NEW AD­VANCE­MENTS IN GOOGLE AN­A­LYT­ICS HELP you UN­DER­STAND your USER’S JOUR­NEY BET­TER

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There is more of a fo­cus on user be­hav­iour in stan­dard re­ports, and Google will con­tinue to im­prove the ac­cu­racy of user-level data. Take ad­van­tage of the de­fault op­tion to an­a­lyse users along­side ses­sions. Google has also added a new tool to help us an­a­lyse vis­i­tors in­di­vid­u­ally, en­abling you to mea­sure life­time met­rics and di­men­sions for in­di­vid­ual users. Pro­vid­ing more ac­cu­rate data than be­fore, you can see a va­ri­ety of data on past (his­tor­i­cal), present and pre­dicted fu­ture be­hav­iour. This helps you to de­liver a bet­ter ex­pe­ri­ence for your users, tai­lor­ing your mar­ket­ing ac­tiv­i­ties and mes­sag­ing ac­cord­ingly.

Au­di­ence Re­port­ing is another new fea­ture that en­ables you to con­nect your data more clearly, al­low­ing you to see trends and op­por­tu­ni­ties. It uses Au­di­ence as its pri­mary di­men­sion and per­mits you to com­pare per­for­mance across dif­fer­ent seg­ments. Use th­ese au­di­ence lists in your CRO tests.

Con­ver­sion Prob­a­bil­ity is a beta fea­ture that uses ma­chine learn­ing to pro­vide more an­a­lytic in­tel­li­gence on users who are most likely to con­vert, which you can then use to cre­ate au­di­ences for anal­y­sis and re­mar­ket­ing. Take ad­van­tage by cre­at­ing re-mar­ket­ing lists that tar­get prime users that have a higher prob­a­bil­ity of con­ver­sion. Fo­cus on reach­ing out to th­ese au­di­ences via Ad­words. Find out more at http://bit.ly/2d0oa6f

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