In its out-of-the-box state, there is not much that Google Analytics can actually do for you. Luckily, there are several features that you can activate to improve the insight that Google Analytics can provide you with. The features that you will want to make sure are activated include eCommerce tracking, Goals, and AdWords.
By activating the eCommerce Tracking feature you will be able to see where your most valuable customers come from and the areas of your website that are the most interesting to your visitors. According to the KISSmetrics website, this information can be used to target a particular group of consumers or revamp certain areas of your website. To enable eCommerce tracking for Google Analytics, you can do so by going to the “Standard Reports” section and clicking on the “Admin” button. You will then need to click on “Profile Settings” and then again on “e-Commerce Settings”. Once there, you change the drop downs to “Yes” and “eCommerce Site,” and then click the “Apply” button. Once this feature is enabled you will be able to make better use out of your Google Analytics.
The Goals feature on Google Analytics will allow you to better track certain types of conversation that is happening across the internet. For example, the ecommerce Analytics can track conversation about certain events to see how popular the event is and whether it was effective or not. First, you will have to choose which goals you want to create. Your options include URL destination goals, visit duration, pages, visits, and events. To set up Google Analytic Goals, you will need to click the “Admin” button, which is located in the Google Analytics standard reports. Once you have done so, you then need to click the “Goals” button. You will then need to click on the “+Goal” button to start adding your goals.
If you utilize AdWords, you will need to make sure that it is connected to Google Analytics. To link Adwords, there are two different steps that you will have to complete. You will first need to enable the auto-tagging feature in the Google Adwords account. This will allow you to see that a whether or not a visitor has found your website by using Adwords. To enable auto-tagging, you will need to go to Adwords and select “My Account” and click the “Preference” button. If you haven’t selected “Yes” next to auto-tagging, you will need to select “Edit,” and then check auto-tagging for a destination URL. The next thing you will have to do is link the Google Adwords with Google Analytics. To do this, you will go to the AdWords account and select the tab for analyses and tools. You will then need to click the Google Analytics option. Next, you will need to indicate that you already have a Google Analytics account. From there you can select each account that needs to be connected.
Each of these features will allow you to use your Google Analytics to its full potential. These features will allow you to have access to information that will allow you to improve your website and the way that you target your visitors. If these features are not enabled, you may find that the out-of-the-box settings for Google Analytics just do not cut it.