This is perhaps one of the most used Google Analytics tips, after all, increasing the number of visits and, consequently, the number of customers , are the main goals of most businesses. However, in the digital world, it is essential not to lose focus. During your engagement growth journey, you must always remember to observe the behavior patterns of your target audience .
Understand points such as:
which page did Internet users enter your website and leave through;
what the customer accessed or searched for most on the website;
how long users stay on your website;
the customer's attitude after accessing or searching for certain content.
The answers in this “investigative” series will help you understand your visitors’ needs and expectations, and what you can do to provide a better user experience. For example, if you notice that a visitor leaves your site after searching for specific content, you may need to improve your calls to action.
One resource that can be used for this purpose is the behavior flow (Behavior > Behavior Flow), which shows a map of user clicks within each page of your website .
5. Invest in custom URLs
Custom URLs can help your business measure the success (or lack thereof) of campaigns created within Google Analytics , email blasts, or other targeted content .
Consider that you sell shoes online and are running apparel company database a campaign with Google Ads . To make your ad as effective as possible, you will need data about the visitors who came to your website pages from that ad, as well as information about the actions they took after the visit and the results of those visits.
The first step is to create custom URLs using Google's URL builder. With the tool, you can add parameters to your URLs for custom campaigns, whether they are email or digital marketing campaigns.
When visitors click on one of your custom links, your Google Analytics account records unique metrics that help you identify the most effective URLs that drive the most traffic to your content . These URLs also help you track campaign performance and understand how your customers navigate your site.
6. Configure events
It’s important to keep an eye on your website’s performance regularly, but it’s not always possible to notice every single deviation, which is normal. When there are huge spikes (or drops) in traffic that raise questions , it means that events have entered the game.
Events are features that allow you to set custom parameters to monitor unusual activity on your site and send alerts to your account managers . For example, a 200% increase in traffic on a given day would be considered unusual, so Google Analytics would record the data around that event and alert you about it.