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Google Analytics: 20 Steps to Being a Jedi of Web Analytics

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Google Analytics: 20 Steps to Being a Jedi of Web Analytics

Google Analytics is a fundamental tool for all the people who are dedicated to Online Marketing. With this Google Analytics guide I suggest you learn the main aspects of Web Analytics.

For any Australia Business Phone List plan it is essential to have knowledge about Google Analytics. This platform that provides you with all the data, metrics and reports with which you can make comparisons to improve your Online Marketing strategies.

Australia Business Phone List

Because as those of us who are dedicated to Marketing say, “if we don’t measure, we can’t improve.”

20 Essential Steps to Becoming a Google Analytics Jedi

I propose you this tour of 20 fundamental steps of Google Analytics with many keys and tips so you can get the best out of this wonderful platform.

My purpose is that you can better understand Google Analytics, better interpret its metrics and reports, so that in this way you can better analyze the offline and online behavior of your audience and, accordingly, make important decisions in your Marketing campaigns.

In every Online Marketing Plan , the implementation of analytics and the analysis of the results of your strategy will allow you to see the scope of your campaigns. It will allow you to evaluate them and above all, it helps you make important decisions to improve the scope of your campaigns and the achievement of your objectives.

Web Analytics is not only about the collection of many facts and figures, but above all, it is the study and comparison of the reports, so that through their interpretation, you can convert the data into knowledge parameters around your audience. , your brand and your goals on the web.

For all Forex Email List Plan. Google Analytics is essential. Web Analytics is not the collection of data, but its interpretation to turn it into knowledge.

1. Google Analytics: setup and first steps
Obviously the first thing you should do is register in Google Analytics and open an account in which you enter the Web URL. With this you will have a unique identification number, which is provided by Google Analytics and that you can implement on your website either through a plugin if it is WordPress or a code. Once the plugin is activated, you must confirm if it is properly configured.

Google Analytics Support offers you all the information on how to configure Google Analytics . And if your website is created in WordPress in this post, you can see several different ways to install Google Analytics on a WordPress website .

The easiest way to know if your Google Analytics account is already active is to go to your reports panel and click on the Real Time section and then on the first option: general description and see if there are movements of visits on your website .

You can check it by visiting with your mobile or your computer and see if it produces any changes. If so, your website is already synchronized with Google Analytics and from then on it will record all visits to your website.

Important: You must bear in mind that the activation of an account in Google Analytics is not always immediate. In some cases, it may take 24 to 48 hours before it is activated and you can see the results of visits to your website, in real time and in the past.

2. Manage and customize your accounts in Google Analytics
Once your Google Analytics account is activated , you will always reach the main panel, where you can see the data of all the accounts you manage or that have allowed you to manage or analyze. This is possible, since the platform allows you to view and manage multiple accounts, if you have the necessary permissions.

In the User management section you can also grant permissions with different degrees of functionality to other users. For this, it is only necessary to include your email, mark the degree of functionality and permissions and send a notification by email. From this link, the person you have invited or authorized may have access to your account data. This greatly facilitates the functions of the Community Manager, the agency or the person in charge of analyzing your Marketing campaigns .

Also from this section you can configure or edit the ownership of an account and create the filters that you find appropriate for its better management. You can also customize your dashboards to show you the information you want, tag and create intelligence events and shortcuts to your reports.

3. Set your goals in Google Analytics
Before starting to see the metrics and reports of your campaigns, you need to define your Marketing objectives . Goals should always be the main reason for your campaigns. Whether they are economic, subscription, branding or positioning objectives, these are the ones who should govern your campaigns.

Every Marketing campaign needs clear and measurable objectives, so that through Web Analytics you can see and compare the metrics and results of your campaigns; and around them, make decisions that help you improve.

Without a clear objective it is impossible to draw up a Marketing Plan and Google Analytics reminds you and facilitates it in each of its metrics and dimensions. In each of your reports, it gives you the opportunity to see and know which metrics, keywords, channels or sources have helped you meet your objectives, in what number, in what order and in what percentage.

Every company needs to draw measurable and comparable objectives that help make Marketing decisions
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How to set goals in Google Analytics:
You can configure your goals in the administration panel . You will see that you can configure several types of objectives, whether for income, acquisition, consultation and interaction, each with internal subdivisions. This will allow you, for example, to know and configure each of the objectives for your brand and not only those of conversion into sales.

You will see that in the first section are objectives related to income or economic transactions, reservations or where someone can make an appointment with you. But there are also objectives for generating leads or registrations through forms on your website or on your contact page, where you can obtain databases that you can later implement in your Marketing campaigns.

All the objectives in Google Analytics can be adjusted with a real budget that will help you calculate the value acquired through a transaction or macro conversion or a reservation or a new subscription if it is the case. They also allow you to know and evaluate the degree of real interest in your products or services of the people who visit your website and calculate how many of them finally decide to acquire what your brand offers on the web.

google Analytics goals

You can create as many objectives as you need, always with an economic or symbolic attribution that allows you to have reference points through different periods of time.

Custom objectives:
Google Analytics also allows you to create personalized objectives based on the time your visitors stay or their behavior on your website. You can also create goals by setting a number of pages on each visit or by pointing to a landing page, as you can see in the following image:

custom goals

An adequate implementation of objectives and their comparison will allow you to generate reports that allow you to know what are the metrics, segments, sources, keywords or channels that help you meet the intermediate objectives or KPIs and the general objectives of your strategy.

Your goals can be seen, in addition to the Conversions section , in almost all reports and metrics. You can see them in the columns to the right of your report or with drop-down tabs that filter the information for each of your objectives and that relate which pages, sources or channels help you meet more objectives, which ones and in what way.

4. Google Analytics: Metrics and Reports: KPIs
Reports and metric comparisons are the essence of Google Analytics . You will see that from each and every one of the sections you can create a report. Google Analytics offers you 5 great items that will show you all the results of the behavior of visits to your website:

Real-time reports : in relation to the users who are arranged at the time of the metricAudience Reports: Location and where your visits come from, both geographically and by the technology or type of connection they have.Acquisition Reports: Metrics related to the origin of your visits, how they find you through which channels they reach your website and through which keywords.Behavior Reports: metrics related to the behavior and navigation of users within your website.Conversion Reports: detailed metrics of the conversion of each and every one of your goals.
You must bear in mind that Google Analytics always organizes this information from highest to lowest in relation to the metric and the established period of time, but you can also organize it in each column if you click on the header of it, to organize the report by that priority.

All reports are relevant, but it is very important to know that the largest number is not always the most representative. Many times the CTR or percentage of clicks on impressions is more relevant than the greater number of impressions or visits, for example.

Don’t be content with the volume of visits, look at the detail in the columns on the right and see which of these metrics help you to better convert your goals. What are the channels or media that make your visitors meet your goals.

Each of the metrics in Google Analytics are related to a modifiable period of time, but which by default takes the last four weeks of activity on your website. This period of time can be compared with a similar number of days (period of time) or with the previous year, with which you can establish parameters and know if your Marketing strategy is working, or if you need to implement a change to improve.

first metrics

You can generate a Google Analytics report of each and every one of the sections and export it in PDF, Excel or CSV format, as needed. You can also send it directly by email just by clicking on the options at the top of your report.

Create segments in Google Analytics
Segments help you isolate and analyze subsets of Analytics data in your reports. You can create them in the main panel of your account in the segment creator section. Once the segment is created, you will be able to see the specific data of the chosen segment and create a detailed report of it.

If you want to know more about Google Analytics reports, I recommend this great Google Analytics Guide : Google Analytics Guide: 35 key metrics and functions

You also have an article on How to create custom Audiences for remarketing in Google Analytics in the MKT Magazine of Aula CM. Pages 22 and 23.

Google Analytics annotations:
Another of the settings that you can do in your administrator panel is to create annotations. They are small notes on the timeline and they will allow you to remember to take reference points about a campaign, about a change on the web, about the publication of a new article and see the reaction that these events produce on visits to your website, the flow of visits.

The proper use of your annotations will allow you to better interpret the why of the change or evolution of a metric. For example, in audience panels, an annotation can help us to establish the relationship of the number of visits received, with a change on the web or the publication of an article and measure that cause – effect relationship in the number of visits.

For example, in January 2014 we made a change to the template and menu on the Aula CM page and the inclusion of an annotation on that date, allowed us to know how it improved navigation within the web and its impact on the number of visits, recurring visitors and the way they navigate within the website.

5. Google Analytics: Target Audience and Audience
Learning to interpret traffic and audience reports with Google Analytics is essential if you want to be a Jedi of Web Analytics. But the results of your reports are not only the number of visits to your website, but the data that will help you better understand the people who visit your website.

Google Analytics offers you a lot of data, for example: where your visits come from (country, city, state). But like this, it is important that you look at what language they speak, what technology they use and from what devices they connect to your website. It is essential that you look at, for example, how many are new visitors, how many are recurring visitors and in this way you can calculate how much audience you have loyal.

Through the reports you can know exactly how many pages of your website they visit and how long they stay on each of them. You will know how many people read your website from their mobile devices; how many do it from the computer and how long they stay in it on average, etc. This will be useful to be more assertive in your campaigns and offer the content to the public that visits you.

But in addition to all these reports, it is important that you compare these reports with different time ranges (previous period, previous year). In this way you will be able to know which and how many of those visits help you to convert objectives on your website and which ones do it in a better percentage.

A good knowledge of your audience will allow you to make important decisions regarding the segmentation of your Marketing campaigns with Google Adwords. And it will help you create a Marketing better focused on your Target Audience.

Audience reports help you optimize your Marketing campaigns towards your target audience.
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6. Implement Search console (formerly Google Web Master Tools)
Search Console, previously called Google Webmaster Tools is a powerful tool that offers you relevant information about your web site and how you can improve SEO and Analytics aspects.

It provides you with off-site and on-site information that helps you have more control over Google search results (offsite queries that redirect public traffic to your website) and improve technical issues such as the loading speed of your page, the resolution of pages not found, the technology used by the people who visit your website, etc.

To implement Search Console or Google Web Master Tools , it is necessary to have a Gmail account and register on the website, requesting an HTML code that you must place in the header of your website so that Google recognizes it and synchronizes it with search engines.

7. Synchronize Google Analytics and Google Adwords
Google Analytics allows you to synchronize your Google Adwords account to be able to fully track your paid campaigns. In this way you can calculate the ROI of your company’s Marketing campaigns . That is, how profitable are the ads you make on the web and which ones are the most effective.

Once your accounts are synchronized, (it is done from the administration panel), the management of the campaigns is configured with your conversion objectives and your account becomes a great calculator that can determine, on the one hand, the payments of the campaigns and on the other hand the income from your ads.

This synchronization allows you to know exactly which of your campaigns, ad groups and keywords convert the best and which ones help you more effectively achieve goals. This information and its comparison will help you improve the profitability of your Marketing campaigns .

You can also create custom segments for your audience. You have more information here: How to improve Google Ads campaigns with Google Analytics

Synchronize your Google Analytics and Google Adwords accounts to calculate the ROI of your campaigns.
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8. Google Analytics and SMO: reports of your campaigns on Social Networks
In the Acquisition panel of Google Analytics , you will be able to see the reports and monitor and compare your campaigns on Social Networks, your referred traffic , the users who arrived through aggregators, applications and through organic search in the search engine of Google. You can expand this report if you make use of the secondary dimensions.

Using Secondary Dimensions in reports
If you make use of the secondary dimensions and look at your reports in detail, you will be able to see one by one which of your main social channels brings more traffic to your website and which are the ones that help you meet your different objectives. You can analyze, for example, if your Social Media Marketing Plan is working well and which of the channels is the most effective, depending on the period of time in which you do the search.

For every company and for every Community Manager, this is vital information that will help you find the most appropriate channel for your audience and improve the strategic dissemination of your content through Social Networks.

Group channels in Google Analytics
The grouping of channels in Google Analytics can help you improve your reporting results. By default, the tool presents you with some channels, but you can customize and sort them according to your campaigns.

The specific data of these channels will help you to better understand the traffic sources and their conversion. You can create channel groupings in the Acquisition section, in your multichannel funnels and even in your channels for payment traffic, both for Google Adwords and for other payment channels that you can create and manage manually. The correct grouping of your channels can help you improve the monitoring of the KPIs of your campaigns.

9. Google Analytics: Behavior Flows
Another of the great advantages of implementing Google Analytics for your website is that with it you can see in detail the behavior of your audience within your website . Not only how many people arrive, but once inside your page, which pages they visit, as well as the interconnection between subdomains.

That is to say, you will be able to see and compare in your reports not only what is the journey they make within your website, but also what content helps you to convert objectives . For example, analyze their behavior and lower the bounce rate, if your visitors browse other pages on your website, or create a call to action so that they go to the registration form and subscribe. These reports will also provide data on which is the most frequent journey of your users since they arrive at your website. This information is strategic if you want, for example, to facilitate the journey until they go to the shopping cart, if your website is an e-commerce.

With the Behavior Flows you will be able to see in general and supported by a graph, but also in detail how users navigate and behave on your website. by entry page, by content and by exit page, which is the last one they visit on your website and if it is an ecommerce, it would be ideal for it to be the payment page.

flow-of-behavior google analytics
Page Analytics: use of the Chrome extension: Page Analytics
In the Analytics section of the page in the Acquisition section , you can use the Chrome Page Analytics extension , which is free and can be downloaded as an extension for your browser. With it, you can see how your visitors interact on your page.

These interactions can be seen either by color maps that vary according to density, from blue in the areas with the least interactions and in red those with the most. It also allows you to view your page by or by engagement percentages.

This free Google Chrome extension for Google Analytics will allow you to see in which areas of your website and on each of the pages, your users click. It is a great tool to understand in a different way the navigation route of the views on your website, which will allow you to improve or adapt the structure of your website to facilitate its use. It will also help to correct possible errors on your website or make more effective calls to action.

click-maps-percentages-google-analytics

10. Configuration and monitoring of email Marketing campaigns
Another of the great advantages of Google Analytics is that you can make use of the tags or Tags and configure the sources and Url of your email Marketing campaigns. With this, you can keep track of each campaign and each Newsletter and know which of them and in what way helps you to better meet your conversion goals, sales or subscription, reservation, requesting an appointment, an estimate, etc. .

The track email marketing campaigns will let you know the behavior of your users after receiving your communication. If you work with platforms such as Mailchimp , Benchmark and AWeber , you will be able to see the rate from their own platform the number of openings of your email. But through the tracking tag created with Google Analytics, you will be able to know how they interact with your website.

This monitoring is strategic so that you can measure, compare and improve the number of conversions , as well as the navigation routes, time of permanence and exit page, for example. This will allow you to be more successful with each of your campaigns.

11. Content flows and conversion funnels in Google Analytics
In the conversions section you will find another flow report: the flow of objectives, which is also a graph that represents the conversion path and the traffic funnel in relation to your objectives.

This report is very useful, since it allows you to know if the users who come to your website through your content content, and reach the specific objectives that you have set. Always associated with a certain period of time or in comparison, it shows you the path that users have traveled until the conversion of a goal you have set.

As I explained before, web analytics cannot only contemplate the number or origin of your visits, but must help you go further and know what the contents are, which help you the most to convert your Marketing objectives .

For this, this report shows you in detail what is the source, channel or type of traffic that helps you convert your objectives: through search engines, social networks, ad campaigns, email marketing, if it is through the setting up an event, etc.

It also teaches you when and how users join your website and when they leave. What are the sources, channels or media that help you the most to convert the proposed objectives. And it also helps you correct errors in case you detect if there are many cases of abandonment or non-fulfillment of objectives on a certain page or segment, within the routes and conversion funnels.

For example, in this report I analyze which sources help me the most to achieve a goal on the contact and registration page. It tells me how many went to that page from Google, how many through direct traffic and how many through references (links) or recommendations. I can also determine how many converted through social channels or marketing campaigns.

This report can also help you to know if there are other access pages that you did not contemplate, but that help you achieve the objective. For example, if organic search (on Google) has led your audience to promotional content, or directly to a specific objective.

12. Strategic Marketing and Remarketing with Google Analytics
The same Javascript technology and the cookies with which Google Analytics works, give you the possibility to carry out Remarketing campaigns and select the number of users, who have already visited your website, various types of strategically segmented ads to create Marketing campaigns. effective.

You can, for example, make campaigns for users who have visited your website and have not finished the purchase process, or for those who have clicked on an ad of yours and who have not converted into your website or a discount campaign for customer loyalty and see which of these campaigns are more effective in converting goals .

It is important that at the Property level in the Administration section, click on the button to activate the Demographic and Interest reports . And then in the Tracking section, also in Property, activate the Remarketing reports. Then you must activate Google Signals.

This will allow you to have more specific data about your users, such as the age, gender and interests of the users who visit your website. It will also allow you to know how many visits you receive from different devices, if they are recurring users. This data will allow you to better segment your Remarketing campaigns.

Remember that in order to carry out Remarketing campaigns you must be the owner or administrator of an active Google Analytics account, you must have the functions for advertisers enabled (this can be seen in the property settings of your Google Analytics account) and have at least an active Google AdWords account that is associated with your Analytics account.

If you want to know more about this point, I recommend this post that helps you improve your ad campaigns with Google Analytics reports.

13. Adsense configuration with Google Analytics
The use and configuration of Adsense campaigns is one of the most common ways to monetize or monetize a website or blog. If your website has a significant volume of traffic, you can monetize it by allowing other companies to advertise on your website through graphics, displays, banners or advanced interactive advertising.

In order to access Google Adesense, you must sign up for Adsense and link your account. You will also need to set up a code to track AdSense campaigns in Google Analytics. Once synchronized you can have the data of the income of the marketing campaigns that you receive through the other advertisers on your website.

Google Analytics will help you find the most suitable ads for your website, although you can also control the type of ads that are displayed on your pages. You also have access to detailed reports on your site’s performance in relation to ads. It is a good source of income, but you must bear in mind that it reduces the visibility of your content and redirects your website traffic to other pages.

14. Improve your SEO with Google Analytics
Google Analytics is a great ally of SEO . In the 4 large sections: Audience, Acquisition, Conversions and Acquisition you will find many relevant data to improve the search engine positioning of your website.

In many of the reports, it provides you with relevant information, either from a technical point of view (page or site loading speed), from the use of keywords that direct traffic to your website, the relevance of the links external (referred traffic) from other websites that redirect to your website or the visit time of your visits.

These reports allow you to measure, compare and correct possible errors in loading time, screen resolution or the use of keywords in relation to the number of queries and searches carried out in search engines. For example, in the Acquisitions section, in Search Engine Optimization , the report makes a comparison between impressions and clicks in searches made on the web by users who ended up visiting your page or not and the CTR percentage of those visits in relation to The impressions.

For example, in the section on Acquisition – Search Engine Optimization – Queries . You can clearly see which are the keyword queries made in most frequent search engines of your visitors. How many of them made the query, how many saw your content (number of impressions), how many visited your page (interactions) and what is the CTR of this result.

The report will allow you to see not only which are the most frequent terms and keywords in relation to your market niche, but also which ones in percentage redirect the public to your page.

Also through this report you will be able to know what other keywords are determining for which audience finds you on the web and improve your Content Marketing and focus it on the search number related to those terms.

To expand this section, I recommend this article: How to improve SEO positioning with Google Analytics

15. Make use of Google Analytics Filters
The use of filters in Google Analytics is strategic , since on the one hand it helps you to include or exclude traffic in your reports. I mean, it is necessary to create filters that exclude your visits so that you can more accurately know the traffic of visitors to your website.

You can also create filters that include visits related to other sources of traffic or channels, such as your email marketing campaigns or your Google AdWords campaigns, which I will explain later. This will allow you to have more accurate reports of your campaigns on different channels.

Create a filter in Google Analytics:
The first step that I recommend is that you create a filter to exclude internal traffic , I mean that you create a filter so that it does not count the visits you make to your website or those made by your work team. This is important, since if you do not use this filter, you can make the mistake of overestimating the number of visits to your website, the number of pages visited, the visit time, etc.

It is also important since it will be decisive to analyze with other metrics in Google Analytics , such as: new visitors and recurring visitors to the web, the bounce rate. etc. And if you don’t exclude your own visits, it is impossible to measure your results objectively.

Creating an IP exclusion filter is very easy: you can create the filter in the administration section, including the Exclude IP option, include the IP number of your home or work connection and create the filter. If you need a more extensive explanation, you can find it in this Google Suport article : Exclusion of internal traffic

Use of Advanced Filters in Google Analytics:
The use of advanced Google Analytics filters can also help you a lot, to improve your positioning in Search Engines, or in the Off-Site and On-Site relationship of your users, as I mentioned in the previous step.

I am going to give you a very clear example. In the Acquisition and queries section, Google Analytics offers you a report of which words or terms your users have searched for and how many of them have reached your website through them, as I mentioned in step 8.
If you apply an advanced filter to this report , for example average position in search engines, and make it show you the results with an average position lower than 10, which are the ones that appear on the first page of Google search, you can have very good results. Detailed information that will allow you to improve the use of keywords in your content and titles on your website and on your blog.

You can sort your report by positioning of those words on the web, by conversion percentage and get results that help you include those terms or create content around them to make it easier for users who search the web to end up going to your page .

advanced-filter-google-analytics

16. Personalized campaigns in Google Analytics
The personalized campaigns help you have more information about the provenance of users who visit your site. For example, they inform you in greater detail how referral traffic from other websites reaches your content. This will help you identify and improve the most effective channels and sources to attract a greater number of users.

To use custom campaigns, Google Analytics allows you to create URL tracking parameters. For example, you can create a follow-up on the links that refer to your website and generate reports when users click on those links.

You can even configure your campaigns to tell you if more users come to your website through a link in your email marketing campaigns or a link where they can download your content. And of course, you can know in detail how many of those visits better convert your goals.

For websites you should use the « URL Builder » tool to define and add URL parameters. The platform allows you to create interaction reports. In other words, when users click on one of your links, tracking parameters are created, which will allow you to identify which are the most effective URLs to attract users to your website. You can create parameters.

You can also create custom mobile campaigns by setting up tracking URLs in the Mobile URL Builder section of Golge Analytics.

17. Personalized Alerts in Google Analytics
Google Analytics has an intelligence alert system that helps you monitor your website traffic and notify you if there are significant changes. These alerts are of great help to monitor and optimize your payment campaigns and the flow of users and conversion of objectives into your website.

There are two main types of alerts: Automatic Adwords alerts, which are synchronized with your Google Adwords account and which indicate if there is a significant change in your campaigns, either in traffic of visits or Conversion. It also tells you if the revenue percentage has decreased compared to previous reports.

For this you must have done the Google Analytics and Google Adwords configuration as I have explained previously. The alerts reports are segmented by time periods, by relevance and have secondary dimensions. This is very useful since they indicate, for example, if the alert has been generated by a decrease in traffic, in which country or area it has been detected. For example, it tells you that during the last week visitors from the United States have decreased by 25% and take action on it if this is relevant for your ecommerce or your blog.

Google Analytics also offers you the possibility to create personalized alerts and configure them in such a way that it will send you an alert email when other significant changes occur on your website, either in visitor traffic or in the bounce rate. You can also configure the alert by relevance and analyze them in your report for daily, weekly and monthly periods of time. This allows you to see a comparison of the progress or involution of your campaigns.

You don’t need to create too many alerts, or all the variations in your reports. It is better that you create alerts for exceptional cases ; For example, you can create an alert that tells you if there has been a significant change in the increase or reduction of your traffic of visits, or an increase to take into account in the bounce rate of your visits or in the percentage of conversion of your objectives.

18. Experiments and Test with Google Analytics
Google Analytics also offers you the opportunity to create content experiments. With this, you can test which version of a landing page produces the highest conversion rate. That is, which page helps you to better convert your goals.

With experiments, you can create and test up to ten variations of a landing page, displayed to users with different URLs. This allows you to create various types of settings or calls to action about your products and services and check which of them converts the most. After checking this, you can set the best converting page as the default page.

To create the experiments, you must go to the Google Analytics Experiments API or through Google Tag Manager. The only drawback of this application is that users who have installed the Google Analytics opt-out for browsers add-on will not be able to see any content experiments on your website, but in any case it would be a very small percentage of the audience.

19. Implement Google Tag Manager, Data Studio and Google Optimize, Google 360 ​​applications
I left for last the highlight: the Label Manager or Google Tag Manager , being aware that it is one of its most important new applications.

Tag Manager
Tag Manager is a free application that allows you to install a <script> code on all your pages and that helps to collect detailed and accurate data on your domains. In this way you can make your marketing and remarketing campaigns more effective and your decisions more successful.

To install and configure your account, you must register on the Google Tag Manager platform . Once the application is installed and the code inserted in the header of your website, you can create and manage tags related to all the data collected on your pages.

In this way you can manage independently and without having to touch the code of your website. For example, you can measure the traffic and activity of users who visit your website and through this information know the impact generated by your online advertising campaigns and the traffic provided by your brand’s social channels with greater accuracy.

Through Google Tag Manager you can create campaigns with tags that include variables, macros and rules that you can define to create more successful campaigns. You can also automatically track events and create campaigns for mobile devices.

But the most interesting thing is that also with the tag manager , you can generate rules and variables with a predetermined order, so that when you do a campaign, you can have the data in quantity and order of the results. A mine of data that you can classify and quantify and that will help you with more precision and order to calculate the ROI of your Online marketing campaigns.

Google Optimize
If you activate and implement Google Optimize , you can create tests and A / B tests of all the elements of your website: ads, forms, call to action buttons, download buttons, ad campaigns or conversion landings. This free application creates an exact version of your website, editable so that you can see which version has the best performance or conversion.

Google optimize can also be linked to Tag Manager and create very advanced versions and triggers.

In this article you can see how to create A / B tests with Google Optimize to improve your campaigns

Data Studio
You can also link Data Studio with your Analytics account and even with your YouTube and Google Adwords account. It will allow you to create personalized and very complete reports with all the metrics, segments and dimensions that you want to select on your website.

It allows you to take a huge step in applying what are the most relevant metrics and reports for your project or company. You can also configure other data sources such as those of your email marketing campaign server, third-party tools and custom spreadsheets. A marvel of application.

This graph represents a part of a personalized report in Data Studio, created with the segment of visits and interactions of the users that come from the social channel Twitter on the web.

20. Get trained and updated on Google Analytics
Well dear Jedai. We have come a long way and I have explained many of the functions and applications of Google Analytics to you . I know this post is long and very specific, but with it I have been able to explain the enormous possibilities that Google Analytics offers for your business, if you are an entrepreneur or for your clients if you are a Community Manager or Social Media Manager ; or if you are the person in charge of carrying the strategy and marketing of a company.

But things do not end here far from it. You have to keep learning, you have to train and you have to practice. Well the saying goes that only practice makes the Master and as Jedai you will have to practice a lot on this tool, to get all its strength.

So I encourage you to install Google Analytics , to practice testing in your campaigns, and to collect the information that allows you to improve. I also invite you to train and update yourself constantly and with the best, if possible.

I also invite you to read this great post on Analytics and conversion that will clarify many doubts and give you another approach, and this other post with tips and tricks for Google Analytics .

And if you dare and want to know and learn more, I invite you to know our courses: Google Analytics Online Course and the Classroom CM Community Manager classroom course , where in addition to Web Analytics, Content Marketing, SEO, SEM, etc. ; we learn and share about Social Media.

And if you want to specialize and learn in depth all the functions, filters, reports and possibilities that Google Analytics offers you , you can enroll in the Google Analytics On-Site Course or in the online course for the official Google Analytics certification that we teach at Aula CM . Where in addition to learning all the functions of this powerful platform, we prepare you so that you can obtain the official Google Analytics Certificate.

On the other hand, I promise to write more detailed articles of some chapters of this article that allow me to expand, clarify and widely exemplify the concepts and applications. But if I can also help you with something and answer your questions, do not hesitate to write to me. I will be happy to answer.

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