Google Analytics. Two words that either bring a smile to your face, or send a cold shiver down your spine!
If you’re a self confessed number geek like myself, then Google Analytics initially delivers a big smile. It is like a never ending treasure trove of information. I pick up my spade (mouse), start digging (clicking) and immerse myself in a plethora of custom reports and segmented data. In fact data cut, sliced and diced in more ways than I sometimes believe to be possible!
But, as time passes by, things start to change. You begin to find yourself shackled by the constraints of the Google Analytics interface. At first, this starts off as a niggle, a minor annoyance if you so wish. But the deeper you travel into the data, the bigger you find your frustrations with the interface growing.
Before long, you reach breaking point. You find yourself wanting more from your data than the interface can provide. That once big smile on your face disappears, and the cold shiver makes its way down your spine.
And, until recently, this reflected our Google Analytics journey here at the Friday Media Group, Our top 5 frustrations with the Google Analytics interface were:
- Trying to compare performance across multiple properties, or multiple views side by side. The Google Analytics interface only allows you to interrogate data one view at a time. As we are a multi website business, we were being constrained by the interface.
- Data visualisation. Unless you are happy with a basic table or chart, the Google Analytics interface doesn’t really cut the mustard. It’s not showing the data in the way you, or your business require. We were being constrained by the interface.
- Aligning Google Analytics data with other sources can be a painful task, arguably more difficult than it needs to be within the interface. The interface was limiting our opportunities, and insight from data being restricted.
- Automating the reporting of key KPIs. The web analyst of today needs to spend less time manually running reports and more time generating insight to inform business strategy. The interface can be restricting for the Web Analysts of today
- Getting Google Analytics data in front of business decision makers is a challenge. In the decision makers eyes, the thought of having to login to analytics, and then digging around a tool that you don’t use often is, understandably, off putting. The decision makers just need a way of seeing key metrics clearly in one place, and be able to quickly understand if performance is strong or weak. The interface is not making data transparent across our business
Frustration number 5 is the one that resonates with me the most personally. If you’re wanting data to be at the forefront of your marketing strategy, then, quite simply, data has to be visible to everyone. Those barriers need removing, otherwise how else can your business ever be data driven?
So, what did we do? Did we put up with being shackled by the constraints of the Google Analytics interface? Did we sit there, fingers and toes crossed, hoping that Google Analytics will one day improve?
You’ll be pleased to hear the answer to all of this is No. What if I was to tell you there is a way to turbocharge your Google Analytics data, and that I can show you how to resolve the 5 frustrations we’ve outlined above? And also give you solutions for these to take away and implement across your own business?
Sounds good huh? Hopefully if you’ve reached this part of the blog then your answer is “Yes! Tell me more!”
The saying goes, “A magician never reveals his secrets”. However, if you want to find out more about how to turbocharge your Google Analytics data, head on down to Measurefest on the 25th November and all will be revealed….