Seven underrated Google Analytics options that increase efficiency

30 second summary:

  • Google Analytics is an important web analytics tool from Google that is used in digital marketing.
  • Many digital marketers and website owners use it to track and measure the performance of their websites.
  • There are many Google Analytics functions that perform different functions. Everyone is working to help you get the most out of your website.
  • However, there are some Google Analytics features that are underestimated. Many digital marketers fail to recognize them and what they can do to improve their website’s performance.
  • This piece introduces seven of them and how they can be helpful to you.

Google Analytics is a web analytics product from Google that has been used by many digital marketers and website owners to determine how their website is performing. Approximately 29 million websites use it as an analytics tool. Many Google Analytics features are known only to a few digital marketers. Many people are rushing to check how many pageviews they have received or how many conversations they have received over a period of time. For these people, this is just what this great tool can do for them – the basics. But it goes far beyond that.

There are a few features that can help improve your website’s performance, but they are underestimated.

Is this the first time you hear this Don’t worry, that’s why I’m here and this article will discuss seven of them and how they can be helpful for your website.

1. Custom warning

This Google Analytics feature can be found by logging into your report and tapping the “Customization” drop-down menu. During setup, you will be notified by email if the traffic or the behavior of your website changes.

This can be done daily, weekly, or monthly. For a beginner curious about increasing their traffic or conversions, keeping an eye on them is easy. Another important function of a custom alert is to automatically notify you of trends in your data.

This can consist in tracking and informing you in real time about the positive or negative happenings on your website. The advantage of this is that you can fix any negative development before it becomes obvious. You can follow the screenshot below to set up your custom alert.

2. Channel groupings

The channel grouping feature makes it easy to manage the source of traffic to your website. This feature is enabled by default in your analytics report and organizes and groups your common traffic source.

For example, you started an advertising campaign on Facebook and Instagram as Social Media Tactics to Grow Your Small BusinessChannel grouping allows you to compare and analyze the performance of each traffic channel.

To help a marketer more accurately determine their traffic channel, you can create a custom channel grouping and apply it to your report.

The effect can be seen in the display of your data, but it does not change the data itself. To take advantage of the grouping of channels in your GA, when you log into your report and find the administrator in the lower left. Click on it and you will see a list of the features that the channel groupings belong to.

Google Analytics Features - Channel Groupings

3. Flow of behavior

When users visit your website, they switch from one page or event to another in order to fulfill their desire to get help through your content. It’s a visual representation that can help you understand how your target audience is interacting with your website, what content they enjoy, and which content they turn off.

Your website’s flow of behavior simply shows the nodes, links to pages on your website, and exits. After consuming your content, are your target audiences clicking another link to learn more? Or do they jump because they are not satisfied?

This will increase your bounce rate and it clearly indicates that you need to work on that particular content. Below is a screenshot of the behavior flow from my blog.

Google Analytics Features - Behavior Flow

4. E-commerce tracking

For those who want Start an ecommerce business or those who are already in the field. You can use GA’s ecommerce tracking feature to keep track of the performance of your ecommerce website.

As a dealer who continues to sell Shopify or BigCommerceYou want to know where your high paying customers are from, how they interact with the products in your store, and which product converts more.

With this knowledge, you can identify the location of customers that will make you smile as you remember your number of sales, the products they like, and the things you need to fix in order to stay ahead of your competitors to be.

Channel groupings

Here’s how to set up ecommerce tracking on GA

  • Log into your report on GA
  • Click on Admin at the bottom left and you will be taken to a new window
  • Click on Ecommerce Settings
  • Activate e-commerce
  • Enable and save advanced ecommerce reporting
  • The final step is to set up your tracking code. Find out how to do it here.

Once your ecommerce website is tracked on GA, you will get insight into the following metrics on your dashboard. one-time purchases, revenue, quantity, conversion rate, average order revenue, etc.

5. Demographic

Some digital marketers don’t realize the importance of analyzing the demographics of the users who visit their websites. The age, gender, and interest category of your audience are key metrics that should be important to you.

You can use them to make decisions that can improve the performance of your website. For example, let’s say you run a small business website selling women’s clothing and your demographics show that 80% of your visitors in the last month were men between the ages of 18 and 24.

That’s a red flag you’re targeting the wrong audience with. A female clothing store should have more female visitors. The 18- and 24-year-old age group consists mainly of young people who either go to school or are unemployed. Hence, not much money will be spent on clothes. Here’s how to find demographics in your GA.


6. Site Speed ​​Report

Speed ​​is one of the key factors that Google considers when ranking your website. With the introduction of Accelerated Mobile Page, AMP, this became even more apparent. Don’t pay attention to this one SEO mistake are you doing. Google Analytics tracks the loading time of your websites.

The aim is to give you reasons on how to improve the speed of your website. A webpage that loads slowly is disabled for your audience. Nobody wants to wait long for a page to load when there are many websites competing for your attention.

It can increase your website’s bounce rate or even cost your revenue when selling online. The speed of the website is an indicator of a healthy website, so it is required learn how to make it happen.

Google Analytics Features - Website Speed ​​Report

7. UTM parameters

This may be the first time some digital marketers and small businesses have heard of this marketing acronym. Don’t be confused, UTM simply stands for Urchin Tracking Modules. These are codes that you add to the end of your url. This is vital when running advertising campaigns for your business.

For example, if you run an advertising campaign on Instagram, Facebook, and LinkedIn and you make a lot of sales, you don’t know which of the social media platforms generated more sales for you.

The only way to tell is by adding campaign parameters to your URLs that are tracked in GA. For each user who clicked on the URL, the parameter is sent to Google Analytics. The goal is to identify which platform the campaign is doing better on and step up your strategy to get more sales next time.

Google Analytics functions - UTM parameters

Wrap up

Your website’s performance should be of paramount importance to you as a digital marketer, small business, or earner passive income on-line. Google Analytics has everything to keep your website healthy at all times.

Google Analytics features that take into account all aspects of your website, be it blog, E-commerceor any other type of website.

They take the time to identify, explore, and use these features and you will be surprised how they get the most out of your website at all times.

Chuks Chukwuemeka is a content creator, blogger, digital marketer, and founder of, an online business blog.

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