5 New Year’s Resolutions for Your Analytics Goals

Review your business goals for the coming year

Anything you’re reporting from your web analytics should mirror your business goals. Some common business goals we hear from clients:

  • Increase sales
  • Increase lead generation
  • Increase awareness
  • Increase engagement

Aligning your analytics with your goals in advance will help speed your reporting along.

Review your site goals vs. your business goals

In Google Analytics (or your web analytics package), look at the goals you have established for your site. In Google Analytics, you can set up to 20 goals.

Review the goals you currently have established to see if they are still relevant – are those pages still on your site? Do they reflect what you want visitors to accomplish? (If you’re not sure or don’t have goals set up, give the Innate team a call.)

The most common goals are:

  • Reaching a specific page on the site – such as a thank you or confirmation page once going through a purchase or sign-up process.
  • Events – such as playing a video or clicking a link (think of a share button)
  • Pages or screens visited per session – how many different pages visitors see while on your site

If your business goals are about increasing awareness and engagement, we recommend a combination of events and pages per sessions. That way you can measure how engaged visitors are with your content as well as any sharing links they click.

Create personalized dashboard reporting

Under Dashboards in Google Analytics, you now have the opportunity to create Private dashboards. You can share the links or keep them private. Building out your dashboard with the metrics you know you’ll need instant access to is a great timesaver.

To do this, navigate to any page in Analytics, and then click “Add to Dashboard” at the top of the page.

For example, if you are interested in the conversion rates of mobile devices on your site, you can navigate to that page in Analytics (Audience > Mobile > Devices) and click Add to Dashboard. Select your personalized dashboard and that information will be instantly available to you in one convenient place.

Create shortcuts for commonly used filters

Shortcuts are a way to return to commonly used information without having to re-create and re-configure your settings each time.

For example, if each month you need to report on revenue by landing page based on organic search (compared year over year), you can configure that report (Acquisition > Channels > Organic Revenue > Secondary Dimension: Landing Page > Ecommerce > Timeframe: compare year over year) then click Shortcut at the top of the page and name it.

Then, that same configuration will be available to you under Shortcuts in the Analytics menu, saving time (and effort) each month as you come into Analytics for reporting.

Shortcuts can be managed (renamed & deleted) under the Admin tab. The only drawback is that they can’t currently be shared.

Review visitors that convert vs. those who don’t

Analytics provides default segments for Converters and Non-Converters. That’s a great opportunity to check for differences between visitors who complete goals and those who don’t. Some key points to look at:

  • Are some referring sites not converting? Check the text in the referring link.
  • Are some mobile devices not converting as well as others? (This is most common between iPhones and Androids) Try your process on both types of phones to identify any issues.
  • Is there a high abandonment rate from a particular page in your check out? Look to see if there are problems completing the forms. (User testing can often help with this.)

Reviewing your web analytics now and making sure that what you are measuring is aligned with your business goals will help you with your reporting and show the value of your efforts all year long.

If you need assistance with your Analytics or setting up your goals, let the Innate team know. We’re here to help!  We’re looking forward to helping our clients have a happy and prosperous new year!

[Photo credit: Chris Chapman, Flickr Creative Commons]

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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