclusions. For example, if 70% of the traffic comes out of your page right from the main page, and your traffic is only organic – you are clearly misrepresenting what your business is doing. If in some place most of the traffic stays on the page and changes the subpage – you have clearly indicated the person to do it correctly. You used the correct call to action or defined the path in an obvious way: do the same on other subpages!

These few reports and tools will definitely improve the quality of your data and make it easier for you to use them. Give yourself the comfort of knowing more and get to know your users even better. Good luck!