Shiftlock networking event: The last 20% of Google Analytics features that actually drive 80% of value

Thanks again to everyone for braving the rain on Monday evening and listening to our short presentation on the last 20% of Google Analytics features that drive 80% of value at the Shiftlock networking event.

For those of you how couldn’t make it, below are the slides from the event and here’s a quick summary of the key points

  • Standardised metrics: Benchmark and compare performance across time to isolate trends and generate insights. Google provides limited options to customise metrics apart from custom goals which has the added benefit that engagement metrics such as pages per visit are available and comparable for all campaigns by default.
  • Calendar of events: Capture key events to provide context around trends. Web analytics data can provide pretty graphs but without context from the real world of what might have caused the spikes and drops these are fairly useless.
  • Custom segmentation: Not all visitors are the same and custom segmentation can reveal crucial insights. An existing customer for example will show a completely different campaign response behaviour compared to a new prospect who never heard about your brand before so it only makes sense to split these to groups of visitors out and analyse each of them separately.
  • Full path to purchase: The ‘last click gets all the credit’ model is inaccurate and not a true representation of reality but Google Analytics can be customised to record all paid and organic touch points before a conversion (the full path to purchase). Read our previous blog post on how to stop misallocating media budgets using multi-channel media attribution with Google Analytics if you want to find out more.

In summary, it is usually pretty easy to implement Google Analytics or any other web analytics platforms by just copying and pasting some code but it is much harder to actually generate insights and value from the tools so it pays off to invest in implementing the last 20% where the most value lies.