Marketing strategy is essential for a company to grow. Marketers use a variety of tools to collect data related to their companies in order to infer user trends on a daily basis. It would be no exaggeration to say that Google Analytics is a tool that is used by most managers, as it allows for functional data extraction.
Google Analytics can be said to be essential for improving the performance of a website, but in reality, many marketers say they only use it casually. Surprisingly, it seems that he sometimes has doubts about whether he is using his skills effectively. We investigated and analyzed the optimal usage of Google Analytics, which had not been compared until now, such as “how much to use its functions”.
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There are only 10 functions that successful people use in Google Analytics. Survey on access analysis
The key point for analysis tools is the number of times they are used.
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There are only 10 functions that successful people use in Google Analytics. Survey on access analysis
The above figure is a survey of marketers’ history of use, image of the tool, and experience.
According to the results of the survey, the most common usage period is from 3 years or more to less than 10 years, followed by usage history of less than 1 year.
What is noteworthy is that a total of over 30% of respondents said they were not good at it or were somewhat bad at it. More than 30% of respondents said they had no experience in CVR improvement that produced results.
This may be related to the fact that the more times you use it, the more experience you have in improving CVR, and the less you use it, the less experience you have in improving it.
Similarly, the results showed that the more times you used it, the less you felt bad about it, and the less you used it, the more you felt like you didn’t like it. There are cases where analysis is performed in a small number of times, but the first challenge may be to review the approach, such as increasing opportunities to use the tools.
When should you use analysis tools?
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There are only 10 functions that successful people use in Google Analytics. Survey on access analysis
In what situations should you use Google Analytics? As a result of the survey, it was most often used to verify the effectiveness of measures taken to improve CVR, followed by regular checks and to find bottlenecks and improvement points. .
What features are marketers using to verify the above points? The survey results are summarized below.
These are the only features you can use with Google Analytics
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There are only 10 functions that successful people use in Google Analytics. Survey on access analysis
The above figure shows the results of a survey on “features to use and features not to use” when using Google Analytics. ○ indicates that half of the respondents use the function at least once a week, ☓ indicates that the function is not used, and a blank (-) indicates that the function was split between ○☓ or used very rarely.
Surprisingly, you’ll find that you’ve been doing marketing without using most of the features. In the category, “Attract customers” is mostly used, and only some functions such as “Behavior” are used. Furthermore, we verified whether there was a difference in the functions used depending on whether or not improvements had been made. The result is below
The functions used differ depending on whether or not you have improvement experience.
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There are only 10 functions that successful people use in Google Analytics. Survey on access analysis
When analyzing with Google Analytics, we examined whether the functions used by marketers differ depending on whether or not they had experience in CVR improvement.We found that those in charge of marketing with less experience in CVR improvement were more likely to use terms such as “real time” and “user”. I found out that
By focusing on items that are not considered to have a large impact on CV, it is possible that the best ideas for improving CVR are not coming to mind.
The key to effective use seems to be to look at only the most “required items” “multiple times” for analysis. It is also important to clarify the purpose and use it efficiently, such as by leaving unnecessary items to a quick glance.
summary
Google Analytics is a useful analytical tool for marketers. However, it has become clear that there are many cases in which CVR cannot be improved due to poor performance.
Analysis tools are just a way to “check numbers” to identify ideas for improvement. Rather than being a tool whose purpose is to make full use of its many functions, I think the important thing is how many improvement ideas it generates before and after the analysis.
Reference source:
There are only 10 functions that successful people use in Google Analytics. Survey on access analysis