B2B marketers gain invaluable information about their audience by using Google Analytics reports. Previously we shared advanced reports in Google Analytics.
In this article we cover a range of out-of-the box Google Analytics reports you should use for both high-level reporting and granular level optimization.
Websites are the hub of demand generation programs and Google Analytics (GA) reports provide acquisition, behavior and conversion analytcs that are invaluable to B2B marketers.
So let’s dive into 7 indispensible GA reports.
Goal Flow Report In Google Analytics
The Goal Flow Report is based on the goals you configured in your conversion funnel. You’ve probably already set up a conversion funnel. If not, here’s a quick brief:
Conversion funnels are based on goals. These goals may be downloading a piece of content or signing up for a demo. The conversion funnel is based on webpage navigation, thus a conversion usually ends with a visitor landing on a "thank you" page after a sign up or content download.
The Goal Flow report shows you the path that visitors take in your conversion funnel. It can help you track the efficiency of your conversion funnel over time. And the Goal Flow report shows you how visitors move forward or backwards in the conversion funnel, highlighting areas for optimization.
Goal flow reports are used when marketers need to understand how users are navigating between steps.
A similar report, covered in the next section, gives more detail on each step of the funnel.
This reports gives marketers the conversion rate of each step of the funnel and is ideal for reporting and performance monitoring.
It visualizes the funnel on a per session basis. From Google:
The Funnel Visualization report only shows one session to each step in the funnel, so if a user sees the same step twice—either by navigating back to it from another step or refreshing the page/screen—the second session shows as an exit to that step's page/screen.
Thus, it is ideal for analyzing whether visitors are engaged enough to move through the funnel.
Here's what it looks like:
For conversion funnels, you can measure groups of, or individual, pieces of content. For example you may be interested in how individual case studies perform or how all your case studies perform. This feature allows you to measure content or product page performance at either the aggregate or granular page level.
You do this using the Match Type feature.
The Match Type defines how GA collects its analytics data based on URL’s. For example, tracking your entire B2B blog you would tell GA to include all page visit data that contains "/blog". For reporting on individual blog post you would include an exact match for the URL of the invidual post.
You can measure how well your blog converts or how well each blog post converts.
Event Tracking Report
Tracking events is a way to report on content effectiveness and engagement.
Event tracking differs from conversion tracking. Where the latter is tied to reaching certain pages, event tracking measures actions like clicks on CTA’s, interaction with video, downloading a PDF, clicking on page elements that dynamically load new information, and clicking radio buttons in forms.
For example, video content is shown to be highly effective in online b2b marketing, and marketers should be tracking events such as plays, rewinds and CTA clicks to measure engagement and content effectiveness.
Marketers with a content library should be tracking which pieces of content visitors engage with most and produce more of it.
Remember you can add secondary dimensions of interest like time on page and bounce rate to measure engagement.
Lastly, pay attention to Unique Events which counts one event per session. This is important for measuring reach as you want to know whether visitors are clicking on your content or CTA without being skewed by visitors who click (e.g. watch a video) multiple times.
Below we’ve highlighted unique events metric and event tracking labels in GA.
Event tracking labels are properties you define yourself. They help you organize your event data and create readable reports.
According to SitePoint, you should name your event action in past tense for more intuitive reporting. For example, menu opened or video played.
As a B2B marketer event tracking is one way to understand how well your content resonates with audiences and whether the user experience is intuitive.
Are they reading or watching till the end? Are they clicking on the CTA’s? Are they downloading multiple pieces of content?
The next report helps marketers understand these questions by tracking the flow of event completions.
Events Flow Report
The Events Flow report gives you a flowchart showing event completions in sequence. In essence, it answers: what are visitors doing after they complete the first event?
For example, visitors begin playing a video or engaging with interactive content that showcases your product, and then click on the CTA. In this case you want to know whether your video content leads to interactions like click-to-call or any other CTA.
Educational courses or certification programs is a content strategy used by many B2B brands. Event Flows can help marketers understand whether the use experience is intuitive and engaging by measuring events such as making progress through a course module.
While demographic reporting is highly useful for ecommerce companies, it can be useful to B2B marketers as well.
Whereas ecommerce sites may target specific user groups based on conversion rate or revenue, B2B marketers may target user groups with the highest engagement.
An example of the latter, you can use demographic reporting to make sure the content you create resonates with your target persona.
You can also use demographic data to segment audiences for remarketing, profile valuable customers, identify new markets to target.
A demographics dashboard might look like this:
Content Engagement Reporting
There are two reports that B2B marketers should use to measure content engagement.
These are the Content Drill Down and Visitor Flow reports.
Product pages and blog pages are top-of-funnel landing pages and serve the important purpose of converting visitors with little brand awareness into sales leads. As such, it’s important to assess how visitors arrived on your landing page, and where they go after (hopefully a content download page or product page).
User Flow Report
Use User Flow to learn what channels visitors came from, where they go after after. You can use custom segments to do a deeper analysis on how different segments behave differently on your site. For example, based on geography, device, or any other demographic.
Content Drilldown Report
Use Content Drill Down periodically to report and learn about your most engaging content. This report organizes your web pages based on unique pageviews, time on page, and exit rate.
To run the report go to Behavior > Site Content > Content Drill Down. In the search box you can do a “contains” search and look at URL’s with “/blog” in it, this narrows down your report to only your blog.
These Google Analytics reports provide a strong foundation for B2B marketers to monitor and improve their demand generation efforts.
GA provides more data than anyone knows what to with. While most of the metrics are cool to know, using GA effectively is choosing and creating the reports that are need to know.
Your online marketing strategy will dictate the most relevant reports and metrics to track. These need to know reports rest on a strong pipeline marketing strategy.