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In: Ecommerce, Web Design

Google Analytics: User Acquisitions

by Atak Interactive - Aug 18, 2014
Google-Analytics-User-Acquisitions-Blog-Post

As eCommerce and website marketing specialists, we at ATAK Interactive created a short series of articles to help beginners with Google Analytics. Our first three articles covered an “Overview”, “How to Setup”, and “Goals and Funnels” to cover everything you need to understand and start using Google Analytics for your website. In this article, we will dig more into Google Analytics by explaining the “User Acquisitions” report which is a fundamental requirement to plan your marketing activity and increase relevant traffic to your website.

 


Overview of Acquisitions

Google Analytics has ABC reports, which stands for acquisitions, behavior, and conversions. ABC reports were introduced in 2013 and they are great to summarize the data about how your visitors come to your website. It breaks down to number of visits, behaviors, and conversion rates. These help you see an overview about how your website is doing and which channels are more effective for your website. Channels, also called filters, are used through organic, direct, social, referrals, paid search, e-mail, etc. You can always add or remove channels depending on what you want to see (these examples are just the default channels provided by Google Analytics).

 

Channel Types

Organic Search shows the number of visitors your site received from the organic search results of Google (crucial to see SEO result). Direct means the visitors to your website got there by direct search or browsing.

 

Social is the part where you can see how your social media platforms are doing; the visitors who came from social media platforms like Facebook and Twitter (crucial for social media marketing).

 

Referrals shows the visitors by referrals from other websites or links (sources).

 

Paid search is where you see how many people clicked to the link on your newsletter and transferred to the website through your paid advertising channels.

 

At the end of the day, these reports are very useful for you to see where the majority of your traffic comes from and also to see how effective your social media marketing strategy, SEO campaigns, and online marketing strategies are.

 

 

Under the behavior column, one can see the behaviors of your visitors. This part breaks down all site visitors into the channels they come from. Further, this piece illustrates the bounce rates, page visits, and average visit durations. So again, one can analyze which types of visitors are more engaged on your website.

 

The conversion column allows one to choose any conversion type and see the related results. It can be a goal conversion, a goal completion and/or a goal value. The great part of the conversion column is that one can see the data here for all goals, specific goals, or e-commerce data. This view can be as detailed and specific as needed. ATAK Interactive finds it very effective to check total conversions according to your specific channels because then you can spot the lowest and highest levels of conversions that come from that specific channel. After one has seen these results they can decide to stop using the channels that are not working and/or are not bringing a return.

 

Channels Report

This report is the detailed version of the overview that we mentioned above. The only difference is one can dig deeper into different graphs, charts or tables. A website manager will still work on the ABC report but will have more flexibility. One can find the summary of traffic and performance before analyzing the traffic sources individually. Users can save these reports and can easily click the shortcut button to see saved reports.

 

All Traffic Report

This report is simply the general view of your total traffic under every channel you have. We recommend creating a pie chart for  all your traffic to be able to see the percentage of traffic by channels.

 

 

You can also apply this pie chart to your conversions as well. This will help you to analyze how many of your conversion goals are effective under each channel. The main goal is for you to catch the underperforming slices, which shows less effective conversion goals from that channel. If this is constantly underperforming then stop that channel or modify your effort.

 

Google Analytics provides a great tool to check each website’s success. Further, it has the ability to see how our online, social, and website marketing campaigns are doing to show where changes or improvements need to be made. Google analytics is great software to use in the way of making your online presence more successful. As website marketing specialists we at ATAK Interactive we will keep sharing and educating you about Google Analytics in further articles but if you still have any further questions or if you need a free consultation please contact us by clicking https://www.atakinteractive.com/contact/ or give us a call: 1-855-472-1892

 

References:

http://webmarketingtoday.com/articles/Google-Analytics-Using-the-New-Acquisition-Tab/

http://searchenginewatch.com/article/2325346/How-to-Make-the-Most-of-Google-Analytics-Acquisition-Reports

https://support.google.com/analytics/answer/3196960?hl=en

 

 

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